What MAGGI does

MAGGI (株式会社マッジ / Maggi Co., Ltd.) is a Tokyo-headquartered web solutions company founded in September 2005 that builds e-commerce sites and corporate websites for Japanese mid-market and enterprise clients, and operates a proprietary SaaS suite called URICHAN. The company has delivered more than 600 corporate site projects over approximately twenty years and services named clients including NAA Retailing (FaSoLa), SoftBank (Y!mobile), Mouse Computer, Shibuya 109, Sankei Living Shimbunsha, Shinjuku Takashimaya Times Square, Tsukada Farm, Toyo Technica, and Aoi Kokaban Seisakusho.

The URICHAN suite comprises five in-house-developed products: URICHAN EFO (entry-form optimization with auto-furigana, postal-code address lookup, character conversion, email auto-complete, flick-speed detection triggering phone support, and up to five-pattern A/B testing); URICHAN UXO (HTML-level UI/UX redesign, chat-form conversion, and step-by-step flows); URICHAN Click Chat (a click-to-inquire web chat tool with a patent application filed); URICHAN HCM (real-time customer behavior tracking with sales notifications within five minutes); and Chat Bag, launched in April 2026, an AI-powered chat-style checkout solution priced at less than half of comparable products. The company's technology stack for site builds spans EC-CUBE (preferred), Drupal, WordPress, Movable Type, and Magento, and integrates with shopping-cart services including FutureShop, MakeShop, and Shop Serve. The company holds Privacy Mark certification under JIS Q 15001.

Revenue is generated through three streams: monthly SaaS subscriptions on the URICHAN suite (Standard Plan ¥30,000/month; UI Improvement Plan ¥98,000/month; Click Chat ¥25,000–¥35,000/month; HCM ¥60,000/month per device); one-time professional services and consulting fees of ¥200,000–¥400,000+ for EC redesign and corporate site projects; and project-based custom EC development. Go-to-market is hybrid: a self-serve / product-led motion for SaaS tools via demo pages and tag-based integration, overlaid with a consultative sales motion for mid-market and enterprise redesign engagements, all driven primarily by organic SEO and content marketing rather than paid acquisition. The company operates exclusively in Japan, is founder-led by President Tomoo Shibasaki (柴﨑智央), is privately held with no disclosed venture or growth equity, and has stated a five-year objective to pursue a public listing.

Name

MAGGI

Legal name

株式会社マッジ

Website

https://mmmmm.co.jp

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

MAGGI is a Tokyo-based web solutions company that builds e-commerce and corporate websites for Japanese mid-market and enterprise clients and sells the proprietary URICHAN SaaS suite — EFO, UXO, HCM, Click Chat, and Chat Bag — to optimize forms, checkout, and customer engagement.

Ownership category

akta.pro rank

Headquarters

HQ city

Akasaka

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (URICHAN Series): Monthly subscription revenue from proprietary web optimization tools (URICHAN EFO, UXO, クリックチャット, HCM, Chat Bag). Tiered pricing plans with Standard (¥30,000/month), UI Improvement (¥98,000/month), and add-on device/reseller fees. Subscription is the primary revenue model.
2. Professional Services (Consulting and Managed Setup): One-time consulting and implementation services for EC site redesign, corporate website construction, SEO, and UI/UX improvement. Setup fees range from ¥30,000–¥400,000+ per project depending on scope and form count. Offered as standalone or bundled with SaaS subscriptions.
3. EC System Development and Customization: Custom e-commerce system development and CMS-based site builds, including design, development, and ongoing operational support. Revenue recognized as project-based one-time fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

MAGGI develops and sells the proprietary URICHAN series of SaaS web optimization tools (EFO, UXO, Click Chat, HCM, Chat Bag) that improve form completion, UI/UX, customer service, and conversion rates for Japanese e-commerce and corporate websites. The company also provides custom EC site and corporate website development, redesign, and SEO/UI consulting services.

