As the ecommerce market has expanded, the development of online sales channels has become an important challenge for many businesses. However, creating and launching an ecommerce site requires a significant initial investment. This can be especially challenging for small and medium-sized businesses (SMBs) and sole proprietors.

Fortunately, in Japan, the national government and local governments now offer numerous subsidy programs to support the creation of ecommerce sites and other digitization activities. In this article, we’ll focus on four major subsidy programs, including their individual descriptions, advantages, and points to consider.

What’s in this article?

• Four subsidies available for creating ecommerce sites
  
• Notable exception: The IT Introduction Subsidy no longer covers ecommerce site creation
  
• The advantages of using subsidies
  
• Points to remember when applying for subsidies
  
• Using subsidies to expand sales channels for your business
  
• How Stripe Payments can help
  

Four subsidies available for creating ecommerce sites

There are multiple subsidy programs available for building an ecommerce site. If you own a business and you’re considering creating an online store, but you want to avoid ballooning costs, consider looking into the subsidies that can help.

The Business Restructuring Subsidy

The Business Restructuring Subsidy is a support measure for SMBs that was introduced as a response to the economic and social changes following the COVID-19 pandemic. The subsidy aims to support businesses that are undergoing major restructuring. This can include entering new markets, changing lines of business or industries, reorganization, returning production and work to Japan, or maintaining and strengthening regional supply chains.

The Business Restructuring Subsidy can be broadly divided into three categories, any of which can be used to subsidize the creation of an ecommerce site. However, it is important to note that the subsidy category, as well as the business’s structure and number of employees, all have an impact on the maximum subsidy amount and subsidy rate. The text in parentheses applies when implementing large-scale wage increases in the short term and when debts incurred due to the COVID-19 pandemic have not been refinanced.

Businesses eligible for the subsidy

In order to receive the Business Restructuring Subsidy, your business must meet certain criteria. The requirements vary depending on the category—Growth Field Entry Quota (Standard Category), Growth Field Entry Quota (GX Entry Category), or COVID-19 Recovery Acceleration Program (Minimum Wage Category)—so it is important to check whether your business meets the conditions before applying.

Main application requirements

Once you’ve confirmed that your business is eligible for the Business Restructuring Subsidy, you need to meet the application requirements that are common to all categories. Make sure:

• Your plans for the business meet the definition of business restructuring: This definition is outlined in the Business Restructuring Guidelines.
  
• A business plan has been formulated and approved: The plan needs to have been created in consultation with financial institutions and certified management innovation support organizations.
  
• You agree to meet a certain growth rate: After the completion of the subsidy program, your business’s added value must see an average annual growth rate (AAGR) of 3–4% or more over the course of 3–5 years. Alternatively, you might need an AAGR of 3–4% or more in value added per employee. (Different growth rates are required depending on the type of business.)
  

Additional conditions might also apply depending on your business type. Check the details of each subsidy category, and make sure that your business meets all the necessary criteria for the one you want to apply for.

Subsidy amounts

As previously mentioned, subsidy amounts vary depending on the category of subsidy you apply for, the number of employees you have, and your business type. You need to confirm the maximum subsidy amount and subsidy rate that are applicable to your business.

Here are the details for the Growth Field Entry Quota (Standard Category). The text in the parentheses applies when implementing large-scale wage increases in the short term. (By the end of the project, you must achieve (1) minimum wage plus 45 JPY, and (2) a 6% increase in total wages paid.)

Further, businesses that meet certain market contraction requirements and are undergoing partial closure qualify for an additional 20 million JPY.

Details for the Growth Field Entry Quota (GX Entry Category) are as shown below. The text in the parentheses applies when implementing large scale wage increases in the short term. (By the end of the project, you must achieve (1) minimum wage plus 45 JPY, and (2) a 6% increase in total wages paid.)

The following table summarizes the COVID-19 Recovery Acceleration Program (Minimum Wage Category). The text in the parentheses applies when existing debt has not been refinanced under COVID-19 refinancing guarantees.

