Mercari Releases Infographics to Commemorate 13th Anniversary of Service Launch

Mercari, Inc. (hereinafter "Mercari")'s flea market app "Mercari" celebrated its 13th anniversary on July 2, 2026 (Thu). To commemorate this milestone, Mercari has released infographics summarizing service usage trends on "Mercari".

"Mercari" has been used by many people since its launch, allowing us to reach our 13th anniversary. The cumulative number of items listed on "Mercari" surpassed 5 billion in January 2026 (※1), and approximately 270 million transactions were generated in the past year alone (※2). This translates to an average of about 745,000 transactions per day, or approximately 8.6 transactions per second.

The categories of items traded span 23 major classifications and over 8,500 detailed classifications. From "Entertainment & Hobbies," which includes games and fan merchandise, to "Fashion," "Baby & Kids," and "Books," the "likes" of all generations are carefully passed on to their next owners daily.

※1: Cumulative number of items listed in Japan from the service launch date (July 2, 2013). ※2: April 1, 2025 – March 31, 2026.

1. A Grand Survey of "Number Ones": Mercari's "Number Ones"

Since its launch in 2013, "Mercari" has grown into a marketplace where approximately 50,000 brands and over 8,500 categories of items are traded. To celebrate the 13th anniversary, we are releasing Mercari's "Number Ones," a survey of all "number ones" based primarily on transaction data from the past year (※2).

The fastest-selling item on "Mercari" was a "wristwatch (Omega Speedmaster)," which was purchased just 1 second after being listed. On the other hand, the slowest-selling item was a "power stone bracelet" listed in 2013, the year the service began, which was passed on to its next owner after a remarkable 4,523 days (approximately 12 years and 5 months). This illustrates the dramatic encounters between items and people that occur daily on "Mercari."

Furthermore, there was a "denim patch (Chrome Hearts Levi's)" that traveled approximately 2,600 km from Okinawa to Hokkaido and was traded for 1,400,000 yen, representing the item that traveled the farthest and the highest-priced sale. "Mercari" serves as a marketplace that connects people who share the same "likes," transcending physical distances.

2. Category Share | Top 5 Traded Item Categories

The most traded category on "Mercari" was "Entertainment & Hobbies," accounting for approximately 46% of the total. Recent "fan activity" trends have driven transactions, with "character goods," "idol merchandise," and "Pokemon cards" dominating the top traded items. The popularity of K-POP and domestic idols, along with the trading card boom, were strongly reflected in "Mercari" transactions.

This demonstrates that "Mercari" has evolved beyond simply organizing unwanted items to become a marketplace that supports the passion for "fan activities," including idol merchandise and trading cards. It is further enhancing its presence as a place for "treasure hunting" that caters to the enthusiasm and values of each customer.

3. Generational Usage Trends ~ "Games, Toys & Goods," "Fashion," and "Books, Magazines & Comics" Rank in the Top 3 for All Generations ~

Analyzing "Mercari" usage trends by generation reveals that for all age groups from teenagers to those over 70, the top three categories are consistently "Games, Toys & Goods," "Fashion," or "Books, Magazines & Comics."

While these three main categories serve as a common axis across all generations, a closer look at the detailed item breakdown shows that generational preferences become distinctly apparent with age. The active circulation of individual "likes" across all generations is one of the significant characteristics of "Mercari" over the past 13 years.

Looking at detailed usage trends, in the 10s and 20s, "idol merchandise" and "talent cards" within "Games, Toys & Goods" particularly rank highest in both listings and purchases, clearly reflecting the enduring popularity of K-POP and domestic idols. The 30s exhibit a unique structure where "character goods" and "Pokemon cards" are competitive with "tops." For those aged 40 and above, "tops" rank first in both listings and purchases, while in the 60s and 70s, "bags" and "literature/novels" rank higher, indicating a gradual shift in preferences with age.

4. Cross-Border Transaction Status ~ 1 in 14 "Mercari" Transactions is a "Cross-Border Transaction" ~

One in every 14 transactions on "Mercari" is a "cross-border transaction" (※3) with overseas customers. Demand for Japanese products from abroad remains very strong. A ranking of countries and regions with the highest transaction values revealed the following results: 1st was China, 2nd was Taiwan, 3rd was the United States, 4th was Hong Kong, and 5th was South Korea.

In particular, there is a strong interest in character goods and fashion, primarily Japanese intellectual property (IP). Products listed in Japan on "Mercari" are crossing borders daily to reach "fans" around the world.

※3: "Cross-border transaction" refers to a transaction between a seller in Japan and a buyer (or proxy buyer) overseas, including transactions via proxy purchasing services.

