Mercari sought to expand its offerings into furniture and home decor while reinforcing trust and simplicity in the resale market.

Home Transformations

Showcasing before-and-after home transformations using secondhand furniture.

Simplified Selling

Introduced an intuitive listing process tailored for furniture sellers.

Style and Sustainability

Narrative highlighting the appeal of secondhand furniture as a sustainable alternative to traditional retail.

Affordability and Convenience

Marketing efforts emphasizing budget-friendly and easy options.

Emotional Connection

Showcasing authentic transformations and user stories. Emphasized the benefits of circular consumption through aspirational home decor inspiration and customer testimonials.

Trust-Centric Messaging

Built a trust-centric messaging strategy emphasizing buyer protections.

Impact

Grew the entire home vertical by double digits, including growth in other home decor transactions that solidified Mercari’s position as a lifestyle marketplace

Positive brand perception shift with an increase in inquiries and purchases for high-ticket items, showcasing Mercari as a trusted and accessible platform.