[Event Report] Turning Expanding Inbound Demand into Continuous Overseas Sales: ZenGroup and Naniwa Shokai Explain OMO Measures in Cross-Border E-commerce

ZenGroup Inc. (Headquarters: Chuo-ku, Osaka), which provides total support for cross-border e-commerce, presented at the "EC Business Conference 2026 Spring" held online on Thursday, May 28, 2026.

Together with Naniwa Shokai Co., Ltd., a leading company in the used camera industry, we gave a lecture on the theme of "Practicing and Advancing OMO Measures in Cross-Border E-commerce." We introduced concepts and practical examples for connecting the trust and interest generated when visiting customers handle products and receive customer service at physical stores, to their online purchases after returning home.

*OMO (Online Merges with Offline): A marketing strategy that integrates online and offline channels, such as physical stores, to design a unified customer experience.

Event Overview

"EC Business Conference 2026 Spring" is an event where businesses involved in the mail order and e-commerce industries gather to share practical knowledge for business growth, including e-commerce operations, marketing, logistics, and customer experience.

Approximately 40 companies presented at this event, held over two days on May 27 (Wed.) and 28 (Thu.), 2026. Companies from various fields introduced the latest case studies and specific initiatives to e-commerce and retail businesses.

【Event Details】

Event Name: EC Business Conference 2026 Spring

Date & Time: May 27 (Wed.) & 28 (Thu.), 2026

Format: Online

Organizers: Commerce Pick Inc., Unimedia Inc., WUUZY Inc.

Sponsors: Impress Co., Ltd., Japan Retail Industry Newspaper Co., Ltd., MIKATA Inc.

Lecture Content

- Why OMO Measures Should Be Considered Now

First, the lecture explained the market environment surrounding OMO. For OMO measures starting from physical stores, a crucial prerequisite is the number of touchpoints created with users at the store.

The number of inbound foreign visitors surpassed the previous record in 2025 and remains at a high level in 2026. Furthermore, the cross-border e-commerce market continues to expand, increasing the need to maintain contact with overseas users who become interested in products or stores during their visit, even after they return home.

In particular, the in-store experience, such as handling products, checking their condition, and receiving explanations from staff, creates a sense of security and trust that cannot be fully conveyed online.

For OMO measures, it is essential to establish a customer journey that allows overseas users to make purchases online again, starting from this in-store experience. By seamlessly connecting stores, customers, e-commerce sites, membership registrations, and logistics/delivery, it is necessary to design a cyclical customer experience that goes beyond one-time visits or purchases.

- OMO Measures: Results and Effects

"Camera no Naniwa," operated by Naniwa Shokai, handles camera-related products, including used cameras, and is supported by camera fans both domestically and internationally. In this initiative, Camera no Naniwa's Shinsaibashi and Kyoto stores displayed QR codes to encourage membership registration for "ZenMarket," a proxy purchasing service that allows overseas customers to buy Japanese products. Pamphlets, stand panels, and posters were placed along the in-store customer flow, creating an environment where users interested in products or the store during their visit could continue to purchase them after returning home.

As a result, in addition to an increase in overseas user sales at physical stores during the target period, it also contributed to acquiring leads that led to online purchases after their return. It further boosted the popularity of brands that already had overseas demand and encouraged consideration for purchasing high-priced brands.

*"QR code" is a registered trademark of Denso Wave Inc.

- Key Points for Retail and E-commerce Businesses to Grasp for OMO Measures

A major point revealed by this case study is that OMO measures can be started without assuming large-scale system investments. The starting point is to create customer journeys such as: ① Clearly indicating at the store that overseas shipping is available, ② Guiding users to a multilingual purchase page, and ③ Providing an opportunity for membership registration to facilitate repurchases after returning home. It is crucial to prepare a smooth path for users to take the next action at the moment their interest is piqued in the store.

Furthermore, an operational design that allows store staff to provide guidance without difficulty is essential. Designing with consideration for the in-store customer flow, staff's customer service, and the user's purchasing psychology is important for OMO measures to lead to continuous results.

【Speaker Comments】

Yuji Masutani, Head of Domestic Sales, ZenMarket, ZenGroup Inc.

"Visiting foreign customers consider purchasing after handling products in-store and checking their condition and operability. Especially for products like used cameras, where the condition and rarity of each item directly influence purchasing decisions, in-store service and explanations provide significant peace of mind.

On the other hand, even if customers become interested in a product or store during their visit, if there is no clear path for them to purchase again after returning home, that touchpoint ends after a single interaction. Therefore, it is important to establish a customer journey that allows for continued purchases after returning home.

In this session, based on the OMO measures we are undertaking with Naniwa Shokai Co., Ltd., I discussed the specific steps for connecting physical stores and cross-border e-commerce. ZenGroup will continue to deliver the appeal of Japanese products and stores to the world by creating mechanisms that connect domestic companies with overseas users."

About ZenGroup Inc.

ZenGroup Inc. aims to achieve "20% of global cross-border e-commerce sales in Japan" as its vision, providing one-stop services for overseas expansion, from operating overseas sales platforms to promotion and creative production.

- ZenMarket: Overseas purchasing agency service

- ZenLink: Lead generation support cross-border e-commerce banner

- ZenPromo: Overseas promotion service (advertising agency/marketing)

- ZenPlus: Cross-border e-commerce mall

- ZenLuxe: Cross-border e-commerce mall specializing in luxury brands

- ZenStudio: Creative agency (multilingual production/branding)

Currently, the group has over 3.2 million members and has shipped over 10.5 million items to 175 countries and regions. Through creating a system to simply deliver Japan's excellent products and culture to the world, we lead the global growth of Japanese companies.

【Company Profile】

Company Name: ZenGroup Inc.

Established: April 2014

Representatives: Naumov Andrii, Kopyl Oleksandr, Slovik Viacheslav, Song Margarita

Address: 8F & 10F, Osaka Sakaisuji Tower Building, 1-7-7 Watamachi, Chuo-ku, Osaka

Capital: 80,000,000 yen

URL: https://zen.group