Q. What are the minimum laws I should check when starting cross-border e-commerce?

A. First are "import/export regulations" and "trademark rights." Next, it is necessary to establish return provisions based on the "consumer protection laws" of the destination country.

[2026 Latest] What is Cross-Border E-commerce Law? Legal Risks Faced by SMEs and Legal Checks for Success

In cross-border e-commerce, where sales channels expand into global markets, complying with the "laws of the destination country" is an unavoidable necessity. Many Japanese companies launch overseas sales with a domestic mindset, only to later face unexpected customs troubles and product liability (PL) litigation risks.

In this article, we explain the importance of legal checks in cross-border e-commerce from a MECE (Mutually Exclusive, Collectively Exhaustive) perspective. Based on the latest trends for 2026, let's delve into the legal foundation required for SMEs to build a sustainable global business.

Table of Contents (Click to open/close)

1. The "Three Governing Laws" to Comply with in Cross-Border E-commerce

Cross-border e-commerce law does not refer to a single statute, but rather a state where the legal systems of multiple countries are complexly intertwined. Broadly speaking, the following three perspectives are necessary:

Japanese Domestic Laws: Export regulations (Foreign Exchange and Foreign Trade Act), Act on Specified Commercial Transactions, etc.
Laws of the Destination Country: Consumer protection laws, import regulations, labeling requirements, PL laws, etc.
International Treaties and Platform Terms: The Vienna Sales Convention and terms of use for major platforms.

In particular, "consumer protection laws" in destination countries are extremely strict. For example, within the EU, compliance with the GDPR (General Data Protection Regulation) is mandatory, and failure to do so carries the risk of massive fines.

2. The Structure of Legal Risks SMEs Often Fall Into

When classifying risks in cross-border e-commerce using MECE, they are concentrated in four areas: "Logistics/Customs," "Payments/Refunds," "Intellectual Property," and "Personal Information."

Many operators struggle with infringement of intellectual property rights (trademarks and designs). Even if you believe your product is original, if someone else has already registered the trademark in the destination country, you may be subject to sales injunctions or claims for damages.

Q. Is the notation for Japan's Act on Specified Commercial Transactions necessary for overseas sites?

A. When shipping from Japan, Japanese law also applies, but more importantly, notation compliant with "local laws" should take priority.

Q. How can I prevent intellectual property rights troubles?

A. The only defense is to conduct trademark research in advance in major destination countries and, if necessary, complete trademark registration locally.

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Yuta Ito

President & CEO

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