MERCARI BCG MATRIX TEMPLATE RESEARCH
Download Your Competitive Advantage
Mercari's BCG Matrix snapshot highlights where its marketplace segments sit amid rapid consumer shifts-identifying fast-growth Stars in peer-to-peer categories, steady Cash Cows in core listings, and potential Question Marks tied to international expansion. This concise view teases strategic implications for resource allocation and portfolio pruning; purchase the full BCG Matrix for quadrant-by-quadrant placements, data-backed recommendations, and ready-to-use Word and Excel deliverables to act on these insights with confidence.
Stars
Cross-Border Transactions (JP-Global)
Cross-Border Transactions (JP-Global) is Mercari's growth engine: GMV jumped from 6 billion JPY in 2022 to over 90 billion JPY by end-2025, driven by demand for Japanese hobby and entertainment goods.
In October 2025 Mercari launched the Mercari Global App into 50 new markets, including Taiwan and Hong Kong, to scale Japan-to-world resale.
The segment uses partnerships with Stripe and Beenos to streamline payments and logistics, supporting rapid market-share gains in the niche international resale sector.
Fintech: Merpay Credit and Mercard Gold
Mercari's fintech arm shifted from cash-heavy investment to a high-growth profit center, reporting a 479% YoY rise in core operating profit to 4.5 billion JPY in fiscal 2025.
The March 2025 launch of Mercard Gold boosted ARPU and transaction frequency, with total credit balance at 213.3 billion JPY.
As a Star, it needs continued investment in AI credit scoring and user acquisition to sustain ~15% revenue growth versus banks.
Entertainment and Hobby Category
Entertainment and Hobby is a Star for Mercari, capturing 40%+ of transaction volume in FY2025 and growing 22% YoY as trading cards, anime collectibles, and Heisei-retro items outpace fashion and home goods.
Mercari invests in 6 regional authentication centers and AI discovery tools, boosting GMV from this segment to ¥120B in 2025 and raising average order value 18%.
B2C: Mercari Shops
Mercari Shops is a Star: by 2025 it onboarded 120,000 partner locations, lifting B2C GMV and helping Mercari hit a 10% GMV growth target as higher-quality inventory from reuse firms and retailers raised buyer trust.
The unit now drives material revenue share, but needs elevated marketing spend-promotion costs rose ~30% YoY in 2025-to stand out versus Amazon Japan and traditional e‑commerce.
- 120,000 partner locations onboarded by end‑2025
- B2C drove Mercari's 10% GMV growth target in 2025
- Promotional spend up ≈30% YoY in 2025 to compete with Amazon Japan
- Higher-quality inventory improved trust and conversion rates
Melcoin (Cryptoasset Division)
Melcoin (Cryptoasset Division) reported a ninefold jump in trading revenues to 271 million yen by late 2025 and opened over 2.2 million accounts within two years, making it a high-growth Mercari BCG Matrix star.
Integrating Bitcoin and Ethereum payments into the marketplace app in 2025 boosted Gen Z engagement, though the unit still consumes cash for regulatory compliance and platform security; rapid adoption positions Melcoin as a future leader in Japan's digital-asset market.
- 271 million yen trading revenue (late 2025)
- 2.2 million+ accounts in 2 years
- BTC/ETH payments launched 2025
- High growth, high engagement; ongoing compliance costs
Mercari FY25: Stars lift GMV-Cross‑Border ¥90B, Entertainment ¥120B, Melcoin growth
Stars (Cross‑Border, Entertainment & Hobby, Shops, Melcoin) drove Mercari's FY2025 GMV and revenue: Cross‑Border GMV ¥90B, Entertainment GMV ¥120B, Shops 120,000 partners, Melcoin revenue ¥271M and 2.2M accounts; continued AI, authentication, marketing, and compliance investment required to sustain ~15% target growth.
| Segment | FY2025 Key Metric | Note |
|---|---|---|
| Cross‑Border | GMV ¥90B | Global app expansion Oct‑2025 |
| Entertainment & Hobby | GMV ¥120B | 40%+ volume, 22% YoY |
| Shops | 120,000 partners | 10% GMV growth contribution |
| Melcoin | Revenue ¥271M; 2.2M accounts | BTC/ETH payments 2025 |
What is included in the product
Detailed Word Document
Comprehensive BCG analysis of Mercari's portfolio-identifies Stars, Cash Cows, Question Marks, and Dogs with investment, hold, or divest guidance.
