Benly
Benly (VOYAGER JAPAN) is a Tokyo-based cross-border e-commerce enabler founded in 2014, providing Japanese online retailers with an integrated marketplace, forwarding, warehouse, and multilingual customer support platform to reach overseas consumers across 220+ countries.
- Company typePrivate
- Founded2014
- HeadquartersTokyo, Japan
- Headcount—
- GTM typeB2B
- OfferingServices
What Benly does
Benly (legal entity: VOYAGER JAPAN株式会社) is a Tokyo-headquartered cross-border e-commerce enablement company founded in 2014, operating three integrated business segments: cross-border EC support, EC site production and operations, and overseas marketing. The company serves Japanese online retailers — from Shopify-based SMBs to enterprise brands such as JR East Business Development SEA, GROOVE X (LOVOT), IKEHIKO, and Saito Kikaku — who want to reach overseas consumers without building dedicated international infrastructure. Its core product suite, branded BEX (BENLY Express), includes BEX Market (a global marketplace aggregating Japanese products from Amazon Japan, Rakuten, Yahoo! Shopping, Mercari, and Rakuma), BEX Int'l Shopping Service (a JavaScript-tag purchase-proxy integration for existing EC sites), BEX Forwarding Service (international package forwarding from BEX warehouses), BEX Stock Air (inventory storage with shipping covering 220+ countries), and BEX Customer Support (multilingual outsourcing in Japanese, English, Traditional Chinese, and Simplified Chinese). Complementing the platform, Benly operates Wanderlist Japan, an inbound-focused short-form video media brand achieving 6.5 million monthly views across Instagram and Facebook, and provides Shopify production services as a certified Shopify Expert in western Japan.
The technology stack centers on a warehouse and order-management platform (BEX System Air) integrating with major Japanese EC systems via ID-based data synchronization, combined with an analytics dashboard for sales, geographic, and best-seller visualization, an export-restricted-goods detection function, and a configurable coupon/point system. Revenue mechanics span marketplace commissions (currently zero during a promotional period), transaction fees charged to overseas buyers, professional services from Shopify store builds (¥800K Startup, ¥1.5M Basic, custom Advanced tier), subscription support fees (e.g., USD 999/year for LOVOT personal import support), and channel-led enterprise sales via banking partners such as Daiko Bank. The company holds ISO/IEC 27001:2022 certification (May 2025), was recognized as a reputable cross-border EC firm in the EC Industry Map 2019, and maintains offices in Ichikawa (HQ) and Tokyo Koto-ku (Rinkai Office, opened November 2024).
Benly firmographics
Firmographics- Name
- Benly
- Legal name
- VOYAGER JAPAN株式会社
- Website
- https://benly.co.jp
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Short description
- Benly (VOYAGER JAPAN) is a Tokyo-based cross-border e-commerce enabler founded in 2014, providing Japanese online retailers with an integrated marketplace, forwarding, warehouse, and multilingual customer support platform to reach overseas consumers across 220+ countries.
- Ownership category
- akta.pro rank
Benly industry classification
Industry- Product category
- Cross-Border E-Commerce Support Services
- NAICS
- All Other Miscellaneous Retailers (45999)
- akta.pro primary industry
- Global Customer Support & Cross-border CX Platforms (CRAFAJAK)
Keywords
Where Benly is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
Benly business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- BEX Market Place Commission: BEX Market charges commission fees from overseas users who purchase through the marketplace. Currently in promotional period with zero listing fees, monthly fees, and commission fees for sellers.
- BEX Int'l Shopping Service Commission: Purchase proxy service where BEX charges commission from overseas users. EC sellers pay zero introduction fees, monthly fees, or sales commissions.
- BEX Forwarding Service Fees: International forwarding service fees charged to overseas users for shipping Japanese products to their countries. Sellers' domestic operations remain unchanged.
- Shopify EC Site Development & Customization: Professional services revenue from Shopify store development, customization, and ongoing operational maintenance. Plans range from 800,000 yen (Startup) to 1.5M yen (Basic) to custom (Advanced).
- LOVOT Support Service Fee: Annual support service fee of USD 999 for LOVOT personal import assistance, including account registration, international shipping, and repair coordination.
