<p>While the circular economy is increasingly recognized as a key element of sustainable development, the utilization of digital platforms in promoting circular consumption remains an under-researched topic. This article discusses how consumer-oriented platforms balance economic and environmental goals, and how platform logic can support the circular economy transition by facilitating changes in consumer behavior. The study draws on a multiple-case analysis of seven Business-to-Consumer platforms in Japan’s food services sector. While the platforms share a societal purpose-driven design, they differ in profit orientations and revenue models. Our findings indicate that platform providers avoid overt sustainability messaging, instead highlighting economic or health benefits to attract consumers. To engage supply-side users, they emphasize instrumental benefits such as increased visibility, surplus revenue, and cost savings. The study illustrates how platforms reduce barriers to circular consumer behavior, but their impact depends on reaching a sufficient user base to leverage network effects. In addition, the study highlights how cultural factors, such as Japan’s emphasis on social harmony, significantly shape adoption and scalability of circular economy platforms. This study contributes to circular economy discourse by deepening understanding of the interaction between platform logic and circular consumption. It offers contextual insights into consumer platforms’ potential to support the circular economy transition.</p>