Three words to solve the problem of Taiwanese sellers entering the Amazon Japan marketplace. 2025 latest market research shows that Japan has become the only Amazon marketplace where local sellers are still in the majority, with a share of 54%! This is in stark contrast to other Amazon marketplaces, where Chinese sellers are becoming increasingly dominant and the proportion of local sellers continues to shrink.
Almost no Amazon marketplace maintains a local seller advantage like Japan. The Canadian marketplace has only 41 TP3T of local sellers and relies almost entirely on cross-border sellers. The U.S. marketplace, the oldest and largest Amazon marketplace, has only 341 TP3T of local merchants, a significant drop from previous years. For Taiwan's cross-border exporters, these data provide important market insights.
The analysis considered active sellers in Amazon's most mature markets, defining "active" as having received at least one seller review in the past year and "mature" as having more than 50,000 sellers. Current trends suggest that Japan's position as the last bastion for local sellers is about to falter.
The steps are very detailed, with more than 50% of new seller registrations in the Japanese marketplace coming from Chinese merchants in 2024, a pattern that is reflected in all major Amazon marketplaces. The UK has the lowest percentage of new Chinese seller registrations at 47%, while Mexico has a high of 68% and the US has 62%. These figures emphasize the trend of Chinese sellers continuing to gain market share in Amazon's global marketplace network.
The proportion of local sellers in European markets (Germany, Italy, France and Spain) is lower than 20%, reflecting not only 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.
Another example is the Canadian market, where the proportion of local sellers is only 4%, highlighting the fact that the market has been thoroughly occupied by cross-border sellers, with U.S. sellers accounting for 12% and Chinese merchants dominating the market with 42%.
These figures reflect Amazon's evolution from a retail platform to a global cross-border commerce infrastructure, where the physical location of the seller becomes less and less important as long as they make good use of Amazon's logistics network. For Taiwan's novice shopkeepers and e-commerce operators, understanding the structure of sellers in different markets will help them formulate more precise globalization strategies.
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# Amazon Japan # Cross-border E-commerce # Taiwan Sellers # Cross-border Going to Sea # E-commerce Entrepreneurship # Global Selling # Cross-border Logistics
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