How to navigate Japan's e-commerce platforms and online flea markets

Japan Times

31-03-2025

When I first moved to Tokyo, I brought all my furniture from my much larger (and much shabbier) apartment in Yamagata. The result? A space so crammed it looked like I was training for a 'Floor is Lava' championship.
It was clear I had to do two things: ditch the oversized furniture devouring my floor space, and replace it with items that actually fit — without breaking the bank in the process. That's when my more experienced friends turned me onto their secret weapon: online flea markets.
Whether you're furnishing a tiny Tokyo apartment, hunting for vintage gems or trying to do some good old-fashioned spring cleaning, Japan's online flea markets are a treasure trove — if you know what to do and where to look.
Choosing the right platform
The first step in your thrifting adventure is picking the right battlefield.
Many regions in Japan have Facebook groups where you can post items for sale. These are especially useful for expats looking to sell or give away their things before moving. The listings offer rock-bottom prices and plenty of room for negotiation, as people are usually working against the clock. Also, as the groups are predominately comprised of international residents, transactions are conducted in English, which is a big plus. The catch? You may need to arrange your own delivery method.
The following sites are only officially available in Japanese, but you can use a translation browser extension to navigate if necessary. Each platform has its strengths, and the right one depends on what you're looking for.
Mercari: The easiest option for beginners. Prepaid shipping labels make transactions seamless, and the app's interface is beginner-friendly.
The easiest option for beginners. Prepaid shipping labels make transactions seamless, and the app's interface is beginner-friendly. Yahoo! Auctions: Best for rare or collectible items. If you've got a limited-edition anime figurine or an obscure vintage game console, this is the place for you. Be ready to bid strategically and act fast.
Best for rare or collectible items. If you've got a limited-edition anime figurine or an obscure vintage game console, this is the place for you. Be ready to bid strategically and act fast. Rakuma (by Rakuten): Offers lower fees than Mercari but requires patience to find buyers. It's a good alternative if you have more time on your hands and want to maximize profit when selling.
Offers lower fees than Mercari but requires patience to find buyers. It's a good alternative if you have more time on your hands and want to maximize profit when selling. Jimoty: Ideal for local transactions and larger items like furniture. This platform requires more coordination but can be worth it for quick sales.
If you're used to eBay's cutthroat bidding wars or shady deals on Craigslist, prepare for an entirely different experience. On Japanese marketplaces, patience is a virtue, bargaining is an art form and Google Translate will be your best friend.
Understanding Japanese bargaining etiquette
In many cultures, haggling is expected — but in Japan? It's complicated. Platforms like Mercari allow price negotiations, but results vary. A polite 'Would you consider ¥5,000 instead of ¥5,500?' accompanied by a friendly emoji might work. Or, you'll be met with silence — some sellers would rather set their house on fire than drop the price by ¥100.
Most flea market sites and apps in Japan have an option where you can make an offer below the asking price, so try to use this function appropriately, and not clog up the seller's private messages with low-ball proposals.
When selling: How to get your items moving
So, you've decided to offload that oversized couch or box of unread manga. Here's how to ensure your items actually sell.
Use clear photos: Well-lit images from multiple angles make all the difference. Show any flaws upfront.
Be honest about item conditions: Even the smallest scratch should be disclosed. Japanese buyers expect near-perfect conditions, and negative reviews can be damaging for your chances to sell more in the future.
State the delivery method: Tell people where you are and how they will need to pick it up.
Respond quickly: Once you list an item, be prepared for an immediate flood of messages. Prioritize serious buyers who reply promptly.
Expect no-shows: Some buyers will vanish without explanation. Have backups ready.
Communicate clearly: Language barriers mean some inquiries will be short and to the point. Clarity and patience go a long way.
Once you've successfully decluttered and made some cash, you might want to spend your hard-earned yen on some new goods.
Japan has a range of online platforms that can help you clear the clutter, but it's best to brush up on communications etiquette and manage expectations — whether you're buying or selling. |
Getty Images
But before you dive in, it's important to take a moment to set your priorities. Are you looking for functional items at the lowest possible cost? Or are you hoping to discover rare collectibles? Your strategy should be different depending on your goals. Functional shoppers should focus on platforms like Jimoty and Mercari, while collectors should keep a close eye on places like Yahoo! Auctions.
Navigating these platforms as a buyer can feel like deciphering an ancient scroll written in obscure kanji. Here's how to increase your chances of getting rid of your stuff and finding the best deals.
Search smarter: Experiment with keywords in both English and Japanese. Misspellings, alternative brand names and vague descriptions can lead to hidden gems.
Read between the lines: Japanese sellers are known for their meticulousness. A 'damaged' listing may mean a nearly invisible scratch that, in any other country, would go unnoticed.
Beware of mystery goods: Some listings promise 'exciting surprises' for a low price. Unless you enjoy existential dread or are interested in perhaps being involved in a weird money laundering scheme, steer clear, as these are illegal on most Japanese platforms.
Monitor prices over time: If you're not in a rush, track item prices for a few weeks. Some sellers lower prices if their listings don't attract buyers.
Set up alerts: Many platforms allow you to set up notifications for specific keywords, helping you snag great deals before anyone else.
Shipping considerations: What to expect
Congratulations! You've successfully purchased a secondhand rice cooker, a slightly haunted vintage kimono or a box of limited edition gacha. Now comes the real adventure: shipping.
If the seller uses Yamato Transport or Japan Post, you're in good hands. If they insist on 'hand delivery only,' prepare for an awkward face-to-face encounter that may involve excessive bowing and a vague sense of guilt.
Also, beware the 'cash on delivery' (COD) trap — or you might find that your ¥500 teacup comes with a ¥2,000 shipping fee.
Some flea market sites like Mercari partner with Yamato and JP Post for deliveries, offering a standard flat rate based on box size. Once your item sells, you'll see an option to generate a shipping code. Simply take the package to a JP Post or Yamato location, scan the code and the label will print automatically. The delivery cost will then be automatically deducted from your earnings.
The importance of reviews
In Japan, reviews are serious business. Although people are more picky with restaurants and Amazon reviews, for rating flea market sellers, a five-star review is expected unless something goes catastrophically wrong. On Mercari, you need to manually confirm receipt and leave a review of a product for the seller to receive the money, so make sure you follow up, lest your own rating get pulled down accordingly.
If you must critique, tread carefully and be diplomatic. 'Thank you for the item! It was slightly different from the description, but still useful' is better than 'This is not a refrigerator, it is a cardboard box with a door and the word 'fridge' written on it.'
Navigating Japan's online flea markets is an adventure filled with linguistic puzzles, cultural nuances and the occasional haunted item. But with patience and a willingness to embrace the unexpected, you'll soon find yourself knee-deep in secondhand treasures, and maybe be able to pass on your unneeded stuff onto a happy home, too.