Rakuten, Inc. - Statistics & Facts

The Japanese internet company Rakuten, Inc. was launched as a B2B2C marketplace in 1997 by entrepreneur Hiroshi Mikitani and is currently headquartered in Tokyo’s Setagaya ward. Besides electronic commerce, Rakuten provides a variety of services in the fields of finance, fintech, communications and digital content. The company’s net revenue reached over one trillion yen in fiscal year 2018, securing work for over 17 thousand employees.

Japan is not only one of the world’s largest e-commerce markets, but one of the fastest growing, too. With a turnover amounting to approximately 114 billion U.S. dollars, the Japanese B2C e-commerce market ranked fourth on a worldwide level and second among Asia Pacific competitors in 2015, surpassed only by China.

The country’s attractiveness for global and national online retailers derives from its highly developed economy, primarily urban population, and single language culture. Easy delivery and convenience are provided by a strong service-oriented business philosophy in combination with Japan’s small country size and advanced infrastructure.

The Japanese e-commerce landscape is dominated by domestic online stores, such as Rakuten or Kakaku. However, local branches of major international e-commerce retailers like Amazon or Yahoo are greatly contributing to the rising popularity of online shopping among Japanese consumers.

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Domestic online retail

Major competitors

Consumer behavior


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