- BEX Customer Support Outsourcing: Multi-language customer support service for EC operators, handling inquiries from pre-purchase to aftercare, with analysis reporting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Startup Plan: 800,000 yen minimum — basic Shopify store setup |
| One time/ perpetual license | Multi-year contract | Basic Plan: 1,500,000 yen minimum — customized design and app integration |
| One time/ perpetual license | Multi-year contract | Advanced Plan: Custom pricing — original design and custom development |
| Other | Multi-year contract | No Border EC Option: Additional fee for overseas sales support |
| Transaction based/ take rate | Pay-as-you-go | BEX Int'l Shopping Service: Free for EC sellers |
| Subscription | Annual | LOVOT Support Service: USD 999/year |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels9 records
Benly product offering
Product offeringCore offering
Benly is a cross-border e-commerce support company that helps Japanese businesses sell products to overseas consumers in 220+ countries. Its core offerings include the BEX Market global marketplace aggregating Amazon Japan, Rakuten, Yahoo! Shopping, Mercari and Rakuma; the BEX Int'l Shopping purchase-proxy service integrated via JavaScript tag; the BEX Forwarding Service with three fulfillment modes (stock, spot, system-linked API); BEX Customer Support outsourcing in Japanese, English and Chinese; Shopify-based EC site production and customization; and the WANDERLIST JAPAN inbound media platform plus WANDERLIST Biz video marketing services.
Product overview
Benly (operated by VOYAGER JAPAN株式会社) is a cross-border EC support platform company offering three integrated business segments: Cross-Border EC Support, EC Production and Operations, and Overseas Marketing. The core product line is BEX (BENLY Express), a suite of cross-border e-commerce services including BEX Market (a global marketplace connecting international buyers with Japanese products), BEX Int'l Shopping Service (a proxy purchase service for existing EC sites), BEX Forwarding Service (international forwarding/relay), BEX Stock Air (inventory storage and shipping), and BEX Customer Support (multi-language support outsourcing). The EC Production segment provides Shopify-based store development (Shopify Production Package, Customization Development, Operations & Maintenance) as an official Shopify Expert. The Overseas Marketing segment operates WANDERLIST JAPAN, an inbound-focused Japanese video media brand, and provides WANDERLIST Biz video marketing and WANDERLIST SNS marketing services. The portfolio is architected as a platform-plus-modules model where BEX Market serves as the flagship cross-border marketplace, supplemented by modular services (forwarding, support, payment) that can be used independently or in combination.
Differentiator
Problem solved
Functional benefit
Brands
- BEX Market: Global cross-border marketplace enabling international users to purchase Japanese products
- BEX Int'l Shopping Service
- BEX Forwarding Service
- Wanderlist Japan
- Wanderlist Biz
Products and services
- BEX Market A cross-border e-commerce marketplace platform that enables global users to purchase Japanese products from any country. Sellers can open shops risk-free with no initial fees, monthly fees, or sales commissions during the campaign period; BEX handles multi-language support, overseas shipping, and overseas payment processing on the seller's behalf. Integrates with Amazon Japan, Rakuten, Yahoo! Shopping, Mercari, and Rakuma as inventory sources.
- BEX Int'l Shopping Service (Purchase Proxy) A proxy purchase service that enables existing Japanese EC sites to sell overseas by installing a JavaScript tag. BEX handles overseas shipping, multi-language customer support (Japanese, English, Traditional Chinese, Simplified Chinese), and overseas payment collection on behalf of the merchant, with no initial, monthly or sales-commission fees charged to EC operators.
- BEX Forwarding Service (with Stock Air, BEX Air, BEX System Air fulfillment modes) International forwarding (mailbox/relay) service operating in three fulfillment modes from Benly's Tokyo warehouse: BEX Stock Air (inventory storage with air-freight forwarding on order), BEX Air (spot shipping per order with invoice and customs documentation), and BEX System Air (API/ID-linked automation of shipping label generation and overseas delivery from the seller's EC system). Covers 220+ countries and regions.
- BEX Customer Support Cross-border EC-specialized customer support outsourcing service featuring native multilingual support (Japanese, English, Simplified Chinese, Traditional Chinese), pre- and post-purchase handling, customizable scope, and analytical reporting. Supports email, SNS, chat, and other channels and draws on over 10 years of accumulated cross-border EC inquiry knowledge.
- LOVOT Personal Import Support Annual subscription support service at USD 999/year for personal import of the LOVOT family robot to overseas customers. Covers account registration, international shipping coordination, repair support, and help-desk handling for global buyers including expats, with destinations expanded from Singapore to Korea, UAE, Australia and beyond.
- Shopify Production Package (Startup / Basic / Advanced tiers) Tiered Shopify EC site production service covering Startup Plan (from 800,000 JPY for basic store setup using official Shopify themes), Basic Plan (from 1,500,000 JPY for theme customization and app integration) and Advanced Plan (custom pricing for original design, custom development, API/DB integration, headless commerce and AWS/GCP cloud features). Includes an optional No Border EC add-on for multi-language, multi-currency and overseas shipping setup.
- Branded EC A Branded EC service co-developed with Lana United, combining Shopify-based EC site construction with branding strategy. Designed to help EC operators differentiate, acquire fans, escape price competition, and increase sales through original brand-driven UI/UX rather than off-the-shelf templates.
