Carprice
Carprice is a Rakuten-owned online car auction marketplace in Japan connecting individual vehicle sellers with 2,000+ used car dealers via live twice-weekly auctions, charging a 22,000 yen transaction fee per successful sale.
- Company typePrivate
- Founded2015
- HeadquartersTokyo, Japan
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Carprice does
Carprice operates an online car selling marketplace in Japan, connecting individual vehicle sellers with a network of over 2,000 pre-screened used car dealers through a live auction format. The platform, now operating under Rakuten Group, Inc. (TSE: 4755) and branded as Rakuten Car Koubai (楽天Car車買取), enables consumers to list their vehicles for competitive bidding rather than accepting low dealer trade-in offers or managing private sale complexity. The service includes vehicle inspection by on-site auction advisors, real-time online auctions held twice weekly (Tuesdays and Fridays), and end-to-end transaction support including documentation, name change procedures, loan balance proxy payment, and vehicle transport. Originally launched as Rakuten Car Auction in 2015 and rebranded in 2023, the service has processed sales across a wide price spectrum from budget vehicles to premium models exceeding ¥10 million.
The platform's technology stack centers on a live online auction system integrated with Rakuten's broader digital ecosystem. Core proprietary features include the real-time bidding platform with seller-set reserve prices, the auction advisor inspection service where professionals visit seller locations for standardized vehicle assessments, and Rakuten Point integration that rewards sellers with Rakuten Super Points upon successful transaction. Distribution occurs entirely through Rakuten-owned digital channels including the dedicated website and Rakuten Car mobile app, with marketing driven by cross-promotion through Rakuten Mobile, Rakuten Diamond member programs, and Rakuten's broader service ecosystem. No physical retail locations are operated.
Carprice's revenue model is a transaction fee structure: 22,000 yen (tax inclusive) is charged to sellers upon successful auction completion, with ancillary fees for vehicle transport (22,000 yen), name change procedures, and loan balance proxy payment. The service is free for sellers until a transaction occurs, with cancellation after inspection costing 10,000 yen. The seller-side customer base consists of individual Japanese car owners across Kanto, Kansai, and nationwide Japan markets, while the buyer side comprises 2,000+ registered used car dealerships. The service operates as an internal business unit within the Rakuten Group, with no separately disclosed financials or independent funding rounds beyond the original 2014 capital raises totaling $6 million.
Carprice firmographics
Firmographics- Name
- Carprice
- Legal name
- Rakuten Group, Inc. (楽天グループ株式会社)
- Website
- https://carprice.co.jp
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Carprice is a Rakuten-owned online car auction marketplace in Japan connecting individual vehicle sellers with 2,000+ used car dealers via live twice-weekly auctions, charging a 22,000 yen transaction fee per successful sale.
- Ownership category
- akta.pro rank
Carprice industry classification
Industry- Product category
- Used Car Auction Marketplace
- NAICS
- Used Car Dealers (441120), Motor Vehicle and Parts Dealers (441)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
- akta.pro secondary industry
- Vehicle Inspection, Grading & Condition Reporting Services (TLABAKAE)
Keywords
Where Carprice is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Markets served
Carprice business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Transaction Fee: 22,000 yen (tax included) charged to sellers upon successful auction completion. This is the primary revenue stream for the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Transaction Fee |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Carprice product offering
Product offeringCore offering
Carprice operates an online live auction marketplace that enables individual car owners in Japan to sell their used vehicles directly to a network of more than 2,000 pre-screened used car dealers. The service includes on-site vehicle inspection by auction advisors, real-time online bidding held twice weekly, and end-to-end transaction support including paperwork, vehicle transport, and loan balance settlement. A transaction fee of 22,000 yen (tax included) is charged to sellers upon successful sale.
Product overview
Carprice operates as an online car selling marketplace that allows consumers to sell vehicles directly to dealers through a live auction format. The core offering, Rakuten Car Koubai (楽天Car), connects sellers with 2,000+ used car dealerships who compete in real-time auctions. The service provides vehicle inspection, auction listing preparation, and transaction support. Additional services include tire exchange, body repair, inspection, and other vehicle maintenance offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Rakuten Car Koubai (楽天Car車買取 / Rakuten Car Buying) An online live auction marketplace that enables individual Japanese car owners to sell their used vehicles directly to a network of more than 2,000 pre-screened used car dealers. The service handles vehicle inspection by auction advisors, real-time bidding, documentation, vehicle transport, and payment within 7 business days of handover.
