What Qoo10 does

Qoo10 is a multi-platform e-commerce marketplace headquartered in Singapore (Qoo10 Pte. Ltd.) and operated in Japan through eBay Japan, a subsidiary of eBay Inc. Founded in 2010, the company runs online shopping platforms primarily serving Japanese consumers, with categories spanning fashion, cosmetics and skincare, electronics, home goods, food, and entertainment. The core marketplace is built around engagement mechanics including Time Sale (time-limited flash sales across three daily windows), Today's Deal, Group Purchase, Mega Warikiri (deep discount) pricing, and the Mega Po points-based loyalty program, with merchant-side support tools QSM (sales management) and Qpost (customer management).

The company's strategic emphasis in Japan is K-beauty, anchored by the Mega Debut brand-incubation program launched April 2025. The program has supported 200 brands (94% Korean) and generated $21M in cumulative sales, with 48 brands posting quarterly sales exceeding $63,000 and K-beauty products sweeping the top five spots in multiple beauty subcategories. A nationwide rollout of the 'Qoo10 Pick' K-beauty section across 7-Eleven Japan convenience stores is planned for September 2026, leveraging the chain's 21,000+ store footprint. The broader portfolio includes acquired Korean platforms TMON and WeMakePrice (combined 2022 GMV of KRW 6.9 trillion), the Wish platform acquired from ContextLogic for ~$161M in April 2024, logistics subsidiary Qxpress (planned Nasdaq listing), and earlier acquisitions of ShopClues, AK Mall, and Interpark Commerce.

Qoo10 monetizes through a marketplace take-rate model — seller commissions, advertising placements, and promotional fees — across its Japan, Korea, and (post-acquisition) global platforms. However, the company's growth strategy has been acquisition-led and is now under material stress: in July 2024, TMON and WeMakePrice experienced payment delays to sellers driven by Qoo10's liquidity problems, triggering merchant exodus and capital impairment disclosures. Founder and CEO Ku Young-bae's aggressive acquisition push appears to have been motivated in part by a desire to enlarge group assets ahead of the planned Qxpress Nasdaq listing, but it has stretched the balance sheet and exposed operational weaknesses in the Korean business.

Name

Qoo10

Legal name

eBay Japan合同会社

Website

https://www.qoo10.jp/

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Qoo10 is a multi-country e-commerce marketplace operated by eBay Japan, serving Japanese and Korean consumers with a focus on K-beauty, fashion, and lifestyle goods, supported by acquired platforms (TMON, WeMakePrice, Wish), logistics arm Qxpress, and a 7-Eleven retail partnership.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Supply Chain, Personnel, Infrastructure

Distribution channels2 records

Core offering

Qoo10 operates an online marketplace, primarily through Qoo10 Japan (run by eBay Japan), connecting third-party sellers with consumers for fashion, beauty, cosmetics, electronics, home goods, and food. It is particularly known for K-beauty products, time-limited flash sales, group purchase deals, and seller programs such as the Mega Debut brand incubation initiative.

Product overview

Qoo10 is a multi-platform e-commerce ecosystem primarily operated as Qoo10 Japan (owned by eBay Japan). The core offering is an online marketplace featuring product categories across fashion, beauty, electronics, home goods, food, and entertainment. Key products and features include: the main marketplace with Time Sale, Today's Deal, and Group Purchase promotional mechanisms; Mega Debut and Mega Debut Awards programs supporting K-beauty brand discovery; Mega Warikiri discount service and Mega Po loyalty points; MOVE fashion curation; and seller tools QSM (sales management) and Qpost (customer management). The ecosystem also includes acquired platforms TMON and WeMakePrice (Korea) and Wish (global), along with logistics subsidiary Qxpress. Recent expansion includes Qoo10 Pick retail partnerships with 7-Eleven Japan.

Differentiator

Problem solved

Functional benefit

Brands

• Mega Debut: K-beauty brand support program launched in April 2025 to discover and support emerging K-beauty brands on Qoo10 Japan, achieving $21 million in cumulative sales
• Qoo10 Pick
• MOVE
• Q Best Shop
• Mega割 (Mega Wari)

