[Follow-up Survey on "What Happened Next" for Cross-border EC Participating Companies] 97.3% of Business Owners Felt Uneasy Before Entry, While Over 70% Responded That "Their Concerns Did Not Materialize" or "It Was Not as Big a Problem as Expected"

Shopee Japan Co., Ltd. (Headquarters: Minato-ku, Tokyo; hereinafter: Shopee Japan), the Japanese subsidiary of Shopee, the largest e-commerce platform in Southeast Asia and Taiwan, is pleased to announce the results of a survey on the "aftermath" of cross-border e-commerce participating companies, targeting 111 Japanese e-commerce managers and business owners who started cross-border e-commerce within the last three years.

• 01｜97.3% of managers and business owners who entered cross-border EC within 3 years responded that they "felt" anxiety or concerns before entry.

• 02｜After entry, more than 70% responded that "concerns did not materialize" or "it was not as big a problem as expected."

• 03｜91.0% experienced "unexpected positive outcomes" after entry, with "products difficult to sell domestically sold well overseas" being the most common at 61.4%.

■Survey Overview

• Survey Name: Follow-up Survey on "What Happened Next" for Cross-border EC Participating Companies

• Survey Method: Internet survey planned by research marketing "Risapi®︎" provided by IDEATECH

• Survey Period: March 18, 2026 - March 19, 2026

• Valid Responses: 111 Japanese EC managers and business owners who started cross-border EC within the last three years

*Fractions of percentages are rounded to the second decimal place, so the total may not necessarily be 100.

■97.3% of managers and business owners who entered cross-border EC within 3 years responded that they "felt" anxiety or concerns before entry, while 0% felt "not at all."

When asked "Q1. Did you feel anxiety or concerns about entering cross-border e-commerce before starting?" (n=111), "felt considerable anxiety" was 40.5% and "felt some anxiety" was 56.8%.

・Felt considerable anxiety: 40.5%

・Felt some anxiety: 56.8%

・Felt little anxiety: 2.7%

・Felt no anxiety at all: 0.0%

・Don't know/Cannot answer: 0.0%

■Top concern felt by managers and business owners before entry: "logistics costs and complexity of delivery" at 61.1%

When asked "Q2. For those who answered 'felt considerable anxiety' or 'felt some anxiety' in Q1, please tell us about the anxieties and concerns you felt before starting cross-border e-commerce. (Multiple answers)" (n=108), the responses were: "Concerned about logistics costs and complexity of delivery" at 61.1%, "Difficulty in complying with local laws, regulations, and customs duties" at 43.5%, and "Uncertainty about whether it would actually sell" at 38.9%.

・Concerned about logistics costs and complexity of delivery: 61.1%

・Difficulty in complying with local laws, regulations, and customs duties: 43.5%

・Uncertainty about whether it would actually sell: 38.9%

・Concerned about whether customer support could be handled for overseas markets: 26.9%

・Concerned about whether initial investment and operating costs could be recovered: 25.0%

・Difficulty with language and translation support: 24.1%

・Uncertainty about which platform to choose: 14.8%

・Concerned about insufficient in-house resources and personnel: 11.1%

・Other: 0.0%

・Don't know/Cannot answer: 0.0%

■Preparations made by managers and business owners before entry: "Participation in seminars and study groups" was 60.2%, "research on case studies of pioneering companies" also high at 46.3%

When asked "Q3. For those who answered 'felt considerable anxiety' or 'felt some anxiety' in Q1, what preparations or measures did you take against anxieties and concerns about entering cross-border e-commerce before starting? (Multiple answers)" (n=108), the responses were: "Participated in seminars and study groups related to cross-border EC" at 60.2%, "Researched case studies and blogs of companies pioneering cross-border EC" at 46.3%, and "Researched overseas demand for products/categories to be sold in advance" at 42.6%.

・Participated in seminars and study groups related to cross-border EC: 60.2%

・Researched case studies and blogs of companies pioneering cross-border EC: 46.3%

・Researched overseas demand for products/categories to be sold in advance: 42.6%

・Aligned goals and policies for cross-border EC entry within the company: 31.5%

・Read official platform materials and guides: 25.0%

・Received advice from acquaintances or experts knowledgeable about cross-border EC: 15.7%

・Other: 0.0%

・Made no particular preparations: 0.0%

・Don't know/Cannot answer: 0.0%

■Over 70% of managers and business owners responded that their pre-entry concerns "did not materialize" or "were not as big a problem as expected."

