Japan’s e-commerce scene is full of amazing options, each with its own strengths.
If you're wondering where to shop — whether for everyday goods, fashion, electronics, or special deals — knowing the differences between major platforms can help you choose the best one for your needs.
Today, let’s compare the three biggest online shopping sites in Japan: Amazon Japan, Rakuten, and Yahoo! Shopping.
Amazon Japan: Speed and Convenience
Amazon.co.jp is the go-to site for fast, reliable shopping.
With its famous Prime membership, users can get free next-day (or even same-day) delivery, exclusive deals, and access to movies and music.
Strengths:
Extremely fast delivery
Huge product variety
Easy-to-use interface
Reliable customer service
Weaknesses:
Not always the cheapest
Fewer point rewards compared to competitors
Best for: People who value speed and convenience above all.
Rakuten: Points, Points, Points!
Rakuten is known for its massive point system.
Every purchase earns you Rakuten Points, which can later be used like cash on future buys. During special events like Rakuten Super Sale, you can stack points and savings even faster.
Strengths:
Excellent reward points program
Great for bulk purchases
Frequent big sales and campaigns
Wide range of products, especially fashion, home goods, and local specialties
Weaknesses:
Website can feel a bit cluttered
Delivery speed varies by shop
Best for: Shoppers who love getting rewarded and hunting for deals.
Yahoo! Shopping: Hidden Deals and Rich Selection
Yahoo! Shopping (partnered with PayPay) is another favorite, especially for those who use PayPay for mobile payments.
It’s packed with hidden deals, and often offers PayPay bonus points on top of your purchases.
Strengths:
Generous point-back promotions
Great variety of specialty shops
Good integration with PayPay and SoftBank users
Weaknesses:
Not as user-friendly as Amazon
Delivery times depend on individual sellers
Best for: Users who already use PayPay or SoftBank services, and those who love digging for special deals.
