eBay Japan
eBay Japan is a wholly-owned subsidiary of eBay Inc. that operates the Japanese-facing arm of the global cross-border e-commerce marketplace, enabling Japanese SMB and enterprise sellers to list and sell products to international buyers in 190+ countries, with integrated SpeedPAK logistics, eBaymag multi-country translation, and a K-beauty brand incubation program.
- Company typePrivate
- Founded2009
- HeadquartersTokyo, Japan
- Headcount—
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What eBay Japan does
eBay Japan (イーベイ・ジャパン株式会社) is a wholly-owned Japanese subsidiary of eBay Inc. (NASDAQ: EBAY) that operates the Japanese-facing arm of the global eBay cross-border e-commerce marketplace. Incorporated in 2009 as a godō-gaisha (G.K.) with headquarters in Tokyo, the entity enables Japanese SMBs, individual entrepreneurs, and larger enterprises to list and sell products to international buyers across eBay's 190+ country marketplace, with a particular focus on second-hand luxury goods (branded handbags), collectibles (trading cards), fashion, and electronics. The company also runs the Mega Debut K-beauty program on Qoo10 Japan, supporting 200+ Korean beauty brands in expanding into the Japanese market.
The core technology stack is inherited from eBay Inc. and supplemented with Japan-specific integration. The platform includes the eBay Seller Hub for listing and order management, eBaymag for automatic translation and bulk multi-country listing across 8 major eBay markets, and CPaSS (Centralized Parcel & Shipping Service) for shipping label creation and tracking. Logistics is delivered through eBay SpeedPAK, operated in partnership with Orange Connex, which consolidates shipments at a Chiba warehouse and provides international delivery via FedEx, DHL, UPS, Japan Post, and Yamato Transport. Payment processing relies on Payoneer as the required settlement service, and a Japan-based Authenticity Guarantee center provides free third-party authentication for luxury and collectible items.
eBay Japan's revenue model is primarily transactional, combining final value fees (13.25% on most categories up to $7,500 per transaction, plus a $0.30–$0.40 per-transaction fee), insertion fees ($0.30 per listing beyond 250 free per month), an international cross-border fee of 1.35% (with volume discounts down to 0.40% for $100K+ monthly sellers), a 3.0% currency conversion charge, and optional listing upgrade fees. Recurring revenue comes from eBay Store subscription plans ranging from $4.95/month (Starter, annual) to $2,999.95/month (Enterprise). Distribution is fully self-serve / product-led growth, with seller acquisition supported by free eBay Academy e-Learning, YouTube/social content, downloadable manuals, the annual eBay Japan Awards, and a certified SSP (Seller Support Partner) tool ecosystem including Racoon, HIROGETE, and Rakuten. No subsidiary-level revenue, headcount, or funding is disclosed; financials roll up into the public parent.
eBay Japan firmographics
Firmographics- Name
- eBay Japan
- Legal name
- イーベイ・ジャパン株式会社
- Website
- https://ebay.co.jp
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Short description
- eBay Japan is a wholly-owned subsidiary of eBay Inc. that operates the Japanese-facing arm of the global cross-border e-commerce marketplace, enabling Japanese SMB and enterprise sellers to list and sell products to international buyers in 190+ countries, with integrated SpeedPAK logistics, eBaymag multi-country translation, and a K-beauty brand incubation program.
- Ownership category
- akta.pro rank
eBay Japan industry classification
Industry- Product category
- Cross-Border E-commerce Marketplace
- NAICS
- Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Cross-border Marketplaces (Multi-seller) (CRAFAJAA)
- akta.pro secondary industries
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK), Parcel Shipping, Labeling & Rate Shopping Platforms (CRAFAMAF)
Keywords
Where eBay Japan is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices3 records
Markets served
eBay Japan business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Final Value Fee (落札手数料): Fee charged when a transaction is completed. Calculated as a percentage of total sale amount plus a per-transaction fee ($0.30 for transactions $10 or less, $0.40 for transactions over $10). Rates vary by category (e.g., 13.25% for most categories up to $7,500, then 2.35% above that).
- Insertion Fee (出品手数料): Fee charged when listing an item. First 250 listings per month are free; thereafter $0.30 per listing for most categories. No charge for Guitars & Basses category or certain athletic shoes listings.
- eBay Store Subscription (ストア出店料): Monthly or annual subscription for eBay Stores. Plans: Starter ($7.95/mo monthly, $4.95/mo annual), Basic ($27.95/mo, $21.95/mo annual), Premium ($74.95/mo, $59.95/mo annual), Anchor ($349.95/mo, $299.95/mo annual), Enterprise ($2,999.95/mo annual). Stores provide free insertion fee quotas and reduced final value fees.