When asked "Q4. For those who answered 'felt considerable anxiety' or 'felt some anxiety' in Q1, did the anxieties you had before starting cross-border EC actually materialize after you started?" (n=108), the responses were: "mostly did not materialize" at 19.4% and "some materialized, but were not as big a problem as expected" at 53.7%.

・Mostly did not materialize: 19.4%

・Some materialized, but were not as big a problem as expected: 53.7%

・Generally as expected: 14.8%

・More difficult than expected: 10.2%

・Don't know/Cannot answer: 1.9%

■Actual challenges faced: 1st place "high logistics costs/delivery problems," 2nd place "complex local laws/customs compliance"

When asked "Q5. For those who answered 'generally as expected' or 'more difficult than expected' in Q4, please tell us about the anxieties and concerns that actually materialized. (Multiple answers)" (n=27), the responses were: "High logistics costs / delivery problems occurred" at 77.8%, "Local laws and customs compliance was complex" at 51.9%, and "Sales did not grow easily" at 48.1%.

・High logistics costs / delivery problems occurred: 77.8%

・Local laws and customs compliance was complex: 51.9%

・Sales did not grow easily: 48.1%

・Customer support for overseas was a burden: 44.4%

・Language and translation support was time-consuming: 40.7%

・It took time to recover initial investment and operating costs: 37.0%

・Insufficient in-house resources and personnel: 22.2%

・Other: 0.0%

・Don't know/Cannot answer: 0.0%

■Support desired by managers and business owners: "Logistics and delivery agency service" is number one at 74.1%, "customer support agency" and "product selection support" both at 55.6%

When asked "Q6. For those who answered 'generally as expected' or 'more difficult than expected' in Q4, what kind of support do you think would have prevented those anxieties and concerns from materializing? (Multiple answers)" (n=27), the responses were: "Service that comprehensively handles logistics and delivery" at 74.1%, "Agency service for overseas customer support" at 55.6%, and "Support for selecting products/categories that sell well" at 55.6%.

・Service that comprehensively handles logistics and delivery: 74.1%

・Agency service for overseas customer support: 55.6%

・Support for selecting products/categories that sell well: 55.6%

・Service that provides comprehensive language and translation support: 51.9%

・Expert advice on local laws, regulations, and customs duties: 44.4%

・One-stop service that supports everything from entry to operation: 33.3%

・Community where managers in similar situations can exchange information: 29.6%

・Other: 0.0%

・None in particular: 0.0%

・Don't know/Cannot answer: 0.0%

■Over 90% of managers and business owners experienced "unexpected positive outcomes" after entering cross-border EC.

When asked "Q7. Have you experienced any 'unexpected positive outcomes' since starting cross-border EC?" (n=111), the responses were: "Yes" at 91.0% and "No" at 9.0%.

・Yes: 91.0%

・No: 9.0%

・Don't know/Cannot answer: 0.0%

■Unexpected positive outcomes: "Products difficult to sell domestically sold well overseas" is most common at 61.4%, "gaining repeat customers" also at 45.5%

When asked "Q8. For those who answered 'Yes' in Q7, please tell us about the 'unexpected positive outcomes' you experienced after starting cross-border EC. (Multiple answers)" (n=101), the responses were: "Products difficult to sell domestically sold well overseas" at 61.4%, "Gaining repeat customers or loyal customers faster than expected" at 45.5%, and "Word-of-mouth and reputation spread, reducing customer acquisition costs" at 36.6%.

・Products difficult to sell domestically sold well overseas: 61.4%

・Gaining repeat customers or loyal customers faster than expected: 45.5%

・Word-of-mouth and reputation spread, reducing customer acquisition costs: 36.6%

・Brand's overseas recognition spread more than expected: 29.7%

・Achieved initial sales faster than expected: 21.8%

・Contributed significantly to overall company sales: 13.9%

・Gained hints for developing new sales channels: 10.9%

・Other: 0.0%

・Don't know/Cannot answer: 0.0%

■Comments such as "depreciation of the yen" and "sold better than expected"

When asked "Q9. For those who answered something other than 'Don't know/Cannot answer' in Q8, please freely tell us if there were any other 'unexpected positive outcomes' after starting cross-border EC besides those answered in Q8." (n=101), 34 responses were obtained.

＜Excerpts from free responses＞

・Depreciation of the yen.

・Increased sales.

・Sold better than expected.

