Japanese Flea Market Etiquette: 10 Unwritten Rules Every Foreign Seller Must Know
Japanese marketplace culture has invisible rules that no tutorial ever explains. Break them and you get silent negative ratings. Follow them and buyers leave glowing reviews and come back. Here are the 10 rules — with cultural context and copy-paste Japanese templates.
Furima Navi Team
Last updated: 2026-05-26T00:00:00+09:00
Always Send a Greeting Message First
Japanese buyers expect a polite greeting (aisatsu) immediately after purchase — a brief thank-you and shipping ETA. Silence is considered rude and is one of the top causes of negative ratings.
Post-purchase greeting
この度はご購入いただきありがとうございます。丁寧に梱包してお送りいたします。どうぞよろしくお願いいたします。
Thank you for your purchase. I will pack carefully and ship promptly. Thank you very much.
Ship Within 2 Days — Or Communicate
発送の早さ (hassou no hayasa — shipping speed) is one of the top factors in buyer ratings. If you cannot ship within 2 days, message the buyer first.
Shipping delay notice
大変申し訳ございませんが、発送が〇日頃になる見込みです。ご不便をおかけして申し訳ございません。
I sincerely apologize, but shipping is expected around [date]. I'm sorry for the inconvenience.
Package Items Like They Are Gifts
Japanese buyers associate packaging quality with seller care. 丁寧な梱包 (teinei na konpou — careful packaging) is frequently mentioned in positive reviews. Sloppy packaging is mentioned in negative ones.
Never Ignore Comments
Leaving a comment unanswered — even a simple question — signals disrespect. Response time is tracked informally through ratings.
Can't reduce price
申し訳ございませんが、現在の価格での販売を希望しております。よろしくお願いいたします。
I'm sorry, but I would like to sell at the current price. Thank you for understanding.
Price Negotiation Etiquette (値下げ交渉)
値下げ交渉 (nedane koushou — price negotiation) is very common on Japanese platforms. Buyers often ask for 10-20% off. Politely declining is fine — just always respond.
Polite counter-offer
ご提案ありがとうございます。〇〇円でしたらご対応可能です。いかがでしょうか？
Thank you for the suggestion. I can accommodate ¥[amount]. What do you think?
The Rating System is Sacred
Japanese buyers leave ratings carefully. A "良かった" (yokatta — good) rating is the norm. "普通" (futsuu — average) is already a soft complaint. "悪い" (warui — bad) is devastating and permanent.
After delivery — ask for rating gently
お受け取り確認いただけましたら、評価をいただけますと幸いです。今後ともよろしくお願いいたします。
When you have confirmed receipt, I would appreciate a rating. Thank you.
Your Profile Matters More Than You Think
Japanese buyers read seller profiles before purchasing. A blank or sparse profile reads as suspicious. A detailed profile with your selling style, shipping speed, and brief background builds instant trust.
Seasonal Awareness
Japan has strong seasonal selling patterns. Winter coats sell in October-November. Summer clothes from April. Seasonal items listed at the wrong time sit unsold.
Photos Tell the Truth
Japanese buyers expect complete disclosure of condition. Photos of ALL defects, stains, and wear are expected — hiding them leads to returns and negative ratings. More photos = more trust.
When Things Go Wrong: Handle It With Grace
問題が発生した場合 (mondai ga hassei shita baai — when a problem occurs), your response is more important than the problem. A prompt, empathetic response can turn a potential negative rating into a positive one.
Item arrived damaged
この度はご迷惑をおかけして大変申し訳ございません。状況を確認させていただき、迅速に対応いたします。
I sincerely apologize for the inconvenience. I will confirm the situation and respond promptly.
🛠️ Interactive Tools for Every Rule
Frequently Asked Questions
Q: Do I need to send a greeting message after a Mercari sale?
A: Yes. A greeting immediately after purchase is strongly expected. Silence reads as cold and will likely result in a lower rating.
Q: How quickly do I need to ship?
A: Within 1-2 business days. If delayed, message the buyer proactively with an explanation and updated ETA.
Q: How should I handle price negotiation requests?
A: Always respond. Politely declining is fine: "申し訳ございませんが、現在の価格での販売を希望しております". Ignoring is poor etiquette.
Q: How important are ratings?
A: Extremely. Japanese buyers filter heavily by rating. A single negative rating is visible forever. Treat every transaction as if the rating matters — because it does.
Q: What packaging is expected?
A: Japanese buyers expect careful, clean packaging — often described as "like a gift." Bubble wrap for fragile items, folded clothes in plastic before boxing, all seams sealed.