5. The Choice Not to Discard Transforms into Someone's Desire — Unexpected Transaction Examples

In its 13th year, "Mercari" sees active trading of items that might make one wonder, "Why is this valuable?" Behind this are two interesting trends that illustrate the unique circulation of value on "Mercari."

"What was to be discarded becomes someone else's value" — Circulation of value different from the original purpose

Items that would normally be discarded are finding new value on "Mercari." For example, there have been approximately 11.79 million cases of demand for "just the appendix, not the main magazine" over the past 13 years. Additionally, about 62,000 transactions involved "instruction manuals only," demonstrating that the value of an item is not limited to the "main product." Furthermore, "plant ash" from wood stoves and pottery kilns has been traded approximately 7,500 times as a raw material for pottery glaze. "Old shoji screens and fusuma" are traded at a high average price of around 8,000 yen, with their value rediscovered as materials for renovating traditional Japanese-style homes.

"Things from my parents' home are treasures for young people" — Intergenerational transmission of value

Items that seniors consider "no longer needed" are actively bought and sold as "retro items" that young people "specifically want." In just five categories alone—retro game consoles (2.75 million items), Y2K Heisei retro (1.59 million items), vinyl records (1.58 million items), cassettes/MDs/VHS (440,000 items), and feature phones (330,000 items)—a total of approximately 6.69 million "intergenerational baton" transactions have been generated. Items once considered "old-fashioned," such as "Adelia Retro Glass" (70,000 items) and "Showa Retro floral pattern pots and thermoses" (30,000 items), are now popular among young people.

6. Thorough Investigation of "XX Batons" Passed On "Mercari"

Over the past 13 years, a warm culture of "batons" has taken root on "Mercari," where owners' thoughts and memories are passed on to the next person along with the item.

This time, to visualize the unique circulation of value on "Mercari" behind the numbers, we focused on "XX Batons"—symbolic transactions where items are passed on to the next person with cherished memories and encouragement—and investigated their reality.

Wedding Dresses Passed to the Next Person: The "Happiness Baton"

On "Mercari," a culture known as the "Happiness Baton" has been established, where wedding dresses that graced special days are passed from brides who have finished their weddings to brides-to-be who are yet to have theirs.

An analysis of transaction trends by year in this category shows continuous year-on-year growth. To date, "wedding dresses" have been passed on approximately 167,000 times, fostering a sustainable and warm cycle of entrusting a once-in-a-lifetime special garment to someone else. The highest-priced wedding dress sold in the past year was 800,000 yen (brand: Galia Lahav), indicating that high-end imported dresses and those from popular brands are also passed on to the next generation of brides with confidence through "Mercari." Social media and blogs are filled with joyful comments such as, "I was able to purchase a dream brand dress at an affordable price by using "Mercari"," and "Many brides-to-be share real-life tips on using "Mercari" to buy nearly new dresses for wedding photos." This warm circulation of happiness through "Mercari" is also a characteristic of the "Happiness Baton."

We interviewed someone who actually received a baton on "Mercari" and created wonderful memories. They shared an episode where they acquired two dresses, originally priced at 300,000-400,000 yen each, for a total of about 100,000 yen through "Mercari," enabling them to achieve their ideal wedding photos filled with personal touches.

▼Video here

- Mercari, Inc. Official YouTube: https://www.youtube.com/shorts/NPVRBnSGgP0

- Mercari, Inc. Official TikTok: https://vt.tiktok.com/ZSCmsUWM7/

Study Guides Passed to the Next Examinee: The "Study Guide Baton"

The movement of the "Study Guide Baton," where the journey of studying is passed from seniors who have completed their exams or qualification tests to juniors aiming for success, is also active.

Transaction trends by year show high demand annually, with a cumulative total of approximately 7.68 million transactions for "study guides (including workbooks and textbooks)" recorded. Particularly from March to April, leading up to graduation and the new academic year, there is a surge in transactions as graduating students part with many study guides, while those preparing for upcoming exams seek to "smartly acquire past exam papers, which can be expensive at full price." This has established a culture that supports the learning of the next generation.

Social media is abuzz with comments like, "The study guide I bought on "Mercari" had clear markers from the previous owner, which helped my studies," and "A heartwarming encouragement letter from a successful senior boosted my motivation to work harder." Used study guides are passed on not just as used items, but as "cheers for success" or "proof of effort," becoming like talismans that push the next examinee forward—a unique scene of the "Study Guide Baton."