Product overview

MAGGI (株式会社マッジ) is a Tokyo-based web solutions company offering a unified platform of web marketing and optimization tools under the URICHAN series, complemented by custom development services. The product portfolio centers on four interconnected tools—URICHAN EFO for entry form optimization, URICHAN UXO for UI/UX design improvements, URICHAN HCM for customer tracking and sales support, and URICHAN Click Chat for real-time web customer service—all designed to increase conversion rates and reduce abandonment. The company also offers CHAT BAG, a newer chat-style checkout solution launched in April 2026. Services include EC site development, corporate website creation, and web consulting. The URICHAN series tools can be used independently or in combination, with the company emphasizing their synergy for comprehensive conversion rate optimization.

Differentiator

Problem solved

Functional benefit

Brands

• URICHAN EFO: Entry form optimization / input form optimization tool for improving form completion rates
• URICHAN クリックチャット
• URICHAN HCM
• URICHAN UXO
• チャットバッグ (Chat Bag)

Products and services

• URICHAN EFO Entry form optimization (EFO) SaaS tool that improves form completion rates through input assistance (auto-furigana, postal-code-to-address lookup, character auto-conversion, email domain auto-complete) plus exclusive features such as flick-speed detection to trigger phone support and simultaneous multi-pattern A/B testing. Targets Japanese e-commerce and corporate website operators seeking to reduce the industry-average 70% form abandonment rate.
• URICHAN UXO UI/UX improvement SaaS tool that operates at the HTML level to redesign form and cart screen layouts, convert forms to chat-style interfaces, enable step-by-step input flows, and run simultaneous A/B testing across multiple design patterns. Targets Japanese e-commerce and corporate websites; documented CV improvements of 36% in real estate, 25% in EC, 24% in travel, 22% in recruitment, 16% in services, 15% in trading.
• URICHAN Click Chat (クリックチャット) Web customer service SaaS tool that allows visitors to click on any text or image area of a webpage to initiate a real-time chat inquiry, with Q&A storage, automatic responses, blacklist management, and six design variations. Available in Review History + SEO Plan (¥35,000/month) and Enterprise (quote-based) tiers. Patent application filed.
• URICHAN HCM (High-class Customer Marketing) Real-time customer behavior tracking SaaS tool designed for high-consideration purchases. Tracks page views, scroll depth, dwell time and notifies up to 5 assigned sales staff within 5 minutes when a target customer visits the site; supports mobile access with SSL encryption, isolated database servers, and two-factor authentication. Priced at ¥60,000/month per device with enterprise pricing available on request.
• Chat Bag (チャットバッグ) AI-powered chat-style checkout SaaS tool that replaces traditional e-commerce checkout forms with a conversational one-question-per-screen flow, designed to reduce cart abandonment and form errors. Includes process automation that detects abandonment signals and triggers targeted coupon interventions, plus an upsell recommendation engine. Priced at less than 50% of comparable products on the market.
• EC Site Development Services Custom e-commerce site development service covering scratch development and EC-CUBE-based CMS builds, including UI/UX redesign, long-tail SEO structural optimization, design, development, and post-launch follow-up support. Documented results include 150% revenue in launch month, 180% at 3 months, and 400% at 2 years for the NAA Retailing/FaSoLa duty-free site. Targets Japanese e-commerce operators across fashion, retail, duty-free, electronics, and food.
• Corporate Site Development Services Corporate website design, development, and operational support service covering large-scale CMS-driven sites and image-led brand sites, with SEO-driven traffic generation, content planning, and promotional support. Targets Japanese SMEs and large enterprises; documented track record of 600+ sites produced.
• Web Consulting Services Marketing and SEO consulting service focused on maximizing promotional effectiveness with minimal cost, including keyword ranking measurement, SEO site evaluation reports, competitor analysis, system requirements extraction, and SEO operation guidelines. Targets Japanese e-commerce operators and corporate website owners.

Quantifiable outcome

• Form success rate improvement of average 130%, with 200–300% in documented cases (URICHAN EFO)
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core, supporting and minor.

