Rakuten Japan - What all you Amazon Sellers are Missing out On

by PingPong

Rakuten is one of the world's largest e-commerce platforms, with 46,000 sellers and 98.5 million users, accounting for about 80% of Japan's total population; users cover all age groups and income groups, with sales of 17 billion US dollars. Currently, including Amazon and eBay, Rakuten is the number one platform in the Japanese e-commerce market, with a 27.8% market share.

With nearly every product genre available for purchase on the platform, one-third of online shoppers in Japan use Rakuten. Its total global transaction volume is over 100 billion US dollars.

Seller Advantages on the Rakuten Platform:

Rakuten is Japan's largest e-commerce platform, accounting for 27.8% of the Japanese e-commerce market. Eighty percent of Japan's total population of Japan has a user account, covering all age groups and income groups.

With only 46,000 active sellers, product demand is high. The business environment is good, and follow-up sales and order scalping is non-existent.

Rakuten's Best-selling Products:

  • Toys
  • DIY products
  • furniture
  • appliances
  • food
  • personal care
Rakuten Target Audience:

The consumer groups that have high standards and requirements for product quality and service:

  • Japan
  • France
  • Taiwan
  • Germany
Rakuten Japan Entry Requirements:

1. Have prior Japanese e-commerce platform operation experience (preferably Japanese station with a monthly volume of more than 100,000 US dollars)

2. Have a dedicated Japanese operation team

3. Have competitive core products

Rakuten Platform Fees:

1. Basic fee: 50,000 yen/month, excluding tax

2. Commission; 2%~4.5%

Japan Rakuten Platform Collection:

Third-party public account collection (PingPong)

Rakuten Platform Logistics:

1. Direct delivery

2. Overseas warehouse

3. The time limit is mainly based on store settings; no mandatory restrictions.

Rakuten: History in the Making:

In February 1997, Rakuten Co., Ltd. was founded. In May of the same year, "Rakuten Market" was born, and 13 stores launched online.

  • Since 2000, Lotte, Rakuten founder, began to acquire other companies. Related companies include securities companies, professional baseball teams, and travel websites. Rakuten is currently a JASDAQ listed company and a member of the Japan Keidan Company.
  • On November 29, 2007, Lotte Co., Ltd. signed a joint venture with Uni-President Enterprise Group in Taipei City, Taiwan, establishing a joint-venture Taiwan Lotte Market (Lotte Co., Ltd. holds 51% shares, Uni-President stores 49% shares). Official operations launched during the second quarter of 2008, making Taiwan the first overseas expansion location by the Rakuten Market.
  • On June 21, 2013, in response to a development strategy and blueprint requirements for the future e-commerce business of Lotte Corporation and Uni-President, Lotte issued a statement announcing the purchase of Uni-President's shares (49% of). Lotte already held the other 51% of shares. This equity transaction made the Taiwan Rakuten Market a 100% subsidiary (Taiwan subsidiary), held by Rakuten Corporation.
  • On February 14, 2014, Lotte Corporation acquired Viber, an instant messaging and voice VoIP company, for 900 million US dollars. The Rakuten Group previously acquired an e-book and video-streaming company, Wuaki.tv, and video community platform, Viki, initiating investment in the digital content field.
  • On June 18, 2014, Lotte Co., Ltd. obtained the Taiwan Financial Services Association's approval to establish Taiwan Lotte Credit Card Company in Taiwan.
  • On September 9, 2014, Lotte Corporation acquired Ebates, the largest cashback shopping site in North America, for US$1 billion, holding 100% of Ebates' issued shares.
  • On August 24, 2015, Lotte Corporation announced its headquarters relocation to Rakuten Crimson House in Setagaya-Ku, Tokyo, intending to engage more with banking.
  • Lotte Co., Ltd. established a market research organization called "AIP". On July 1, 2017, the name was changed to "Rakuten AIP."
  • On September 29, 2016, Lotte Co., Ltd. established Rakuten Kobo Inc., or simply Kobo, in Taiwan, selling e-books, audiobooks, e-readers, and tablet computers in cooperation with 12 Taiwanese publishing houses, including:
  1. Chengbang,
  2. Yuanliu
  3. Dakuai
  4. Lianjing
  5. Yuanshen

The first wave of thousands of volumes of Traditional Chinese books launched.

  • At the end of 2017, Lotte Co., Ltd. sold its Ebates China site business to 55 Haitao.
  • On February 1, 2018, the Ebates China site officially announced that it was fully acquired.

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