This series interviews and reports on venture companies attempting to innovate in the fashion industry using ever-evolving IT technology. In this second installment, we'll introduce the services offered by BASE.


BASE started unconventionally, postponing business planning, but within a month, it attracted 10,000 subscribers. The idea came from a comment made by Tsuruoka's mother, who runs a women's clothing retailer.

"A few years ago, my mother said she wanted to sell products on an existing e-commerce service. She's not very knowledgeable about the internet, so she asked me to help her. But if she started on Rakuten, I'd have to take care of her all the time, which I thought would be a pain, so I decided to create a service that even people with no money or skills could use."

Tsuruoka is convinced that in three or four years, anyone will be able to do business online, and he describes BASE as "a platform that makes dreams come true" for those without the skills to sell. "Approximately 60% of BASE users are individuals, such as students and housewives. As more and more people who previously had no interest in online shops enter the market, a new flow of money is being created. Furthermore, items that were previously unavailable on the market are now available for sale and purchase by being listed on the online shop, creating new value." BASE, which allows individuals without capital or physical stores to operate online shops, is targeting a completely different market than existing e-commerce services. What's noteworthy is that on traditional e-commerce portal sites, where products are sorted by price and comparison sites and shops that pay advertising fees are displayed first, products that tend to get lost are now properly recognized by consumers. The key word here is "communication." After opening his shop on BASE, one shop owner reached out to his friends and directly promoted his shop to his social media followers. He also communicated with customers via postcards, gradually building awareness and leading to purchases. Seeing this, Tsuruoka realized the importance of communication in running an online shop. "BASE doesn't do much advertising beyond introducing a few shops on the site. Once a shop opens, users tell their friends and social media followers, and that's how the business begins. BASE's goal is to create small economic spheres around individuals and reach people all over Japan. In fact, the name 'BASE,' which means 'base,' implies a base for economic activity." BASE itself is also spreading through communication. Since its launch, it has quickly attracted a large number of members and attracted attention, but to date, it has had no advertising costs. Its PR has relied on Twitter, Facebook, and media exposure. BASE's business is supported by communication. When asked what kind of shop will succeed, Tsuruoka replied, "It's one where the owner works hard. We want BASE to grow together with such owners." In the next part, we'll hear about BASE's future business development.