■Summary

This time, we conducted a follow-up survey on "what happened next" for cross-border EC participating companies, targeting 111 Japanese EC managers and business owners who started cross-border EC within the last three years. The results revealed that while 97.3% of managers and business owners felt anxiety before entry, 73.1% responded that "their concerns did not materialize" or "it was not as big a problem as expected."

First, the top concern before entry was "logistics costs and complexity of delivery" (61.1%), followed by "compliance with local laws, regulations, and customs duties" (43.5%). The most common preparation was "participation in seminars and study groups" (60.2%), with "research on case studies of pioneering companies" also ranking high (46.3%). Regarding the actual situation after entry, approximately 70% reported that their concerns "mostly did not materialize" (19.4%) or "some materialized, but were not as big a problem as expected" (53.7%). Among those who faced difficulties, "high logistics costs and delivery problems" (77.8%) stood out, and "logistics and delivery agency services" (74.1%) was the top requested support. Furthermore, 91.0% responded that they experienced "unexpected positive outcomes" after entry, with "products difficult to sell domestically sold well overseas" (61.4%) and "gaining repeat customers or loyal customers faster than expected" (45.5%) being the top answers.

This survey indicates that anxieties about entering cross-border EC are often greater than the reality, and many cases proceed more smoothly than anticipated after starting. On the other hand, challenges related to logistics costs and delivery remain unresolved, suggesting that utilizing specific support services will be key to successful entry. Companies considering cross-border EC should not be overly constrained by anxiety, but rather should take the plunge after establishing a support system for logistics and legal/customs aspects.

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■Simplify complex overseas expansion. Shopee fully supports businesses' overseas expansion.

〜Shopee helps companies lower barriers to expanding their markets globally〜

"I want to challenge the overseas market, but I don't know where to start." "Language, culture, and complex logistics are barriers." - Many business owners who cannot take the first step into cross-border EC share similar anxieties.

Shopee offers a comprehensive support system to alleviate such anxieties for business owners and lower all hurdles to overseas expansion.

・One-stop support from store setup to sales promotion
Our specialized team provides meticulous support for everything from complicated store setup procedures and product registration to advertising management for maximizing sales, and marketing strategies utilizing local influencers. Even beginners can start with peace of mind.

・Leave complex logistics and inventory management to us 
By using Shopee's unique official logistics service "SLS (Shopee Logistics Service)," international shipping arrangements, inventory management, and returns handling can be resolved collectively. This allows business owners to focus on product planning and sales activities, which are their core competencies.

・Strategic store operations based on data 
We analyze sales data and market trends to propose optimal sales strategies. This enables highly reproducible store operations based on data, rather than relying on intuition.

Given the immense potential of Southeast Asia, Japanese entry is still in its early stages. Why not take a step with us to transform uncertainty into certain growth by leveraging Shopee's rich data and expertise?

Learn more here: https://shopee.jp/column/shopee%e9%81%8b%e5%96%b5%e3%81%ab%e4%b8%8d%e5%ae%89%e3%81%aa%e6%96%b9%e5%bf%85%e8%a6%8b%ef%bc%81-%e8%b2%a9%e5%a3%b2%e3%82%92%e3%82%b5%e3%83%9d%e3%83%bc%e3%83%88%e3%81%97%e3%81%be%e3%81%99%ef%bc%81/

　

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■Shopee Japan Co., Ltd. Overview

　Shopee is the largest e-commerce platform in Southeast Asia and Taiwan. It realizes a digitally connected ecosystem by supporting companies in their digitalization and strengthening their online presence, providing access to digital services for many people, and revitalizing local communities.

　Shopee provides a simple, safe, and attractive e-commerce platform to consumers worldwide, and millions of people enjoy shopping experiences every day. Shopee also aims to be a significant contributor to the local digital economy and is dedicated to supporting businesses in succeeding in e-commerce.

　Shopee is a group company (subsidiary) of Sea Limited (headquartered in Singapore, listed on the New York Stock Exchange (NYSE)), a world-leading consumer internet company. In addition to Shopee, Sea aims to improve the lives of consumers and businesses through technology with its other core businesses: Garena, its digital entertainment division, and SeaMoney, its digital financial services division.

■Support by Shopee Japan

Shopee Japan staff provide support in Japanese for opening stores and increasing sales. Inquiries are accepted via DM and email.

Shopee Japan Official Website

https://shopee.jp/

Shopee Japan Official X

https://twitter.com/ShopeeJP

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