With over 100 million registered users, Rakuten is a dominant force in Japanese e-commerce, offering a highly engaged customer base. The platform provides a loyalty-driven shopping experience through its Rakuten Super Points program, encouraging repeat purchases. Unlike other marketplaces, Rakuten allows sellers to create customized storefronts, giving brands more control over branding and customer engagement. The marketplace also offers integrated advertising and promotional tools to boost sales and visibility.

Selling on Rakuten requires a Japanese business entity or an authorized intermediary service for international merchants. The platform’s fee structure includes a monthly subscription, commission, and transaction fees, which can be higher than other marketplaces. Sellers must provide customer support in Japanese, making localization an essential factor. Logistics and fulfillment can also be complex for non-Japanese businesses, requiring partnerships with local shipping providers.

Rakuten’s primary market is Japan, but the platform also operates in Taiwan, France, and the United States through localized Rakuten marketplaces.