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Overview
Mercari is a mobile-first marketplace where individuals and small sellers buy and sell new and used items, from fashion, electronics and toys to home goods and collectibles. It is Japan's leading second-hand marketplace and also operates in the United States. For a brand, Mercari is mainly a resale and consumer-to-consumer channel rather than a traditional brand marketplace.
Who is behind Mercari
Mercari was founded in Japan and became the country's first startup unicorn in 2016. It launched in the US in 2014. Its Japanese marketplace handles about JPY 1.1 trillion in annual gross merchandise value. The US marketplace struggled for years: in 2024 a change to its fee structure caused a drop in buyers and led to the layoff of about 45% of US staff. Under founder CEO Shintaro Yamada, Mercari moved in January 2025 to fees split between buyers and sellers, and Mercari US reported its first full-year profit in the year to 30.06.2025. US gross merchandise value has since grown again, although user growth remains slow. Jeff LeBeau became CEO of Mercari US on 01.07.2026.
How selling on Mercari US works
- Easy listing through the mobile app, mainly for individual sellers and small businesses.
- Fees split between buyers and sellers, with sellers paying a selling fee and buyers paying a buyer protection fee.
- Seller tiers with fee discounts for high-volume sellers, which Mercari has been testing.
- Items from Japan. Mercari also brings Japanese listings to US buyers, including through its Mercari Global app.
What a brand should think about
- Fit. Mercari suits resale, collectibles and used goods more than new branded products.
- Brand protection. Brands may want to monitor Mercari for counterfeits or grey-market listings.
- Platform stability, given recent fee changes and leadership changes.
How eBrands looks at Mercari
eBrands works with brands on marketplaces across Europe and North America and helps them focus on the channels that matter most. If you want to talk through whether resale platforms like Mercari matter for your brand, we are happy to help.
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