Japanese E-Commerce Expectations - What Rakuten and ZOZOTOWN Can Teach Us

If you're selling to Japanese customers, it's important to understand that expectations around service are different — and often higher — than in other markets.

Localizing for Japan requires more than language, it requires understanding how people actually shop and engage with brands.

Popular shopping platforms like Rakuten and ZOZOTOWN don’t just offer products. They reflect and help shape what Japanese consumers see as standard, providing insight into what e-commerce brands should keep in mind when planning to sell in Japan.

Let’s take a look at a couple of their features.

Rakuten’s high-quality gift service for free

Rakuten is one of Japan’s largest e-commerce platforms. Similar to Amazon, it lets companies of all sizes open their own online storefronts.

On Rakuten, it's common for shops to offer services like scheduled delivery, furniture assembly, and regular subscriptions. One of the standout services, however, is their gift service option.

Rakuten’s gift services are not just about simple wrapping. The focus is on offering a variety of different types of wrapping made to fit each occasion. Customers can often choose from different wrapping styles, bags, and message cards, all for free.

This is especially useful in a culture where a lot of gift-giving is done, and the type of gift and the presentation of them at each occasion can be significantly different.

A menu on Rakuten of 37 gift-wrapping options for different occasions.

In the Rakuten example here, a Japanese confectionery brand offers over 37 types of gift wrapping — all free. Among them is noshi, a traditional decorative element used for formal gift-giving occasions like weddings, births, and promotions.

There are different types of noshi depending on the event, and Rakuten makes it easy for shoppers to select the right one. This level of customization lowers the barrier to buying gifts and encourages purchases, especially for occasions where proper presentation matters.

High-quality, detailed gift services like this are common on Japanese e-commerce sites. While offering these services is a plus, not offering them can quickly become a drawback in a market where such care is expected.

ZOZOTOWN’s Flexible Payment Options

A major player in Japanese online fashion. something that makes ZOZOTOWN stand out is their flexible approach to payments. In addition to standard methods like credit card or e-money, customers can pay cash on delivery (COD), either at a convenience store or directly to the delivery person.

Cash payments are still widely used in Japan, especially among older generations. With over 28% of Japan’s population aged 65 or older, and concerns around cashless payment dependency during natural disasters, offering cash options is still considered important.

One payment option is their Tsuke-barai (ツケ払い), a buy-now-pay-later (BNPL) option. Shoppers can make their payment up to two months after receiving their order, for a small ¥330 fee. Minors under 18 need a guardian’s consent to use it.

Shopping cart with different payment options on ZOZTOWN

The platform also lets customers buy without creating an account, lowering the barrier to purchase.

It’s also worth noting that Japanese consumers pay a lot of attention to the seasons and have a strong interest in trends.

Items on sites like ZOZOTOWN sell out quickly and are constantly being updated. Brands that only sell clothing for one season or don’t update their lineup often may be seen as irrelevant or stale at times. This is why many around the world view Japanese peoples’ outfits as super stylish or cutting-edge.

Takeaway: Japanese consumer expectations are likely higher than you think

Japan is a market where customer service standards are especially high. Whether it’s free gift wrapping that matches one of many cultural occasions, carefully packaged deliveries scheduled in 2-hour windows, or flexible payment options, Japanese shoppers have come to expect a certain level of care and convenience.

If you’re looking to sell to Japanese customers, you should be aiming to have your e-commerce experience meet these expectations. It’s not about over-delivering, it’s about matching the local norm.

Need help adjusting your online store or marketing approach for Japan? Our team specializes in helping overseas brands create localized strategies that actually work. Feel free to get in touch with us!