BEENOS Group Announces Organizational Restructuring of Cross-Border E-commerce Support Business
~BEENOS Solutions Inc. Born to Support 'Reproducible Success' in Cross-Border E-commerce~
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- 📰 Published: April 1, 2026 at 20:00
BEENOS Inc. announced today, April 1, 2026 (Wednesday), that it has implemented an organizational restructuring and a change in the trade name of its consolidated subsidiary within the group, with the aim of improving customer value and accelerating business growth in the global commerce domain.
Through this reorganization, BeeCruise Inc.'s Global Growth Hack business division, a consolidated subsidiary, was spun off and integrated into FASBEE Inc. Simultaneously, the company's trade name was changed to "BEENOS Solutions Inc." (hereinafter, BEENOS Solutions), and we are pleased to announce the start of operations under the new structure.
BEENOS Solutions Inc. https://beenos-solutions.com/
Background and Purpose of Organizational Restructuring and Trade Name Change
The global cross-border e-commerce market continues to grow rapidly at an average annual growth rate of 24.5%, and is predicted to reach 5.2 trillion dollars by 2030 (※1). Furthermore, Japan's cross-border e-commerce market, which was in a state of "online isolation," has rapidly matured through the promotion of DX during the COVID-19 pandemic and the penetration of Japanese culture and products to overseas consumers due to increased inbound tourism. In 2024, the market size reached 4.235 trillion yen in sales from the US and China alone (※2). E-commerce platforms that allow easy establishment of cross-border e-commerce have also become common, and cross-border compatibility has become a "standard" in the e-commerce operations of Japanese companies. Moreover, the rapid development and spread of generative AI are reducing the "language and information barriers" in cross-border e-commerce, ushering in an era where anyone can easily access the global market online.
On the other hand, the rapid global market growth has also accelerated institutional development in various countries, and the "practical barriers" have actually become higher. International regulations and tax systems are undergoing drastic changes, such as the abolition of de minimis (low-value import duty exemption system) in the US and Europe, increases in VAT (Value Added Tax) in various countries, and the subdivision of HS codes (Harmonized System codes for import/export statistics) towards 2028. Furthermore, as exemplified by Europe's DSA (Digital Services Act) and EPR (Extended Producer Responsibility), the responsibilities imposed on platforms such as online marketplaces regarding sales and delivery are also being strengthened.
In addition, while online platforms are becoming borderless, last-mile delivery methods and payment methods are becoming localized to improve convenience in each country and region. With rising international shipping costs due to soaring fuel prices and increased logistics volume, the difficulty of responding to all of these challenges is increasing.
The BEENOS Group has addressed these challenges through its experience and operational capabilities from 7,000 cumulative cross-border e-commerce support cases, AI utilization, development of convenient delivery services, introduction of payment methods, and creation of cost benefits through overwhelming transaction volumes. However, in this rapidly changing environment, to ensure Japanese companies can acquire overseas markets without losing speed and with certainty, providing advanced expertise and infrastructure beyond mere tool provision is becoming even more crucial. Therefore, we have decided to reorganize our global commerce domain and integrate our overseas sales support business.
BEENOS Solutions, with its new philosophy of "Guiding Japanese companies' overseas expansion to 'reproducible success'," aims to become a strong "infrastructure" supporting the global growth of Japanese companies by providing data and technology-backed successful patterns for overseas expansion. We aspire for cross-border e-commerce, which has become the "standard" in the e-commerce industry, to be the engine of Japan's e-commerce growth.
※1 Market Glass, Inc. "Cross-Border B2C E-Commerce - Global Strategic Business Report"
※2 Ministry of Economy, Trade and Industry, "Market Survey on Electronic Commerce in FY2024"
https://www.meti.go.jp/press/2025/08/20250826005/20250826005.html
【Business Content and Services Provided by BEENOS Solutions Inc.】
Prior to this integration, we have reorganized and integrated our services into three brands: "Buyee for E-commerce," "Buyee for Marketing," and "Buyee for Distribution," thereby strengthening our flexible support system to meet the needs of Japanese companies. Furthermore, BEENOS Solutions has accumulated expertise not only as a supporter but also as a "practitioner of cross-border e-commerce" through operating the fashion-specialized global e-commerce site "FASBEE" and the global media commerce site "Kaibai Uchuu" (買買宇宙), which integrates Japanese information dissemination and product purchasing.
With the practical know-how gained from 7,000 cumulative support cases and hands-on experience, we will continue to expand our solutions for acquiring overseas markets, responding promptly to rapidly changing international situations and technological advancements. We aim to strengthen a comprehensive support system that goes beyond merely providing tools and services for overseas expansion, focusing on reproducible success.
【Cross-border E-commerce Infrastructure Building】No-cost, fastest-possible cross-border e-commerce operation infrastructure
■ "Buyee for E-commerce"
Target: Companies considering cross-border compatibility for their own e-commerce sites, or those wishing to accelerate expansion into overseas marketplaces
Supports cross-border e-commerce conversion service for proprietary sites "Buyee Connect" and proxy store opening on external marketplaces such as Buyee.jp and Shopee. In addition to providing logistics, payment, and customer support cultivated through operating an annual gross merchandise value of 100 billion yen, it offers functions to aggregate and analyze sales data from each channel. It also flexibly responds to requests such as entrusting only complex logistics operations. It enables immediate implementation of world-standard cross-border sales systems without costly in-house development.
