White Rabbit Express
White Rabbit Express (d/b/a Japan Rabbit) is a Tokyo-based proxy-buying service founded in 2005 that purchases and ships merchandise from Japanese stores, auction sites, and marketplaces to individual consumers and businesses across 140 countries, supported by an ecosystem of sister brands (Blackship, OMG Japan, White Rabbit Press).
- Company typePrivate
- Founded2005
- HeadquartersTokyo, Japan
- Headcount1–10
- GTM typeB2C
- OfferingServices
What White Rabbit Express does
White Rabbit Express operates under the Japan Rabbit brand as a proxy-buying service that purchases merchandise from Japanese online stores, marketplaces (Rakuten, Mercari, Amazon Japan, Zozotown), auction sites (Yahoo!Auctions), and physical retail locations on behalf of international customers who cannot access those channels directly. Founded in 2005 and headquartered in Tokyo (Itabashiku), the company runs a self-serve web application at app.japanrabbit.com where customers add items from Japanese storefronts to receive instant quotes, after which Japan Rabbit handles ordering, cross-border payment, domestic pickup, package consolidation, free storage up to 45 days, and international shipping through Japan Post, FedEx, or DHL. The platform also supports auction bidding, pre-orders, limited-edition releases, in-store pickups, and message relay with Japanese-language sellers via live chat.
Revenue is generated through fixed and variable service fees on every successful purchase, augmented by ancillary fees for photo requests, express processing, extended storage, package splitting, and discreet packing; payment processing runs through Stripe supporting multiple card networks in US dollars. The go-to-market is product-led growth via the self-serve web platform, with customer acquisition primarily through the company website, organic SEO, and sister-brand referrals. The customer base is horizontal and highly fragmented — adult individual consumers (18+) and international businesses across 140 countries — with no apparent enterprise anchor concentration.
The company operates as a privately held, founder-led entity with 1-10 employees and no disclosed institutional investors, parent company, or external funding. It also maintains a sister-brand ecosystem under the White Rabbit Japan umbrella — Blackship (package forwarding), OMG Japan (anime and pop-culture merchandise), and White Rabbit Press (Japanese language learning materials) — that cross-promotes to the same international Japan-focused customer base. Tomoko Okazaki serves as Director of Operations.
White Rabbit Express firmographics
Firmographics- Name
- White Rabbit Express
- Website
- https://whiterabbitexpress.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- White Rabbit Express (d/b/a Japan Rabbit) is a Tokyo-based proxy-buying service founded in 2005 that purchases and ships merchandise from Japanese stores, auction sites, and marketplaces to individual consumers and businesses across 140 countries, supported by an ecosystem of sister brands (Blackship, OMG Japan, White Rabbit Press).
- Ownership category
- akta.pro rank
White Rabbit Express industry classification
Industry- Product category
- Cross-border proxy-buying services
- NAICS
- Couriers and Express Delivery Services (4921), Couriers and Express Delivery Services (49211)
- SIC
- Air Courier Services (4513)
- akta.pro primary industry
- International Express (Time-Definite Cross-Border) (TLAAABAB)
Keywords
Where White Rabbit Express is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Markets served
White Rabbit Express business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Service fees on purchases: Fixed and variable fees charged for every successful purchase made on behalf of customers. Includes item cost plus service charges.
- Auxiliary services: Additional revenue from photo requests, express processing, shipping payments, storage (45 days free), package splitting, and discreet packing services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Quote-based pricing with instant estimate |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
White Rabbit Express product offering
Product offeringCore offering
White Rabbit Express (operating as Japan Rabbit) is a proxy-buying service that purchases merchandise from Japanese online stores, marketplaces, auction sites, and physical retail stores on behalf of international customers. The service handles cross-border ordering, Japanese payment methods, pickup, package consolidation, up to 45 days of free storage, and international shipping via Japan Post, FedEx, or DHL to customers in 140 countries.
Product overview
White Rabbit Express operates primarily through its Japan Rabbit brand as a proxy-buying service for purchasing merchandise from Japan-based online shops, marketplace platforms, auction sites, and retail stores. The core product is the Japan Rabbit web application, which enables members to request purchases, receive instant quotes, and manage international shipping. The company also runs a portfolio of sister brands including Blackship (package forwarding), OMG Japan (anime/pop culture merchandise), and White Rabbit Press (Japanese language learning materials), collectively serving tens of thousands of customers across 140 countries.
