You'd never guess that among the many markets of global e-commerce giant Amazon, Japan is the only one where local sellers still dominate! According to the latest 2025 Marketplace Study, 54% of active sellers in Japan are local Japanese businesses, a stark contrast to other Amazon marketplaces.
What's really shocking is that the Canadian marketplace has only 4% of local sellers, relying almost entirely on cross-border sellers. In the U.S., Amazon's oldest and largest marketplace, local merchants accounted for only 341 TP3T, a significant drop from previous years. What does this mean for Taiwan's cross-border sellers?
The analysis took into account 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. Not only that, but current trends suggest that Japan's position as the last bastion for local sellers is about to falter.
What's even more remarkable is that more than 50% of new seller registrations in the Japanese marketplace in 2024 will come from Chinese merchants, 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 the dominance of Chinese merchants and the nature of cross-border sales within the EU. Many European cross-border sellers are choosing to sell in multiple neighboring countries rather than focusing solely on their home market.
After reading this, Taiwanese manufacturers and cross-border exporters should realize that Amazon has evolved from a retail platform to a global cross-border business infrastructure, and as long as they make good use of Amazon's logistics network, the physical location of the seller becomes less and less important. This is both a challenge and an opportunity for Taiwanese sellers!
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