What tenso does

tenso株式会社 (tenso, inc.) is a Tokyo-headquartered cross-border e-commerce infrastructure provider founded in July 2008 and operating as a wholly-owned subsidiary of TSE-listed BEENOS Inc. The company runs two complementary consumer-facing services: tenso.com (転送コム), an overseas proxy shipping service launched in 2008 that provides international customers with a Japanese domestic address and handles international forwarding of packages purchased from Japanese EC sites; and Buyee (バイイー), an overseas proxy shopping service launched in 2012 that embeds directly into partner Japanese EC websites, enabling overseas visitors to complete purchases via Buyee's domestic warehouse address with international delivery handled on their behalf. Together, these services support more than 2,000 Japanese merchant EC sites and ship to consumers in up to 120 countries and territories, with cumulative GMV exceeding 80 billion JPY, operating through wholly-owned regional subsidiaries in the UK (Tenso UK Ltd., Farnborough), Hong Kong, and Taiwan (台湾転送股份有限公司).

The underlying platform combines (a) a domestic Japanese receiving and warehousing network, (b) a Buyee embedded widget that functions as a localized purchase layer on partner EC sites, and (c) international shipping and customs handling. The company applies a dual go-to-market: a product-led, self-serve motion for individual overseas consumers who register directly on tenso.com or Buyee, and an enterprise field-sales motion for Japanese merchants routed through affiliated company BeeCruise. Buyee's OEM-style embed into partner sites adds a third distribution channel that captures demand at the point of merchant-site visit.

The business model is transaction-based: tenso earns shipping and handling fees from proxy shipping customers (tenso.com), commissions or transaction fees from proxy shopping facilitation (Buyee), and infrastructure-level service fees from supporting 2,000+ Japanese EC sites. A freemium entry point offers zero-cost cross-border EC infrastructure to lower merchant onboarding friction. The company employs 171 staff, holds 100 million JPY in stated capital, and is led by President Shota Naoi alongside Director/COO Sei Sato.

Name

tenso

Legal name

tenso株式会社

Website

https://corp.tenso.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

tenso株式会社 operates tenso.com and Buyee, cross-border e-commerce proxy shipping and shopping services connecting more than 2,000 Japanese merchant EC sites with consumers across 120 countries, as a wholly-owned subsidiary of BEENOS Inc.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Proxy Shipping Service (tenso.com): Fees collected from overseas customers for providing Japanese domestic shipping addresses and handling international forwarding of packages purchased from Japanese EC sites.
2. Proxy Shopping Service (Buyee): Commission or transaction fees from facilitating purchases by overseas customers on behalf of partner Japanese EC sites. The service enables Japanese merchants to sell internationally without building their own cross-border infrastructure.
3. Enterprise EC Site Support: Supporting 2,000+ Japanese EC sites with cross-border capabilities, generating revenue through transaction facilitation and potentially premium service tiers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

tenso operates a dual-service cross-border e-commerce platform connecting Japanese merchants with overseas consumers. tenso.com (転送コム) provides overseas customers with a Japanese domestic address and handles international forwarding of packages purchased from Japanese EC sites, while Buyee is a proxy shopping service that embeds into partner Japanese EC websites and completes purchases on behalf of international customers before arranging overseas shipping. The platform supports over 2,000 Japanese EC sites and delivers to customers in up to 120 countries and territories.

Product overview

tenso operates a dual-service platform for cross-border e-commerce support. The core offerings consist of tenso.com (転送콤), an overseas proxy shipping service that provides international customers with Japanese addresses for package forwarding, and Buyee, an overseas proxy shopping service that enables seamless purchasing from Japanese EC websites. These services work together to facilitate Japanese product sales to customers in up to 120 countries and territories, supporting over 2,000 EC websites.

Differentiator

Problem solved

Functional benefit

Brands

• Buyee (バイイー): Overseas proxy shopping service that enables international customers to purchase products from Japanese e-commerce websites through Buyee's platform.
• tenso.com (転送콤)

Products and services

• 転送コム (tenso.com) Overseas proxy shipping service that provides international customers with a Japanese address. When overseas customers purchase products from Japanese EC sites, tenso receives the goods domestically and handles all shipping procedures to deliver products internationally. Available to consumers across up to 120 countries and territories.
• Buyee (バイイー) Overseas proxy shopping service that embeds into partner Japanese EC websites. When overseas visitors access a partner site, the Buyee purchase interface is displayed, enabling international customers to place orders. Buyee staff then purchase the products from the merchant using a domestic warehouse address and arrange international shipping to the customer.

Quantifiable outcome

• 800億+ JPY in total distribution volume
• +3 more outcomes

Named customers20 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Buy&Ship: Hong Kong-based cross-border package forwarding service providing Asian consumers with overseas shipping addresses in Japan, US, UK, and other source countries. Directly competes with tenso.com on the proxy shipping model — provides local addresses and forwards packages internationally with similar fee structures.
• FROM JAPAN: Japan-based proxy shopping and package forwarding service allowing international customers to purchase from Japanese e-commerce sites and Yahoo Auctions. Direct competitor to both tenso.com (forwarding) and Buyee (proxy shopping) in the Japanese cross-border e-commerce segment.
• Jauce: Japan-based auction proxy service enabling international buyers to bid on Japanese auction sites like Yahoo Auctions Japan and purchase from Japanese retailers. Direct competitor to Buyee specifically in the Japanese proxy shopping and auction-bidding segment.
• Shipito: US-based package forwarding service providing US shipping addresses to international customers for purchases from US retailers. Comparable to tenso.com in business model (address provision + international forwarding), differing only in source country orientation (US vs. Japan).
• comGateway: Singapore-based cross-border shopping and shipping service enabling customers to purchase from US and UK retailers. Operates similar proxy shopping model as Buyee across multiple source countries, with comparable fee structures and target customer base of international consumers seeking foreign products.
• MyUS.com: US-based package forwarding service providing US addresses for international shoppers. Comparable to tenso.com in business model of address provision and consolidated international shipping, though focused on US outbound rather than Japan outbound.
• DEJAPAN: Japan-focused proxy shopping service enabling international buyers to purchase from Japanese e-commerce sites including auction platforms. Direct competitor to Buyee in the Japanese cross-border e-commerce segment with overlapping merchant base and buyer demographics.
• Blackship: Japan-based package forwarding service providing Japanese addresses to international shoppers for purchases from Japanese retailers and auction sites. Direct competitor to tenso.com with overlapping service offering and target customer base of overseas Japanese-product enthusiasts.

Broad incumbents

• BEENOS Inc. Parent company of tenso and Tokyo Stock Exchange-listed Japanese e-commerce conglomerate. Operates a broader portfolio (BeeCruise, Shop Airlines, BEENOS Entertainment, BEENOS Travel, FASBEE) spanning cross-border commerce, marketing, and incubation services. Comparable as parent/strategic holder of cross-border infrastructure assets and broader Japan e-commerce ecosystem.
• Rakuten International: Major Japanese e-commerce platform with significant cross-border capabilities including international shipping, global marketplace operations, and English-language buyer interfaces. Broader incumbent offering native cross-border e-commerce infrastructure that competes with tenso's proxy model for Japanese merchants seeking direct international reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about tenso