Fablic

What Fablic does

Fablic is a Tokyo-based, privately-held Japanese company that operates Rakuma (ラクマ), a consumer-to-consumer mobile flea market platform for buying and selling second-hand and unused goods across categories including fashion, electronics, entertainment and hobby items, and food and beverages. Founded in 2014 as the operator of the Fril (フリル) app, Fablic was acquired by Rakuten Group in 2017 and the service was rebranded to Rakuma, becoming Rakuten's official flea market application. The platform is distributed as iOS and Android apps and a web interface (fril.jp), with single sign-on via Rakuten ID and integration into Rakuten's SPU (Super Point Up) loyalty program.

The core technology is a mobile marketplace platform with Rakuten ecosystem integration, supplemented by two differentiated features: the 最強鑑定 (Saikyo Kantei) free professional authentication service — where certified human appraisers verify authenticity of luxury and high-value items — and the Rakuten Brand Mall / Official Shop program that hosts verified brand storefronts including partnerships with luxury houses such as Supreme, Louis Vuitton, Coach, Chanel, Hermès, and Gucci. The product portfolio also includes Rakuma+, a content and lifestyle magazine within the app.

Fablic generates revenue primarily through marketplace transaction commissions on completed buyer-seller transactions, a take-rate model typical of C2C platforms. As a wholly-owned Rakuten subsidiary, Fablic benefits from cross-promotion across Rakuten's 100M+ member ecosystem and from SPU-driven incentives, but operates as a Japan-only platform competing in a domestic market where Mercari is the dominant player. Fablic employs 11-50 people and is not independently publicly traded.

Name

Fablic

Legal name

Fablic

Website

https://fablic.co.jp

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

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, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Marketplace Transaction Commission: Rakuma charges transaction fees on sales made through the platform. As a flea market/secondhand marketplace under Rakuten, the primary revenue comes from taking a commission on completed buyer-seller transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Fablic operates Rakuma, a mobile consumer-to-consumer flea market application where individual users list, browse, and transact on second-hand and unused items across fashion, electronics, hobbies, and food categories. The platform generates revenue through transaction commissions on completed buyer-seller exchanges and offers a professional authentication service for luxury branded items as a trust feature. Following its 2017 acquisition by Rakuten Group, the app integrates with Rakuten ID for authentication and SPU loyalty points.

Product overview

Fablic operates ラクマ (Rakuma), a Japanese mobile flea market platform. Formerly known as Fril (フリル), the platform was rebranded under the Rakuten Group and serves as Rakuten's designated flea market app. The core offering is a C2C marketplace where users buy and sell secondhand and unused items across categories including fashion, electronics, entertainment, and food. The product portfolio includes the main Rakuma app, ラクマplus content magazine, the ラクマ最強鑑定 professional authentication service, and the ラクマ公式ショップ official merchant program. The platform integrates with Rakuten's SPU (Super Point Up) loyalty system and offers various campaigns and promotional features.

Differentiator

Problem solved

Functional benefit

Products and services

• Rakuma (formerly Fril) Rakuma is Fablic's consumer-to-consumer mobile flea market application, available on iOS, Android, and the web (fril.jp), where individual users list and purchase second-hand and unused items across fashion, electronics, hobbies, and food categories. The platform charges a transaction commission on completed sales and integrates with Rakuten ID for authentication and Rakuten SPU points for buyer incentives.

Quantifiable outcome

• Integration with Rakuten ecosystem provides access to Rakuten members

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Rakuten Group, Inc.coreOthersRakuma (formerly Fril) is owned and operated by Rakuten Group, Inc. It operates as part of the Rakuten ecosystem, utilizing Rakuten ID for authentication, integrating with Rakuten SPU points program, and benefiting from cross-promotion with other Rakuten services including Rakuten Ichiba (shopping), Rakuten Card, and other Rakuten member services.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Emerging players

• SNKRDUNK: SNKRDUNK is a Japanese C2C platform specializing in sneakers and streetwear with built-in authentication. It competes with Rakuma in the authenticated luxury/streetwear resale segment, particularly among younger Japanese consumers.
• Brandear: Brandear is a Japanese luxury authentication and resale service that addresses the same trust and authenticity concerns Rakuma's 最強鑑定 service targets. It overlaps in the luxury goods verification and resale market.
• Reclo: Reclo is a Japanese luxury resale platform focused on authenticated designer items. It directly overlaps with Rakuma's luxury authentication offering and competes for the same high-value resale segment.

Direct peers

• Poshmark: Poshmark is a leading C2C marketplace for fashion and lifestyle goods, primarily in North America. It shares the same mobile-first C2C marketplace model and transactional take-rate approach as Rakuma.
• Vinted: Vinted is a leading European C2C marketplace for secondhand fashion. It shares Rakuma's core C2C resale model and commission-based monetization, though with a more fashion-focused category mix.
• Mercari: Mercari is Japan's largest C2C mobile marketplace and the dominant player in the flea market app category. It directly competes with Rakuma for individual sellers and buyers of secondhand goods in Japan.
• Depop: Depop is a C2C social marketplace focused on fashion, particularly younger demographics. It operates with a similar peer-to-peer selling model and mobile-first product experience as Rakuma.
• PayPay Flea Market (PayPayフリマ): PayPay Flea Market is the C2C marketplace operated by Yahoo Japan/Z Holdings, integrated with the PayPay payment ecosystem. It directly competes with Rakuma in the Japanese C2C category, leveraging PayPay's large user base.

Broad incumbents

• Yahoo! Auctions (ヤフオク!): Yahoo! Auctions is one of Japan's longest-running online auction and C2C platforms operated by Yahoo Japan. While broader and more auction-oriented, it competes for the same pool of individual sellers and buyers as Rakuma.
• ZOZO (ZOZOUSED): ZOZO is a major Japanese fashion e-commerce platform that also operates a used clothing service. It competes with Rakuma in the secondhand fashion category as a broader incumbent with significant brand recognition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/friljp
• LinkedInlinkedin.com/company/fablic

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors4 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 Fablic