Note: This article covers Japan's mail-order alcohol retail license (通信販売酒類小売業免許) and related regulations, which are specific to Japan. Licensing requirements for selling alcohol online will differ in other countries.
"I've heard that selling alcohol online requires a new license, but I'm not sure about the actual procedure..."
To sell alcoholic beverages online, you must obtain a "Mail-Order Alcohol Retail License." However, the application involves a review by the tax office, and you must meet certain conditions.
<What to prepare to obtain a mail-order alcohol retail license>
- Decide what type of alcohol you'll sell and how
- Prepare the required application documents, such as a business plan and proof of your sales location
- Apply to your local tax office and undergo review (the review period is about 2 months)
- After obtaining the license, set up an age-verification system before starting sales
This article explains the license requirements, procedures, and operating rules in an easy-to-understand way. Note that the information in this article is current as of February 2025. Be sure to check the National Tax Agency's website for the latest information on licensing requirements.
What Is the Mail-Order Alcohol Retail License?
To sell alcohol over the internet, you need a permit called the "Mail-Order Alcohol Retail License," which authorizes online sales of alcoholic beverages.
The mail-order alcohol retail license is different from the license needed for a physical liquor store, so be sure to obtain it whenever selling alcohol online. Selling without a license is a violation of the law.
Alcohol You Can Sell Under a Mail-Order Alcohol Retail License
Obtaining the license doesn't mean you can freely sell any alcoholic beverage. There are rules about what you can sell.
Alcohol You Can Sell
- Alcohol purchased from a manufacturer or wholesaler (products obtained through legitimate channels)
- Products that comply with the Liquor Tax Act (products with correct labeling and indications)
- Products for which measures to prevent underage drinking are in place (an age-verification feature is required)
Alcohol You Cannot Sell
- Homemade plum wine or fruit liqueurs (homemade products cannot be sold)
- Resale of alcohol a private individual already owns (for example, selling whisky from your personal collection is not allowed)
You are also required to display notices such as "Drinking alcohol under the age of 20 is prohibited" and "Please refrain from drinking during pregnancy or while breastfeeding" at the time of sale. Failing to follow these sales rules can result in administrative guidance or penalties.
Where You Can Sell Alcohol Online
Once you obtain the mail-order alcohol retail license, you can start selling alcohol online. Let's look at exactly where you can sell it.
Selling on E-Commerce Platforms
Image source: Shopify
Using an e-commerce platform like Shopify or BASE lets you easily open an online shop and start selling alcohol.
Shopify is currently running a campaign offering a 3-day free trial plus 3 months for 150 yen. Be sure to take advantage of this opportunity. (As of July 31, 2025)
Examples of E-Commerce Platforms
| Platform Name | License Required | Features |
|---|---|---|
| Shopify | Mail-Order Alcohol Retail License | Must use an age-verification app; must clearly display a notice prohibiting drinking under age 20 |
| BASE | Mail-Order Alcohol Retail License | Must use an age-verification app; must clearly display a notice prohibiting drinking under age 20 |
| Rakuten Ichiba | Mail-Order Alcohol Retail License | Set up an age-verification check before purchase; clearly display a notice prohibiting drinking under age 20 |
| Amazon | Mail-Order Alcohol Retail License | Set up an age-verification check before purchase; clearly display a notice prohibiting drinking under age 20 |
Shopify Is Recommended for Selling on Your Own Site
If you're selling alcohol online, using Shopify is convenient.
- High degree of customization: you can easily add an age-verification feature
- Freedom to run your brand: you can freely set your own domain and design
- Supports cross-border e-commerce: also useful for selling alcohol internationally
- Extensive app integrations: you can add inventory and sales management tools built for alcohol retailers
Another major advantage of Shopify, as a dedicated e-commerce site, is that — unlike Rakuten Ichiba or Amazon — you can set your own sales rules without being restricted by the platform.
As a platform to sell on after obtaining your license, Shopify offers a high degree of freedom and is one of the options best suited for growth.
For more details on setting up a Shopify store, see the article below.
Selling on Flea Market Apps and Auction Sites
You can also sell alcohol on flea market apps and auction sites. However, listing requires obtaining a mail-order alcohol retail license, and other rules and regulations apply, just as with other e-commerce platforms. Rules vary by service, so check each service's terms regarding alcohol sales for details.