Application procedure

To complete and submit an application you’ll need to follow the steps below.

Preliminary checks: First, read the application guidelines and the Guidelines for Business Restructuring Manual to confirm the necessary application requirements in advance.

Required documentation: In addition to the application guidelines, review the document checklist and application overview to find out which documents you’ll need to submit with your application. The documents vary depending on which subsidy you apply for, so check the information for the application process carefully and submit the correct documents.

Application method: To submit an online application, you need to check the appropriate user guide. There are two guides to choose from: one for individual applications and one for consortium applications.

Reference the main page of the Business Restructuring Subsidy website for the application periods, as well, so you know when to apply.

Note that applications for Business Restructuring Subsidies can only be submitted via the electronic application system.

The Small Business Sustainability Subsidy

The Small Business Sustainability Subsidy is available to small businesses operating in areas under the jurisdiction of a Chamber of Commerce and Industry or a Chamber of Commerce.

The subsidy can be used for expenses related to the development, construction, and updating of ecommerce sites, as well as a variety of other expenses, such as sales channel development and fees related to participation in exhibitions and trade fairs.

The Small Business Sustainability Subsidy consists of multiple categories. Businesses can apply for: the Standard Category, Wage Increase Category, Graduation Category, Successor Support Program Category, and Startup Category. There are also three additional categories that existed previously: the General Category, COVID-19 Special Response Category, Low Infection Risk Business Category.

Let’s look at eligible businesses and application requirements based on the Chamber of Commerce and Industry guidebook.

Businesses eligible for the subsidy

The following corporations, sole proprietorships, and specified nonprofit organizations are eligible to receive this subsidy:

• Commercial and service industry businesses: Must normally have 5 or fewer employees
  
• Accommodation and entertainment businesses: Must normally have 20 or fewer employees
  
• Manufacturing and other businesses: Must normally have 20 or fewer employees
  

Main application requirements

In addition to the business eligibility requirements, you need to satisfy certain application requirements.

• Ownership requirement: If you own a corporation, it cannot be 100% owned—either directly or indirectly—by another corporation with capital or paid-in capital of 500 million JPY or more. (This rule applies to corporations only.)
  
• Taxable income requirement: Your business’s average taxable income for each of the past 3 years—calendar and fiscal—must be 1.5 billion JPY or less.
  
• Jurisdiction requirement: Your business must operate within the jurisdiction of a Chamber of Commerce and Industry. (Business operators in a Chamber of Commerce and Industry area should refer to the Chamber of Commerce and Industry website.)
  
• Form requirement: If you are applying for the Small Business Sustainability Subsidy and you previously were approved for the subsidy's General Category, COVID-19 Special Response Category, or Low Infection Risk Business Category, you must first submit Form No. 14, “Report on the Business Impact and Wage Increase Status related to the Small Business Sustainability Subsidy.” The form must be officially received and confirmed to have no outstanding issues before you can carry out the new project you're trying to subsidize.
  
• Project limitations: You cannot have previously implemented a project using the Graduation Category.
  
• Re-application limitation: You cannot apply again for the same subsidy you did in a previous application period.
  

Subsidy amounts

As previously stated, the Small Business Sustainability Subsidy includes multiple categories of subsidies you can apply for. Depending on the category, the subsidy amounts and subsidy rates can vary. The text in the parentheses applies when the requirements for the special invoice provision are satisfied.

The maximum amount awarded for the Standard Category of the subsidy is 500,000 JPY. The Wage Increase Category, Graduation Category, Successor Support Category, and Startup Category each have a maximum of 2 million JPY. For all categories, if the special requirements for invoices are satisfied, an additional 500,000 JPY is added.

Keep in mind that not all eligible businesses will receive a subsidy. The Chamber of Commerce and Industry guidebook clearly states that the contents of the applications will be reviewed and businesses will be selected in order of merit.

Application procedure

Applications for the Small Business Sustainability Subsidy can only be submitted via the electronic application system. Businesses must register for a G Biz ID Prime account or a G Biz ID Member account in order to apply. It can take several weeks to complete the account registration process.

