Top 6 Online Platforms for Selling Handmade Goods in Japan

Japan has a rich tradition of craftsmanship, and in the digital era, the love for handmade goods continues to thrive online. Whether you're a local artisan or an overseas seller, tapping into Japan's handmade market offers a rewarding opportunity. But to reach the right audience, it's crucial to choose the right platform. Below are the top online platforms for selling handmade goods in Japan, each offering unique features and communities tailored to creators.

Ranking of Online Platforms for Selling Handmade Goods

1. minne (ミンネ)
2. Creema (クリーマ)
3. Etsy Japan
4. BASE
5. STORES 
6. Rakuten Ichiba

1. minne (ミンネ)

Source: minne Homepage

minne is Japan’s largest and most popular online marketplace dedicated to handmade goods. Run by GMO Pepabo, it boasts millions of users who value unique, artisanal creations. It is especially popular among crafters, fashion accessory makers, and artists. The platform is mobile-friendly and offers tools to help creators promote their work through curated collections and seasonal campaigns. The commission fee is 10.56% per sale, making it a reasonable option for many creators.

• Language: Japanese only
• Best for: Artists, crafters, and handmade fashion/accessory creators

2. Creema (クリーマ)

Source: Creema Homepage

Creema is another major platform in Japan's handmade ecosystem. It emphasizes design quality and originality, appealing to customers looking for premium lifestyle and home decor items. In addition to its online presence, Creema regularly hosts offline events, such as pop-ups and exhibitions, allowing sellers to gain more visibility. The commission fee is around 11% for items other than food. While Creema has been exploring global expansion, its platform and support are currently only available in Japanese.

• Language: Japanese 
• Best for: Premium crafts, home decor, lifestyle items

3. Etsy Japan

Source: Etsy Japan Homepage

Etsy is a global marketplace that has been steadily growing its presence in Japan. With a localized version of the platform, it appeals to Japanese customers who are interested in unique, globally handmade items. Sellers benefit from Etsy’s international reach and robust seller tools, making it easier to manage logistics and transactions. Although the platform charges listing, transaction, and payment processing fees that typically add up to over 6.5%, its ability to connect with both local and international buyers makes it a compelling option.

• Language: English and Japanese
• Best for: Handmade jewelry, vintage items, craft supplies

4. BASE

Source: BASE Homepage

BASE is a DIY e-commerce platform that enables creators to set up their own online stores with full branding control. It’s widely used by independent Japanese artists and small businesses. BASE offers integration with social media and payment systems, making it easy to launch and run an online shop. There are no monthly fees, but a transaction fee of 3.6% plus 40 yen per sale applies, in addition to a service fee of 3%.

• Language: Japanese only
• Best for: Sellers who want complete control over branding

5. STORES

Source: STORES Homepage

STORES.jp is another DIY e-commerce builder similar to BASE. It provides a range of features including integrated payment options, shipping support, and customizable storefronts. STORES offers two pricing plans: a free and a paid one, with transaction fees varying according to the payment method. It’s especially appealing for niche sellers who want to retain their brand identity while selling in Japan’s growing handmade market.

• Language: Japanese only
• Best for: Personalized or niche handmade products

6. Rakuten Ichiba

Source: Rakuten Ichiba Homepage

Rakuten is Japan’s largest online marketplace and is a good option for more established handmade brands ready to scale. It’s not tailored exclusively to handcrafted goods, but its massive customer base and trust factor make it a viable choice for higher-volume sellers. Setting up a shop on Rakuten requires more time, resources, and often a Japanese business registration. Fees are higher and more complex, but so is the potential reach.

• Language: Japanese only
• Best for: Established handmade brands with the ability to scale

Conclusion

Japan offers a vibrant and diverse online market for handmade goods, but success depends on choosing the platform that matches your goals and capabilities. Platforms like minne and Creema are perfect for individual artists and crafters, while BASE and STORES offer more branding control. Etsy connects you to a global audience with a growing Japanese base, and Rakuten opens doors to serious expansion. Whichever route you choose, localizing your listings and engaging with your audience in Japanese will go a long way in building trust and driving sales.