Amazon Japan only includes one country site, Japan. The following is an explanation of the Japan site from two aspects: overview and characteristics.
1. Overview of Japan Site
Compared with Amazon’s other country sites, the consumption habits of buyers on the Japan site are closer to those of Chinese buyers. For Chinese companies that want to engage in cross-border e-commerce, Amazon Japan is a good choice.
2. Characteristics of Japan Site
The characteristics of Japan Site mainly include high e-commerce coverage, high product repurchase rate, and low product return rate.
(1) High e-commerce coverage
Japan’s mobile e-commerce is very large, and Japanese buyers are accustomed to using mobile phones for social networking and shopping. Most buyers have more than one mobile phone, and the mobile phone coverage rate is 100%. Among them, about 70% of Japanese buyers will shop through e-commerce. Therefore, the coverage rate of e-commerce is extremely high, and cross-border e-commerce is very easy to develop.
(2) High product repurchase rate
Since Japanese culture attaches great importance to loyalty, once Japanese buyers recognize a brand, they will become very dependent on it, so the product repurchase rate is very high.
(3) Low return rate
Japanese residents have high requirements for product quality and product display and effect when purchasing products. Once they choose a product, they rarely return it, thus reducing the seller’s product sales costs on large platforms.