- International Fee (海外決済手数料): Fee charged to Japanese sellers when buyer or delivery address is outside Japan. Base rate 1.35% of total sale amount, with volume discounts available based on prior month's sales (down to 0.40% for $100,000+ monthly sales on eBay sites).
- Listing Upgrade Fees (出品アップグレード機能): Optional fees for listing enhancements: subtitle ($1.50-$3.00), bold font ($2.00), gallery plus ($0.35), reserve price ($5.00 or 7.5% of reserve price), international site visibility ($0.10-$0.40), scheduled listing ($2.00-$6.00).
- Seller Currency Conversion Charge: 3.0% foreign exchange conversion fee applied when sellers receive payment in currencies other than their settlement currency (USD for Japanese sellers transacting on non-USD eBay sites).
- K-beauty Program Revenue Support: eBay Japan earns revenue from K-beauty brand sellers through standard final value and insertion fees as part of its Mega Debut program, which facilitated $21M in cumulative K-beauty sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | No Store — Pay per listing and sale |
| Subscription | Monthly | Starter Store Plan |
| Subscription | Monthly | Basic Store Plan |
| Subscription | Monthly | Premium Store Plan |
| Subscription | Monthly | Anchor Store Plan |
| Subscription | Multi-year contract | Enterprise Store Plan |
| Usage-based | Monthly | International Fee Volume Discounts (Japanese Sellers) |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels10 records
eBay Japan product offering
Product offeringCore offering
eBay Japan operates the Japanese arm of the global eBay cross-border e-commerce marketplace, enabling Japanese sellers (SMEs, individuals, and enterprises) to list and sell products to buyers in 190+ countries. The core offering combines the eBay marketplace platform with integrated logistics (SpeedPAK), multi-country listing tools (eBaymag), managed payments, authentication services, and a self-service seller learning academy.
Product overview
eBay Japan operates as a cross-border e-commerce marketplace platform that enables Japanese sellers to reach international buyers. The core product is the eBay marketplace, supplemented by logistics services (eBay SpeedPAK), listing tools (eBaymag, Seller Hub, CPaSS), authentication services (Authenticity Guarantee), and certified refurbished programs. Additional seller enablement includes the eBay Academy learning platform, eBay Store subscription plans with fee discounts, and Volume Pricing marketing tools. The Mega Debut Program supports Korean beauty brands specifically. The platform integrates with multiple shipping carriers (FedEx, DHL, UPS, Japan Post, Yamato) and payment processors (Payoneer) to facilitate international transactions.
Differentiator
Problem solved
Functional benefit
Products and services
- eBay Cross-Border E-commerce Marketplace Global cross-border e-commerce marketplace enabling Japanese sellers to list and sell products to buyers in 190+ countries. Provides listing tools, seller protection, payment processing, and buyer-seller transaction management.
- eBay SpeedPAK Official international shipping service provided in partnership with Orange Connex. Offers Express, Expedited, and Economy tiers via FedEx, DHL, UPS, and Japan Post, with seller protection, tracking to 190+ countries, and Japanese-language customer support.
- eBaymag
Quantifiable outcome
- $21 million in cumulative K-beauty sales generated in first year of Mega Debut program (April 2025–April 2026) with 200 brands supported
- +2 more outcomes
Companies that use eBay Japan
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
eBay Japan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability2 records
Feature7 records
eBay Japan partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Orange Connex (OC社)coreOrange Connex is eBay's official logistics partner providing SpeedPAK international shipping services. OC operates the CPaSS (Centralized Parcel & Shipping Service) platform, enabling Japanese sellers to create shipping labels, book pickups, and upload tracking numbers directly to eBay. Services include SpeedPAK Express/Expedited and SpeedPAK Economy, reaching 190+ countries. OC provides Japanese-language customer support (0800-100-3671, [email protected]).
- FedExcoreFedEx is integrated with eBay SpeedPAK as a carrier option for international shipping. Japanese sellers can select 'eBay SpeedPAK – Ship via FedEx' through CPaSS, with DDP (Delivery Duty Paid) and DDU (Delivery Duty Unpaid) options available. FedEx International Priority and International Express services are offered.
- DHL ExpresscoreDHL is integrated with eBay SpeedPAK as a carrier option for international shipping. Japanese sellers can select 'eBay SpeedPAK – Ship via DHL' through CPaSS. DHL Express Worldwide and DHL Express 12:00/9:00 services are available, with optional DDP/DDU handling.
- PayoneercorePayoneer is the required payment settlement service for eBay Japan sellers. Payments from buyers are received in USD on eBay, automatically transferred to the seller's Payoneer account, from which sellers can withdraw to their registered bank account.
- Facebook (Meta Platforms)minorFacebook Pixel integration allows eBay to send customer activity data to Meta's advertising platforms for retargeting and personalized advertising on Facebook and Instagram, measuring campaign effectiveness and enabling targeted ad delivery.
