To provide an internally illuminating shelf apparatus-cum-panel usable for a thin display panel when it is not used for a shelf, as for an internally illuminating article display shelf apparatus equipped with a lighting system in its depth direction.

A depth mullion of merchandise display shelves is formed into a frame body consisting of a depth frame member 25 comprising a bone member and a cover member and a longitudinal frame member 20 with a luminaire 30 integrated inside its longitudinal part, and a rectangular solid is made by mounting two depth plates 4 to form a side panel body usable independently for an internally illuminating wall surface panel or a thin panel showcase. In addition, the side panel bodies are provided right and left, a laterally connecting frame is linked and fixed to a shelf pole inserted in the longitudinal frame member 20, a shelf plate supporting frame is fixed to a shelf holding metal fittings attached to the shelf pole and plural shelf plates are mounted on each step in order to form the article display shelves.