What URIDOKI does

URIDOKI (ウリドキ株式会社) is a Japanese comparison platform for selling used luxury and branded goods, connecting individual consumer sellers with a nationwide network of 690+ licensed (古物商) professional appraisers across all 47 Japanese prefectures. Founded in 2013 and headquartered in Tokyo, the company operates a free, self-serve web service at uridoki.net where sellers complete a single ~60-second submission form and receive competing offers from up to 10 vetted appraisers simultaneously, then select the highest bid. The platform covers ten-plus vertical categories including brand bags (Louis Vuitton, Chanel, Hermès), luxury watches (Rolex, Omega, Patek Philippe), gold and jewelry, alcohol (whisky, brandy, wine, sake), smartphones, cameras, musical instruments, fashion, kimono and antiques, and tickets. Nationwide home-delivery (宅配買い取り) selling is a core distribution feature, removing the need for sellers to visit physical storefronts.

The company operates a marketplace commission model: the service is entirely free for sellers, and URIDOKI monetizes by routing qualified seller inquiries to a curated network of partner buying companies — including 買取大吉 (850+ stores), おたからや (1,600+ stores), BuySell Technologies (TSE-listed), Sigma, ファイブニーズ, and 吉田質店 — which pay for leads or a per-transaction take rate. URIDOKI also publishes an editorial sub-brand, Uridoki Plus (ウリドキプラス), that drives organic SEO traffic and category authority. The company holds Privacy Mark (JIS Q 15001) certification and is led by CEO Kogure Yasuo (木暮康雄), who is also the publisher of Uridoki Plus. As of March 2025, the platform reported monthly facilitated appraisal volume exceeding 3 billion JPY, and a 97.5% user satisfaction rate for January–December 2025, though URIDOKI's own revenue is not publicly disclosed.

URIDOKI has cumulatively raised approximately $1.96M USD-equivalent across disclosed funding rounds between 2016 and 2019, with investors including Mizuho Capital, Mitsubishi UFJ Capital, Accord Ventures, DIP, Eltes, and Tokyu Fudosan. The company has not announced new equity capital since February 2019 and operates with a 1-10 employee headcount, indicating a lean, cash-flow-oriented operating model. The platform and its initiatives have been featured in major Japanese business media including Nikkei, Toyo Keizai, WBS, and Recycle Tsushin, providing brand-level credibility in the reuse/resale vertical.

Name

URIDOKI

Legal name

ウリドキ株式会社

Website

https://uridoki.net

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

URIDOKI (ウリドキ) is a Tokyo-based, free comparison marketplace that connects individual Japanese sellers of luxury and branded goods with 690+ licensed professional appraisers across all 47 prefectures, monetizing through partner buyer referral fees.

Ownership category

akta.pro rank

Product category

Resale Comparison Platform

NAICS

Used Merchandise Retailers (459510), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

akta.pro primary industry

Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)

akta.pro secondary industries

Managed Consignment & Authentication-led Resale (CRAFAGAN), Jewelry, Watches & Accessories Resale (CRAFAGAJ)

Keywords

• Price comparison platform
• Secondhand goods valuation
• Luxury resale service
• Reuse appraisal marketplace
• Asset resale comparison

Headquarters

HQ city

Tokyo

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, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Lead generation / referral commission: URIDOKI provides a free comparison service to sellers. The company monetizes by routing qualified seller inquiries to a network of partnered buying companies (e.g., 買取大吉, おたからや, バイセル). The partner companies pay for access to these seller leads or a take-rate per completed transaction. The service is described as '完全無料' (completely free) for users, indicating the revenue flows from the buying companies rather than the sellers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

URIDOKI operates a free, web-based comparison marketplace that allows individual sellers in Japan to submit a single luxury or branded item (brand bags, watches, gold/jewelry, alcohol, smartphones, cameras, musical instruments, fashion, kimono, antiques, or tickets) and receive competing appraisal quotes from up to 10 licensed professional appraisers simultaneously. The platform aggregates demand from sellers and routes qualified leads to a curated network of partner buying companies, monetizing through referral commissions while keeping the service entirely free for users and offering nationwide home-delivery selling across all 47 Japanese prefectures.

Product overview

URIDOKI is a comparison quotation platform for second-hand goods valuation and purchasing in Japan. The service connects users with up to 10 professional appraisers to compare prices across categories including brand bags (Louis Vuitton, Chanel, Hermès), luxury watches (Rolex, Omega, Patek Philippe), gold and jewelry, alcohol (whisky, brandy, wine), smartphones (iPhone), cameras, musical instruments, fashion, kimonos, antiques, and tickets. Users receive multiple quotes within 60 seconds, can compare prices easily, and select the best offer. The platform covers 47 prefectures with nationwide home delivery service.

Differentiator

Problem solved

Functional benefit

Brands

• ウリドキプラス: Reuse web magazine delivering useful information for selling items and resale tips.

