For those of you who are always concerned about cross-border e-commerce, take note that the latest market research for 2025 shows that Japan has become the only Amazon marketplace where local sellers are still in the majority, with the share of local sellers reaching 54%! This is in stark contrast to the other Amazon marketplaces, where Chinese sellers are increasingly dominant and the share of local sellers continues to shrink.
The biggest problem is that many Taiwanese cross-border brand owners ignore this unique market structure when entering the Japanese market. According to Green Circle's survey, the proportion of local sellers in the Canadian market is only 4%, relying almost entirely on cross-border sellers. As Amazon's oldest and largest U.S. market, local merchants accounted for only 34%, a significant drop from previous years.
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. The trend suggests that Japan's position as the last bastion for local sellers is about to falter.
You can even see from the data that more than 50% of new seller registrations in the Japanese marketplace in 2024 came from Chinese merchants, a pattern that is mirrored across all major Amazon marketplaces. The UK has the lowest percentage of new Chinese seller registrations at 47%, while Mexico has a whopping 68% and the US has 62%.
What's even cooler is that the percentage 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.
The proportion of local sellers in the Canadian market is only 4%, highlighting the fact that the market has been thoroughly dominated by cross-border sellers, with US sellers accounting for 12% and Chinese merchants dominating at 42%.
These figures reflect the evolution of Amazon from a retail platform to a global cross-border business infrastructure, where the physical location of the seller becomes less and less important as long as the Amazon logistics network is utilized. For Taiwan's cross-border entrepreneurs, this is both a challenge and an opportunity!
Do you have any questions about entry strategies in the Japanese market? Don't hesitate to add our LINE, the green circle is waiting for you:https://line.me/ti/p/g2Vc38nLnR
# Amazon Japan # Cross-border E-Commerce # Taiwan Seller # Cross-border Exporter # Global Open Store Seller #FBA Logistics # Cross-border Entrepreneur
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