Cherished Items Passed to the Next Family Member: The "Child-Rearing Baton"

A deeply rooted culture of the "Child-Rearing Baton" connects items like outgrown clothes and toys to the next family through "Mercari."

Yearly transaction trends show an increase in transactions, with a cumulative total of approximately 141.19 million transactions for "child-rearing" related items recorded. "Baby & Kids" items rank high in both listings and purchases, particularly among those in their 30s and 40s, symbolizing a modern child-rearing lifestyle that efficiently circulates items with limited usage periods. The category with the most transactions within this baton was "Kids' Clothing (100cm-)" with approximately 55.98 million items.

This baton, filled with the consideration from one parent to another, is exchanged daily with the sentiment, "Because these items are used for a short time, I want the next generation to use them comfortably."

Social media has featured heartwarming episodes such as, "My child was crying because they broke their favorite plate, so I bought the same one on "Mercari." When the seller, who also has a child of the same age, understood the situation, they shipped it immediately." This empathy and mutual support between parents through "Mercari" is a wonderful charm of the "Child-Rearing Baton."

People who would not normally interact in daily life share their "thoughts" and "values" through "Mercari," creating a dramatic cycle where cherished items are passed on to their next new owners.

7. Initiatives for Safety and Security

"Mercari" continuously implements initiatives to build a foundation for safe and secure transactions, creating an environment where a wide variety of "likes" can circulate with peace of mind. Especially over the past year (※4), various measures have been implemented from multiple perspectives to ensure customers can enjoy "Mercari" without anxiety.

※4: July 1, 2025 – June 30, 2026.

Specific initiatives include the "Full Compensation Support Program (※5)" for trouble resolution, regular publication of "Transparency Reports (※6,7)," and the launch of the "Mercari Appraisal Center," operated by Mercari itself, in September 2025. From 2026 onwards, we are promoting the creation of a more convenient and secure environment by introducing the "Anonymous Returns Feature (※8)," which allows items to be returned without the seller or buyer disclosing personal information such as names and addresses, and the "Early Payout of Sales Proceeds Feature (※9)," which allows sales proceeds to be received before waiting for transaction evaluations.

※5: Mercari Launches "Full Compensation Support Program" on July 1 to Build a Safe and Secure Transaction Environment https://about.mercari.com/press/news/articles/20250701_mercarisafety/ ※6: Mercari Publishes First "Transparency Report on Safety and Security Initiatives Policy" https://about.mercari.com/press/news/articles/20250901_transparencyreport/ ※7: Mercari Publishes "Transparency Report on Safety and Security Initiatives - Second Half of 2025" https://about.mercari.com/press/news/articles/20260227_transparencyreport/ ※8: Mercari Introduces "Anonymous Returns Feature" as Part of Enhanced Safety and Security Initiatives https://about.mercari.com/press/news/articles/20260302_tokumeihenpin/ ※9: Mercari Offers Feature to Receive Sales Proceeds Early Without Waiting for Evaluation as Part of Enhanced Safety and Security Initiatives https://about.mercari.com/press/news/articles/20260408_rapidsales/

Furthermore, brand-name products listed for Mercari's "Anshin Kantei" (Peace of Mind Appraisal) service tend to be purchased more frequently compared to items not subject to appraisal. A comparison of "sellability" by price range showed that items in the 50,000-100,000 yen range were approximately 1.3 times more likely to sell, and those over 300,000 yen were approximately 1.4 times more likely to sell, leading to a decrease in unsold or withdrawn high-priced items.

Currently, items in eligible categories and brands are automatically set for "Anshin Kantei." However, we encourage you to consider setting up "Anshin Kantei" for items listed in the past that do not have it enabled.

Thank You! Big Thanks! Mercari 13th Anniversary Special Site

To commemorate the 13th anniversary of our service launch, we have released a special site, "Thank You! Big Thanks! Mercari 13th Anniversary Special Site."

This special site features various plans, including the "13th Anniversary Thank You Campaign" where customers can win luxurious prizes totaling 3 million yen, such as a pair of tickets to Hawaii and Mercari points, as a token of our gratitude to all who have used "Mercari." There is also a summer-limited mini-game "MIKE'S SURF" featuring our official character "Mike," and the distribution of LINE stickers to celebrate the 13th anniversary. Please enjoy Mercari's past and future alongside the infographics.

▼Special Site "Thank You! Big Thanks! Mercari 13th Anniversary Special Site" here https://events.mercari.com/13th-anniversary/

Mercari will continue to strive towards its mission of "Circulating all value and expanding the possibilities of all people," aiming to realize a marketplace where customers can exchange value more freely, safely, and securely.