What Is Rakuten? Discover the multifaceted world of this Japanese e-commerce giant, now more accessible than ever thanks to WHAT.EDU.VN. Uncover its history, services, and global presence. Are you curious about online marketplaces, e-commerce strategies, and brand protection? Let’s explore Rakuten together.
1. Introducing Rakuten: A Global E-Commerce Powerhouse
Founded in 1997 as MDM, Inc., Rakuten emerged as a pioneering force in Japan’s burgeoning e-commerce landscape. Rakuten Ichiba, its flagship B2C online shopping mall, started with just six dedicated employees. This ambitious project quickly expanded, incorporating specialized auction sites that facilitated C2C transactions.
Today, Rakuten.co.jp stands as Japan’s second-largest online marketplace, attracting 487.2 million monthly visitors. Amazon.co.jp is first with 563.3 million monthly visitors.
Rakuten is more than just an online marketplace; it’s a diverse digital ecosystem. The company provides seven main services across 30 countries, including Rakuten Viber, Rakuten TV and Viki, Kobo e-reader, and Rakuten Advertising.
Rakuten’s diverse services are available in countries like Japan, the United States, France, Spain, and Germany. Rakuten’s European online marketplace, based in France, delivers products to several countries.
The image shows a snapshot of the Rakuten Japan homepage.
2. Rakuten in Numbers: A Statistical Overview
Rakuten reports an annual revenue of 2.1 trillion Japanese yen (approximately $15 billion) and controls about 25% of the Japanese B2C e-commerce market. Rakuten has over 30,000 employees who serve roughly 1.8 billion members around the world.
Rakuten offers products such as electronics, fashion, childcare, gardening, DIY, and pet care items. Rakuten holds about 30% of the Japanese market in apparel, food, and household items.
3. Selling on Rakuten: Opportunities for Third-Party Sellers
Rakuten collaborates with third-party vendors. Rakuten offers several advantages to help them join the platform. International Rakuten sellers, for instance, can use the company’s warehousing facilities in Japan and operate on a dropshipping model.
Rakuten stands out because it lets you design your Rakuten store to reflect your brand. Many e-commerce companies do not provide sellers as much freedom in designing their storefronts.
The platform lets you use your own color scheme, add a banner, and create top product categories. This feature is useful for brands that value their reputation and want to control how their products look online.
The image shows the Rakuten Seller Central dashboard interface.
If you want to sell on Rakuten, you’ll need to provide details and documents about your business. The marketplace needs vendors to disclose their business name, email address, VAT number, and product barcodes.
Rakuten takes about a week to review the information and approve the new account or request more information. For example, sellers’ websites must follow GDPR regulations. Failure to comply may result in Rakuten rejecting your application.
4. Rakuten Cashback: Earn While You Shop
Shoppers can gain significantly by using Rakuten. When you use Rakuten’s app, website, or browser extension to shop at other stores, Rakuten will give you a percentage of your spending back.
Rakuten tracks all purchases made and pays out the money if you reach $5 or more via check or PayPal four times per year. Rakuten has paid out over $1 billion in cashback.
5. Rakuten in Germany: A Market Evolution
Rakuten has a history in Europe. The Japanese e-commerce giant had marketplaces in Spain, Germany, Austria, and the United Kingdom in the mid-2010s. Rakuten had to leave these markets one by one due to different reasons. The German marketplace closed in 2020, because it lacked market presence and had more low-quality product listings.
Rakuten France is the company’s active online marketplace in Europe. Rakuten delivers products to many countries from Japan and France, allowing European consumers to access the e-commerce giant’s products.
Rakuten.de leads to the company’s cashback program. Customers can sign up with Rakuten on the site to learn about the cashback they can earn by shopping at different stores.
The image shows the Rakuten Germany cashback homepage.
Brands such as Nike, Lego, Sephora, Michael Kors, Urban Outfitters, and H&M partner with Rakuten and offer cashback from 1% up to 20%. Marketplaces such as eBay, Notino, and Shop Apotheke cooperate with Rakuten’s cashback program.
Rakuten offers other services to its European customers, including messaging via Viber, content distribution via Rakuten TV, Viki, and Kobo, and banking through Rakuten Europe Bank.
6. Online Brand Protection on Rakuten: Safeguarding Your Intellectual Property
Rakuten protects copyrights and trademarks. Rakuten trains its employees about the importance of intellectual property protection. Because the marketplace allows third-party sellers to create listings, fraudulent and infringing sellers may appear.
Rakuten allows brands and stakeholders to report infringing content.
If you don’t want to spend your days looking for potentially infringing content on Rakuten, you should set up an online brand protection program.
7. Deep Dive into Rakuten’s Business Model
Rakuten operates on a multifaceted business model that combines e-commerce, financial services, digital content, and communications. This diversified approach allows Rakuten to tap into various revenue streams and create a synergistic ecosystem that benefits both consumers and businesses. Rakuten fosters innovation and growth through strategic investments and partnerships.
