What Creema does

Creema (クリーマ), founded in 2010 and headquartered in the Harajuku district of Tokyo (listed as tyo:4017 on the Tokyo Stock Exchange), operates Japan's largest online marketplace for handmade goods, connecting approximately 310,000 independent creators with consumers across more than 17 product categories and 2,000 subcategories. The platform hosts around 21 million listed items spanning jewelry, fashion, bags, furniture, art, kitchenware, food, and craft materials, supported by native iOS and Android applications that have collectively surpassed 15 million downloads. Beyond the core marketplace, Creema operates a portfolio of adjacent services: Creema GIFT CATALOG (a curated gift bundle offering of 900+ items across three pricing tiers with traditional Japanese noshi wrapping, redesigned in June 2026), Creema SPRINGS (a crowdfunding service for creators), Creemacard (prepaid gift cards), and Creema あんしん匿名便 (an anonymous shipping service integrated with logistics partner Yamato Transport).

The underlying platform is a standard two-sided marketplace architecture: a web storefront at creema.jp, localized Chinese-language sites for Taiwan and Hong Kong, and mobile apps, all backed by an integrated secure-payment escrow system (あんしん決済) supporting credit card, convenience store, and carrier-billed payments through integrations with d-payment, au, SoftBank, and docomo Keitai Payment. Editorial and SEO-driven content marketing through the Yomimono blog and a deep category taxonomy drive top-of-funnel traffic, while social login (Facebook, Apple ID, au ID) simplifies onboarding.

Creema's business model is primarily commission-based, with a 10.67% (tax-inclusive) transaction fee on standard handmade items, 15.4% on food and beverage items, and a separate 21% plus ¥42 per-transaction structure for sales on its Taiwan and Hong Kong sites; registration and listing are free, with optional paid add-ons such as expedited seller payouts, anonymous shipping, and point-campaign promotions. Buyer convenience fees of ¥165–¥191 apply for convenience store and carrier-billed payments. The company has raised roughly $30M+ across seven disclosed funding rounds between 2014 and 2020 from investors including Global Brain Corporation, SMBC Venture Capital, Mitsui Fudosan, and Japan Post Capital, and reported approximately ¥16.2B in annual revenue with positive EBITDA in the most recent fiscal year.

Name

Creema

Legal name

株式会社クリーマ

Website

https://creema.jp

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Creema operates Japan's largest online handmade-goods marketplace, connecting approximately 310,000 independent creators with individual and gift-buying consumers across 17+ categories and 21 million listed items, monetized primarily through transaction commissions on its web platform and iOS/Android apps.

Ownership category

akta.pro rank

Product category

Online Handmade Marketplace

NAICS

Office Supplies, Stationery, and Gift Retailers (4594), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Personalized, Custom & Monogrammed Gifts Retail (CRALAJAC)

akta.pro secondary industries

Creator Merchandise & Print-on-Demand Platforms (MPACAFAE), Yarn, Knitting & Crochet Shops (CRALADAC), Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)

Keywords

• Handmade goods marketplace
• Artisan e-commerce platform
• Creator-to-consumer marketplace
• Handcraft retail platform
• Online craft marketplace

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Transaction Commission - General Items: Creema charges creators a transaction fee of 10.67% (tax inclusive) on the total payment amount (item price + options + gift wrapping + shipping) for non-food items and materials. This is the primary revenue stream.
2. Transaction Commission - Food Items: For food and beverage items, Creema charges a higher transaction fee of 15.4% (tax inclusive) on the total payment amount.
3. International Transaction Fees: For sales on the Taiwan and Hong Kong sites, Creema charges 21% (inclusive of Taiwan's 5% business tax) plus a per-transaction fee of 42 yen (tax inclusive).
4. Optional Premium Services: Creators can opt into additional paid services including point campaign programs, Creemaあんしん匿名便 shipping service, speed transfer (expedited payment), and standard bank transfer fees.
5. Buyer Convenience Fees: Buyers selecting convenience store payment are charged 165 yen (tax inclusive), and those using d-payment, au, SoftBank, or Y!mobile payment methods are charged 165 yen (tax inclusive).
6. Creema Card / Prepaid Gift Cards: Creemacard prepaid gift cards allow buyers to purchase items for recipients, generating revenue at card issuance.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Creema operates Japan's largest online marketplace for handmade products, connecting approximately 310,000 independent creators with individual buyers across 17+ major categories including jewelry, fashion, bags, home decor, art, kitchenware, and food. The platform monetizes through transaction-based commissions on each sale, supplemented by a curated gift catalog service (Creema GIFT CATALOG), a crowdfunding platform (Creema SPRINGS), prepaid gift cards (Creemacard), and an anonymous shipping service (Creema あんしん匿名便).