Customizable Excel Spreadsheet
One-page Mercari BCG Matrix mapping business units by growth and share for quick strategic decisions and investor decks.
Cash Cows
Mercari JP Marketplace (Core C2C)
Mercari JP Marketplace (Core C2C) is the Cash Cow: it holds a 40% share of Japan's 2.4 trillion JPY C2C market in 2025 and drives the group's scale with 23 million monthly active users.
In FY2025 the core marketplace powers the bulk of Mercari's 192.6 billion JPY consolidated revenue and sustains a high core operating margin of 37-42%.
That mature margin converts to steady free cash flow used to fund riskier growth bets, including the U.S. expansion and new service experiments.
Merpay Payment Processing
Merpay payment processing is a mature cash cow for Mercari, generating steady utility payments across the marketplace; fintech revenue rose 22% in fiscal 2025 to ¥72.6 billion, driven mainly by high-volume internal transactions with minimal incremental marketing spend.
That steady cash flow covered ¥18.4 billion of corporate debt service in 2025 and funded ¥6.2 billion in R&D for AI-driven fraud detection, keeping operating margins stable while enabling targeted product improvements.
Mercari Authentication Services
Mercari Authentication Services drives high-margin revenue, contributing an estimated ¥9.8 billion in 2025 service fees and boosting gross margins by ~6 percentage points on luxury listings.
In 2025 the service expanded to Entertainment & Hobby, covering 28% more SKUs and reducing dispute-related refunds by 42%, stabilizing transaction fee run-rate.
Operating in a mature niche, Mercari's authenticated logistics and buyer protection cut return rates to 1.8%, a clear edge over smaller unverified peer-to-peer apps.
Fashion Category (Japan)
Fashion in Japan remains Mercari's cash cow, delivering 46% of total GMV in FY2025 (¥312bn of ¥678bn), yielding steady transaction fee revenue with low capex needs.
Growth slowed to single digits (7% YoY) vs hobbies, but high volume and female retention justify minimal infrastructure spend; CRM coupons and UI tweaks sustain repeat sales.
- 46% of 2025 GMV (¥312bn)
- 7% YoY growth
- High transaction-fee margin, low incremental capex
- Retention via UI/UX and CRM coupons
Mercari Local (Japan Logistics)
Mercari Local (Japan Logistics) is a Cash Cow: by 2025 its network-over 40,000 drop-off points via partnerships with Japan Post and FamilyMart-delivers standardized, high-turnover shipping that supports stable marketplace margins.
With logistics peak efficiency, Mercari shifts investment to AI routing and cost reduction; reported unit shipping cost fell ~12% YoY in FY2025, boosting gross margin on marketplace transactions.
- 40,000+ drop-off locations (Japan Post, FamilyMart)
- FY2025 unit shipping cost down ~12% YoY
- High turnover speed = stable marketplace margins
- Focus: AI routing, not network expansion
Mercari 2025: JP marketplace dominance, Merpay growth, auth lifts margins, logistics cuts costs
Mercari's cash cows in 2025: JP Marketplace-40% share of ¥2.4T C2C, 23M MAU, core revenue driver; Merpay fintech ¥72.6B (+22%), funds ops; Authentication ¥9.8B, boosts gross margin +6pp; Fashion GMV ¥312B (46%), 7% YoY; Logistics 40,000+ drop-offs, shipping cost -12% YoY.
| Asset | 2025 Key metrics |
|---|---|
| JP Marketplace | 40% of ¥2.4T, 23M MAU |
| Merpay | ¥72.6B rev (+22%) |
| Auth | ¥9.8B, +6pp GM |
| Fashion | ¥312B GMV, 7% YoY |
| Logistics | 40,000+ pts, -12% unit cost |
What You See Is What You Get
Mercari BCG Matrix
The file you're previewing on this page is the final Mercari BCG Matrix you'll receive after purchase-no watermarks, no demo content, just a fully formatted, analysis-ready report designed for strategic clarity and professional use. This preview is the exact same document delivered upon checkout, crafted with market-backed insights and clear visuals so you can present, edit, or print immediately. Purchase grants one-time access to the complete file for instant download and deployment.
