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Mercari Inc. has launched a new logo for its c-to-c trading app Mercari that operates in Japan, the U.S., and the U.K.; introducing elements of fairness and flatness in the renewed design. 

The company says its new logo appeals to everyone while promoting safety and security in transactions. It maintains the concepts of excitement and delight from the old design.

The flea market app has been downloaded around 70 million times in Japan since its launch in July 2013. It boasts of more than 10 million users a month and has accumulated one billion in-app listings to date.

Citing an April consumer survey, Mercari said 61 percent of millennials use marketplace apps for secondhand trade and price assessments prior to purchasing a new item.

Tokyo-based Mercari’s main local competitors include Rakuma and Jmty.jp, but after taking Michael onboard it may challenge auto sites like Yahoo Japan’s CarViewRecruit Holdings’ CarSensor.net, and Proto Corporation’s Goo-Net.

Mercari Inc. also operates a marketplace for books, CDs and DVDs called MercariKauru and an on-demand share cycle service Merchari. It recently set up a new company called MerPayConnect to innovate new payment methods and financial services.