Japan e-retailers extend reach abroad with payment, translation help

Proxy buyer Beenos and startup Wovn support small sellers without in-house resources

20231124N Evangelion

Third-party companies are helping Japanese retailers like GroundWorks sell popular products, such as those from the Evangelion franchise, to overseas customers. (Photo by Masaharu Ban)

MASAHARU BAN, Nikkei staff writer

TOKYO -- Services to help retailers handle online orders from overseas, from shipping to website translation, are gaining ground in Japan as small businesses seek to tap foreign demand fueled by a weak yen.

One major player, Beenos, serves clients like Tackle Berry, a seller of used fishing equipment. Tackle Berry began working with Beenos last year, and within a few days saw a surge of foreign orders from countries including the U.S., Malaysia and Belarus. Rods and reels in the 10,000 yen to 20,000 yen range, or around $70 to $130, sell especially well.

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