What Goooods does

Goooods Inc. (goooods株式会社) is a Tokyo-headquartered B2B commerce company founded in October 2021 that operates an online wholesale marketplace connecting small and medium-sized consumer brands with retail buyers such as specialty boutiques, cafes, restaurants, hotels, and EC resellers. The platform combines marketplace discovery — where brands list products and buyers source inventory — with automated back-office operations including order processing, invoicing, billing, and accounts-receivable management, in a single self-serve environment. As of November 2025 the platform hosts 2,760 brands, with over 100 new brands joining monthly, and the company reports cumulative gross merchandise value growth exceeding 300% year-over-year as of October 2025.

The underlying technology is described as a machine-learning-based platform that powers three core functions: a supplier/buyer matchmaking engine recommending wholesale partners based on transaction and behavioral data, proprietary credit risk modeling that assesses counterparties to enable trust formation between unfamiliar B2B parties, and demand forecasting to support inventory and production planning. The company established a Chief AI Officer role in June 2025, held concurrently by co-founder and CTO Daisuke Matsumoto, to lead AI-native product development. In September 2023 Goooods became fully compliant with Japan's Qualified Invoice (インボイス) system, allowing the platform to issue compliant invoices on behalf of brands. Other product capabilities include a 30-day return policy for first orders from new brand relationships and deferred payment terms of up to 60–90 days for buyers.

Goooods generates revenue primarily through transaction fees and marketplace commissions on wholesale orders placed through the platform; no public pricing or take-rate is disclosed. Distribution combines self-serve marketplace access, an inside-sales and enterprise-account team, and event-driven GTM via trade show partnerships (PLUG IN│Editorial, NEW ENERGY) and curated community events (UNION GARDEN, Brew & Grow, Craft Beer 101, After Sauna exhibition). The company has raised approximately 1.61 billion yen (~USD 11M) across a September 2022 seed round led by XTech Ventures, Incubate Fund US, and Vela Partners, and a two-tranche Series A totaling 1.07 billion yen in April and September 2024 led by Angel Bridge with participation from Z Venture Capital and Nanto Capital Partners. As of late 2025/early 2026 the company employs 29 people and operates a single country market, Japan.

Name

Goooods

Legal name

goooods株式会社

Website

https://about.goooods.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Goooods is a Tokyo-based B2B wholesale commerce marketplace combining ML-powered supplier/buyer matchmaking, credit risk modeling, and automated order-to-payment back-office workflows for small consumer brands and retail buyers across Japan.

Ownership category

akta.pro rank

Product category

B2B Wholesale Marketplace

NAICS

General Merchandise Retailers (455)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces (CRAFAHAO)

Keywords

• B2B wholesale marketplace
• Wholesale commerce platform
• Supplier discovery platform
• B2B invoice automation
• Credit risk management

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Wholesale Transaction Fees / Marketplace Commission: Goooods earns revenue by facilitating wholesale transactions between brands and buyers through its online marketplace. The platform charges transaction-based fees on orders placed through the platform, and provides billing/collection services as part of its value proposition.
2. Billing & Invoice Automation Services: Automated accounts receivable management including proxy invoice issuance under Japan's Qualified Invoice (インボイス) system. No separate service fee is charged for the invoice automation feature.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

Goooods operates a B2B wholesale commerce marketplace that connects small brands with retailers, cafes, hotels, and other buyers for wholesale procurement. The platform combines marketplace discovery with automated back-office operations, including order processing, invoicing, payment reconciliation, and credit risk assessment powered by machine learning. It provides first-order return policies, deferred payment options (up to 60-90 days), and full Japan's Qualified Invoice (インボイス) system compliance.

Product overview

Goooods operates a unified B2B wholesale commerce platform combining a marketplace for discovering new trading partners with integrated back-office automation. The core goooods platform includes the Marketplace Function for partner discovery and the Back-Office Automation module for order/invoice management, complemented by Credit Management for AI-powered risk assessment and AI-driven product recommendations. The platform serves brands, retailers, EC sellers, and creators in the wholesale/procurement ecosystem, offering features including 30-day return policy for first-time orders, up to 90-day payment terms, and full invoice compliance (インボイス制度対応).

Differentiator

Problem solved

Functional benefit

Products and services

• goooods Platform (グッズ) A machine learning-based B2B wholesale commerce marketplace that enables brands to discover new trading partners and automates order processing, credit management, and billing. Combines marketplace discovery with back-office automation in a one-stop platform for brands, retailers, EC sellers, and creators.

