Why Is It So Difficult to Sell Health Supplements on Rakuten Japan?

For many overseas companies, opening an online store sounds simple. In Japan, however, the reality is very different.

Our company recently completed the process of launching our official health supplement store on Rakuten Japan, one of the country’s largest e-commerce platforms. What appeared to be a simple online registration actually required months of preparation, document reviews, business verification, and repeated compliance checks.

Selling health supplements on Rakuten Japan requires strict compliance with Japanese regulations and marketplace policies. According to Rakuten Marketplace’s official onboarding information, merchants may be required to submit additional business documents and comply with Japanese regulations before their stores can officially open.

Rakuten carefully reviews company registration documents, business operations, customer service systems, product information, shipping methods, return policies, and legal compliance before allowing a store to begin selling. For health supplements, the standards are even higher because Japanese consumers place great importance on product safety and reliability.

Rakuten also points out that Japan’s health supplement market is highly competitive and quality-focused. Products sold through the platform are expected to comply with Japanese laws, labeling requirements, and consumer protection standards before entering the marketplace.

During the review process, even small details such as business hours, company information, labeling, product descriptions, and customer support procedures may require revision. Every piece of information must be accurate and consistent.

Many overseas companies find selling health supplements on Rakuten Japan challenging because the review process is much stricter than on many international e-commerce platforms. However, these high standards help maintain consumer confidence and marketplace credibility.

This strict review system reflects the high standards of the Japanese market. While the approval process may take longer than expected, it helps create an environment where consumers can shop with confidence.

For manufacturers and overseas brands looking to enter Japan, success depends not only on product quality but also on regulatory compliance, transparency, and long-term commitment to customer trust.

After months of preparation, our Rakuten store finally opened and officially began selling our Japanese-made health supplements. For us, this was not simply the launch of an online shop, but the beginning of a new chapter built on quality, responsibility, and confidence in the Japanese health food industry.

The process of selling health supplements on Rakuten Japan involves multiple reviews, business verification, compliance checks, and continuous quality management, making it one of the most trusted marketplaces in Japan.

At SJK Co., Ltd., we believe that strict standards create better products and stronger brands. We look forward to sharing more insights about the Japanese health supplement industry and supporting long-term global partnerships.

References

• Rakuten Marketplace – How It Works

• Rakuten Marketplace – Expanding Your Supplements Business to Japan

• Rakuten Group – Compliance & Governance

Japan’s strict marketplace review process helps protect consumers and encourages higher standards across the health supplement industry.

## Frequently Asked Questions (FAQ)

Q1: Why is selling health supplements on Rakuten Japan so difficult?

A: Rakuten requires strict business verification, product compliance, labeling accuracy, customer service standards, and legal documentation to protect consumers and maintain marketplace quality.

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Q2: How long does Rakuten’s store review process usually take?

A: The review period may vary depending on the business type and submitted documents. For health supplement sellers, the process can take several weeks or even months.

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Q3: Why does Rakuten apply stricter standards to health supplements?

A: Because health supplements are closely related to consumer safety, Rakuten emphasizes legal compliance, product quality, accurate labeling, and reliable customer support.

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Q4: Can overseas companies sell health supplements on Rakuten Japan?

A: Yes, but they must satisfy Rakuten’s business verification process and comply with Japanese regulations and marketplace policies.

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Q5: What is the key to successfully selling health supplements on Rakuten Japan?

A: High-quality products, regulatory compliance, transparent business operations, and long-term customer trust are essential for success.

The Japanese health supplement market continues to grow, but entering the market requires patience, compliance, and long-term commitment. Companies that meet Japan’s high standards can build strong consumer trust and sustainable business opportunities.