Check the official website of your local Chamber of Commerce or Chamber of Commerce and Industry for the application period in which you can apply.

The Monozukuri Subsidy

The Subsidy for Promoting Productivity Improvement in Manufacturing, Commerce, and Services—also known as the Monozukuri Subsidy (with “monozukuri” meaning manufacturing in Japanese)—supports SMBs in Japan. It provides funds for necessary capital investment for the development of innovative new products and services, and development associated with overseas demand. If certain conditions are satisfied, the Monozukuri Subsidy can also be used for the creation of ecommerce sites.

Businesses eligible for the subsidy

There are two categories of subsidies businesses can apply for under the Monozukuri Subsidy: the Product and Service High Value-Added Category and the Global Category.

Product and Service High Value-Added Category
Support is provided to businesses investing in equipment and systems that are necessary for the development of innovative new products and services. Projects aimed at improving or upgrading existing products, services, or production processes are not eligible for this category.

Global Category
Support is provided to businesses conducting overseas operations. This includes businesses with direct investments overseas, export-related businesses, businesses related to inbound tourism, and joint ventures with overseas companies. Assistance is also provided for investments in equipment and systems that are necessary to improve domestic productivity.

Special measures
Businesses that implement significant wage increases are eligible for special subsidies, with increased maximum amounts based on the number of employees. However, these special measures do not apply to businesses that:

• Have reached the upper limit of each category they’ve applied for
  
• Do not have regular employees
  
• Are undergoing rehabilitation
  
• Are applying for minimum wage increase special measures
  

Businesses eligible for the subsidy

To be eligible for the Monozukuri Subsidy program, applicants must belong to one of the following groups:

• Small and medium-sized businesses (SMBs)
  
• Small business operators or small businesses
  
• Certain specified business operators
  
• Specified nonprofit organizations
  
• Social welfare corporations
  

Eligible applicants must also have their headquarters and business location (e.g., their factory, store) in Japan. The one exception is for businesses applying for the Global Category: these businesses must have a location overseas in order to have direct investments there.

Main application requirements

Detailed rules regarding application requirements for the Monozukuri Subsidy are specified for each eligible recipient. Be sure to check the documents in the application guidelines carefully before applying.

Subsidy amounts

The maximum amount of the Monozukuri Subsidy, the subsidy rate, and eligible expenses vary depending on the category a business applies for and the number of employees the business has. In addition, special measures are applied to businesses that implement significant wage increases, and the maximum amount of the subsidy awarded increases.

This is the Product and Service High Value-Added Category:

The Global Category is outlined as follows:

The following table summarizes the Special measures:

Application procedure

Applications for the Monozukuri Subsidy are submitted electronically. You must register for a G Biz ID Prime account in advance to use the system. If your business does not already have a G Biz ID Prime account, the first step is to register for one. Then, check the official website for the application schedule.

Local government subsidies

Subsidies are not only provided by the national government, but also by local governments. These subsidy programs are aimed at revitalizing the local economy and supporting SMBs. We’ll look at some examples of various subsidies and grants available, including some for the creation of ecommerce sites.

The Shopping District Digitalization Promotion Project Subsidy (Tokyo)

The Digital Technology Adoption Subsidy 2025 (Hokkaido)

The New Business Development Takeoff Subsidy (Osaka Prefecture)

Financial support is provided for expenses associated with the adoption, renewal, and operational improvement of certain equipment. The business’s initiatives (e.g., updating machinery) must be based on advice and proposals received through energy conservation assessments done by national, prefectural, or municipal governments.

Notable exception: The IT Introduction Subsidy no longer covers ecommerce site creation

As of 2025, the IT Introduction Subsidy for Improving Labor Productivity in Small and Medium-Sized Enterprises and Small Businesses—also known as the IT Introduction Subsidy—no longer covers the cost to create an ecommerce site. Up until 2023, there was an application category called the “Digitalization Infrastructure Introduction Category,” which covered ecommerce site creation costs. However, according to the FAQs on the subsidy website, these costs are no longer eligible. Therefore, businesses that wish to use subsidies for the creation of ecommerce sites must consider other subsidy programs.

