⚡ Online Marketplaces in Japan

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

These platforms handle essential tasks such as product listing, payment processing, order tracking, and customer communication, making it easier for sellers to reach a wide audience.

They often specialize in specific categories, such as physical goods (Amazon, eBay), digital products (Envato Market, Gumroad), handmade or custom items (Etsy, Redbubble), home services (Angi, Houzz), or regional e-commerce (Shopee, Rakuten Ichiba).

According to our data, online marketplaces are detected on 3.9% of websites from Japan.

⭐ Most Popular in 2025

The following chart shows the top marketplaces in Japan in 2025, based on market share.

The most popular is Amazon, which dominates the market with an overwhelming 68% share.
It is followed by Rakuten Ichiba with 20.6% and Yahoo Shopping with 17%.

Amazon 68%
Rakuten Ichiba 20.6%
Yahoo Shopping 17%
Suzuri 3.2%
Yahoo! Auctions Japan 3.1%
Zozotown 1.7%
eBay 0.5%
Mercari 0.4%
AliExpress 0.3%
Taobao 0.3%
Etsy 0.3%
Rakuten Fashion 0.2%
Gumroad 0.2%
Tmall 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 ^(-9)
3. Yahoo Shopping ^(-11)
4. Suzuri ^(-37)
5. Yahoo! Auctions Japan ^(-39)
6. Zozotown ^(-47)
8. Mercari ^(-58)
9. AliExpress ^(-17)
12. Rakuten Fashion ^(-56)
13. Gumroad ^(-3)
16. Zazzle ^(-7)

✨ Best Marketplaces

Below is a more detailed list of the top 25 of the 31 marketplaces used on sites from Japan, ranked by their market share.

Rank	Name	Market share
1	Amazon Seattle, Washington, United States A marketplace where online merchants can market and sell goods.	68%
2	Rakuten Ichiba Tokyo, Japan A popular Japanese online marketplace platform.	20.6%
3	Yahoo Shopping New York, United States A local marketplace platform in Japan.	17%
4	Suzuri Tokyo, Japan A Japanese online marketplace that enables users to easily create and sell original items.	3.2%
5	Yahoo! Auctions Japan Tokyo, Japan A peer-to-peer marketplace where products are either auctioned or offered for a fixed price.	3.1%
6	Zozotown Chiba-shi, Chiba, Japan A Japanese online marketplace for fashion and streetwear.	1.7%
7	eBay San Jose, California, United States A global online marketplace connecting hundreds of millions of buyers and sellers.	0.5%
8	Mercari Tokyo, Japan A Japanese marketplace app that allows anyone with a smartphone to easily sell items they no longer need.	0.4%
9	AliExpress Hangzhou, China A China-based global retail marketplace owned by Alibaba Group.	0.3%
10	Taobao Hangzhou, China A Chinese online consumer-to-consumer shopping platform.	0.3%
11	Etsy New York, United States A marketplace where people around the world connect to buy and sell handmade and vintage 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	Tmall Hangzhou, China A Chinese platform for business-to-consumer online retail.	0.2%
15	Shopee Singapore A Singapore-based online marketplace that is particularly popular in Southeast Asia.	0.2%
16	Zazzle Redwood City, California, United States A custom products marketplace where designers sell their art and manufacturers showcase their customizable products.	0.2%
17	JD Beijing, China A large Chinese business-to-consumer marketplace.	0.2%
18	Lazada Singapore An Asian e-commerce platform that operates in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.	0.2%
19	Naver Smart Store Seongnam, Korea A Korean e-commerce platform from Naver.	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.	0.1%
22	Houzz Palo Alto, California, United States An online platform and marketplace that connects homeowners with home improvement professionals. Free$149+/month	0.06%
23	ReverbNation Singapore A social networking site for musicians.	0.06%
24	Envato Market Melbourne, Victoria, Australia A collection of niche digital marketplaces where authors can sell their products directly to customers.	0.06%
25	Coupang Seattle, Washington, United States A South Korean marketplace platform.	0.06%

👉 See Also

🌎 Marketplaces in other countries

Data is based on the analysis of 132,949 websites from Japan.
Statistics were last calculated on December 28, 2025.
For details, see our methodology and disclaimer.