Start selling in Japan

Discover Rakuten Ichiba's cross-border eCommerce program


Rakuten Ichiba's Strength

  1. Rakuten Ichiba's Market Share Over 25% (*Source: Fuji Keizai Co., “Mail order and e-commerce business, now and in 2017.”)
  2. Number of Merchants Over 45,000 Shops
  3. Membership in Japan 91.5 million CONSUMERS(*Japanese Population = 126.7 million)
  4. 2016  Domestic E-Commerce GMS Over 3Trillion JPY About 27.3 Billion USD(*1 USD = 110 JPY)

Rakuten Membership Program

9.15 million members

Rakuten has over 91 million members in Japan alone which is nearly 70% of Japanese population. Overseas sellers can tap into one of the largest customer base online.

Rakuten Super Point Program


1% of purchase spent in Rakuten is redeemed as Rakuten Super Point to purchasers. 1 point is equivalent to 1 yen in value. Rakuten users can use and save the point not only in Rakuten's online shopping site, but also in group company services such as online travel and even in real stores like McDonalds.
This unique loyalty program attracts new users and retains in the ecosystem.

Three Benefits of Opening a Shop in Rakuten

  1. Market Share

    Rakuten dominates the online market in Japan. It has over 25% of online B2C market and 30% + in categories such as apparel, food, and household accessories.

  2. ECC

    A dedicated E-Commerce Consultant (ECC) will be assigned to your shop to maximize your potential on Rakuten. ECC will provide the latest market trends and tailor sales strategy for you.

  3. Branding

    Rakuten is a shop centric marketplace in which merchants can control their own storefront, product pages, and customer experiences. Merchants are able to conduct CRM activities to first time purchasers and nurture them into repeaters.

Onboard Schedule

It takes about 1.5 months to begin set up everything and start selling in Rakuten.
Please contact us for more details becasue requirements may vary depending on the origin country.

  1. Onboard consultant team specialized for overseas business will guide you to prepare materials to submit for company screening. Once you pass the screening, you can begin creating a store in Rakuten.
  2. Set up storefront and register items on
    RMS (Rakuen Merchant Server).
    The shop-open adviser will help you set up.
  3. A dedicated E-Commerce consultant works along with you to plan actions to achieve your sales goal.

Fees and Criteria for Differnet Types of Entity

US Entity

If you are a U.S. entity, you may choose from two plans below.

Fees for US Entity
Japan Market Shop Plan MEGA Japan Market Shop Plan
Registration Fee:
One time registration fee
¥60,000 ¥60,000
Monthly Fixed Fee: ¥100,000
Payable every 6 months
Payable every 6 months
Contract Period: 1 year 1 year
Listing Capacity: Unlimited Up to 20,000
System Commission:
(for purchase made via PC)
3.5 〜 5.0%
+0.5% via mobile
3.5 〜 5.0%
+0.5% via mobile
System Enhancement Charge: 0.1% 0.1%
*Affiliate Fee: 1.3% 1.3%
Card Payment Fee: 4.0% 4.0%

*Affiliate fee are charged on sales which comers from our affiliate service partners.
Average affiliate fee is about 0.39%.
About 30% of sales in Rakuten Ichiba is via affiliate .

Entities from Other Countries

Sellers without a Japanese or US entity need to sign a contract with service partners approved by Rakuten.
The third party partners will act as your local team to help you set up Rakuten store and provide operational support.
For more details, please contact us.

Shop Open Scheme
Seller of Record | Merchant of Record | Marketplace

Japanese Entity

If you have a Japanese entity, you may choose from one of four plans below.
Goods can only be shipped from a warehouse in Japan.

Fees for Japanese Entity
Mega Shop Plan Standard Plan Beginners Plan Lite Plan
Registration Fee:
One time registration fee
¥60,000 ¥60,000 ¥60,000 ¥60,000
Monthly Fixed Fee: ¥100,000
Payable every 6 months
Payable every 6 months
Payable annually
Payable quaterly
Contract Period: 1 year 1 year 1 year 3 months
Listing Capacity: Unlimited Up to 20,000 Up to 5,000 Up to 5,000
System Commission:
(for purchase made via PC)
2.0 -4.0% 2.0 -4.0% 3.5 - 6.5% 3.5 - 5.0%

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