On February 6, 2025, Mercari officially launched Mercari Ads, marking its entry into Japan’s rapidly growing online retail media market, which is projected to exceed ¥1 trillion by 2028. With 23 million monthly users, Mercari now offers a click-based advertising platform designed to help brands connect with engaged shoppers.
Mercari Ads: A New Way to Reach Engaged Shoppers
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Product Ads – Shown within search results and product listings, targeting high-intent shoppers.
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Infeed Ads – Customizable image and text ads displayed in users’ browsing feeds.
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On-Site Ads – Boosts visibility for Mercari Shops listings within search results.
The Rise of Online Retail Media in Japan
Online retail media—ads placed directly within e-commerce platforms—is one of the fastest-growing segments in Japan’s digital ad market. While Amazon, Rakuten, and Yahoo! Shopping have long dominated, Mercari’s entry expands opportunities for brands, particularly those targeting deal-seeking and price-conscious shoppers.
What This Means for Marketers
✔ High Purchase Intent – Ads reach consumers actively searching for products, leading to higher engagement and conversion rates than traditional display ads.
✔ First-Party Data Advantage – Unlike social media ads that rely on third-party tracking, retail media leverages direct consumer shopping behavior, allowing for more precise targeting.
However, while Mercari is widely recognized for secondhand and discount goods, premium brands may need to assess whether the platform aligns with their positioning. For brands focused on affordability, promotions, or outlet sales, Mercari Ads presents a high-potential opportunity in Japan’s evolving online retail media landscape.