MERCARI BCG MATRIX TEMPLATE RESEARCH
Download Your Competitive Advantage
Mercari's BCG Matrix snapshot highlights where its marketplace segments sit amid rapid consumer shifts-identifying fast-growth Stars in peer-to-peer categories, steady Cash Cows in core listings, and potential Question Marks tied to international expansion. This concise view teases strategic implications for resource allocation and portfolio pruning; purchase the full BCG Matrix for quadrant-by-quadrant placements, data-backed recommendations, and ready-to-use Word and Excel deliverables to act on these insights with confidence.
Stars
Cross-Border Transactions (JP-Global)
Cross-Border Transactions (JP-Global) is Mercari's growth engine: GMV jumped from 6 billion JPY in 2022 to over 90 billion JPY by end-2025, driven by demand for Japanese hobby and entertainment goods.
In October 2025 Mercari launched the Mercari Global App into 50 new markets, including Taiwan and Hong Kong, to scale Japan-to-world resale.
The segment uses partnerships with Stripe and Beenos to streamline payments and logistics, supporting rapid market-share gains in the niche international resale sector.
Fintech: Merpay Credit and Mercard Gold
Mercari's fintech arm shifted from cash-heavy investment to a high-growth profit center, reporting a 479% YoY rise in core operating profit to 4.5 billion JPY in fiscal 2025.
The March 2025 launch of Mercard Gold boosted ARPU and transaction frequency, with total credit balance at 213.3 billion JPY.
As a Star, it needs continued investment in AI credit scoring and user acquisition to sustain ~15% revenue growth versus banks.
Entertainment and Hobby Category
Entertainment and Hobby is a Star for Mercari, capturing 40%+ of transaction volume in FY2025 and growing 22% YoY as trading cards, anime collectibles, and Heisei-retro items outpace fashion and home goods.
Mercari invests in 6 regional authentication centers and AI discovery tools, boosting GMV from this segment to ¥120B in 2025 and raising average order value 18%.
B2C: Mercari Shops
Mercari Shops is a Star: by 2025 it onboarded 120,000 partner locations, lifting B2C GMV and helping Mercari hit a 10% GMV growth target as higher-quality inventory from reuse firms and retailers raised buyer trust.
The unit now drives material revenue share, but needs elevated marketing spend-promotion costs rose ~30% YoY in 2025-to stand out versus Amazon Japan and traditional e‑commerce.
- 120,000 partner locations onboarded by end‑2025
- B2C drove Mercari's 10% GMV growth target in 2025
- Promotional spend up ≈30% YoY in 2025 to compete with Amazon Japan
- Higher-quality inventory improved trust and conversion rates
Melcoin (Cryptoasset Division)
Melcoin (Cryptoasset Division) reported a ninefold jump in trading revenues to 271 million yen by late 2025 and opened over 2.2 million accounts within two years, making it a high-growth Mercari BCG Matrix star.
Integrating Bitcoin and Ethereum payments into the marketplace app in 2025 boosted Gen Z engagement, though the unit still consumes cash for regulatory compliance and platform security; rapid adoption positions Melcoin as a future leader in Japan's digital-asset market.
- 271 million yen trading revenue (late 2025)
- 2.2 million+ accounts in 2 years
- BTC/ETH payments launched 2025
- High growth, high engagement; ongoing compliance costs
Mercari FY25: Stars lift GMV-Cross‑Border ¥90B, Entertainment ¥120B, Melcoin growth
Stars (Cross‑Border, Entertainment & Hobby, Shops, Melcoin) drove Mercari's FY2025 GMV and revenue: Cross‑Border GMV ¥90B, Entertainment GMV ¥120B, Shops 120,000 partners, Melcoin revenue ¥271M and 2.2M accounts; continued AI, authentication, marketing, and compliance investment required to sustain ~15% target growth.
| Segment | FY2025 Key Metric | Note |
|---|---|---|
| Cross‑Border | GMV ¥90B | Global app expansion Oct‑2025 |
| Entertainment & Hobby | GMV ¥120B | 40%+ volume, 22% YoY |
| Shops | 120,000 partners | 10% GMV growth contribution |
| Melcoin | Revenue ¥271M; 2.2M accounts | BTC/ETH payments 2025 |
What is included in the product
Detailed Word Document
Comprehensive BCG analysis of Mercari's portfolio-identifies Stars, Cash Cows, Question Marks, and Dogs with investment, hold, or divest guidance.
