Why Choose Rakuten

Rakuten, Inc. is a Japanese multinational company that operates in e-commerce, fintech, telecommunications, and digital services. Founded in 1997 by Hiroshi Mikitani, Rakuten has grown into one of the largest and most innovative companies in Japan, with a global presence spanning over 30 countries. The company is headquartered in Tokyo, and its name, "Rakuten," means "optimism" in Japanese, reflecting its mission to empower people and businesses through innovative solutions.

Initially starting as an online marketplace, Rakuten has expanded into various industries over the years, building a comprehensive ecosystem of services. The company is best known for Rakuten Ichiba, Japan’s largest e-commerce platform, where customers can buy a wide range of products from retailers and independent sellers. Today, Rakuten's ecosystem includes services like financial technology (fintech), mobile communications, digital content, and cloud services, making it a major player in the global technology space.

Founding and Early Success

Rakuten was founded during a time when e-commerce was still in its infancy in Japan. Hiroshi Mikitani, a former banker, saw an opportunity to create an online shopping platform that would help small and medium-sized businesses compete with larger corporations. His vision was to build an ecosystem that offered these businesses the tools to reach a wide customer base. Rakuten Ichiba, the online shopping mall, launched with just 13 merchants. However, it quickly gained popularity due to its unique business model of empowering individual sellers.

One of Rakuten's key innovations was its focus on loyalty and rewards. The introduction of Rakuten Super Points, a customer rewards program, helped drive customer engagement. Shoppers could earn points on purchases that could be used for future shopping, travel bookings, and even mobile services. This rewards system has been a core part of Rakuten's business model and has helped it maintain a loyal customer base.

Expansion Beyond E-commerce

While Rakuten initially made its name in e-commerce, the company expanded into other sectors over the years. In the early 2000s, Rakuten began to acquire companies in diverse industries, including online travel (Rakuten Travel), financial services (Rakuten Securities), and digital content. The company’s growth strategy has always been driven by diversification, creating a network of services that can complement one another. For example, a customer shopping on Rakuten Ichiba can earn Rakuten Super Points, which they can then use for Rakuten Travel bookings or Rakuten Mobile services.

Global Ambitions

Rakuten began its global expansion in the 2010s with a series of high-profile acquisitions. The company acquired Buy.com in the United States, PriceMinister in France, and Play.com in the United Kingdom. These acquisitions were part of Rakuten’s strategy to compete in the international e-commerce market, challenging giants like Amazon and Alibaba. Another major step in its global strategy was the acquisition of Viber, a messaging and voice-over-IP service, in 2014. This acquisition marked Rakuten’s entry into the digital communication space.

Rakuten’s Ecosystem

Rakuten is unique in that it offers a broad range of services under one brand. Its ecosystem allows customers to use multiple services within the Rakuten platform. Whether shopping online, investing through Rakuten Securities, or streaming movies via Rakuten TV, customers benefit from a seamless experience. The Rakuten Super Points system further enhances this ecosystem, encouraging customers to stay within the Rakuten network.

Conclusion

Rakuten is more than just an e-commerce company. Its innovative approach, commitment to customer loyalty, and wide range of services have made it a leader in Japan and a growing global player. By building an interconnected ecosystem that spans e-commerce, fintech, digital content, and more, Rakuten continues to shape the future of online services.