7.1 E-Commerce Platform
Rakuten’s e-commerce platform, Rakuten Ichiba, is at the heart of its operations. It connects millions of merchants with consumers. Rakuten Ichiba emphasizes merchant empowerment, allowing sellers to customize their storefronts and build direct relationships with customers. This contrasts with more standardized marketplaces and enables merchants to create unique brand experiences.
7.2 Financial Services
Rakuten provides a suite of financial services, including credit cards, banking, insurance, and online payments. Rakuten Card is one of Japan’s most popular credit cards, offering rewards and benefits that integrate with the Rakuten ecosystem. Rakuten Bank provides online banking services, while Rakuten Securities offers brokerage services. These financial services enhance customer loyalty and engagement by providing seamless payment and financing options.
7.3 Digital Content and Communications
Rakuten’s digital content and communications services include Rakuten TV, Viki, Kobo, and Rakuten Viber. Rakuten TV is a video streaming service offering movies and TV shows, while Viki focuses on Asian entertainment. Kobo is an e-reading platform that competes with Amazon Kindle. Rakuten Viber is a messaging app with features like voice and video calls, group chats, and public channels.
7.4 Membership and Loyalty Program
Rakuten Super Points is Rakuten’s loyalty program. Customers earn points on purchases across Rakuten’s various services. These points can be redeemed for discounts on future purchases, creating a powerful incentive for customers to stay within the Rakuten ecosystem. The loyalty program is one of the most important factors driving repeat business and customer lifetime value.
7.5 Advertising and Marketing Solutions
Rakuten Advertising offers advertising and marketing solutions to businesses. These services help merchants increase their visibility and drive sales on the Rakuten platform. Rakuten Advertising provides various ad formats, including display ads, search ads, and email marketing. The advertising platform leverages Rakuten’s customer data to target ads to relevant audiences, maximizing their effectiveness.
8. Rakuten’s Global Expansion Strategy
Rakuten has pursued an ambitious global expansion strategy through acquisitions, partnerships, and organic growth. Rakuten adapts its strategies to local market conditions.
8.1 Key Acquisitions
Rakuten has made several key acquisitions to accelerate its global expansion. Some notable acquisitions include:
- Buy.com (now Rakuten.com): This acquisition gave Rakuten a foothold in the U.S. e-commerce market.
- Kobo: This acquisition allowed Rakuten to enter the e-reading market and compete with Amazon Kindle.
- Viki: This acquisition expanded Rakuten’s presence in the Asian entertainment market.
- Ebates (now Rakuten Rewards): This acquisition strengthened Rakuten’s cashback and loyalty program.
8.2 Strategic Partnerships
Rakuten has formed strategic partnerships to expand its reach and enhance its service offerings. Partnerships with companies in logistics, technology, and finance enable Rakuten to provide a more seamless and integrated experience for its customers.
8.3 Localization and Adaptation
Rakuten understands the importance of localization and adapts its services to meet the needs of local markets. This includes offering multilingual support, accepting local payment methods, and tailoring product offerings to local preferences. Rakuten emphasizes cultural sensitivity and seeks to build trust with customers.
9. Rakuten’s Impact on the E-Commerce Industry
Rakuten has had a major impact on the e-commerce industry, especially in Japan. Rakuten has influenced the way online marketplaces operate.
9.1 Merchant Empowerment
Rakuten’s commitment to merchant empowerment has set it apart from other e-commerce platforms. Rakuten allows merchants to customize their storefronts, build direct relationships with customers, and control their brand image. This approach has attracted many small and medium-sized businesses to the Rakuten platform.
9.2 Innovation in Loyalty Programs
Rakuten’s Super Points loyalty program has been replicated by other companies. Rakuten’s loyalty program is a powerful tool for driving customer loyalty and repeat purchases.
9.3 Integration of Services
Rakuten’s integration of e-commerce, financial services, and digital content has created a unique ecosystem that benefits both consumers and businesses. Rakuten’s integrated approach is a model for other companies looking to build comprehensive digital platforms.
