Japan exporting: how to buy Japanese products wholesale
Japanese electronics, beauty devices and golf gear sell well far beyond Japan. But buying them at retail and reselling abroad leaves almost no margin. To build a steady business with Japanese products, you need a wholesale source. Here is how sourcing from Japan works, which categories sell abroad, and what to check before you order.
In short: buy through a wholesale route, not retail, and check the terms before you order
Margin comes first: source from a maker or a wholesaler, not from shops. Then pick categories that match trends in your market, and confirm each product's sales-channel terms and your country's duties and certifications before ordering.
By Yuki Nojiri, CEO of Eifer, Inc. (Tokyo). Since 2019 Eifer has launched or supported 58+ overseas brands in Japan.
Why Japanese products sell abroad
Buyers trust Japanese makers for quality and reliability. In markets whose trends are close to Japan's, such as Korea and Taiwan, products that become popular in Japan are often in demand there too.
One of our partners runs a cross-border store selling to Korea. Japanese golf clubs, fishing gear and gadgets are popular there, and when a seller lists trending items quickly, they sell even at high price points.
Three ways to source products from Japan
1. Buy at retail and resell
Easy to start, but you pay close to the retail price, so little is left after shipping and fees. Some makers also do not allow resale or export of certain products.
2. Deal directly with the maker
The terms are better, but major Japanese makers usually set high hurdles for new accounts and minimum orders, and most of the communication is in Japanese.
3. Buy through a Japanese wholesaler
A wholesaler that already trades with the makers can supply at wholesale prices, and some products can be ordered in small lots so you can test your market first. Eifer works with a Japanese wholesale partner that handles electronics and beauty devices from major Japanese makers, and helps overseas buyers source through this route.
Japanese product categories that sell well abroad
Beauty devices
Hair dryers and facial devices. Japanese brands are trusted, and they are popular as gifts.
Golf and fishing gear
Japanese clubs and tackle have a strong reputation, so they sell even at high prices.
Gadgets and home electronics
The key is to list products that are trending in Japan before the trend fades.
Five things to check before you order
- Sales-channel terms: each product has rules on where it may be sold (for example, not on flea-market apps). Confirm them before you order
- Unit economics: add international shipping, duties, marketplace fees and ads to the purchase price, and check the margin per unit
- Your country's rules: electrical products may need local safety certifications, and voltage and plug types differ. Duties and taxes vary by country, and as the importer you are responsible for them
- Minimum order: start with products that can be bought in small lots, then scale up with what sells
- Product life: trending items do not sell forever, so plan to keep finding the next product
Japan export FAQ
Can overseas companies buy wholesale from Japan?
Yes, through a Japanese wholesaler or trading company that can sell and ship to you. Share the products, quantities and destination country to get started.
Can I discuss in English or Chinese?
Yes. Our team works in English and Chinese as well as Japanese.
Which products can Eifer supply?
Mainly electronics and beauty devices from major Japanese makers, and selected golf and sporting goods. If you are looking for something else, ask us and we will check.
Looking for Japanese products to import?
Tell us the products, quantities and destination country. We will check availability and terms and reply within three business days.
- Minimal upfront cost for your brand
- The form takes about 2 minutes
- We reply within 3 business days