This time, we focused on “Tower Records Marketplace” (hereafter referred to as “Tower Records Marketplace”), operated by Tower Records Japan Inc., widely known in Japan as “Tower Records.” What makes this story especially interesting is that the interview partner is HMV — a company that would normally be considered a competitor in the industry. We spoke with them about how this initiative is creating new synergy within record culture.
A music-focused marketplace operated by Tower Records Japan Inc., the company behind the iconic “NO MUSIC, NO LIFE.” slogan. One of its biggest strengths is that it attracts people who are actively looking for music.
By simply entering a barcode, product information is automatically reflected, reducing the workload involved in listing large numbers of items. The system is designed to be easy to use even alongside daily store operations.
Since launching in 2024, more than 3,000 shops have already joined the platform.
Relocated and reopened on March 13, 2026. While the former location also handled books and other merchandise, the new store is now a standalone shop dedicated entirely to records.
With a larger floor space and over 30,000 used records in stock, it has become one of the largest record shops in the Kansai area. Directly connected to the station, it is also an easy place to stop by casually.
How Is “Tower Records Marketplace” Actually Used in Real Record Store Operations?
This time, we spoke with Mr. Nishimura, manager of HMV record shop Shinsaibashi. Having spent half of his life with HMV, he has seen both physical store operations and online sales up close. As someone who manages Tower Records Marketplace on a daily basis, he shared his honest impressions with us.
What led you to introduce Tower Records Marketplace?
Mr. NishimuraOur Shibuya store was already operating online sales channels, but as a company, we are always looking for new channels. That was when Tower Records approached us.
HMV record shop and Tower Vinyl had previously worked together on in-store coupon campaigns, so we thought, “It would be interesting if we could collaborate online as well.” That was one reason we decided to join. There were no initial costs or monthly fixed fees, so we started on a trial basis.
*Partial view of the management screen (as of May 2026)
How was the actual experience after introducing it? Was it difficult to adapt to a new channel?
Mr. NishimuraIn a word, the results honestly exceeded our expectations. We started by listing a few hundred items, and pretty quickly we felt, “This is actually good.”
A few months after we began, sales felt like they had increased by around 10–20%. During coupon campaigns, there were also days when orders came in several times higher than usual.
What stood out most after we started using it was how simple it is. Back when I was managing the Shibuya store, I operated multiple other marketplaces. They had plenty of useful features for product registration and shipping, but the hurdle was learning how to fully use them. Compared to that, Tower Records Marketplace feels simple and easy to use.
How do you evaluate the results so far?
Mr. NishimuraQuantitatively speaking, of course sales matter, but what really stands out is profitability. Tower Records Marketplace has no monthly fixed costs, and the commission rate is low. On top of that, Tower Records handles promotional activities within the marketplace itself, so for us, the only real cost is the commission after a sale is completed.
Beyond the numbers, though, it’s really about the passion.
Being able to deliver interesting and exciting music from around the world is incredibly rewarding for us. We also have many repeat customers, and it’s great to feel that people are becoming fans of HMV within the marketplace itself.
*Information regarding promotional support within Tower Records Marketplace is accurate as of April 2026.
What Kind of Record Stores Does Mr. Nishimura Recommend Tower Records Marketplace To?
*Inside HMV record shop Shinsaibashi
Who would you recommend this platform to?
Mr. NishimuraI’d recommend it to record stores across Japan that want to help grow the record industry together. The initial investment and commission costs are low, and even stores with smaller inventories can participate, so the barrier to entry is very low.
Whether you list one record or one hundred, it’s fine. There are even individuals selling through the platform, so the hurdle to getting started is genuinely low.
On the other hand, are there cases where you might not recommend it?
Mr. NishimuraI wouldn’t say there are cases where you shouldn’t do it, but since this is a marketplace channel, product registration and inventory management are still necessary.
I think it’s difficult to start by uploading a huge number of items all at once. But with a smaller number of records, you can start right away by entering them directly, so I’d recommend starting small. It would be a shame not to try simply because you feel uncomfortable with computer work.
*Mr. Nishimura, Manager of HMV record shop Shinsaibashi
Isn’t the real challenge what happens after product registration? Is there anything that has to be done every day?
Mr. Nishimura…Honestly, it’s mostly just reducing the inventory count when something sells. Once a day, I check what sold and adjust the inventory numbers. Of course, there’s also the work of adding new products to the listings.
Some people may still feel that kind of operational work is a hassle. But the return compared to the daily effort is huge. That’s something I’ve strongly felt through actually doing it. And honestly, I think this is still an “early-stage advantage.” There still aren’t that many specialized record stores on Tower Records Marketplace, so I think it really suits people who are willing to try a new channel.
Finally, could you share your future goals for Tower Records Marketplace?
Mr. NishimuraOne of our goals is to continue increasing the number of items we list. Based on how things are going at the Shinsaibashi store, we’d also like to consider expanding operations to other locations if necessary.
One Option for Starting Small
What stood out most while listening to Mr. Nishimura was his feeling that, “It turned out to be much simpler than I expected.”
Of course, starting something new while running a store every day is never easy. Time and manpower are always limited. But if there’s room to start small, it may be worth trying at least once.
What felt especially important to us was the balance between “reaching people who genuinely love music” and “getting returns that outweigh the operational effort.” This could become one meaningful option not only for stores looking to start online sales, but also for shops already operating across multiple marketplaces.
For corporations and sole proprietors interested in opening a shop, please check the information below.
A limited-time support campaign regarding sales commission rates is currently available for corporations and sole proprietors opening a shop. Please mention “I saw the article on Recoya” when making your inquiry.
Campaign Period: May 28, 2026 – June 30, 2026
*For individuals interested in opening a personal seller account,
click here