Customizable Excel Spreadsheet
One-page Mercari BCG Matrix mapping business units by growth and share for quick strategic decisions and investor decks.
Cash Cows
Mercari JP Marketplace (Core C2C)
Mercari JP Marketplace (Core C2C) is the Cash Cow: it holds a 40% share of Japan's 2.4 trillion JPY C2C market in 2025 and drives the group's scale with 23 million monthly active users.
In FY2025 the core marketplace powers the bulk of Mercari's 192.6 billion JPY consolidated revenue and sustains a high core operating margin of 37-42%.
That mature margin converts to steady free cash flow used to fund riskier growth bets, including the U.S. expansion and new service experiments.
Merpay Payment Processing
Merpay payment processing is a mature cash cow for Mercari, generating steady utility payments across the marketplace; fintech revenue rose 22% in fiscal 2025 to ¥72.6 billion, driven mainly by high-volume internal transactions with minimal incremental marketing spend.
That steady cash flow covered ¥18.4 billion of corporate debt service in 2025 and funded ¥6.2 billion in R&D for AI-driven fraud detection, keeping operating margins stable while enabling targeted product improvements.
Mercari Authentication Services
Mercari Authentication Services drives high-margin revenue, contributing an estimated ¥9.8 billion in 2025 service fees and boosting gross margins by ~6 percentage points on luxury listings.
In 2025 the service expanded to Entertainment & Hobby, covering 28% more SKUs and reducing dispute-related refunds by 42%, stabilizing transaction fee run-rate.
Operating in a mature niche, Mercari's authenticated logistics and buyer protection cut return rates to 1.8%, a clear edge over smaller unverified peer-to-peer apps.
Fashion Category (Japan)
Fashion in Japan remains Mercari's cash cow, delivering 46% of total GMV in FY2025 (¥312bn of ¥678bn), yielding steady transaction fee revenue with low capex needs.
Growth slowed to single digits (7% YoY) vs hobbies, but high volume and female retention justify minimal infrastructure spend; CRM coupons and UI tweaks sustain repeat sales.
- 46% of 2025 GMV (¥312bn)
- 7% YoY growth
- High transaction-fee margin, low incremental capex
- Retention via UI/UX and CRM coupons
Mercari Local (Japan Logistics)
Mercari Local (Japan Logistics) is a Cash Cow: by 2025 its network-over 40,000 drop-off points via partnerships with Japan Post and FamilyMart-delivers standardized, high-turnover shipping that supports stable marketplace margins.
With logistics peak efficiency, Mercari shifts investment to AI routing and cost reduction; reported unit shipping cost fell ~12% YoY in FY2025, boosting gross margin on marketplace transactions.
- 40,000+ drop-off locations (Japan Post, FamilyMart)
- FY2025 unit shipping cost down ~12% YoY
- High turnover speed = stable marketplace margins
- Focus: AI routing, not network expansion
Mercari 2025: JP marketplace dominance, Merpay growth, auth lifts margins, logistics cuts costs
Mercari's cash cows in 2025: JP Marketplace-40% share of ¥2.4T C2C, 23M MAU, core revenue driver; Merpay fintech ¥72.6B (+22%), funds ops; Authentication ¥9.8B, boosts gross margin +6pp; Fashion GMV ¥312B (46%), 7% YoY; Logistics 40,000+ drop-offs, shipping cost -12% YoY.
| Asset | 2025 Key metrics |
|---|---|
| JP Marketplace | 40% of ¥2.4T, 23M MAU |
| Merpay | ¥72.6B rev (+22%) |
| Auth | ¥9.8B, +6pp GM |
| Fashion | ¥312B GMV, 7% YoY |
| Logistics | 40,000+ pts, -12% unit cost |
What You See Is What You Get
Mercari BCG Matrix
The file you're previewing on this page is the final Mercari BCG Matrix you'll receive after purchase-no watermarks, no demo content, just a fully formatted, analysis-ready report designed for strategic clarity and professional use. This preview is the exact same document delivered upon checkout, crafted with market-backed insights and clear visuals so you can present, edit, or print immediately. Purchase grants one-time access to the complete file for instant download and deployment.
