Unlocking Japan: E-Commerce Strategies and Insights with WPIC’s Anton Lapunov

The Negotiation

In this episode of The Negotiation podcast, host Todd Embley sits down with Anton Lapunov, WPIC’s Key Account Manager and Strategy Lead for Japan. Anton shares his extensive experience and insights into the unique aspects of Japan's e-commerce landscape—and offers strategic advice for brands looking to enter this lucrative market.

Anton begins by detailing his journey from China to Japan. He provides a comprehensive overview of Japan’s e-commerce ecosystem, highlighting the major platforms, market penetration rates, and consumer expectations around delivery times which differ significantly from those in the West and China.

The discussion shifts to comparing Rakuten with major Western and Chinese platforms like Amazon, Temu, Tmall, and JD.com, outlining key operational and strategic differences. Anton also draws on his experience in China to compare and contrast the e-commerce environments in China and Japan, noting cultural and logistical nuances.

Further, Anton discusses emerging product categories that WPIC focuses on within the Japanese market and explores the extent to which social commerce and live-streaming have caught on in Japan. He outlines the main digital marketing channels that effectively drive e-commerce sales and brand awareness in Japan.

To conclude, Anton lays out a strategic blueprint for foreign brands aiming to enter the Japanese market and highlights current trends and future opportunities within this diverse e-commerce landscape.

Discussion Points:

• Anton Lapunov's career transition from China to Japan and his role in shaping e-commerce strategies.
• Detailed analysis of Japan's e-commerce landscape, including key players and consumer behaviors.
• Comparison of Japanese e-commerce platforms with those in the West and China.
• The rise of social commerce and digital marketing trends in Japan.
• Strategic entry points and growth opportunities for foreign brands in the Japanese market.