Editor’s Note
This article is part of a series exploring innovative business models. It features an interview with Purpose Co., Ltd., a company specializing in the domestic and international sale of premium reused items—including luxury brands, watches, and jewelry—through a multi-channel strategy of online platforms and physical stores.
Selling Premium Reused Items Through Multiple Channels Domestically and Internationally
── First, could you tell us about the business overview of Purpose Co., Ltd.?
“Our company handles high-quality reused items such as brand goods, watches, and jewelry through online sales and physical stores. Our reuse business started with jewelry and gradually expanded the genres we handle as the business grew. We will celebrate our 40th anniversary next year (2026).”
We entered the e-commerce market relatively early, and this year marks our 16th year selling on Rakuten Ichiba. Currently, online sales account for about 70% of our revenue. We operate over 10 sales channels both domestically and internationally, including our own e-commerce site, domestic e-commerce malls, flea market apps, and overseas marketplaces.
── Among these, what was the reason for starting sales on eBay?
“Our products are mainly luxury items, and by country, the United States is the largest market. We considered platforms like Amazon, but eBay was strong in reused items and one-of-a-kind products, and it matched our target customer base. We officially entered about 10 years ago, but even before that, we had some experience with cross-border e-commerce through services like Rakuten Global Market (now discontinued). We judged that ‘if we’re going to get serious, it’s eBay.’ eBay’s strength in the US market was significant given the nature of our products.”
── Ms. Yamamoto, were you involved in the project from the start of eBay sales?
“At the time, I was in charge of purchasing at a physical store, but I volunteered when the company decided to seriously pursue cross-border sales on eBay. I had previous e-commerce experience from working at another company. Since starting eBay at Purpose, I have gained experience in all aspects, from order processing to product photography, page creation, and handling complaints. Even now, 10 years after the launch, there’s no end to the work.”
The ‘Customer-First’ Perspective: ‘Wanting Customers to Have a Pleasant Shopping Experience’ is More Important Than Words
── What challenges or difficulties did you face when you first started on eBay?
“The biggest wall was the ‘cultural difference.’ Returns were a given, and complaints came without hesitation. I was quite confused at first by the completely different common sense compared to Japan. We also experienced troubles like items being removed from packages or damaged during shipping, which is precisely why we put effort into every detail of packaging and tape. For example, we used tape with our logo to tell if a package was opened mid-transit or changed the thickness of bubble wrap. Every time we encountered a problem, the team thought about ‘how can we prevent this?’ and built up our current quality standards.”
── How is the operation of eBay currently structured?
“It hasn’t changed much since the start. A team of three, including myself, manages the shop. We handle almost everything in-house, from orders and customer service to packaging and shipping. We also create product listings, banners, and campaign pages in-house. We don’t outsource except for deep system-related tasks. Some might say, ‘Wouldn’t it be more efficient to leave logistics to a 3PL (Third-Party Logistics)?’ But when pursuing ‘how the customer feels the moment they open the package,’ we believe our current method is appropriate.”
── When interacting with global customers, what do you particularly keep in mind?
“I don’t have overseas living experience, and my English is not native. However, I believe what’s more important than words is interacting with the mindset of ‘wanting customers to have a pleasant shopping experience.’ The sense of ‘standing in the customer’s shoes’ was largely learned from working in the physical store. In e-commerce, you can’t see their faces, which is precisely why I think the impression is determined by a single email. Even when handling a return request, I try to choose my words thinking ‘how can I make the customer satisfied?’ rather than just processing it. I believe a little extra effort can greatly change trust. By responding to customer questions and concerns as politely as possible, perfection in English is not required. The approach needed is slightly different from domestic e-commerce, but conversely, I feel I’m learning and honing my response skills with each interaction.”
── Over your 10 years on eBay, is there any memorable event?
“The eBay Japan Awards 2024 (whose award ceremony was held in March 2025) is certainly very memorable. I’ve been involved in other awards several times in the past, but this time I could actually interact with other eBay sellers, which was very stimulating. Exchanging information with those handling similar product categories and hearing real on-the-ground stories. It was an opportunity to reconfirm our company’s strengths and also gave me a good sense of urgency, feeling ‘there’s more we can do.'”
── What differences are there in customer demographics and bestsellers between the domestic market and eBay?
“They are completely different. For example, even with bags, smaller sizes are preferred in Japan, while larger ones and trunks are popular in the US. Regarding jewelry designs, items with motifs like turtles or dragons, which aren’t very common in Japan, have become very popular overseas. Since starting on eBay, the number of products that ‘didn’t sell in Japan but sold out immediately overseas’ has increased, and our purchasing staff have become more willing to try new purchases. As a result, inventory turnover has improved dramatically.”
Expanding Market Reach to Europe Using “eBaymag”
── Among the services provided by eBay, which ones do you particularly utilize?
“‘eBaymag’ is really convenient. Products we were selling on the US eBay site can now be listed simultaneously in up to 8 countries, including Europe and Australia, with simple operations, greatly expanding our sales channels.”
── Isn’t it challenging to venture into selling to new countries?
“On the contrary, it’s exciting. Using ‘eBaymag,’ we can easily list in other countries, and when we get a response, it reinforces the feeling that ‘Japanese products are truly sought after worldwide.’ There are many things you don’t know until you actually list, like what kind of response you’ll get in which country. It’s a continuous challenge every time, but that’s what makes it fun. The feeling of ‘if there’s a chance, I want to seize it’ hasn’t changed.”
── Could you share any efforts or strategies you focus on in store operation to differentiate from other stores?
“First, we actively participate in eBay’s campaigns and coupon promotions. Coupons significantly influence purchase rates and serve as a funnel to attract new customers. Overseas, unlike Japan, there isn’t a deeply rooted ‘culture of saving points,’ so I feel the direct discount effect of ‘discount = good deal’ is strong. We also put effort into branding our store page. For example, jewelry, bags, and watches each have different ways of presentation, so we adjust the tone of product photos and background colors by genre. We are constantly updating, aiming to create an attractive store through team discussions.”
Opportunities Expanded Through eBay. Towards Further Global Expansion
── Finally, could you tell us about the appeal of eBay and your future goals?
“eBay is a service where if you take proper measures, opportunities steadily expand. Since opening a store on eBay and expanding our sales channels to countries other than Japan, the company’s overall revenue has grown significantly. I believe this is the result of responding with sincerity, learning proactively, and trial and error. In the future, in addition to the US, which has been the center of our sales channels so far, we want to focus on increasing recognition in Europe and Asia. Especially in Europe, demand has been rising recently, so we plan to challenge ourselves further. Recently, we launched an office with a showroom equipped for live commerce. ‘Increasing what we can do and expanding sales channels’ is always on our minds, and we want to continue new attempts one after another.”