Product Information
Product Information
Shipping & Returns
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Description
Download Your Competitive Advantage
Mercari's BCG Matrix snapshot highlights where its marketplace segments sit amid rapid consumer shifts-identifying fast-growth Stars in peer-to-peer categories, steady Cash Cows in core listings, and potential Question Marks tied to international expansion. This concise view teases strategic implications for resource allocation and portfolio pruning; purchase the full BCG Matrix for quadrant-by-quadrant placements, data-backed recommendations, and ready-to-use Word and Excel deliverables to act on these insights with confidence.
Stars
Cross-Border Transactions (JP-Global)
Cross-Border Transactions (JP-Global) is Mercari's growth engine: GMV jumped from 6 billion JPY in 2022 to over 90 billion JPY by end-2025, driven by demand for Japanese hobby and entertainment goods.
In October 2025 Mercari launched the Mercari Global App into 50 new markets, including Taiwan and Hong Kong, to scale Japan-to-world resale.
The segment uses partnerships with Stripe and Beenos to streamline payments and logistics, supporting rapid market-share gains in the niche international resale sector.
Fintech: Merpay Credit and Mercard Gold
Mercari's fintech arm shifted from cash-heavy investment to a high-growth profit center, reporting a 479% YoY rise in core operating profit to 4.5 billion JPY in fiscal 2025.
The March 2025 launch of Mercard Gold boosted ARPU and transaction frequency, with total credit balance at 213.3 billion JPY.
As a Star, it needs continued investment in AI credit scoring and user acquisition to sustain ~15% revenue growth versus banks.
Entertainment and Hobby Category
Entertainment and Hobby is a Star for Mercari, capturing 40%+ of transaction volume in FY2025 and growing 22% YoY as trading cards, anime collectibles, and Heisei-retro items outpace fashion and home goods.
Mercari invests in 6 regional authentication centers and AI discovery tools, boosting GMV from this segment to ¥120B in 2025 and raising average order value 18%.
B2C: Mercari Shops
Mercari Shops is a Star: by 2025 it onboarded 120,000 partner locations, lifting B2C GMV and helping Mercari hit a 10% GMV growth target as higher-quality inventory from reuse firms and retailers raised buyer trust.
The unit now drives material revenue share, but needs elevated marketing spend-promotion costs rose ~30% YoY in 2025-to stand out versus Amazon Japan and traditional e‑commerce.
- 120,000 partner locations onboarded by end‑2025
- B2C drove Mercari's 10% GMV growth target in 2025
- Promotional spend up ≈30% YoY in 2025 to compete with Amazon Japan
- Higher-quality inventory improved trust and conversion rates
Melcoin (Cryptoasset Division)
Melcoin (Cryptoasset Division) reported a ninefold jump in trading revenues to 271 million yen by late 2025 and opened over 2.2 million accounts within two years, making it a high-growth Mercari BCG Matrix star.
Integrating Bitcoin and Ethereum payments into the marketplace app in 2025 boosted Gen Z engagement, though the unit still consumes cash for regulatory compliance and platform security; rapid adoption positions Melcoin as a future leader in Japan's digital-asset market.
- 271 million yen trading revenue (late 2025)
- 2.2 million+ accounts in 2 years
- BTC/ETH payments launched 2025
- High growth, high engagement; ongoing compliance costs
Mercari FY25: Stars lift GMV-Cross‑Border ¥90B, Entertainment ¥120B, Melcoin growth
Stars (Cross‑Border, Entertainment & Hobby, Shops, Melcoin) drove Mercari's FY2025 GMV and revenue: Cross‑Border GMV ¥90B, Entertainment GMV ¥120B, Shops 120,000 partners, Melcoin revenue ¥271M and 2.2M accounts; continued AI, authentication, marketing, and compliance investment required to sustain ~15% target growth.
| Segment | FY2025 Key Metric | Note |
|---|---|---|
| Cross‑Border | GMV ¥90B | Global app expansion Oct‑2025 |
| Entertainment & Hobby | GMV ¥120B | 40%+ volume, 22% YoY |
| Shops | 120,000 partners | 10% GMV growth contribution |
| Melcoin | Revenue ¥271M; 2.2M accounts | BTC/ETH payments 2025 |
What is included in the product
Detailed Word Document
Comprehensive BCG analysis of Mercari's portfolio-identifies Stars, Cash Cows, Question Marks, and Dogs with investment, hold, or divest guidance.