The IT Introduction Subsidy is still available for other technology-related expenses, however. You can apply through one of the following categories:

• Standard Category
  
• Multiple-Party Collaboration IT Introduction Category
  
• Invoice Category
  
• Security Measures Promotion Category
  

Eligible expenses, maximum subsidy amounts, subsidy rates, etc., vary slightly depending on the category. You can refer to the IT Introduction Subsidy 2025 Overview on the site for details.

The advantages of using subsidies

In addition to providing financial support for the creation of ecommerce sites, subsidies offer various other benefits.

Reduction of initial costs

Setting up an ecommerce site requires a large initial investment. Example expenses include website creation costs to build an attractive website, system construction costs to implement product management and payment functions, design costs to establish a brand image, and advertising costs to acquire customers. These kinds of expenses can be a significant burden during the startup phase, especially for businesses with limited funds.

By using subsidies, out-of-pocket expenses can be reduced significantly, and your business can launch more smoothly.

Acceleration of the expansion of sales channels

Subsidies can help you take the first steps toward new business development—such as building a cross-border ecommerce site and introducing a customer relationship management (CRM) system—which might have otherwise been postponed due to concerns over high costs. Subsidies make it possible to expand sales channels overseas, getting you access to a diverse customer base. You can also conduct detailed analysis of customer data, which lets you develop more personalized marketing strategies.

Receiving medium- to long-term support linked to growth strategies

Many subsidy programs aim to provide support not only for the creation of new ecommerce sites, but also for business expansion and transformation (e.g., changing business models). This kind of support helps to promote sustainable growth and development.

Points to remember when applying for subsidies

Before applying for a subsidy to build an ecommerce site, there are a few points you need to consider. Making sure you understand how a subsidy works in advance can help you avoid panicking and wasting time after submitting an application.

Check whether your business is eligible

Before applying for a subsidy, you’ll need to review a large number of documents. First and foremost, confirm whether your business is even eligible to receive the subsidy. Depending on your type of business and business plan, you might find that you don’t qualify.

In addition, be aware that there might be multiple kinds of subsidies available, and the amount your business could be eligible for could vary greatly, depending on the one you apply for.

If your documents are not in the proper order, or something is missing, the entire application could be rejected. Rather than trying to tackle the application process on your own, take advantage of free consultations with experts as needed, and carefully review all application guidelines beforehand.

Understand the eligible expenses and the timeline

There are detailed stipulations about which expenses are eligible for subsidies as well as when you can apply. For example, expenses that were incurred before the date of a subsidy grant decision or after the deadline for completion of the subsidized project are not eligible for the subsidy. In most cases, expenses incurred by subcontractors for purchasing equipment, systems, etc., are also excluded.

Be aware that you might not pass the screening process

Even if there are no problems with your documents, there are many cases where applications aren’t accepted due to budget constraints or conflicts with other applications. Each subsidy program has a set budget and must provide support within that budget. In addition, submitted applications are evaluated by review committees and selected in order of priority.

It is important to prepare for the possibility that your subsidy application might not be approved. Don’t assume that approval is a sure thing. When creating your business plan, maintain business stability and ensure that you do not overly rely on subsidies.

Using subsidies to expand sales channels for your business

Creating an ecommerce site and expanding online sales channels are necessary growth strategies for many SMBs. By effectively using subsidy programs, your business can launch a full-scale online store while still keeping initial costs low.

In recent years, supporting various payment methods, such as credit card payments, cashless payments, and konbini payments, has become a key component for businesses looking to increase sales.

In some cases, the expenses associated with building an ecommerce site and setting up a payment system can also be covered by subsidies. The details and application requirements are different for each subsidy program, so it is important to gather information and prepare everything carefully. Check out the subsidies that interest you. By taking advantage of the support available during the assistance period, you’ll be able to start your ecommerce business with peace of mind.

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