- Live Online Auction System
Companies that use Carprice
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles2 records
Carprice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Carprice partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Carprice competitors and assessment
Company assessmentRegional players
- Biglobe Used Cars (Biglobe Auctions): Japanese internet conglomerate offering online auction and listing services for used vehicles; competes in the same online seller-to-dealer intermediation space within Japan.
Direct peers
- Goo-net (Proto Corporation): Major Japanese used-car listing and auction platform operated by Proto Corporation; competes for both individual sellers wanting to dispose of vehicles and dealer inventory sourcing, with both online listings and auction-style transactions.
- TAA (Toyota Auto Auction): Auto-auction network affiliated with Toyota; offers weekly physical auctions used by dealers to source inventory, competing for the same dealer bidding demand that powers Rakuten Car Buying's online auctions.
- USS Co., Ltd. Japan's largest physical used-car auction operator running USS Auto Auction venues nationwide; directly comparable as a wholesale vehicle auction business serving dealers, though Rakuten Car Buying competes digitally vs. USS's physical halls.
- Nissan Auto Auction (NAA): Nissan-affiliate physical used-car auction network; similar to USS, TAA, and HAA, it serves dealers competing for inventory and represents an alternative liquidity source to Rakuten's online auction channel.
- Honda Auto Auction (HAA): Honda-affiliate physical used-car auction venue targeting dealer buyers; provides competing inventory sourcing for the same dealer base that bids on Rakuten's online auctions.
- Carsensor (carview/yahoo Japan used car): One of Japan's largest used-car listing marketplaces connecting individual sellers with dealers; comparable business model of routing consumer sellers into dealer networks and overlapping with Rakuten Car Buying's seller acquisition funnel.
Emerging players
- Yahoo Auctions Japan (used cars): Yahoo Japan's C2C auction marketplace where individuals sell vehicles directly to consumers; competes indirectly for individual sellers, though the buyer is typically end-consumers rather than the dealer networks Rakuten targets.
- CarGurus Japan: Online car-shopping marketplace that has expanded into Japan; comparable as a digital intermediary between sellers and dealer buyers, though with a stronger listing/transparency angle versus Rakuten's live auction format.
Broad incumbents
- Rakuten Group, Inc. (parent): The parent conglomerate operating Rakuten Ichiba, Rakuten Mobile, Rakuten Bank, Rakuten Insurance, and Rakuten Travel; provides the ecosystem, points, and cross-promotion infrastructure that the Car Buying service leverages for differentiation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Carprice social profiles
Digital presenceCarprice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Carprice leadership team
Management profileNumber of profiles
Carprice funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Carprice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Carprice
What does Carprice do?
Carprice operates an online live auction marketplace that enables individual car owners in Japan to sell their used vehicles directly to a network of more than 2,000 pre-screened used car dealers. The service includes on-site vehicle inspection by auction advisors, real-time online bidding held twice weekly, and end-to-end transaction support including paperwork, vehicle transport, and loan balance settlement. A transaction fee of 22,000 yen (tax included) is charged to sellers upon successful sale.
Is Carprice a public or private company?
Carprice is a private company. It is classified as corporate owned and is currently operating.
When was Carprice founded?
Carprice was founded in 2015. It employs 1 to 10 people.
Where is Carprice based?
Carprice is headquartered in Tokyo, Japan, in the Asia region.
How does Carprice make money?
One revenue line is on record: transaction Fee.
Who are Carprice's main competitors?
Biglobe Used Cars (Biglobe Auctions) is listed as a regional player. Direct peers are Goo-net (Proto Corporation), TAA (Toyota Auto Auction), USS Co., Ltd., Nissan Auto Auction (NAA), Honda Auto Auction (HAA) and Carsensor (carview/yahoo Japan used car). Emerging players are Yahoo Auctions Japan (used cars) and CarGurus Japan. Rakuten Group, Inc. (parent) is listed as a broad incumbent.
Does Carprice have an API?
No public API is recorded for Carprice.
What industry is Carprice in?
Carprice's product category is Used Car Auction Marketplace. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online), with a secondary code of TLABAKAE, Vehicle Inspection, Grading & Condition Reporting Services. Its NAICS code is 441120 and its SIC code is 5010.