How Breeders Should Choose a Sales Platform | Comparing Fees, Listing Charges, Customer Acquisition, and Contract Terms

This guide has been created by BreederDirect (operated by M Assets Co., Ltd.) for breeders choosing a sales platform. BreederDirect's own fees and terms are included as part of the comparison. Information about other companies is drawn only from content they publish on their official websites, and items that cannot be verified on their official sites are marked as "not confirmed on official website" rather than estimated.

Information verification date for all companies: September 10, 2026

Conclusion

• When choosing a sales platform, breeders should not rely solely on the fee percentage, but should compare 10 factors side by side: registration fees, listing charges, monthly fees, transaction fees, minimum fees, target animals, payment methods, transaction reporting conditions, guarantee systems, and support.
• Some general marketplace services prohibit listing animals (Mercari), while auction sites allow listings but charge a flat buyer's fee and have per-species restrictions (Yahoo! Auctions).
• Specialized dog and cat breeder portals state on their official sites that they have zero fixed costs, but some only reveal their transaction fee rates after initial registration, making it impossible to calculate total costs based on public information alone.
• BreederDirect charges zero registration fees, zero listing charges, zero monthly fees, 5% + consumption tax (5.5% including tax) only at transaction, has no minimum fee, and allows listings of animals other than dogs and cats (reptiles, birds, small animals, fish, coral, insects, etc.). Payment is made directly between parties, and BreederDirect does not hold funds.

Prerequisites for Comparison: Four Types of Costs

Costs on a platform for selling animals fall into four categories. Comparing only the surface-level "X% fee" can be misleading, as fixed costs and payment fees can have a significant impact later.