⚡ Online Marketplaces in Japan

Online marketplace platforms allow individuals and businesses to sell products or services through a shared website or application.

Japan is an East Asian country with a population of around 125 million people.

According to our data, online marketplaces are detected on 4.1% of websites from Japan.

⭐ Most Popular in 2026

The following chart shows the top marketplaces in Japan in 2026, based on market share.

The most popular is Amazon, which dominates the market with an overwhelming 67.3% share.
It is followed by Rakuten Ichiba with 22.4% and Yahoo Shopping with 16.9%.

Amazon 67.3%
Rakuten Ichiba 22.4%
Yahoo Shopping 16.9%
Yahoo! Auctions Japan 3.3%
Suzuri 3.1%
Zozotown 1.8%
eBay 0.5%
AliExpress 0.3%
Mercari 0.3%
Tmall 0.3%
Etsy 0.3%
Rakuten Fashion 0.2%
Gumroad 0.2%
Taobao 0.2%
Shopee 0.2%

🚀 Highlights

Here is a list of the top marketplaces that are more popular in Japan than worldwide.
Differences between global and country rankings are shown in parentheses.

2. Rakuten Ichiba ^(-8)
3. Yahoo Shopping ^(-9)
4. Yahoo! Auctions Japan ^(-39)
5. Suzuri ^(-37)
6. Zozotown ^(-45)
8. AliExpress ^(-19)
9. Mercari ^(-58)
12. Rakuten Fashion ^(-56)
13. Gumroad ^(-2)
16. Naver Smart Store ^(-3)

✨ Best Marketplaces

Below is a more detailed list of the top 25 of the 33 marketplaces used on sites from Japan, ranked by their market share.

Rank	Name	Market share
1	Amazon Seattle, Washington, United States A global online marketplace where businesses and individuals sell products directly to customers through a single platform. Free$14.99+/month	67.3%
2	Rakuten Ichiba Tokyo, Japan A popular Japanese online marketplace platform.	22.4%
3	Yahoo Shopping Tokyo, Japan A Japanese online marketplace operated by LY Corporation that allows businesses and individuals to create online storefronts and sell products directly to consumers.	16.9%
4	Yahoo! Auctions Japan Tokyo, Japan A peer-to-peer marketplace where products are either auctioned or offered for a fixed price.	3.3%
5	Suzuri Tokyo, Japan A Japanese online marketplace that enables users to easily create and sell original items.	3.1%
6	Zozotown Chiba-shi, Chiba, Japan A Japanese online marketplace for fashion and streetwear.	1.8%
7	eBay San Jose, California, United States A global online marketplace where individuals and businesses sell goods and services via auctions and fixed-price listings.	0.5%
8	AliExpress Hangzhou, China A China-based global retail marketplace owned by Alibaba Group.	0.3%
9	Mercari Tokyo, Japan A Japanese marketplace app that allows anyone with a smartphone to easily sell items they no longer need.	0.3%
10	Tmall Hangzhou, China A Chinese platform for business-to-consumer online retail.	0.3%
11	Etsy New York, United States An online marketplace where people around the world connect to buy and sell handmade, vintage, and craft-related goods.	0.3%
12	Rakuten Fashion Tokyo, Japan A Japanese fashion shopping platform.	0.2%
13	Gumroad San Francisco, California, United States An e-commerce platform serving as a merchant of record that enables creators and digital entrepreneurs to sell digital products, memberships, and other goods directly to their audience. $$$	0.2%
14	Taobao Hangzhou, China A Chinese online consumer-to-consumer e-commerce marketplace where individual sellers and small businesses list a massive assortment of products for buyers to browse and purchase.	0.2%
15	Shopee Singapore A Singapore-based online marketplace that connects buyers and sellers through a mobile-first platform widely used across Southeast Asia.	0.2%
16	Naver Smart Store Seongnam, Korea A South Korean online marketplace platform integrated with the Naver search and e-commerce ecosystem that lets individuals and businesses create branded online stores and sell products directly to consumers.	0.2%
17	Zazzle Redwood City, California, United States A custom products marketplace where designers sell their art and manufacturers showcase their customizable products.	0.2%
18	JD Beijing, China A large Chinese business-to-consumer marketplace.	0.2%
19	Lazada Singapore An Asian e-commerce platform that operates in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.	0.1%
20	Alibaba Hangzhou, China A global wholesale marketplace where businesses can buy products in bulk from manufacturers and suppliers.	0.1%
21	Temu Shanghai, China An online marketplace offering discounted goods, mostly shipped directly from China.	0.08%
22	Best Buy Richfield, Minnesota, United States A large American consumer electronics retailer.	0.05%
23	Coupang Seattle, Washington, United States A South Korean marketplace platform.	0.05%
24	Houzz Palo Alto, California, United States An online platform and marketplace that connects homeowners with home improvement professionals. Free$149+/month	0.05%
25	Envato Market Melbourne, Victoria, Australia A collection of niche digital marketplaces where authors can sell their products directly to customers.	0.05%

👉 See Also

🌎 Marketplaces in other countries

Data is based on the analysis of 157,427 websites from Japan.
Statistics were last calculated on March 30, 2026.
For details, see our methodology and disclaimer.