Selling on Furusato Nozei (Hometown Tax) Sites
Image source: Satofull
Alcohol is also popular as a "furusato nozei" (hometown tax) gift. By listing on a furusato nozei site run by a local municipality, you can sell to consumers nationwide.
To use a furusato nozei site, you need approval from the municipality, so contact them directly to confirm the sales conditions.
Examples of Services
| Service Name | License Required | Features |
|---|---|---|
| Furusato Choice | General Alcohol Retail License | Can handle alcohol if approved by the municipality |
| Satofull | General Alcohol Retail License | Can handle alcohol if approved by the municipality |
Requirements for Obtaining the Mail-Order Alcohol Retail License
Both individuals and corporations can obtain the license if they meet certain conditions. However, not everyone who applies will pass — there are requirements you must meet to pass the review.
Here we explain in detail the four requirements needed to obtain the license, and what you should prepare in advance.
4 Requirements for Obtaining the License
To receive a mail-order alcohol retail license, you must satisfy four requirements: personal requirements, location requirements, business foundation requirements, and supply-demand adjustment requirements.
1) Personal Requirements
Personal requirements check whether you have ties to organized crime, or have previously been penalized for violations such as breaching the Liquor Tax Act.
1. Requirements Related to Liquor Tax Act Article 10, Items 1-8 (Personal Requirements)
(1) If the applicant has had a manufacturing license for alcoholic beverages, a sales license for alcoholic beverages, or a permit under the Alcohol Business Act revoked, at least 3 years must have passed since the date of revocation.
(2) If the applicant was an executive who carried out the duties of a corporation within 1 year before the date that gave rise to the cause for revocation, where that corporation's manufacturing license, sales license, or Alcohol Business Act permit was revoked, at least 3 years must have passed since the date that corporation's license was revoked.
(3) The applicant must not have been subject to delinquency disposition for national or local tax within the 2 years prior to application.
(4) If the applicant has been fined or subjected to a notification disposition for violating laws related to national or local tax, at least 3 years must have passed since the date the sentence was served or ceased to be enforceable, or since the date the terms of the notification were fulfilled.
(5) If the applicant has been fined under the Act on the Prohibition of Drinking by Persons Under Twenty Years of Age, the Act on Control and Improvement of Amusement Business, etc. (limited to the portions concerning provision of alcohol to persons under 20), the Act on Prevention of Unjust Acts by Organized Crime Group Members, the Penal Code (crimes of bodily injury, assisting at the scene of a crime, assault, unlawful assembly with weapons, intimidation, or breach of trust), or the Act on Punishment of Violent Acts, at least 3 years must have passed since the date the sentence was served or ceased to be enforceable.
(6) If the applicant has been sentenced to imprisonment or a heavier penalty, at least 3 years must have passed since the date the sentence was served or ceased to be enforceable.
2) Location Requirements
Location requirements check whether your sales location is the same location as a manufacturing site, sales site, bar, or restaurant serving alcohol.
2. Requirements Related to Liquor Tax Act Article 10, Item 9 (Location Requirements)
The applicant must not be attempting to set up a sales location in a place deemed inappropriate for regulatory purposes without a valid reason.
3) Business Foundation Requirements
Business foundation requirements check, in terms of finances and facilities, whether the applicant can continue selling alcohol on an ongoing basis.
3. Requirements Related to Liquor Tax Act Article 10, Item 10 (Business Foundation Requirements)
The applicant must not have had bankruptcy proceedings commenced without having since been discharged, nor otherwise be deemed to have an insufficient business foundation.
4) Supply-Demand Adjustment Requirements
Supply-demand adjustment requirements check whether the applicant can sell while maintaining a balance between supply and demand.
4. Requirements Related to Liquor Tax Act Article 10, Item 11 (Supply-Demand Adjustment Requirements)
The case must not be one in which, for the purpose of preserving liquor tax revenue by maintaining a balance in the supply and demand of alcohol, it is deemed inappropriate to grant an alcohol sales license.
