Mercari, the popular flea market app, has officially entered the MVNO (Mobile Virtual Network Operator) business with the launch of its new mobile service, Mercari Mobile, on March 4, 2025. This innovative service allows users to buy and sell data communication (gigabytes) directly among themselves, offering unprecedented flexibility and control over their mobile data usage.
The launch of Mercari Mobile introduces two clear monthly plans: 990 yen for 2GB and 2,390 yen for 20GB, both inclusive of tax. Users can easily manage their subscription and monitor their data usage directly within the Mercari app. Initially, the service will be available to iOS users, with plans to gradually extend support to Android users as well.
A standout feature of Mercari Mobile is the ability to trade unused gigabytes with other users. Starting from 200 yen for each 1GB, individuals can sell their surplus data to others who may be running low. This function effectively matches those who have extra data with those who need it, enabling efficient and economical use of mobile resources.
Recent surveys highlighted significant consumer demand for customizable mobile plans. From July 2024, data showed 64.4% of respondents had either never switched carriers or had switched only once, indicating barriers around changing service plans. Further studies, conducted among 1,242 individuals, revealed around 75% consistently have leftover data each month, leading to wasted resources. Meanwhile, 45.2% of users who run low on data opt for additional gigabyte purchases to meet their needs.
Takeshi Nagasawa, Mercari's Executive Officer and CEO of Merpay, remarked on the current dynamics of the mobile market: "This trend is expected to accelerate, and it is one reason for our entry." He pointed to the existing gap between contracted data allowances and actual usage, citing how many users struggle with either too much or too little data each month.
Mercari's initiative to implement gigabyte trading is not only innovative but also timely, aligning with user desires expressed during the surveys. Approximately 78.6% of respondents voiced their interest in customizing their plans according to actual usage, favoring flexible data options over traditional static contracts.
This new service will enable users to earn some money by selling their leftover gigabytes, which are added to their Mercari account balance. This balance can then be spent on Mercari's marketplace or for transactions through Merpay, highlighting Mercari's commitment to creating seamless financial ecosystems for its users.
While the current offerings only include eSIMs, Nagasawa confirmed future expansions of the service will include physical SIM cards, additional payment options, and potential partnerships aimed at enhancing the user experience. He stated, "We are planning to add au lines and develop various features aligning with users' needs, focusing on making mobile services more cost-effective and user-friendly."
Overall, the launch of Mercari Mobile marks not just the introduction of another mobile service but signifies a transformative step toward user-centric mobile management. By offering unique features like gigabyte trading, Mercari is positioning itself to disrupt the market and respond effectively to consumer needs.
This service has the potential to fundamentally change how users interact with mobile data, addressing not just the requirements of today’s digital lifestyle, but also capitalizing on shared economy trends. The welcome shift from rigid contracts to flexible and adaptive usage plans is something many consumers have long awaited.
Mercari's move also aims to capitalize on the growing market for low-cost mobile services as it looks to intertwine its core flea market offerings with its telecommunications objectives. By doing so, Mercari could significantly uplift the overall transaction values across all its services, promoting not just mobile telecommunications but also increasing holistic user engagement within its ecosystem.
With the formal launch of Mercari Mobile, users now have the ability to manage their data consumption more effectively than ever, making informed decisions based on their individual usage needs. The opportunity to buy or sell excess data universally could very well lead to cost savings and greater satisfaction among users, setting new benchmarks for the mobile service industry.