Customizable Excel Spreadsheet
One-page Mercari BCG Matrix mapping business units by growth and share for quick strategic decisions and investor decks.
Cash Cows
Mercari JP Marketplace (Core C2C)
Mercari JP Marketplace (Core C2C) is the Cash Cow: it holds a 40% share of Japan's 2.4 trillion JPY C2C market in 2025 and drives the group's scale with 23 million monthly active users.
In FY2025 the core marketplace powers the bulk of Mercari's 192.6 billion JPY consolidated revenue and sustains a high core operating margin of 37-42%.
That mature margin converts to steady free cash flow used to fund riskier growth bets, including the U.S. expansion and new service experiments.
Merpay Payment Processing
Merpay payment processing is a mature cash cow for Mercari, generating steady utility payments across the marketplace; fintech revenue rose 22% in fiscal 2025 to ¥72.6 billion, driven mainly by high-volume internal transactions with minimal incremental marketing spend.
That steady cash flow covered ¥18.4 billion of corporate debt service in 2025 and funded ¥6.2 billion in R&D for AI-driven fraud detection, keeping operating margins stable while enabling targeted product improvements.
Mercari Authentication Services
Mercari Authentication Services drives high-margin revenue, contributing an estimated ¥9.8 billion in 2025 service fees and boosting gross margins by ~6 percentage points on luxury listings.
In 2025 the service expanded to Entertainment & Hobby, covering 28% more SKUs and reducing dispute-related refunds by 42%, stabilizing transaction fee run-rate.
Operating in a mature niche, Mercari's authenticated logistics and buyer protection cut return rates to 1.8%, a clear edge over smaller unverified peer-to-peer apps.
Fashion Category (Japan)
Fashion in Japan remains Mercari's cash cow, delivering 46% of total GMV in FY2025 (¥312bn of ¥678bn), yielding steady transaction fee revenue with low capex needs.
Growth slowed to single digits (7% YoY) vs hobbies, but high volume and female retention justify minimal infrastructure spend; CRM coupons and UI tweaks sustain repeat sales.
- 46% of 2025 GMV (¥312bn)
- 7% YoY growth
- High transaction-fee margin, low incremental capex
- Retention via UI/UX and CRM coupons
Mercari Local (Japan Logistics)
Mercari Local (Japan Logistics) is a Cash Cow: by 2025 its network-over 40,000 drop-off points via partnerships with Japan Post and FamilyMart-delivers standardized, high-turnover shipping that supports stable marketplace margins.
With logistics peak efficiency, Mercari shifts investment to AI routing and cost reduction; reported unit shipping cost fell ~12% YoY in FY2025, boosting gross margin on marketplace transactions.
- 40,000+ drop-off locations (Japan Post, FamilyMart)
- FY2025 unit shipping cost down ~12% YoY
- High turnover speed = stable marketplace margins
- Focus: AI routing, not network expansion
Mercari 2025: JP marketplace dominance, Merpay growth, auth lifts margins, logistics cuts costs
Mercari's cash cows in 2025: JP Marketplace-40% share of ¥2.4T C2C, 23M MAU, core revenue driver; Merpay fintech ¥72.6B (+22%), funds ops; Authentication ¥9.8B, boosts gross margin +6pp; Fashion GMV ¥312B (46%), 7% YoY; Logistics 40,000+ drop-offs, shipping cost -12% YoY.
| Asset | 2025 Key metrics |
|---|---|
| JP Marketplace | 40% of ¥2.4T, 23M MAU |
| Merpay | ¥72.6B rev (+22%) |
| Auth | ¥9.8B, +6pp GM |
| Fashion | ¥312B GMV, 7% YoY |
| Logistics | 40,000+ pts, -12% unit cost |
What You See Is What You Get
Mercari BCG Matrix
The file you're previewing on this page is the final Mercari BCG Matrix you'll receive after purchase-no watermarks, no demo content, just a fully formatted, analysis-ready report designed for strategic clarity and professional use. This preview is the exact same document delivered upon checkout, crafted with market-backed insights and clear visuals so you can present, edit, or print immediately. Purchase grants one-time access to the complete file for instant download and deployment.