How to Obtain the Mail-Order Alcohol Retail License (Application Process)
To obtain the mail-order alcohol retail license, you must apply to your local tax office and undergo review. Let's first organize the steps involved.
List of Documents Required for Application
To pass the tax office's review, prepare the following documents in advance.
<Documents Required When Applying>
- Alcohol Retail License Application Form
- Sales License Application Form (Attachments 1-6) — details of your place of business, business plan, etc.
- Written Pledge of Compliance with License Requirements for Alcohol Sales
- Applicant's résumé (for corporations, career history for all officers, including auditors)
- Copy of articles of incorporation
- Copies of contracts, etc.
- Local tax payment certificate (for corporations, the certificate must include "special corporate business tax")
- Financial statements for the 3 fiscal years prior to the most recent fiscal year (individual applicants should attach an income and expenditure statement, etc.)
- Certificate of registered matters for land and buildings
- Other supporting documents (such as certificates for the alcohol you plan to sell)
- Mail-Order Alcohol Retail License Application Checklist
Application forms can be downloaded from the National Tax Agency's website (Japanese-language). A sample of how to fill out the application is also available on page 19 of the National Tax Agency's "Guide to Applying for a Mail-Order Alcohol Retail License" (Japanese-language PDF) — be sure to check it as well.
Application Process
The process is broadly divided into three steps: "preparing the application," "review," and "obtaining the license."
Step 1. Prepare and Submit Application Documents
- Gather all required documents and submit your application to your local tax office
- Incomplete documents can prolong the review, so check carefully for any entry mistakes
Step 2. Review (Standard Processing Time: About 2 Months)
- The tax office reviews your application based on its contents
- You may be asked to submit additional documents, so be prepared to respond promptly
Step 3. Notification of Results and License Issuance
- If your application passes review without issues, you'll receive notification from the tax office that your license has been granted
- Once you have the license, you can officially begin selling alcohol online
Since it can take several months from application to obtaining the license, plan your sales schedule accordingly.
Cost of Obtaining the License
The cost of obtaining the mail-order alcohol retail license is the license registration tax. You pay 30,000 yen per license at the tax office or a financial institution when the license is granted. Additional costs may also arise if you need to create a business plan or consult a tax accountant.
Operating Rules and Precautions After Obtaining the License
Once you obtain the mail-order alcohol retail license, you can sell alcohol online. However, even after obtaining the license, you're required to take measures to prevent underage drinking and operate appropriately in accordance with the Liquor Tax Act.
Display Standards for Preventing Underage Drinking
Alcohol retailers are required to follow rules for preventing underage drinking. Failing to follow these rules can result in administrative guidance or penalties, so careful attention to your sales page design is required.
<Required Display Content>
- Clearly display the notice "Drinking alcohol under the age of 20 is prohibited"
- Verify age at the time of purchase (implement a mechanism where the customer checks a box confirming "I have confirmed that I am 20 years of age or older" when ordering)
- Display a notice about preventing underage drinking on product pages and in the cart
Age verification methods vary by e-commerce platform. For example, on Rakuten Ichiba, you cannot sell alcohol unless you set up an age-verification system. If using Shopify or BASE, you'll also need to customize and add an age-verification feature, so be sure to check this in advance.
Penalties for Violations
There are also regulated violations specific to selling alcohol online, each with its own penalties — be sure to check them.
| Violation | License Required |
|---|---|
| Sold to a minor | License revocation, fines, up to 2 years imprisonment |
| Failed to verify age | Administrative guidance, suspension of sales |
| Sold without a license | Up to 1 year imprisonment or a fine of up to 500,000 yen |
| Violated the Liquor Tax Act | Additional taxation, business suspension order |
Once you've been penalized, it may become difficult to obtain a license again. "I didn't know" is not an acceptable excuse, so make sure you fully understand the rules in advance.
Summary: Obtain Your License and Start Selling Alcohol Online
To start selling alcohol online, obtaining the mail-order alcohol retail license is essential. There are four requirements for obtaining the license — personal, location, business foundation, and supply-demand adjustment requirements — and thorough preparation is essential to pass the review.
Even after obtaining the license, it's important to follow the rules for preventing underage drinking and to check the conditions set by each sales platform. Since violations can lead to license revocation or penalties, be sure to operate appropriately.
