Amid the expansion of the e-commerce market, labor shortages are becoming a serious issue in the logistics sector. In response, Mitsubishi Corporation has introduced a socially conscious solution that uses the logistics network of Lawson, Inc. to bring its idea to life. Let’s take a closer look at this new service.

Partnering with Lawson, Inc., Mitsubishi Corporation has been operating SMARI since 2019. SMARI is a contactless service that ships and returns online purchases on behalf of contracted businesses by utilizing the backhauling availability in the existing logistics network of Lawson, Inc. The service has expanded to around 3,000 Lawson stores, primarily in the Kanto, Chubu, Kansai, Hokkaido and Kyushu regions. Naoki Kurihara, manager of the Logistics Efficiency Team at the Logistics Business Development Dept. within the Logistics & Food Distribution Division, shares the following:

“Lawson, Inc. operates about 15,000 stores nationwide, with dedicated shipping centers making deliveries to each store two to three times a day. In other words, the company owns one of the largest logistics networks in Japan, allowing it to handle a substantial volume of products. We began exploring ways to utilize this network to provide a new service to society.”

The e-commerce market continues to grow year by year in response to demographic shifts, such as the declining birth rate, aging population and rise in dual-income households. In particular, the growing number of online retailers that offer value-added services, including rentals, subscriptions and free returns, has led to a remarkable increase in the volume of shipped and returned online purchases. On the downside, however, labor shortages are becoming a serious issue in the logistics sector.

Platforms like Mercari are also contributing to the rise of C-to-C (consumer-to-consumer) shipping, where individuals send packages to each other. In addition, e-commerce businesses have seen a cause-and-effect relationship between making returns easier and increased sales, which has led more of them to strategically offer free returns. Younger consumers, in particular, tend to purchase items just to try them out, returning those that do not meet their size or color preferences. These retailers believe that making returns easier can help turn purchasers into repeat and loyal customers. But the actual shipping process, which often takes place at convenience stores, has traditionally been time-consuming and burdensome for both users and store staff.

To address these challenges, the contactless shipping service SMARI has been introduced to make use of empty cargo space in trucks returning to base after making deliveries. The drivers collect e-commerce parcels placed in dedicated collection bins called SMARI Boxes. The shipping is primarily handled by Mitsubishi Shokuhin Co., Ltd., a group company of Mitsubishi Corporation. Users need only to present a QR code on their smartphone for scanning by the SMARI Box, attach the resulting printed label to their parcel and place the parcel inside the Box. The service allows users to perform their side of the shipping process using just the SMARI Box, eliminating the need for in-store staff to complete time-consuming registration tasks. Customers can thus ship their items quickly and easily without the need to fill out return slips or wait in line at the register. E-commerce businesses can also expect improved customer satisfaction and retention by offering diverse and simplified shipping and return methods, while also benefiting from reduced operational costs.

Shinki Nakanishi, team leader of the Logistics Efficiency Team at the Logistics Business Development Dept. of the Smart-Life Creation Group’s Logistics & Food Distribution Division, shares the aim of the service. “This service has a business model patent, ensuring it cannot be easily replicated by other companies,” he says. “We regard the nationwide logistics network of Lawson, Inc. as a form of infrastructure, and by launching a business and service called SMARI, designed to address social issues and customer needs, we aim to drive a smart life ecosystem that leverages convenience stores.”

In collaboration with Mericari, Mitsubishi Corporation also launched a new delivery service called Eco Mercari Delivery in 2024. This service also utilizes the SMARI Box and enables shipping of parcels up to 100 cm in size for a flat rate of 730 yen. “It provides users with a more affordable option,” says Kurihara.

Given the current labor shortage issues, there is a lot of need for these types of locker-based businesses. Many companies have been forced to withdraw from the market, however, due to the challenges in improving profitability. So what makes SMARI viable? One answer is its openness. While most companies only work with their own products, SMARI can process a wide range of items from various companies without restriction, leveraging the strength of Mitsubishi Corporation as a general trading company. In other words, it is open to all directions, allowing for a greater volume of handled items, which in turn contributes to profitability.

In addition, the company is rolling out a service that enables parcel shipment from home. By attaching a SMARI QR code to existing delivery boxes installed at houses, condominiums and apartments, the boxes can be equipped with the same functionality as a SMARI Box. This service allows customers to ship parcels easily without having to visit a convenience store.

The service can be introduced simply by attaching a SMARI QR code sticker to an existing home delivery box or purchasing and installing a SMARI-compatible delivery box. According to Kurihara, going forward, the company plans to expand the number of SMARI-compatible boxes available by targeting condominium management companies.

“Some customers do not have a Lawson store nearby,” he says, “Others, such as households with children or dual-income families, don’t have the time to visit a convenience store. This gave us the idea of utilizing existing delivery boxes that are already close by. We are striving to create a world where users can send parcels with ease.”

From 2025, SMARI will launch a full-scale service expansion in Hokkaido and Fukuoka, thereby completing its coverage of Japan’s five major metropolitan areas. Moving forward, the company also plans to expand the service to other government-designated cities.

“Convenience stores themselves are facing labor shortages, and there is an increasing demand for operational efficiency,” concludes Kurihara. “We will work to expand this service nationwide to allow lots of users to experience the value of SMARI.”