eBay Japan Doesn't Exist? Best Alternatives in Japan – Listen to Our Podcast:
This article serves as a comprehensive guide to Japanese e-commerce platforms and will present alternatives to eBay Japan for international private buyers, resellers, and businesses.
List of Japanese equivalents of eBay Auction
When you search for “eBay Japan” on Google, you probably find nothing interesting. That’s because eBay has not been available in Japan since 2004, but there are some Japanese analogs available. Some of these sites offer English interfaces or support, making it easier for international users to navigate the platforms.
Alternatives to eBay in Japan
This section will help you navigate the different Japanese auction and e-commerce platforms. Rakuten and Yahoo remain ongoing, major destinations for Japanese e-commerce and auctions, and their dominance shows no sign of stopping.
We see four main alternatives to eBay in Japan in 2026:
- Yahoo Auctions is the largest auction website in Japan. More than 30 millions auctions happen daily on this website. → Find out more: How to buy on Yahoo Auctions Japan from overseas?
- Rakuten is Japan’s largest e-commerce website. They are often compared to Amazon because many third-party sellers have their own page on this huge platform. → Find out more: How to buy on Rakuten Japan from abroad?
- Rakuma is a mobile app maintained by Rakuten. Rakuma (formerly Fril) is one of the top Japanese online flea market app and peer-to-peer marketplace. → Find out more: How to buy on Rakuma from overseas?
- Mercari is the figurehead of C2C marketplaces in Japan. That’s my favorite option to buy second-hand goods. All transactions are based on user reviews, a bit like what Airbnb or Uber are doing for years now. They launched their online flea market in 2013. Since then, they became one of the most downloaded apps in Japan. → Find out more: How to buy on Mercari Japan from abroad?
eBay Japan history
eBay auction used to be in Japan between 2001 and 2004. Their attempt to expand to Japan was a crushing defeat. The chances of success were low due to their inability to understand the Japanese cultural differences, like many other American companies did before them.
According to Wikipedia, eBay has already expanded to over two dozen countries besides Japan, including China and India. And their strategic international expansion has failed not only in Japan, but also in Taiwan, New Zealand, China and India.
As for Japan, Yahoo! Japan Auctions had gained the "first come, first served" winning edge that it needed to be the largest online auction site in Japan. Since then, Yahoo has only strengthened its position.
eBay mostly failed in Japan because it didn't really try to adapt itself to Japanese customs and habits. For example, when Japanese people sell something on a Japanese platform, they don't need to go to the post office to send it. Actually, they don't even need to know the buyer's name and address. They can go to the nearest convenience store (convenience stores are absolutely at each street corner in Japan), scan the transaction number and that's it. Pay for the shipment, a sticker with the buyer's references is generated, stick it on the parcel and leave it to the clerk. A courier will pick up your parcel during the day. Easy, isn't it? Of course, by using eBay such service wasn't possible. So, it wasn't really a 'Japanese style friendly' service.
That thing said, Japan didn't stand idly by for fifteen years. Lot of interesting e-commerce services were launched here in the past years. Some of them are redefining C2C (customer-to-customer) markets with innovative features that simplify shopping process, payments and shipping.
Latest news about eBay presence in Japan
In 2018 eBay announced its boosts of Japanese business with an acquisition. eBay is ramping up its presence in Japan via its latest investment in Asia.
American online retail giant announced in early 2018 that it has acquired the Japan-based business of e-commerce company Giosis (Qoo10.jp), in an undisclosed deal ($573 million, according to Wikipedia).
Japan has been a relative ray of sunshine compared to other parts of Asia for eBay. While it doesn't provide local customer figures, the company said it enables "thousands of Japanese businesses" to sell products to the 170 million active buyers that it claims worldwide. The Qoo10.jp looks like an effort to grow a business that sells to customers inside Japan. eBay said that Qoo10.jp has around two million. That's a fairly significant number, but it is some way short of Rakuten, which dominates the Japanese e-commerce space with nearly 90 million registered shoppers.
With the close of the transaction, eBay also has relinquished its investment in Giosis’ non-Japanese businesses. This acquisition expands eBay's footprint in Japan, one of the largest e-commerce markets in the world. eBay made an initial investment in Giosis Pte. Ltd. in 2010. Since then, Giosis has established dynamic marketplace businesses across Asia. With today's acquisition, eBay will build on Giosis’ progress in Japan, enhancing the domestic customer experience.
Trust and Safety on Japanese E-commerce Sites
When it comes to shopping on Japanese e-commerce platforms like Yahoo! Japan Auctions, Rakuten, or even the Japanese version of eBay, trust and safety are at the heart of every transaction - especially for foreign customers. Japanese cultural differences play a significant role in shaping how buyers and sellers interact, and understanding these nuances can make your online shopping experience much smoother.
One of the standout features of Japan’s largest e-commerce sites is their commitment to secure and transparent transactions. For example, third party sellers on platforms such as Rakuten and Yahoo! Japan Auctions are required to provide detailed product descriptions and high-quality images, helping buyers make informed decisions. Many sellers also offer money-back guarantees, giving you extra peace of mind when making purchases from abroad.
Proxy shopping services or proxy shopping platforms like Remambo are another key element that sets Japanese e-commerce apart. These services act as intermediaries, allowing international buyers to purchase items from Japanese sellers without worrying about language barriers or complicated shipping arrangements. By handling payment, shipping, and communication, proxy shopping services ensure that your transactions are safe and reliable, no matter where you are in the world.
To further build trust, Japanese e-commerce sites have robust rating and review systems. Buyers can leave feedback on their experiences, making it easy to identify reputable sellers and avoid potential issues. Before you buy, it’s always a good idea to read reviews and check seller ratings - this simple step can help you save money and avoid disappointment.
Secure payment options are standard across Japan’s largest auction and e-commerce sites. Whether you’re buying electronics, fashion, or collectibles, you can pay with confidence using trusted methods like credit cards or PayPal. Many platforms also offer shipping insurance, so your purchases are protected from the moment they leave the seller until they arrive at your address.
Navigating Japanese e-commerce sites may seem daunting at first, but by taking the time to understand the differences and using the tools available - like proxy shopping services, platforms and secure payment systems - you can ensure a safe and enjoyable shopping experience. Don’t hesitate to expand your horizons and explore what Japanese online sales have to offer. With a little research and the right precautions, you can buy with confidence, enjoy unique products from Japan, and experience the difference for yourself.
How to buy on these websites from abroad
You need to know that Yahoo Auctions, Rakuma and Mercari are restricted to people living in Japan.
But, you can use a proxy-shopping service if you are living overseas. We have made Remambo Shopping & Export Platform just for you.
Remambo was created to help foreign customers who want to buy any item from Japanese online stores and auctions. It is the easiest way to buy from Japan. Remambo enables purchases from Japanese stores that do not offer international shipping or overseas payment options. Through the Remambo platform, users can search for items, place orders, manage payments, track order status, store items at a Japan-based warehouse, and arrange international shipping.
🎯 Register → ✅ Start Shopping!