案例库 · 产品与设计 · 产品决策 · 2013
这条还没译成中文，下面是英文原文。
Mercari's photo-and-sell app made Japan's second-hand market as easy as messaging
Mercari (2013) moved resale to a phone camera: photo, price, sell — payment and shipping in-app — grabbing 94% of Japan's second-hand app users
Mercari
那一手
Japan's second-hand market before Mercari ran through Yahoo Auctions — a PC-first, listing-heavy ritual that filtered out ordinary sellers. Mercari, launched in July 2013 by Shintaro Yamada, rebuilt the act around the phone: snap a photo, write a few lines, set a price; buyers tap to buy; payments and anonymous shipping handled inside the app; a 10% success fee on the seller.
The friction removal worked as a supply unlock: what had been a chore became a chat-like gesture, and demand followed. By 2017 the app had passed 50 million downloads in Japan and 25 million overseas with monthly transaction value over ¥10 billion, and 94% of Japanese second-hand-app users surveyed used Mercari against 22% for the nearest rival.
Mercari listed on the Tokyo Stock Exchange Mothers market on 19 June 2018 at ¥5,000 versus a ¥3,000 offer price — a 67% pop giving it a market value near ¥700 billion, that year's largest Japanese IPO. GMV kept compounding, reaching ¥530.7 billion in FY2019, and the company expanded to the US with the same photo-first logic.
为什么管用
- The bottleneck was supply, not demand: the barrier to selling was the ritual, so simplifying listing to photo-plus-a-few-lines unlocked inventory the auction model never saw.
- In-app payment and anonymous shipping removed the two trust frictions that kept casual sellers out — no bank roulette, no meet-the-buyer anxiety.
- The 10% fee was invisible in the flow: charged at a moment when the seller is celebrating the sale, it converted friction into revenue without ever convincing anyone.
可以搬走什么
When a market seems small, check the ritual around it: if the friction sits in the process, not the demand, cut the process until the act is casual — and the untapped supply walks in by itself
后来呢
Mercari kept growing at home and expanded to the US; its FY2019 GMV of ¥530.7 billion and dominant share made it the reference point for mobile-first C2C — and the model it proved spread across Asian second-hand platforms.
资料来源
- 東京証券取引所マザーズへの上場のお知らせ
- マザーズ上場のメルカリ、初値は5000円 公開価格を67%上回る：時価総額でミクシィ抜く
- Buying and Selling by Smartphone: Mercari App Shakes Up Japan's Consumer Spending
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