Quantifiable outcome

• Cumulative GMV grew over 300% year-over-year as of October 2025
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• 合同会社Vol. (Vol. LLC)minorGTM or Marketing Partner · 31 July 2025Co-organized UNION GARDEN ~the British Festival 2025~ event at MMoP in Nagano (August 2025) with Vol. LLC, which supports overseas lifestyle/food brands entering Japan. The event featured 30+ UK and Japanese brands and served as a brand discovery and GTM platform.
• Business Finland (Finland Embassy Trade Section)minorStrategic or Co-development Partner · 31 October 2024Co-hosted an After Sauna-themed exhibition event in November 2024 with Business Finland to showcase Finnish sauna/wellness brands on the goooods platform. Business Finland provided expert insights on sauna business trends and Finnish brand introductions.
• PLUG IN│EditorialcoreStrategic or Co-development Partner · 11 September 2023Official collaboration with fashion/lifestyle trade show PLUG IN│Editorial — goooods provides digital wholesale tools, catalog creation support, online ordering, website building, and promotional marketing for exhibiting brands. Reduces friction for brands and buyers to transact digitally before and after the physical event.
• CREDITS Inc.minorStrategic or Co-development Partner · 11 September 2023CREDITS co-organizes PLUG IN│Editorial trade show with Senken Shimbun (Fashion Industry Newspaper). Goooods' official collaboration with PLUG IN│Editorial is implemented in partnership with CREDITS.
• NEW ENERGY (Blue Marble / Diamond Head Corporation)coreStrategic or Co-development Partner · 11 January 2023B2B omnichannel partnership with lifestyle exhibition NEW ENERGY. Goooods provides a digital showroom, customer management, order processing, and wholesale functions for NEW ENERGY exhibitors before, during, and after the event (February 2023). Exhibiting brands receive waived review process and homepage promotion.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Amazon Business: Amazon Business serves B2B procurement for organizations of all sizes. While primarily focused on MRO and office supplies rather than lifestyle/independent brands, it represents a massive incumbent with capital and technology that could enter SMB wholesale categories.
• Handshake (Shopify B2B): Handshake was acquired by Shopify in 2022 and operates as part of Shopify's B2B offering. It enables brands and wholesalers to sell to retailers via a wholesale marketplace, representing an incumbent-backed competitor with stronger capital and ecosystem integration.
• Alibaba.com: Alibaba.com is the world's largest B2B e-commerce marketplace connecting manufacturers and wholesalers with global buyers. While much broader in scope than Goooods, it represents the incumbent model of digital B2B trade and a potential competitive threat if it targets Japanese SMB brands.
• Mirakl: Mirakl provides marketplace platform technology that enables retailers and brands to launch their own B2B or B2C marketplaces. While not a direct marketplace operator, it competes in enabling B2B digital commerce infrastructure that could overlap with Goooods' automation capabilities.

Direct peers

• Faire: Faire is the leading global B2B wholesale marketplace connecting independent brands with retailers. Most directly comparable to Goooods in business model (two-sided marketplace, brand discovery, wholesale transactions) though operating primarily in North America and Europe at much larger scale.
• Tundra: Tundra is a zero-fee B2B wholesale marketplace enabling brands and retailers to transact directly. Closely comparable in self-serve B2B wholesale model and SMB brand focus, though primarily serving the North American market.
• Ankorstore: Ankorstore is a European B2B wholesale marketplace connecting independent brands and retailers. Directly comparable business model to Goooods—two-sided marketplace for SMB wholesale discovery and transactions—though focused on European markets.
• Abound: Abound is a B2B wholesale marketplace serving independent brands and retailers with discovery, ordering, and payment tools. Comparable in platform functionality and SMB wholesale focus, though smaller in scale than Faire.

Emerging players

• Indema: Indema is a B2B wholesale marketplace for design industry professionals (interior designers, architects). Comparable marketplace model but specialized in design vertical; represents how specialized B2B marketplaces can emerge in adjacent verticals to Goooods' SMB lifestyle brand focus.

Regional players

• Mercari (B2B/Mercari Shops): Mercari is the leading Japanese C2C marketplace, with growing B2B features for SMB sellers. While primarily consumer-facing, it represents the most established Japanese e-commerce platform with potential to expand into SMB B2B wholesale, competing directly with Goooods in the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goooods_jp
• Instagraminstagram.com/goooods_com

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds3 records

Investors6 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 Goooods