10. Rakuten: Frequently Asked Questions (FAQs)
To better understand Rakuten, here’s a list of frequently asked questions:
| Question | Answer |
|---|---|
| What is Rakuten? | Rakuten is a Japanese e-commerce and online retail company with a global presence, offering a wide range of products and services, including e-commerce, digital content, financial services, and more. |
| Where is Rakuten available? | Rakuten operates in numerous countries, including Japan, the United States, France, Germany, and others. Its global reach allows customers worldwide to access its diverse offerings. |
| What types of products does Rakuten sell? | Rakuten offers a vast selection of products, including electronics, fashion, home goods, books, and more. Whether you’re looking for everyday essentials or specialty items, Rakuten has something for everyone. |
| How does Rakuten’s cashback program work? | Rakuten’s cashback program allows users to earn a percentage of their purchase amount back when shopping through the Rakuten platform. The accumulated cashback can be redeemed through various methods, providing additional savings. |
| How can I become a seller on Rakuten? | Becoming a seller on Rakuten involves creating a seller account, providing business details, and adhering to Rakuten’s guidelines. Once approved, sellers can list products and leverage Rakuten’s platform to reach a wide customer base. |
| What is Rakuten’s commitment to IP protection? | Rakuten is committed to protecting intellectual property rights and has implemented measures to address infringing content. Brands and stakeholders can report any potential infringements to Rakuten, who will take appropriate action. |
| What is Rakuten Super Points? | Rakuten Super Points is Rakuten’s loyalty program, where customers earn points for purchases and other activities. These points can be redeemed for discounts, rewards, or other benefits, creating additional value for customers. |
| How does Rakuten integrate its services? | Rakuten seamlessly integrates its various services, such as e-commerce, financial services, and digital content, to create a holistic ecosystem. This integration provides customers with a unified experience and allows them to access a wide range of offerings through a single platform. |
| What is Rakuten’s global expansion strategy? | Rakuten’s global expansion strategy involves acquisitions, partnerships, and localization efforts. By acquiring key companies and forming strategic alliances, Rakuten has expanded its reach and adapted its services to meet the unique needs of local markets. |
| How does Rakuten empower its merchants? | Rakuten empowers merchants by allowing them to customize their storefronts, build direct relationships with customers, and control their brand image. This approach fosters entrepreneurship and provides merchants with the tools to create unique and engaging shopping experiences. |
11. Navigating the Rakuten Ecosystem: A User Guide
Rakuten is more than just an e-commerce site; it’s a multifaceted ecosystem with various services. Here’s a guide to help you navigate:
11.1 Creating an Account
- Visit the Website: Go to Rakuten’s website for your region (e.g., Rakuten.com, Rakuten.co.jp, Rakuten.fr).
- Sign-Up: Click on the “Sign Up” or “Register” button.
- Enter Details: Fill in the required information, such as your name, email address, and password.
- Verify Email: Verify your email address by clicking the link sent to your inbox.
11.2 Shopping on Rakuten
- Browse Products: Explore product categories or use the search bar to find specific items.
- Check Product Details: Review product descriptions, customer reviews, and seller ratings.
- Add to Cart: Add desired items to your shopping cart.
- Checkout: Proceed to checkout and enter your shipping address and payment information.
- Confirm Order: Review your order and confirm your purchase.
11.3 Earning Cashback
- Install Rakuten Extension: Install the Rakuten browser extension for automatic cashback activation.
- Shop Through Rakuten: Start your shopping sessions by visiting your favorite stores through the Rakuten portal.
- Earn Cashback: Earn a percentage of your purchase back as cashback.
- Receive Payment: Get paid via check, PayPal, or other payment methods.
11.4 Using Rakuten Super Points
- Earn Points: Earn Rakuten Super Points on purchases and other activities.
- Check Balance: View your points balance in your account dashboard.
- Redeem Points: Redeem points for discounts on future purchases.
11.5 Exploring Other Services
- Rakuten TV: Stream movies and TV shows.
- Viki: Watch Asian entertainment content.
- Kobo: Read e-books on the Kobo e-reading platform.
- Rakuten Viber: Use the Rakuten Viber messaging app.
12. The Future of Rakuten: Trends and Innovations
Rakuten continues to evolve and adapt to the changing e-commerce landscape. Key trends and innovations shaping Rakuten’s future include:
12.1 AI and Machine Learning
Rakuten is investing heavily in AI and machine learning to improve customer experience, personalize recommendations, and optimize business processes. AI-powered search algorithms, product recommendations, and fraud detection systems are enhancing the efficiency and effectiveness of the Rakuten platform.
12.2 Mobile Commerce
With the increasing use of smartphones and tablets, Rakuten is focusing on mobile commerce. Rakuten has developed mobile apps and optimized its website for mobile devices. This allows customers to shop anytime, anywhere.
12.3 Fintech Innovations
Rakuten is exploring new fintech innovations to enhance its financial services offerings. These include blockchain technology, digital payments, and alternative lending solutions. Rakuten aims to provide seamless and secure financial services.
12.4 Sustainability Initiatives
Rakuten is committed to sustainability. It has launched initiatives to reduce its environmental impact. These include energy-efficient data centers, sustainable packaging, and carbon-neutral delivery options. Rakuten aims to become a more responsible and sustainable company.
12.5 Expansion into New Markets
Rakuten continues to explore opportunities to expand into new markets and geographies. This includes emerging markets in Southeast Asia, Latin America, and Africa. Rakuten aims to bring its e-commerce, financial services, and digital content offerings to more customers.
