Fisherman in Tokyo are taking photos of the fish they catch and posting them to a retail website before they even return to port.
Fishermen's benefit: no fish broker nor auction market process is required.
Buyers' benefit: fish and seafood you've ordered on the website before 9am will be delivered to your home within the same day. (It is expected to be delivered within 12 hours from being caught by fishermen to a consumer's kitchen.) C.O.D. available.