Since merchandise is a concept and does not physically exist in nature, the essential nature of merchandise cannot be clarified in a way that is generally considered scientific. To solve this problem, we have tried to abstract the “structure that makes people feel that way” that is common when people “feel that this is merchandise” in a way that does not specify the field or type of the merchandise, through phenomenology. When a person has “(a) knowledge of the ‘existence’ of ‘it’ as what ‘it’ is,” “(b) knowledge that ownership, namely sovereignty, of ‘it’ can be transferred among people by means of buying and selling, or ‘exchange,’” and “(c) knowledge that someone's future that the person assumes will be more comfortable by being related to ‘it,’” and these pieces of knowledge, or beliefs, are simultaneously present in the person's consciousness, “it” is constituted from these knowledges and appears to the person's consciousness as the structure called “merchandise.” This new perspective can trigger a paradigm shift in product-related disciplines and actual practices related to merchandise, such as new product creation/development or sales.