Editor’s Note
Rakuten Group has expanded its ‘Brand Purchase Flea Market’ service to include brand jewelry and fashion items, enabling users to sell unwanted goods directly to reuse operators via the Rakuma app. This move aims to enhance the circular economy for branded products.
Rakuten Group announced on November 28 that it has added ‘Brand Jewelry’ and ‘Fashion’ as eligible categories for the ‘Brand Purchase Flea Market’ feature on its flea market app ‘Rakuma’. This feature allows users to have their unwanted brand items purchased by reuse business operators, which are then listed and sold on ‘Rakuma’.
The ‘Brand Purchase Flea Market’ began trial operations in May 2025 through a collaboration with Komehyo, which operates a reuse e-commerce business, and Gramse, which handles consignment business support. Under this system, brand items submitted by users for purchase are inspected by Komehyo, purchased by Gramse, and then sold on ‘Rakuma’.
The service started with the ‘Bags’ category, added ‘Watches’ in August, and has now further expanded to include ‘Brand Jewelry’ and ‘Fashion’. This expansion brings the total number of handled brands to over 50.
To use the ‘Brand Purchase Flea Market’, users apply for a purchase estimate and ship the item they wish to sell from their home. Gramse then conducts the appraisal.
Items purchased by Gramse are listed on ‘Rakuma’. If a sale is completed within a specified period, the user receives an additional cash rebate equivalent to a few percent of the sales price, based on criteria set by ‘Rakuma’. Additionally, users are gifted Rakuten Points equivalent to 1% of the sales price. Shipping fees for sending the item, appraisal fees, and return shipping fees if the item is not listed are all free.
To commemorate the category expansion, a campaign is being held until December 31. Users who apply to the ‘Brand Purchase Flea Market’ during this period and whose items are successfully sold on ‘Rakuma’ by January 31, 2026, will receive triple the usual amount of Rakuten Points.
Campaign Overview:
Campaign Period: November 28, 2025 – December 31, 2025
Points to be Awarded: Limited-time points
Scheduled Award Date: Around mid-February 2026
