#Japan #Tokyo #E-Commerce #Buyee #Customs

Overview of CROSS-BORDER E-COMMERCE SURVEY by BEENOS

In a rapidly evolving global trade environment, BEENOS Corporation has released findings from a survey regarding cross-border e-commerce (EC) and customs awareness. Conducted with 185 overseas users of their purchasing support service, Buyee, the research highlights significant shifts in consumer behavior due to upcoming changes in U.S. customs regulations and EU exemption thresholds. As these regions redefine their tax frameworks, understanding the implications for international consumers has never been more crucial.

Key Findings

• - Tax Awareness and Limits: An impressive 74% of respondents are aware of their country's tax reforms, with 83.5% indicating that they can accept customs duties up to 15%. This awareness suggests a broad acknowledgment of impending changes, particularly the U.S. de minimis rule set to alter in 2025. Additionally, a notable 16.5% are willing to pay higher customs duties, signaling a strong intent to continue utilizing Japan's e-commerce offerings.

• - Increased Focus on Discounts: Following the tax reforms, there’s been a marked increase in consumer sensitivity to promotions, with 51.4% of those surveyed indicating a greater awareness of coupons and campaigns. The trend highlights a desire for cost-effective purchases, with 79.3% actively comparing prices across multiple e-commerce platforms to find deals.

• - Utilization Frequency: Compared to previous statistics, the frequency of cross-border EC usage remained stable, with 45.2% using these services at least once a month. However, the average spending per transaction showed significant growth, with a rise of 10.7 percentage points in purchases exceeding ¥10,000. This trend correlates with a growing interest in collectible items, often referred to as “oshi-katsu,” or fan-based consumerism, reflecting the evolving preferences of enthusiastic buyers.

• - Preferred Payment Methods for Duties: The survey revealed that 53.9% of respondents prefer the Delivered Duty Paid (DDP) method over Delivered Duty Unpaid (DDU), citing ease and assurance in knowing duty costs ahead of time as primary reasons. Although DDU remains a viable option, those familiar with customs procedures favor DDP, which minimizes potential issues during delivery.

• - Experience with Customs Issues: Interestingly, 38.8% of participants reported no issues related to customs. Among those who experienced problems, delays and unexpected costs were the most common complaints. Certain items, especially toys, books, and collectibles, often face lighter customs scrutiny, keeping them favorable for cross-border e-commerce transactions.

• - Desire for Japanese Goods: A strong motivation to pay customs duties is also apparent, particularly for Japanese products such as anime merchandise (46.4%), books (38.7%), and music (32.0%). The desire to acquire items not available in their own countries was a significant factor for 76.1% of respondents, demonstrating the global appeal of Japanese pop culture and exclusive products.

Survey Methodology

The survey, conducted from January 14 to 21, 2026, targeted consumers who made purchases through Buyee in the previous year and had their language settings in English. The participants included individuals from various countries, including the U.S., EU member states, the UK, Singapore, Brazil, Turkey, Thailand, and Vietnam, where significant changes to customs duties have occurred since 2020.

Conclusion

As cross-border e-commerce continues to evolve, understanding the shifting landscape of customs duties and consumer expectations is critical for businesses aiming to engage international customers. The insights from BEENOS' research could serve to inform Japanese businesses on how to better meet the needs of overseas shoppers while adapting to new customs regulations.

For detailed insights and further information, a comprehensive white paper is available for download here.

About BEENOS

BEENOS has been at the forefront of cross-border e-commerce, providing a platform that connects Japan to the global market. With over 15 years of experience and 7,000 business support instances, the company continues to evolve alongside changing customs regulations, ensuring a smooth shopping experience for overseas consumers.

For more information about BEENOS and its services, visit their homepage or download the latest reports on their global commerce initiatives.