• EC-CUBEcoreTechnology or IntegrationEC-CUBE is the primary e-commerce platform used by MAGGI for custom site builds. MAGGI offers 10+ years of EC-CUBE development experience and recommends it as the preferred platform for its clients due to its flexibility, open-source cost efficiency, and rich ecosystem of integrations.
• DrupalsupportingTechnology or IntegrationDrupal is used as a CMS option for corporate and e-commerce site builds alongside EC-CUBE, WordPress, Movable Type, and Magento.
• WordPresssupportingTechnology or IntegrationWordPress is used as a CMS option for corporate and e-commerce site builds alongside EC-CUBE and other platforms.
• Movable TypesupportingTechnology or IntegrationMovable Type is used as a CMS option for corporate and e-commerce site builds alongside EC-CUBE and other platforms.
• MagentosupportingTechnology or IntegrationMagento is used as a CMS/e-commerce platform option alongside EC-CUBE and other platforms for enterprise-level site builds.
• Chat Proxy Service Providers (Tokyo CC, Ibaraki CC, Ehime CC, Ishigaki CC)minorChannel Partner/ Reseller/ DistributorRegional chat proxy service providers across Japan offering outsourced chat operator services for URICHAN Click Chat. Pricing tiers vary by location (Tokyo, Ibaraki, Ehime, Ishigaki) with different cost structures and coverage hours.
• Mitsubishi UFJ Bank (三菱東京UFJ銀行)minorOthersListed as a major transaction bank in the corporate profile. No further details on the nature of the banking relationship.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Others

• Lockon (EC-CUBE): Japanese vendor behind the EC-CUBE open-source e-commerce platform — MAGGI's primary CMS partner. Comparable as the foundational platform upon which MAGGI builds its customization and optimization services, rather than a direct competitor.

Direct peers

• FOUTA: Japanese form analytics and EFO-focused SaaS product. Directly competes with URICHAN EFO by providing drop-off analysis and form optimization for Japanese e-commerce and lead-gen sites, targeting the same mid-market and enterprise buyers with a similar subscription model.
• zeals: Tokyo-based chat commerce and conversational marketing platform. Directly overlaps with MAGGI's Chat Bag and Click Chat products, helping Japanese e-commerce brands convert customers via conversational interfaces and reduce cart abandonment.
• Ptengine: Japan-origin heatmap and conversion rate optimization platform now under PLAID. Competes with URICHAN UXO and HCM by providing on-site behavioral analytics, A/B testing, and personalization tools for Japanese marketers and e-commerce operators.
• POPINSIte: Japanese heatmap, session recording, and CRO analytics tool. Overlaps with MAGGI's UXO and HCM products for mid-market and enterprise Japanese websites, offering similar behavioral insight and form analytics capabilities.
• Repro: Tokyo-based marketing automation and customer engagement platform focused on mobile app and web push, email, and in-app messaging. Targets the same Japanese e-commerce and B2C marketer segments and overlaps with Click Chat and Chat Bag for in-session customer engagement.

Broad incumbents

• Contentsquare: Global leader in digital experience analytics, session replay, and conversion intelligence. Increasingly active in Japan as an enterprise-standard platform that competes with the combined URICHAN UXO, HCM, and EFO offering at a much larger scale and broader scope.
• Hotjar: International heatmap, session recording, and on-site survey platform. Used by SMB and mid-market Japanese e-commerce and SaaS companies as an alternative or complement to MAGGI's behavioral tracking tools, offering a more integrated analytics suite.
• VWO (Visual Website Optimizer): Global A/B testing and conversion rate optimization platform. Competes with URICHAN UXO's A/B testing capabilities and broader CRO workflow, increasingly serving Japanese enterprise customers seeking integrated experimentation tools.
• Adobe Analytics: Enterprise-grade digital analytics suite within the Adobe Experience Cloud. Competes indirectly with MAGGI's analytics-adjacent tools (HCM, EFO reporting) by offering integrated web analytics, segmentation, and personalization at enterprise scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 MAGGI