Product overview

Creema is a comprehensive handmade marketplace platform operating as a multi-sided marketplace that connects independent creators with buyers seeking unique handmade products. The core offering consists of the main Creema marketplace (hosting approximately 310,000 creators and 21 million items) supplemented by specialized services including Creema GIFT CATALOG (a curated gift bundle service), Creema SPRINGS (crowdfunding for creators), Creemacard (gift cards), and Creemaあんしん匿名便 (anonymous shipping service). The platform also offers native iOS and Android mobile applications exceeding 15 million downloads combined, and publishes editorial content through its '読みもの' (Yomimono) blog platform featuring creator interviews and craft-focused articles.

Differentiator

Problem solved

Functional benefit

Brands

• Creema SPRINGS: Crowdfunding service operated by Creema for supporting creative projects and creators.

Products and services

• Creema Marketplace (クリーマ) Japan's largest handmade marketplace platform connecting approximately 310,000 independent creators with buyers, hosting around 21 million items across 17+ main categories including accessories, jewelry, fashion, bags, furniture, home decor, art, kitchenware, plush toys, and food. Buyers browse, purchase, and receive items through integrated secure payment and tracked shipping.
• Creema GIFT CATALOG A curated gift catalog service offering pre-selected bundles of handmade items at fixed price points (4,400 yen, 7,480 yen, and 10,780 yen), featuring over 900 items from popular creators with customization options and traditional Japanese 'noshi' gift wrapping, targeted at gift buyers.
• Creema SPRINGS Crowdfunding service platform enabling independent creators to raise funds from backers to develop new handmade product ideas, with project-based creation support and backer rewards.
• Creemacard Digital prepaid gift card service allowing users to purchase cards for gifting or personal use on the Creema marketplace, enabling gift-giving for occasions such as birthdays and weddings.
• Creema あんしん匿名便 (Anonymous Shipping Service) Anonymous shipping service partnered with Yamato Transport (ヤマト運輸) that protects buyer privacy by concealing sender information during delivery, providing tracked, insured logistics between buyers and sellers.
• Creema iOS App Official iOS mobile application for browsing, purchasing, and selling handmade items on Creema, with over 15 million downloads combined with the Android app.
• Creema Android App Official Android mobile application for browsing, purchasing, and selling handmade items on Creema, with over 15 million downloads combined with the iOS app.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Yamato Transport (ヤマト運輸 / 提携事業者)coreTechnology or IntegrationCreema has a partnership with Yamato Transport (Kuroneko Yamato) as its designated logistics provider for the Creemaあんしん匿名便 (Creema Anshin Anonymous Delivery) service. This partnership enables anonymous, tracked shipping between buyers and sellers, with insurance coverage. Yamato Transport handles all delivery logistics for this service.
• FANTISTminorGTM or Marketing PartnerA referral partnership where FANTIST, a fashion platform, drives traffic to Creema's product listings through affiliate links. This expands Creema's reach into the fashion-conscious consumer segment.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Amazon Handmade: Amazon's curated handmade category that competes with Creema for handmade creators seeking larger buyer reach. Broader incumbent offering rather than a specialized handmade platform.
• Mercari: Japan's largest C2C marketplace. Overlaps with Creema on secondhand/handmade listings and draws buyer traffic away from specialized handmade platforms, but is broader in scope.
• Shopify: Leading commerce platform enabling independent merchants to build their own stores. Many Creema creators use Shopify as a complement or alternative for direct-to-consumer sales; broad incumbent in the creator-commerce ecosystem.
• Rakuten Ichiba / Rakuten Handmade initiatives: Japan's largest domestic e-commerce marketplace with curated craft and artisan verticals. Competes for the same Japanese handmade buyer with vastly larger traffic and a points/rewards loyalty layer.

Direct peers

• iichi: Japanese handmade marketplace targeting design-conscious buyers and independent makers. Competes head-to-head with Creema in the curated, premium-creator segment of Japan's handmade category.
• Etsy: Global leader in handmade and vintage goods marketplace. Closest direct analog to Creema — multi-sided platform connecting independent creators with buyers, with take-rate economics, gift-friendly positioning, and a dedicated mobile app.
• minne (GMO Pepabo): Japan's other major handmade marketplace, operated by GMO Pepabo. Directly competes with Creema for Japanese creators and buyers in jewelry, fashion, and crafts; same category and customer base.
• Redbubble: Global marketplace for independent artist-designed products (prints, apparel, accessories). Comparable creator-platform model with similar take-rate economics and discovery-driven buyer experience.
• Society6: Art and home-decor marketplace featuring independent artists. Closely comparable to Creema's home decor, art, and print categories; similar creator-monetization model.

Regional players

• Folksy: UK-based handmade marketplace with a curated creator base. Comparable business model and category mix to Creema, but geographically focused on the UK rather than Japan/APAC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/creema_jp
• Facebookfacebook.com/creema.jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds7 records

Investors10 records

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

M&A

Investments

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

Frequently asked questions about Creema