History and Core Philosophy

 Rakuten began with the launch of its online shopping marketplace, Rakuten Ichiba, in May 1997.

  • Empowering Merchants: Unlike competitors that focused on standardized virtual storefronts, Mikitani envisioned an online shopping mall that empowered small and medium-sized merchants. This philosophy, based on the Japanese principle of "omotenashi" (personalized, high-quality service), allowed merchants to customize their pages and engage directly with customers, fostering a unique online retail experience.

  • The Ecosystem: The company's unique business model revolves around its proprietary Rakuten Points loyalty program. By offering a unified membership and point system across all its services, Rakuten encourages users to spend and earn points within the "Rakuten Ecosystem," fostering deep customer loyalty and cross-usage of its platforms.

  • Global Expansion: Rakuten expanded internationally through strategic acquisitions, bringing major brands like messaging app Viber, e-book distributor Kobo, and the cash-back service formerly known as Ebates (now Rakuten Rewards) under its umbrella.



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