Japan circle dare not say 3 shocking secrets, Taiwan cross-border sellers must know! 2025 latest research shows that Japan has become the only local sellers still accounted for the majority of the Amazon market, accounting for as much as 54%! This contrasts sharply with the other Amazon markets, in those markets, Chinese sellers increasingly dominant, the proportion of local sellers continue to shrink.
I can't believe that in the U.S., the oldest and largest marketplace on Amazon, local merchants only accounted for 34%, a significant drop from previous years. The proportion of local sellers in the Canadian market is even lower than 4%, relying almost entirely on cross-border sellers. What does this mean for Taiwanese e-commerce entrepreneurs?
This analysis takes into account active sellers in Amazon's most mature markets, where "active" means having received at least one seller review in the past year, and "mature markets" are those with more than 50,000 sellers. Not all markets are suitable for Taiwanese sellers, and it is important to choose the right entry point based on your own products and resources.
Even in Japan, a bastion of local sellers, the status quo is changing rapidly. over 50% of new seller registrations in the Japanese marketplace in 2024 will come from Chinese merchants, a pattern seen across all major Amazon marketplaces. The UK has the lowest percentage of new Chinese seller registrations at 47%, while Mexico has 68% and the US has 62%.
For example, the proportion of local sellers in European markets (Germany, Italy, France and Spain) is lower than 20%, reflecting the dominance of Chinese merchants, but also the nature of cross-border sales within the EU. Many European sellers are choosing to sell in multiple neighboring countries rather than focusing solely on their home market.
The most eye-opening thing is that the Canadian market is only 4% of local sellers, highlighting the fact that the market has been completely dominated by cross-border sellers, with U.S. sellers accounting for 12% and Chinese merchants dominating at 42%.
These figures reflect Amazon's evolution from a retail platform to a global cross-border business infrastructure. For Taiwanese brand operators, physical location is no longer a limitation, but an opportunity to expand into the global marketplace, as long as they capitalize on Amazon's logistics network and platform advantages.
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