- WANDERLIST JAPAN (Inbound Video Media) Owned short-form video media platform targeting inbound foreign audiences on Instagram and Facebook, featuring Japanese culture, products, tourism and food in English (with native team production from a foreign perspective). Generates 6.5 million monthly views and 35 million cumulative views, and provides a built-in Japan-philic audience funnel for sellers on BEX Market. Certified under the Government of Japan beyond2020 Program.
- WANDERLIST Biz (Video Marketing Service) Overseas-focused video marketing service leveraging the WANDERLIST JAPAN production know-how, providing inbound and outbound video content creation, influencer marketing, and campaign support for Japanese brands targeting international audiences, plus WANDERLIST SNS marketing covering Instagram, TikTok and Facebook.
Quantifiable outcome
- Zero listing fee, zero monthly fee, zero sales commission for BEX Market during promotional period — reducing barrier to cross-border EC entry to zero upfront cost
- +3 more outcomes
Companies that use Benly
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Benly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability8 records
Feature6 records
Benly partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- NTT SmartConnect Corporation (NTTスマートコネクト株式会社)coreBusiness partnership to integrate NTT SmartConnect's 'foove+' live commerce tool into BEX Market, enabling EC sellers to conduct live commerce broadcasts to overseas audiences. Includes joint promotional live commerce events (first pilot March 1, 2025) targeting viewers in the US, Taiwan, and Hong Kong. NTT SmartConnect provides the live commerce platform infrastructure while Benly provides cross-border EC operations including logistics, multilingual support, and payment processing.
- Daiko Bank (株式会社大光銀行)coreBusiness partnership leveraging Daiko Bank's regional network in Niigata Prefecture to introduce local enterprises facing cross-border EC challenges to BEX Market services. Benly provides hands-on onboarding and operational support for referred companies. The partnership addresses the challenge that regional SMEs often lack the expertise and resources to start cross-border EC independently.
- YouTeacher Corporation (YouTeacher株式会社)coreBusiness partnership integrating BEX Int'l Shopping into YouTeacher's 'UNILIVE' live commerce platform (Japan's first comprehensive live commerce platform). UNILIVE enables streamers to sell products across YouTube, TikTok, Instagram, and 17LIVE. The integration allows overseas viewers of live commerce streams to purchase featured products with full cross-border logistics handled by Benly.
- 毛利裕二 (Yuji Mori) — Outside DirectorminorAppointment of Yuji Mori as outside director. Mori brings experience from US-Education Network (now Arvitas), Airex (former Hercules market listing), and Hatena (Mothers market listing), with expertise in business strategy, monetization, sales, marketing, new business development, and governance.
- MicroAd Taiwan, Ltd. (台湾最大級の親日メディア Japaholic)coreBusiness partnership with MicroAd Taiwan's Taiwan women-oriented trend media 'Japaholic' (2.5M monthly PV) to provide 'Japaholic御用聞きサービス' (purchase concierge service) enabling Japaholic readers to purchase Japanese products directly through BEX. MicroAd Taiwan provides the media audience and content platform while Benly handles the purchase proxy, multilingual support, and international shipping. Future plans include joint marketing services targeting Taiwanese consumers.
- MicroAd Taiwan, Ltd. (台湾現地法人)coreMicroAd Taiwan is the Taiwan subsidiary of MicroAd Inc. (東京都渋谷区). They operate Japaholic, Taiwan's largest Japan-philic media targeting women, with approximately 500 micro-influencers ('JapaholicGirls/Women') and 2.5M monthly PV.
- Ame Tsuchi Design Inc. (あめつちデザイン株式会社)minorBusiness partnership to provide BEX Int'l Shopping on Ame Tsuchi Design's 'cocodake' commerce platform for travel/accommodation venues. Enables international travelers to purchase regional Japanese specialty products after their visit, supporting regional revitalization through cross-border EC.
- Lana United Inc. (株式会社ラナユナイテッド)minorCo-development of 'Branded EC' service combining Lana United's branding and total design capabilities (since 1990s web design) with Benly's EC site development and cross-border logistics. The service helps EC sellers differentiate through branding to acquire fans, escape price competition, and increase sales.
- Fun Japan Communications (株式会社Fun Japan Communications)minorJoint overseas promotion service combining Wanderlist Japan short-form video content with Fun Japan Communications' Asia's largest 'Japan-loving' community platform 'FUN! JAPAN' (7 countries, approximately 4.67M Facebook followers, 1M site members). Enables Japanese companies to reach overseas audiences through dual video and article content.
- All About Japan (オールアバウト)minorContent partnership with All About Japan (5-language Japan information site operated by All About Inc.) for content co-production and joint advertising package sales. Wanderlist Japan short videos combined with All About Japan's detailed articles create a comprehensive inbound marketing offering.
