Supplementary Financial
Information
First Quarter of FYE Jan. 2024

02

Summary - First Quarter of FYE Jan. 2024

1Q Results Summary
Global fashion EC market continues to face challenging conditions due to currency impact and inflation
In conjunction with the use of social networking and influencer marketing as well as the implementation of live commerce,
we implemented measures to evolve the customer experience, including an AACD official member affiliation,
launching Yamato anonymous delivery, and introducing TRUSTDOCK
Plan to continue to invest in the enhancements of BUYMA services

FYE 2024/1
Q1
GMV* Includes fees forsettlement of payment

FYE 2023/1
Q1

YoY

14,285million

15,170million

94%

Net sales

1,591million

1,671million

95%

Gross pro t

1,229million

1,338million

92%

SGA

998million

794million

126%

Advertising expenses

390million

299million

130%

Personnel expenses

439million

350million

125%

Operating income

230million

544million

42%

Ordinary income

229million

545million

42%

Net pro151million

381million

40%(Unit: JPY)

fif03

Major KPI

Number of BUYMA members (Unit: person)

Number of active BUYMA members (Unit: person)

1,373,888

1,343,295

10,769,243
9,898,925

1,119,647

1,145,957

FYE Jan. 2020
Q1

FYE Jan. 2021
Q1

1,218,370

8,849,002
7,588,336
6,416,891

FYE Jan. 2020
Q1

FYE Jan. 2021
Q1

FYE Jan. 2022
Q1

FYE Jan. 2023
Q1

FYE Jan. 2024
Q1

BUYMA GMV (Unit: million yen)FYE Jan. 2022
Q1

FYE Jan. 2023
Q1

BUYMA number of transactions handled (Unit: no. of transactions)
699,474

16,12815,17014,285621,961

583,869
530,360

11,727

11,607FYE Jan. 2020
Q1

FYE Jan. 2021
Q1FYE Jan. 2022
Q1

FYE Jan. 2024
Q1

FYE Jan. 2023
Q1(Notes)
GMV: Includes fees for settlement of payment, etc.
Active members: Number of members who have made one purchase or more within the past year

FYE Jan. 2024
Q1

FYE Jan. 2020
Q1

FYE Jan. 2021
Q1532,597

FYE Jan. 2022
Q1

FYE Jan. 2023
Q1

FYE Jan. 2024
Q104

Number of Sessions

While the number of sessions during the pandemic grew thnaks to the stay-at-home demand,
the number of sessions in FYE Jan. 2024 Q1 declined due to customers returning to real stores
No. of sessions

120,000,000

YoY 92%
4 years CAGR106%

100,000,000

80,000,000

60,000,000

40,000,000

20,000,000

0FYE Jan.
2020 Q1FYE Jan.
2021 Q1

Period of the covid-19 epidemic in Tokyo *1

ffi

FYE Jan.
2023 Q1FYE Jan.
2024 Q1

Outside the covid-19 epidemic period(Notes)*Describes numbers related to BUYMA in Japan*1: Referred to "O ce of the Governor for Policy Planning’s initiatives on COVID-19" of O ce of the Governor for Policy Planningffi

FYE Jan.
2022 Q105

BUYMA Studio event

Held an event in April 2023
Reached new customers while leveraging in uencer marketing

Inside the BUYMA Studio store

Collaborated with corporate personal shoppers.
Personal shopper with wide selection and priceadvantage introduced not only from Studio but
also from SNS
Influencer announcements were also made toreach new users

fl06

BUYMA LIVE SHOPPINGLIVE SHOPPING as a new SNS marketing campaign

BUYMA st aff int roduc e the latest fashion i tems on l ive

BUYMA's first LIVE SHOPPING held on March 30, 2023
Selected foreign brands from France, Spain, South Korea, Taiwan, and other countries
that have not been on sale in Japan yet07

SNS Operation

Rapid growth in Twitter and Instagram impressions,
thanks to tie-ups with in uencers

Number of impression by major SNSs
100,000,000

90,000,000

80,000,000

Increased to about seven times compared to theFYE Jan. 2023 Q1

70,000,000

60,000,000

50,000,000

40,000,000

30,000,000

20,000,000

10,000,000

0FYE Jan.
2023 Q1

TwitterInstagram

FYE Jan.
2023 Q2

TikTokFYE Jan.
2023 Q3FYE Jan.
2023 Q4FYE Jan.
2024 Q1

Youtubefl08

GLOBAL BUYMAImpressions growth was sluggish and ad operation efficiency declined in Q1 due toa logic change in the Google advertising system
GMV in Q1 was 92% YoY because of time required for tuning ad serving strategy

GMVGMV(Unit: million yen)

Decrease in GMV

Sessions YoY

120%90

‣97%
100%

75

YoY thanks to the expansion of PS Elite, but due

84%
76%

60

In February and March, GMV exceeded 100%
to changes in the Google ad logic,

80%

more GLOBAL BUYMA branding ads weredisplayed than shopping ads, resulting in45

a decrease in the number of sessions.

60%‣3040%

GMV declined in April as it took until early April
to determine the cause of the decline insessions.

1520%‣00%Feb.

FYE Jan. 2023 GMV

M a r.

FYE Jan. 2024 GMV

A p r.

The number of sessions has recovered since
mid-April because of a change in ad serving
strategy.