- Google (Google Ireland Ltd. / Google LLC)minorGoogle Analytics is used for website performance analysis with universal analytics operating mode, and Google Signals enables cross-device tracking. Google advertising products (Google Ads, Google Ad Manager) are used for personalized advertising and campaign performance measurement.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
eBay Japan competitors and assessment
Company assessmentDirect peers
- Etsy: Global cross-border marketplace focused on handmade, vintage, and crafted goods. Comparable marketplace + seller-tools architecture and similar appeal to Japanese SMB and individual sellers of artisanal and unique items.
- Alibaba.com: Global B2B/B2C cross-border marketplace offering Japanese sellers international buyer access. Competes for Japanese enterprise sellers with similar cross-border listing, payments, and logistics infrastructure.
- Qoo10 Japan: Japan-focused cross-border marketplace with strong position in beauty and fashion categories — notably the K-beauty Mega Debut Awards partner of eBay Japan. Operates a similar marketplace + seller enablement model targeting the same Japanese SMB cross-border seller base.
- Tmall Global: Alibaba's cross-border B2C platform enabling international brands (including Japanese) to sell to Chinese consumers. Comparable marketplace enablement, brand onboarding programs (e.g., Tmall Flagship), and integrated logistics for cross-border commerce.
- Amazon Global Selling Japan: Amazon's Japan-side cross-border seller enablement program offering global marketplace listing, FBA logistics, and managed payments — directly competing with eBay Japan for the same Japanese SMB and enterprise seller cohort across similar product categories.
Emerging players
- Mercari: Japan's dominant C2C marketplace, increasingly expanding into cross-border flows via Mercari Global. Competes for the same individual and SMB seller base in used goods, trading cards, and collectibles categories where many eBay Japan award winners operate.
Broad incumbents
- Rakuten International: Japan's largest domestic e-commerce platform, with cross-border marketplace reach and a strong loyalty-driven seller ecosystem. Overlaps eBay Japan's Japanese SMB seller base but operates across a much broader portfolio including fintech and content.
- eBay Inc. Parent company and global marketplace operator. Operates the underlying platform, eBaymag, CPaSS, SpeedPAK ecosystem, and the global brand that eBay Japan extends into Japan. Same product category and customer base at the global level.
Regional players
- Shopee: Sea Group's Southeast Asia cross-border marketplace with limited Japan presence but expanding seller cross-border programs. Competes indirectly for Asian cross-border seller mindshare and offers a relevant comparable for cross-border marketplace economics.
Others
- Orange Connex: eBay's official logistics partner operating SpeedPAK and CPaSS infrastructure. Enabling ecosystem participant rather than direct competitor; provides the cross-border fulfillment backbone that differentiates eBay Japan's offering versus pure-play marketplace competitors.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
eBay Japan social profiles
Digital presenceeBay Japan compliance and trust
Trust signalCompliance2 records
eBay Japan financial estimates
Financial estimateRevenue estimate
Valuation estimate
eBay Japan leadership team
Management profileNumber of profiles
eBay Japan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
eBay Japan 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 eBay Japan
What does eBay Japan do?
eBay Japan operates the Japanese arm of the global eBay cross-border e-commerce marketplace, enabling Japanese sellers (SMEs, individuals, and enterprises) to list and sell products to buyers in 190+ countries. The core offering combines the eBay marketplace platform with integrated logistics (SpeedPAK), multi-country listing tools (eBaymag), managed payments, authentication services, and a self-service seller learning academy.
Is eBay Japan a public or private company?
eBay Japan is a private company. It is classified as corporate owned and is currently operating.
When was eBay Japan founded?
eBay Japan was founded in 2009.
Where is eBay Japan based?
eBay Japan is headquartered in Tokyo, Japan, in the Asia region.
How does eBay Japan make money?
Seven revenue lines are on record. Final Value Fee (落札手数料) is the primary driver. The others are insertion Fee (出品手数料), eBay Store Subscription (ストア出店料), international Fee (海外決済手数料), listing Upgrade Fees (出品アップグレード機能), seller Currency Conversion Charge and K-beauty Program Revenue Support.
Who are eBay Japan's main competitors?
Direct peers on record are Etsy, Alibaba.com, Qoo10 Japan, Tmall Global and Amazon Global Selling Japan. Mercari is listed as an emerging player. Broad incumbents are Rakuten International and eBay Inc.. Shopee is listed as a regional player. Orange Connex is listed as an others.
Does eBay Japan have an API?
No public API is recorded for eBay Japan.
What industry is eBay Japan in?
eBay Japan's product category is Cross-Border E-commerce Marketplace. Its primary akta.pro industry code is CRAFAJAA, Cross-border Marketplaces (Multi-seller), with a secondary code of BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure. Its NAICS code is 459510 and its SIC code is 5961.