It looks like a Japanese Aliexpress clone, that is not saying just the website design, but also the kind of products being offered for sale. Many of them are the kind of things other users would sell on AliExpress. For example, I searched for Nintendo Switch and I got results for various switch parts/titles but dubious results for the console itself.
No it's not like Aliexpress, it has much better quality stuff made in Japan and they are using multiple websites for that, with quality shipping and insurance.
Everything is on much higher level than on Aliexpress, and I can say that because I used both services.
Japan makes much better quality stuff and it's not easy to find this for western people, even harder to buy something for Bitcoin... Aliexpress junk is available everywhere.
Alipay exist because people from China also want high quality stuff
Amazon + any of the crypto debit cards seems like a more elegant solution than this. Sure, you have to deposit money on Binance/Coinbase (I don't know if you have to do that for Coingate too as I never used it) or whatever debit card you use but I would rather chose that and get Amazon customer service which is at the top of my priority list when chosing a place to buy stuff.
There is Amazon Japan included in Zenmarket, but that is just tiny percent of stuff available.
You can also bid on Yahoo Japan auctions, and buy anything for much lower prices than on Ebay or Amazon Japan, I can vouch for this.
Since they are using payment processor, they don't even deal with bitcoin and instead CoinGate does that part for them so in the end you pay with bitcoin and Zenmarket gets fiat. Therefore, no worries about customs seeing bitcoin payment invoice since there is none.
Correct, invoice and prices are listed in Japanese Yens, but there is option to remove all of that and send without any price tags.
Anyone who ever worked with people from Japan knows how precise and accurate they are.