Sessions YoY09

BUYMA TRAVEL

Travel booking amount rises signi cantly
Travel demand has returned and further progress is expected

BUYMA TRAVEL booking amount

Increased three times
compared to the last Q4

FYE Jan.
2023 Q2FYE Jan.
2023 Q3FYE Jan.
2023 Q4FYE Jan.
2024 Q1

10fi

FYE Jan.
2023 Q1

Measures of BUYMA Business11

Advertising Strategy for FYE Jan. 2024

While succeeding in gaining recognition through the TV commercials conducted last year, we determined thatthe top priority is to dispel "vague anxiety" that is disconnected from the actual situation
Visualize safety and trust by collaborating with external organizations in FYE Jan. 2024

TVCM conducted in FYE Jan. 2023

Review of TVCM measures【Pros】‣ Increased BUYMA awareness‣ Increased willingness to use BUYMAImplement measures to enhance safety andtrust in FYE Jan. 2024

In FYE Jan. 2024, the following actions will
be taken to further enhance
the recognition gained last year (Partlydone)‣ AACD official member affiliation【Cons】‣ Anonymous delivery enhancement

Despite the fact that the occurrence rate
for counterfeit transaction is less than
0.001%, the score for fake anxiety in
BUYMA use was not improved significantly‣ Introduction of TRUSTDOCK‣ Expansion of firsthand information
through owned media, etc.
‣ Increase in collaboration withinfluencers【Conclusion】
BUYMA awareness and willingness to use
BUYMA increased through TVCM, but vague
anxiety were recognized as an issue
In FYE Jan. 2024, we concluded that
it is an urgent task to enhance
the recognition we gained last year to highquality recognition (safe and trust BUYMAservice)

Large-scale TV commercials
will not be implemented.
To prioritize the improvement of safety
and trust image level, large-scale TVcommercials will not be implemented inFYE Jan. 2024

12Safety and Trust Initiatives

As an evolution of the customer experience,
AACD o cial member a liation, Yamato anonymous delivery, and introduction of TRUSTDOCK started

Joining

Domestic BUYMA became the rst o cial member of the Association Against Counterfeit ProductDistribution, Japan (AACD) as a platform provider.

the AssociationAgainst Counterfeit➡ BUYMA used to be a supporting member of the AACD, but it has become the rst o cial member ofAACD on April 24, 2023 due to recognition of our past achievements.
By becoming an o cial member, we can work closely with AACD to strengthen measures to preventthe distribution of counterfeit and fraudulent products that can lead our services to safer andmore trustable for our customers

Product Distribution(AACD)
as an official member

Yamato Transport Co., Ltd. and BUYMA collaborate to provide anonymous cross-border EC
delivery service.

YAMATO Anonymous➡ Although we have been providing anonymous delivery service for domestic shipments,
we have launched the international anonymous delivery from the U.S. and Canada to Japan
since April 10, 2023 in order to make the service more secure, safe and comfortable.
"BUYMA YAMATO" will be expanded to various countries and regions includingSouth Korea in the futureDelivery(BUYMA YAMATO)

Introduced TRUSTDOCK to strengthen the identification of sellers and started to assign
the "Identity Verified" mark to sellers.

Introduction ofTRUSTDOCK➡ To replace the existing seller identification verification process with a more speedy andsecure online identification verification process, which has been operational since May2023

ffi

fi

ffi

ffi

fi

ffi

ffi

13

Capital investment for acquiring quality recognition

In FYE Jan. 2024, we plan to invest capital in measures to strengthen personal shopper activities,
utilization of influencers, and owned media including SNSs, in order to enhance the recognition gained
through TV commercials in the previous fiscal year to high-quality recognition

Image of advertising expenses
in FYE 2023 Jan.

Image of advertising expenses
in FYE 2024 Jan.

Reduction ofAdvertising expenses
OthersOthersOnline advertisement

Measures ofhigh quality
recognition

Measures to strengthen in uencers/owned
media including SNSs, andpersonal shopper activities*

Online advertisement

Mass advertisement(TV commercials)

Measures to strengthen
in uencers/owned media
including SNSs, andpersonal shopper activities*

Measures ofhigh quality
recognition

M a ss a dve rt is em en t (T V c om m erc ia l s)

flfl(Note)*Personal shopper activities: BUYMA Studio events and related advertising, as well as measures to provide information on hot-selling products to personal shoppers (see p. 6)

14

New BUYMA features

As a function that can take advantage of BUYMA's worldwide network of sellers,"Search from Around the World" service has begun since June 2023
Covers a wide range of products from maniacs to products out of stock in Japan

Request for "Search from around the world"

Responses from personal shoppers
from around the world

Mr.D, personal shopper living in the U.S.

Mr. A, a resident of Tokyo‣ Search for "Lip of ●● seen on Instagram"from around the world!

‣ Lip of ●● can be sold for 30,000 yen!

Mr.E, personal shopper living in the UK‣ Lip of ●● can be sold for 25,000 yen!

(Note)*Figures for approximately 200 thousands personal shoppers in 177 countries are based on the info as of April 30, 2023

15

News from BUYMA16

News from BUYMA"BUYMA SELECTION" channel has been open since June 1, 2023🔥Special price for one item only

Good deal😆

https://www.buyma.com/contents/buyma-selection/

17

These presentation materials are provided solely for the purpose of
better understanding of our company and are not intended for thepurpose of solicitation.
Forward-looking projections and forecasts contained within thisdocument are made based on information available as of today.
Actual business performance may differ from projections due torisks and uncertainties in the future.