Japanese secondhand marketplace Mercari unveiled mobile applications for Taiwan and Hong Kong on Tuesday, Nikkei reported, accelerating its cross-border expansion strategy after initial web-based launches proved successful in both territories.
The Tokyo-based operator will deploy artificial intelligence to translate product listings and automatically convert prices to local currencies. Taiwan gained web access in August 2024 and attracted more than 50,000 registered users within a month, while Hong Kong followed with its web launch in May.
The company targets deployment across 50 countries and regions over the next three years, with a U.S. application scheduled for 2026. A longer-term objective envisions operations in over 100 markets, though Mercari provided no timeline for that milestone.
The expansion comes as Mercari seeks growth beyond its saturated domestic market. The company posted ¥26.1 billion ($177 million) in consolidated profit for the fiscal year ended June, nearly doubling the prior year’s result. However, its U.S. operation has struggled to gain traction against competitors like OfferUp and Poshmark.
Cross-border e-commerce for secondhand goods faces challenges including shipping costs, authentication concerns, and varying regulatory requirements. Taiwan and Hong Kong offer proximity advantages that minimize logistics expenses, but scaling to distant markets with different consumer preferences may test the model’s viability.