Products and services

• URIDOKI Multi-Appraiser Comparison Platform Free, web-based price-comparison marketplace that allows individual Japanese sellers to submit a single luxury or branded item and receive competing quotes from up to 10 licensed professional appraisers simultaneously. The platform covers brand bags, luxury watches, gold and jewelry, alcohol, smartphones, cameras, musical instruments, fashion, kimono and antiques, and tickets, with nationwide home-delivery service across all 47 Japanese prefectures.
• Uridoki Plus (ウリドキプラス) A reuse web magazine publishing articles on luxury goods valuation trends, buying and selling tips, and city-specific store guides to inform Japanese consumers and drive organic search traffic to the URIDOKI comparison platform.

Quantifiable outcome

• 97.5% user satisfaction rate (based on reviews from January–December 2025, counting 5/4-star ratings as satisfied)
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• 買取大吉 (Kaitori Daikichi)coreChannel Partner/ Reseller/ DistributorA national chain with 850+ stores across Japan specializing in buying gold, precious metals, gems, watches, bags, tickets, cameras, and more. Referenced as a key partner with a strong brand reputation in the URIDOKI platform ecosystem.
• おたからや (Otakaraya)coreChannel Partner/ Reseller/ DistributorA nationwide buying company with 1,600+ stores, offering professional valuation and purchasing of gold, precious metals, gems, watches, bags, cameras, tickets, kimono, and more. Recognized for fast 5-minute valuations and free home-visit purchasing.
• ファイブニーズ (FiveNeeds)coreChannel Partner/ Reseller/ DistributorA specialist in alcohol (whisky, brandy, wine, champagne, sake, shochu) purchasing with 10+ years of experience and claimed annual alcohol purchase volume of #1 in Japan. Provides professional alcohol valuation services through the URIDOKI platform.
• BuySell Technologies (バイセルテクノロジーズ)coreChannel Partner/ Reseller/ DistributorA listed company (stock listed) operating the バイセル (Buysell) brand, connecting people who want to sell with people who want to buy through technology. Listed on the Tokyo Stock Exchange. Offers nationwide purchasing services across a wide range of categories.
• Sigma (シグマ)coreChannel Partner/ Reseller/ DistributorA specialist buyer of brand bags, luxury watches, brand jewelry, and precious metals. Prominently featured on the URIDOKI platform with a reputation for high valuations. Operates in Aichi, Kansai, and Kyushu regions.
• 吉川質店 (Yoshikawa Shoten)minorChannel Partner/ Reseller/ DistributorA 200-year-old established pawn shop (質屋) near Gaienmae Station on the Ginza Line. Buys and pawns brand bags, watches, precious metals, gems, cameras, etc. Featured as a reputable traditional establishment on the URIDOKI platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BuySell Technologies: Tokyo Stock Exchange-listed reuse company operating the Buysell brand for buying and selling secondhand goods. Direct competitor and partner to URIDOKI; both aggregate buyers for individual sellers and overlap in categories like watches, bags, and jewelry.
• Otakaraya: Japan's largest nationwide buying chain (1,600+ stores) for gold, watches, bags, kimono, etc. Core partner of URIDOKI but also a direct competitor with its own quote comparison service and home-visit buyback offering.
• Kaitori Daikichi: Large nationwide Japanese buying chain (850+ stores) for gold, gems, watches, bags, and tickets. Partner of URIDOKI but also runs direct appraisal marketing; competes in the same multi-bid seller-journey category.
• Hikakaku (ヒカカク!): Japanese price-comparison platform aggregating used goods buyback offers across multiple buying companies. Closest direct functional competitor to URIDOKI's comparison mechanic.
• iero (買取一括比較): Japanese one-stop appraisal comparison marketplace for secondhand goods across categories like watches, bags, and brand apparel. Direct peer operating the same multi-appraiser comparison model.
• Sigma (シグマ): Japanese specialist buyer of brand bags, luxury watches, brand jewelry, and precious metals, prominent on URIDOKI. Competes in luxury resale and offers multi-bid appraisal, especially in Aichi, Kansai, and Kyushu.
• FiveNeeds (ファイブニーズ): Japanese specialist buyer of alcohol (whisky, brandy, wine, champagne, sake, shochu) and partner on URIDOKI's alcohol category. Competes in the same niche professional appraisal space for collectible spirits.

Broad incumbents

• Mercari: Japan's dominant C2C resale marketplace. While URIDOKI focuses on B2C price comparison with professional appraisers, Mercari serves individual sellers directly and competes for the same secondhand seller mindshare, especially in fashion, watches, and electronics.
• BookOff: Listed Japanese reuse chain operating stores and online platforms for secondhand books, media, electronics, and apparel. Adjacent incumbent in the broader reuse/resale category with its own buyback comparison capabilities.
• Yahoo! Auctions Japan: Major Japanese online auction marketplace owned by LY Corporation. Provides an alternative price-discovery channel for individual sellers of used goods and competes with URIDOKI's comparison mechanic at the consumer level.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UridokiNet
• Facebookfacebook.com/UridokiNet

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 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 URIDOKI