Products and services

• Qoo10 Japan Marketplace
• Mega Debut K-beauty brand support program launched in April 2025 to discover, incubate, and promote emerging Korean beauty brands entering the Japanese market through Qoo10 Japan, with Incubation and Mega Collaboration tiers.
• Mega Debut Awards Annual awards program celebrating top-performing K-beauty brands on Qoo10 Japan, recognizing brands that achieve significant sales milestones through the Mega Debut program.
• MOVE by Qoo10 Dedicated fashion curation section on Qoo10 Japan featuring curated clothing brands and styles for trend-conscious shoppers.
• Qoo10 Pick Dedicated K-beauty section launched inside 7-Eleven Japan convenience stores nationwide, offering 24 products from eight Korean brands including Skin&Lab, Growus, and Skin1004 for in-store pickup.
• Qxpress Logistics subsidiary of Qoo10 providing delivery and shipping operations, which was targeted for a planned Nasdaq listing to boost company assets.
• Wish E-commerce platform acquired by Qoo10 from ContextLogic Inc. in April 2024 for approximately $161 million; originally a U.S.-based mobile shopping platform.
• TMON South Korean e-commerce platform acquired by Qoo10; reported combined GMV of KRW 6.9 trillion in 2022 with WeMakePrice before facing liquidity issues and payment delays.
• WeMakePrice South Korean e-commerce platform acquired by Qoo10; reported combined GMV of KRW 6.9 trillion in 2022 with TMON before facing payment system disruptions and liquidity issues.

Quantifiable outcome

• Mega Debut program achieved $21 million in cumulative K-beauty sales
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Mega Debut Program BrandscoreStrategic or Co-development Partner · 1 April 2025Qoo10 Japan's Mega Debut program supports emerging K-beauty brands entering the Japanese market. The program achieved $21 million in cumulative K-beauty sales, selected and supported 200 brands (94% Korean), with 48 brands posting quarterly sales exceeding $63,000. For its second year, two new tiers were launched: Incubation for 150 rising brands and Mega Collaboration for 50 star-level brands.
• 7-Eleven JapancoreChannel Partner/ Reseller/ DistributorQoo10 Japan, operated by eBay Japan, partnered with 7-Eleven Japan to launch 'Qoo10 Pick', a dedicated K-beauty section in convenience stores nationwide starting September 2026. The nationwide rollout follows a yearlong trial at selected stores offering 24 products from eight Korean brands including Skin&Lab, Growus, and Skin1004. Japan has over 21,000 7-Eleven stores.

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Amazon Japan: Amazon.co.jp is the dominant foreign marketplace in Japan spanning apparel, beauty, electronics, and daily essentials with Prime logistics. Comparable as a broad-assortment consumer marketplace targeting Japanese shoppers with K-beauty and international brand offerings.
• Rakuten: Rakuten Ichiba is Japan's largest homegrown marketplace with broad categories (fashion, beauty, electronics, food) and a strong loyalty/points ecosystem. Directly comparable to Qoo10 Japan in multi-category marketplace offering and Japanese consumer base, with greater scale and brand recognition.
• Yahoo! Shopping Japan: Yahoo! Shopping (operated by LY Corporation/Z Holdings) is a major Japanese marketplace with PayPay points integration and broad category coverage. Comparable as a multi-category Japanese consumer marketplace competing for the same online shopping audience.

Regional players

• Shopee: Shopee is Sea Group's pan-Asian marketplace with presence across Southeast Asia and Taiwan, featuring broad categories including beauty. Comparable as an Asia-Pacific marketplace with similar promotional mechanics (flash sales, group buys) and category mix to Qoo10.
• Mercari: Mercari operates Japan's leading C2C marketplace (Mercari) with broad consumer goods including fashion and beauty. Comparable as a Japanese peer-to-peer/consumer marketplace with mobile-first shopping experience and category overlap in apparel and cosmetics.

Direct peers

• Coupang: Coupang is a major Korean e-commerce platform with logistics integration and broad assortment including beauty. Comparable as a Qoo10-owned platform's direct peer in Korean e-commerce and as a regional marketplace with similar GMV scale and category mix.
• 11st (11번가): 11st is a major Korean e-commerce marketplace owned by SK Square with broad assortment in fashion, beauty, and electronics. Comparable as a Korean marketplace competing directly with Qoo10's TMON and WeMakePrice platforms.
• Gmarket: Gmarket is a Korean e-commerce marketplace (owned by eBay) with broad consumer goods including beauty and fashion. Comparable as both a peer marketplace to TMON/WeMakePrice in Korea and as a fellow eBay-affiliated platform with overlapping seller base.
• AliExpress: AliExpress is Alibaba's cross-border marketplace selling apparel, beauty, and consumer goods to global shoppers including Japan. Comparable as a discount-leaning marketplace with strong beauty and fashion assortment competing for Japanese consumers seeking international brands.

Emerging players

• Olive Young (global online): Olive Young is Korea's leading K-beauty multi-brand retailer with growing cross-border e-commerce presence in Japan. Comparable as a K-beauty-focused commerce destination that overlaps with Qoo10's Mega Debut brand portfolio and competes for Japanese K-beauty consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Qoo10_Shopping
• Facebookfacebook.com/qoo10japan
• Instagraminstagram.com/qoo10.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Qoo10