Rakuten Revolutionizing E-commerce with a Customer-Centric Approach 2023

In the rapidly evolving world of e-commerce, Rakuten has emerged as a leading global player, revolutionizing the way people shop online. Founded in Tokyo in 1997 by Hiroshi Mikitani, Rakuten has expanded its operations to become a diverse conglomerate offering a wide range of services, including e-commerce, fintech, digital content, communications, and more. With its unique business model and customer-centric approach, Rakuten has successfully established itself as a formidable force in the global marketplace.


The Rakuten Ecosystem:

At the heart of Rakuten’s success lies its expansive ecosystem, which spans multiple industries and services. The company’s e-commerce platform, Rakuten Ichiba, is one of the largest online marketplaces in Japan and serves as the foundation for its digital marketplace strategy. Rakuten Ichiba offers a wide selection of products, including electronics, fashion, home goods, and more, connecting consumers with merchants from around the world.

Rakuten’s ecosystem extends beyond e-commerce to encompass a diverse range of services. Rakuten Bank, the company’s online banking subsidiary, provides customers with convenient and innovative financial solutions. Rakuten Mobile, another subsidiary, operates as a mobile network operator, offering mobile services and connectivity. Rakuten also offers a digital content platform, Rakuten TV, which provides streaming services for movies and TV shows.

Rakuten’s Business Model:

What sets Rakuten apart from other e-commerce giants is its unique business model centered around a loyalty program called Rakuten Super Points. When customers make purchases on Rakuten’s platform, they earn Super Points that can be used as discounts on future purchases across the Rakuten ecosystem. This loyalty program incentivizes customers to stay within the Rakuten network, fostering customer loyalty and increasing engagement.

Furthermore, Rakuten has embraced a marketplace approach, allowing third-party sellers to join its platform. This model expands the product selection, offering customers a diverse range of options. Rakuten also provides various services to its sellers, including inventory management, marketing support, and logistics solutions. This approach fosters a mutually beneficial relationship between Rakuten and its sellers, contributing to the platform’s growth and success.


Global Expansion:

While initially focused on the Japanese market, Rakuten has embarked on a global expansion strategy, aiming to establish a strong presence in key international markets. The company has made strategic acquisitions to facilitate this expansion, including the acquisition of Buy.com in the United States, which was rebranded as Rakuten.com. This move enabled Rakuten to tap into the vast American e-commerce market, competing with established players like Amazon and eBay.

Rakuten has also expanded into Europe, with operations in countries such as France, Germany, Spain, and the United Kingdom. These international expansions have allowed Rakuten to leverage its expertise and scale its business globally, offering its unique services and marketplace approach to customers around the world.

Innovation and Technology:

Rakuten has always been at the forefront of innovation and technology, continuously striving to enhance the customer experience. The company invests heavily in research and development, exploring emerging technologies and incorporating them into its operations. Rakuten’s investments in artificial intelligence, data analytics, and machine learning have enabled it to personalize the customer journey, improve product recommendations, and optimize its platform’s functionality.

Rakuten’s focus on technology is further exemplified by its involvement in the field of sports. The company has sponsored prominent sports teams, including the Golden State Warriors in the NBA and FC Barcelona in La Liga. Rakuten’s involvement in sports goes beyond sponsorship, as it utilizes data and analytics to enhance the performance and fan experience in sports events.


Rakuten’s journey from a small online marketplace in Japan to a global e-commerce powerhouse is a testament to its innovative.

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