Differentiator
Problem solved
Functional benefit
Brands
- White Rabbit Press: Sister brand operating under the White Rabbit Japan umbrella
Products and services
- Japan Rabbit Proxy-Buying Service Full-service proxy-buying service that purchases and ships items from Japanese online stores, marketplaces (Mercari, Rakuten, Zozotown, Amazon Japan), auction sites (Yahoo!Auctions), and physical retail stores on behalf of international customers in 140 countries. Handles ordering, cross-border payment, pickup, consolidation, storage, and international shipping.
- Japan Rabbit App Member-facing web application used to request purchases, track orders, manage shipping, generate instant quotes, and access the shipping calculator.
- Blackship Package Forwarding Sister brand offering package forwarding services from Japan. Provides a Japanese address for receiving and forwarding parcels internationally.
- OMG Japan Sister brand in the White Rabbit Japan family focused on anime, manga, and Japanese pop culture merchandise.
- White Rabbit Press Sister brand under the White Rabbit Japan umbrella focused on Japanese language learning materials and related products.
Quantifiable outcome
- 2+ billion yen in goods purchased from Japan
- +1 more outcomes
Companies that use White Rabbit Express
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
White Rabbit Express technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
White Rabbit Express partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Japan PostcoreInternational shipping partner offering multiple service levels including EMS, ePacket, Small Packet, Parcel Post, and Seamail options for delivering packages from Japan to international customers.
- FedExcoreInternational shipping partner offering FedEx International Priority service for expedited delivery from Japan to worldwide destinations.
- DHL ExpresscoreInternational shipping partner offering Global Express service for expedited delivery from Japan to worldwide destinations.
- StripecorePayment processing partner powering secure credit card transactions on the platform, supporting multiple card types.
- Yahoo!AuctionscorePrimary auction platform where the service bids on behalf of customers. Japan Rabbit handles auction bidding, payment, and pickup for items won.
- RakutencoreMajor Japanese e-commerce marketplace integrated into the proxy-buying service, allowing customers to purchase from Rakuten sellers.
- Amazon JapancoreJapanese Amazon marketplace accessible through the proxy-buying service.
- MercaricoreJapanese mobile marketplace accessible through the proxy-buying service.
- ZozotowncoreMajor Japanese fashion e-commerce platform accessible through the proxy-buying service.
- BlackshipminorSister brand offering package forwarding services from Japan. Cross-promoted as related service for international shipping needs.
- OMG JapanminorSister brand in the White Rabbit Japan family of companies serving the Japan proxy-buying and forwarding market.
- White Rabbit PressminorSister brand in the White Rabbit Japan family of companies.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
White Rabbit Express competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
White Rabbit Express social profiles
Digital presenceWhite Rabbit Express financial estimates
Financial estimateRevenue estimate
Valuation estimate
White Rabbit Express leadership team
Management profileNumber of profiles
Profiles1 record
White Rabbit Express funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
White Rabbit Express M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about White Rabbit Express
What does White Rabbit Express do?
White Rabbit Express (operating as Japan Rabbit) is a proxy-buying service that purchases merchandise from Japanese online stores, marketplaces, auction sites, and physical retail stores on behalf of international customers. The service handles cross-border ordering, Japanese payment methods, pickup, package consolidation, up to 45 days of free storage, and international shipping via Japan Post, FedEx, or DHL to customers in 140 countries.
Is White Rabbit Express a public or private company?
White Rabbit Express is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was White Rabbit Express founded?
White Rabbit Express was founded in 2005. It employs 1 to 10 people.
Where is White Rabbit Express based?
White Rabbit Express is headquartered in Tokyo, Japan, in the Asia region.
How does White Rabbit Express make money?
Two revenue lines are on record. Service fees on purchases are the primary driver. The others are auxiliary services.
Does White Rabbit Express have an API?
No public API is recorded for White Rabbit Express.
What industry is White Rabbit Express in?
White Rabbit Express's product category is Cross-border proxy-buying services. Its primary akta.pro industry code is TLAAABAB, International Express (Time-Definite Cross-Border). Its NAICS code is 4921 and its SIC code is 4513.