The image shows a photo of Rakuten’s global headquarters.
13. Success Stories: How Businesses Thrive on Rakuten
Many businesses have found success on the Rakuten platform.
13.1 Small Businesses
Rakuten’s emphasis on merchant empowerment has enabled many small businesses to thrive online. Rakuten allows small businesses to customize their storefronts, build relationships with customers, and control their brand image.
13.2 International Brands
Rakuten provides a platform for international brands to reach Japanese consumers. International brands can leverage Rakuten’s e-commerce platform, marketing tools, and localization services to build a presence in the Japanese market.
13.3 Innovative Startups
Rakuten supports innovation and entrepreneurship. Rakuten provides innovative startups with access to funding, mentorship, and resources. This allows startups to develop and scale their businesses.
14. Common Misconceptions About Rakuten
Several misconceptions exist about Rakuten. Let’s dispel some of them.
14.1 Rakuten is Just an E-Commerce Site
Rakuten is more than just an e-commerce site. It’s a multifaceted ecosystem with various services, including financial services, digital content, and communications.
14.2 Rakuten is Only Popular in Japan
Rakuten has a global presence. It operates in numerous countries around the world. Rakuten is expanding into new markets and geographies.
14.3 Rakuten is Difficult to Use
Rakuten is designed to be user-friendly and accessible to customers of all ages. Rakuten provides a seamless and intuitive experience.
15. Rakuten’s Role in Promoting Japanese Culture
Rakuten plays a role in promoting Japanese culture to the world. Rakuten showcases Japanese products, traditions, and values.
15.1 Promoting Japanese Products
Rakuten provides a platform for Japanese businesses to sell their products to customers around the world. Rakuten supports Japanese craftsmanship, design, and innovation.
15.2 Showcasing Japanese Traditions
Rakuten showcases Japanese traditions and customs through its marketing campaigns. This allows customers to learn about and appreciate Japanese culture.
15.3 Supporting Japanese Values
Rakuten supports Japanese values such as quality, customer service, and innovation.
16. How to Stay Safe While Using Rakuten
Staying safe while using Rakuten is important to protect your personal and financial information.
16.1 Use Strong Passwords
Use strong, unique passwords for your Rakuten account and other online accounts. Avoid using easily guessable passwords such as your name, birthday, or common words.
16.2 Enable Two-Factor Authentication
Enable two-factor authentication (2FA) to add an extra layer of security to your Rakuten account. 2FA requires you to enter a code from your mobile device in addition to your password when you log in.
16.3 Watch Out for Phishing Scams
Be wary of phishing scams that attempt to trick you into providing your personal or financial information. Phishing emails or messages may look legitimate but are actually sent by fraudsters.
16.4 Shop From Reputable Sellers
Shop from reputable sellers with positive ratings and reviews. Check seller ratings and reviews before making a purchase to ensure that you are dealing with a trustworthy seller.
16.5 Use Secure Payment Methods
Use secure payment methods such as credit cards or PayPal when making purchases on Rakuten. Avoid using unsecured payment methods such as money transfers or gift cards.
17. Rakuten’s Influence on the Japanese Economy
Rakuten has a significant influence on the Japanese economy, contributing to job creation, economic growth, and innovation.
17.1 Job Creation
Rakuten creates jobs in Japan and around the world. Rakuten employs over 30,000 people in various roles, including e-commerce, financial services, digital content, and technology.
17.2 Economic Growth
Rakuten contributes to economic growth in Japan by driving e-commerce sales, supporting small businesses, and promoting innovation.
17.3 Innovation
Rakuten promotes innovation in Japan by investing in research and development, supporting startups, and fostering a culture of creativity.
18. Rakuten’s Community Engagement and Social Responsibility
Rakuten is committed to community engagement and social responsibility.
18.1 Disaster Relief Efforts
Rakuten supports disaster relief efforts in Japan and around the world. Rakuten provides financial assistance, resources, and volunteers to help communities recover from natural disasters.
18.2 Educational Initiatives
Rakuten supports educational initiatives that promote learning, skills development, and access to education. Rakuten provides scholarships, grants, and educational programs.
18.3 Environmental Sustainability
Rakuten is committed to environmental sustainability and has launched initiatives to reduce its environmental impact. These include energy-efficient data centers, sustainable packaging, and carbon-neutral delivery options.
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20. Conclusion: Rakuten as a Dynamic Digital Ecosystem
Rakuten is a popular platform that offers a wide range of services to brands and consumers alike. Working with Rakuten can be beneficial for your brand, but don’t let fraudsters enjoy the same benefits. Rakuten’s growth and innovation make it a key player in the global digital economy.
The image shows a graphical representation of the Rakuten ecosystem, highlighting its various services and interconnectedness.