- ShopifycoreBenly certified as Shopify Expert — first certified partner in the West Japan area. Benly provides Shopify store development, customization, and ongoing operational support for Japanese businesses wanting to sell domestically and internationally.
Scale indicators7 records
Recent moves9 records
Expansion highlights7 records
Benly competitors and assessment
Company assessmentOthers
- Zendesk: Zendesk is a global customer support platform used by e-commerce operators for multilingual ticketing and chat. Competes with BEX Customer Support outsourcing at the tooling layer, though BEX differentiates via full-service multilingual agent staffing.
- Nippon Express: Nippon Express is a major Japanese global logistics provider offering international freight forwarding, customs brokerage, and warehousing. Adjacent enabler/competitor in cross-border parcel fulfillment where BEX competes on speed and SMB-friendly onboarding.
Direct peers
- Buyee: Buyee (operated by Tenso Inc.) provides cross-border proxy purchasing and forwarding from Japanese e-commerce sites to overseas buyers, with consolidated international shipping and English-language customer support. It is the most direct functional overlap with BEX Int'l Shopping and BEX Forwarding.
- Tenso: Tenso is the parent of Buyee and a Japanese forwarding/proxy service used by overseas shoppers to consolidate parcels from multiple Japanese retailers. Directly competes with BEX Forwarding on cross-border parcel forwarding from Japan.
- FromJapan: FromJapan is a Japanese forwarding and proxy purchase service that stores packages in Japanese warehouses and ships internationally, with English-language support. Competes head-to-head with BEX Stock Air and BEX Air services.
- Hakuna Matata Mail: Hakuna Matata Mail is a Japan-based package forwarding and consolidation service targeted at overseas buyers of Japanese goods. Directly comparable to BEX Forwarding on cross-border logistics from Japan.
Emerging players
- Jauce: Jauce is a Japan-based forwarding/proxy service aimed at overseas shoppers of Japanese collectibles and goods. Emerging player with narrower catalog focus but directly comparable cross-border warehouse-and-ship model to BEX Stock Air/BEX Air.
Broad incumbents
- Shopify Markets: Shopify Markets is Shopify's cross-border selling toolkit enabling merchants to sell internationally with multi-currency, duty calculation, and shipping integrations. A broad incumbent technology platform — competes with Benly's Shopify production services and increasingly with BEX forwarding/CS extensions to Shopify merchants.
- Amazon Global Store: Amazon's cross-border program enables overseas shoppers to purchase from Amazon Japan with consolidated international shipping. A dominant incumbent that competes with BEX Market at scale and overlaps BEX's role of bridging Amazon Japan's catalog to global buyers.
- Rakuten Global Market: Rakuten Global Market is the cross-border arm of one of Japan's largest e-commerce conglomerates, offering Japanese products to overseas buyers with built-in international shipping. A broad incumbent; competes with BEX Market and overlaps with BEX International Shopping integrations with Rakuten Ichiba.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Benly social profiles
Digital presenceBenly compliance and trust
Trust signalCompliance1 record
Benly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Benly leadership team
Management profileNumber of profiles
Profiles4 records
Benly funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Benly 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 Benly
What does Benly do?
Benly is a cross-border e-commerce support company that helps Japanese businesses sell products to overseas consumers in 220+ countries. Its core offerings include the BEX Market global marketplace aggregating Amazon Japan, Rakuten, Yahoo! Shopping, Mercari and Rakuma; the BEX Int'l Shopping purchase-proxy service integrated via JavaScript tag; the BEX Forwarding Service with three fulfillment modes (stock, spot, system-linked API); BEX Customer Support outsourcing in Japanese, English and Chinese; Shopify-based EC site production and customization; and the WANDERLIST JAPAN inbound media platform plus WANDERLIST Biz video marketing services.
Is Benly a public or private company?
Benly is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Benly founded?
Benly was founded in 2014.
Where is Benly based?
Benly is headquartered in Tokyo, Japan, in the Asia region.
How does Benly make money?
Six revenue lines are on record. BEX Market Place Commission is the primary driver. The others are BEX Int'l Shopping Service Commission, BEX Forwarding Service Fees, shopify EC Site Development & Customization, LOVOT Support Service Fee and BEX Customer Support Outsourcing.
Who are Benly's main competitors?
Others on record are Zendesk and Nippon Express. Direct peers are Buyee, Tenso, FromJapan and Hakuna Matata Mail. Jauce is listed as an emerging player. Broad incumbents are Shopify Markets, Amazon Global Store and Rakuten Global Market.
Does Benly have an API?
No public API is recorded for Benly.
What industry is Benly in?
Benly's product category is Cross-Border E-Commerce Support Services. Its primary akta.pro industry code is CRAFAJAK, Global Customer Support & Cross-border CX Platforms. Its NAICS code is 45999.