【Maximizing Sales Channels】Multi-faceted sales channel expansion solutions for both online and offline
■ "Buyee for Distribution"
Target: Companies wishing to challenge expanding into diverse overseas sales channels beyond their own channels
Utilizing BEENOS Solutions' local network, we provide end-to-end support from sales channel selection to matching with local retailers, exhibition and business negotiation support, acquisition of permits and licenses, and trade operations.
Furthermore, by utilizing sales channels operated by BEENOS Solutions itself, such as the fashion-specialized global e-commerce "FASBEE" and Shopee, we achieve sales channel expansion both online and offline.
【Strategic Fan Formation】Marketing support to create "fans" for your brand in overseas markets
■ "Buyee for Marketing"
Target: Companies wishing to promote their business while cycling PDCA based on data to achieve continuous growth in overseas markets
Starting from "customer understanding" in cross-border e-commerce, we provide end-to-end support from target selection to fan formation. By combining SNS advertising, multilingual LPs, SNS operation, and promotional measures, we visualize customer reactions both quantitatively and qualitatively, clarifying "which value resonates with which customer in which country."
By designing these measures as "observation devices for deepening customer understanding," we rapidly iterate hypothesis testing and build reproducible success patterns. We clarify the next steps and investment decisions for overseas expansion, supporting the creation of continuously growing brands.
Executive Team
BEENOS Solutions Inc. President and CEO
Teppei Honma
Joined a startup D2C manufacturer in 2008. Responsible for business development and overall marketing in the retail, distribution, real store, and e-commerce sectors. In 2012, launched a cosmetics company within the same group as a responsible manager. Joined tenso Inc. in 2014, engaged in overseas sales support for domestic e-commerce sites. Appointed Executive Officer of the company in 2015. Currently oversees marketing business for Japanese companies' overseas expansion, cross-border e-commerce promotion of proprietary services, and new business development. Appointed Executive Officer of BeeCruise Inc. in 2017. Appointed Representative Director of FASBEE Inc. in 2024. Appointed Chairman of BEENOS Asia Pacific Marketing Co., Ltd. in 2025.
【Comment from Teppei Honma, President and CEO】
BEENOS Solutions aims to build a global commerce infrastructure for a future where excellent Japanese products and brands are naturally delivered to people worldwide. Overseas sales involve many hurdles such as language, logistics, payment, and regulations, but we will resolve these through our cross-border distribution platform and technology, guiding Japanese companies' overseas expansion towards more certain and reproducible growth. We will create a new standard for Japanese companies' overseas sales and build a commerce infrastructure that connects the world and Japan.
BEENOS Solutions Inc. Executive Officer
Karin Iwamoto
After graduating from university, joined an IT venture. Experienced multi-language operation for corporate SNS monitoring and establishing a Philippine base for overseas companies. After a solo assignment in San Francisco to provide services to overseas companies, established and managed an overseas sales and marketing team in the Philippines.
Subsequently, involved in launching corporate services at a healthcare venture, and joined BeeCruise in 2019. Oversees planning, domestic sales, and overseas sales for overseas expansion services for Japanese corporations, providing strategic planning, proposals, and support for approximately 240 marketing and promotion projects annually.
Appointed Executive Officer of BEENOS Solutions Inc. from April 2026.
【Comment from Karin Iwamoto, Executive Officer】
Challenging overseas markets is not something that yields immediate results just by preparing overseas sales channels. It is crucial to optimize logistics, payment, promotion, creative, and operational systems according to the country, product, and customer characteristics.
At BEENOS Solutions, we not only support our client companies' overseas expansion but also, through our own cross-border sales businesses such as FASBEE, we ourselves sell products in overseas markets daily, constantly experimenting on the ground. The consumer insights, operational know-how, and knowledge of successes and failures gained there are our great strengths, which we can feedback into our support.
Going forward, by combining this practice-backed knowledge with the cross-border e-commerce infrastructure and network cultivated by the BEENOS Group, we aim to connect Japanese companies' overseas expansion to more certain and reproducible success.
【Overview of the New Company】
Company Name: BEENOS Solutions Inc.
Representative: Teppei Honma, President and CEO
Head Office Location: 4-7-35 Kitashinagawa, Shinagawa-ku, Tokyo
Date of Establishment: March 2019
Capital: 100 million yen
【Overview of BEENOS Inc.】
(1) Company Name: BEENOS Inc.
(2) Representative: Seita Naoi, President, CEO & Group CEO
(3) Head Office Location: 8-4-13 Nishigotanda, Shinagawa-ku, Tokyo
(4) Date of Establishment: November 1999
(5) Capital: 300 million yen
FAQ
What kind of company is BEENOS Solutions Inc.?
It is a company that comprehensively provides cross-border e-commerce infrastructure building, sales channel expansion, and marketing support to guide Japanese companies' overseas expansion to 'reproducible success'.
What is the purpose of this organizational restructuring?
The purpose is to enhance customer value and accelerate business growth in the global commerce domain, and to strengthen specialized expertise and infrastructure provision to cope with the increasing complexity of the cross-border e-commerce market.
What are BEENOS Solutions' main services?
It supports cross-border e-commerce infrastructure with 'Buyee for E-commerce', sales channels with 'Buyee for Distribution', and strategic fan formation with 'Buyee for Marketing'.