How to Sell Products on Rakuten

Founded in 1997 by Hiroshi Mikitani, Rakuten is a Japanese e-commerce and online retailing company headquartered in Tokyo, Japan. Initially launched as an online marketplace, Rakuten has expanded its services to include a wide range of offerings such as e-books, travel bookings, digital content, and financial services. With operations spanning across numerous countries and regions, Rakuten has evolved into one of the largest e-commerce companies globally. Its acquisition of international brands like and Ebates further solidified its presence in the global market. Rakuten’s innovative loyalty program, Rakuten Super Points, and its focus on customer satisfaction have contributed to its significant scale and influence in the e-commerce industry.

How to Sell Products on Rakuten

How to Sell Products on Rakuten

Rakuten is a Japanese e-commerce giant and one of the world’s leading online marketplaces. Known for its extensive range of products and user-friendly interface, Rakuten provides a robust platform for sellers to reach millions of customers. This guide will walk you through the steps of setting up and optimizing your store on Rakuten, covering everything from registration to advanced selling strategies.

1. Understanding Rakuten

1.1 What is Rakuten?

Rakuten is an e-commerce platform based in Japan that offers a wide variety of products, including electronics, fashion, beauty products, and more. It operates similarly to other major online marketplaces like Amazon and eBay but is particularly strong in the Japanese market.

1.2 Why Sell on Rakuten?

  • Large Customer Base: Access to millions of potential customers.
  • Brand Visibility: Increased visibility for your brand.
  • International Reach: Opportunity to sell products internationally.
  • Support and Resources: Comprehensive support for sellers.

1.3 Types of Products Allowed

Rakuten allows a wide range of products, but there are specific guidelines and restrictions. It’s essential to understand what products are permitted to avoid any issues.

2. Setting Up Your Rakuten Seller Account

2.1 Registration Process

  • Step 1: Visit the Rakuten Global Market website.
  • Step 2: Click on the ‘Sell on Rakuten’ link.
  • Step 3: Complete the registration form with your business details.
  • Step 4: Submit necessary documentation for verification.

2.2 Account Verification

Rakuten will review your application and documents. This process can take several days. Ensure all information provided is accurate to avoid delays.

2.3 Setting Up Your Store

  • Choose a Store Name: Pick a name that reflects your brand.
  • Design Your Store: Customize your store’s layout and design to match your brand’s identity.
  • Upload Your Logo: A clear and professional logo can enhance your store’s credibility.

3. Listing Products on Rakuten

3.1 Product Categories

Understanding Rakuten’s product categories is crucial for effective listing. Place your products in the most appropriate categories to reach your target audience.

3.2 Product Descriptions

  • Title: Create compelling and keyword-rich product titles.
  • Description: Provide detailed and accurate product descriptions. Highlight key features, specifications, and benefits.
  • Images: Use high-quality images from multiple angles.

3.3 Pricing Strategies

  • Competitive Pricing: Analyze competitor prices to set competitive yet profitable prices.
  • Discounts and Promotions: Offer discounts and promotions to attract more customers.

4. Managing Orders and Inventory

4.1 Order Management

  • Order Notifications: Keep track of incoming orders via email or the Rakuten dashboard.
  • Processing Orders: Ensure timely processing and shipping of orders.

4.2 Inventory Management

  • Stock Levels: Regularly update stock levels to prevent overselling.
  • Inventory Alerts: Set up alerts for low stock levels to restock on time.

4.3 Shipping and Handling

  • Shipping Options: Offer various shipping options (standard, express, etc.).
  • Packaging: Ensure products are well-packaged to prevent damage during transit.
  • Tracking: Provide tracking information to customers.

5. Customer Service and Support

5.1 Communication

  • Responding to Inquiries: Promptly respond to customer inquiries and messages.
  • Handling Complaints: Address complaints professionally and offer solutions.

5.2 Return and Refund Policies

  • Clear Policies: Clearly define your return and refund policies.
  • Processing Returns: Handle returns and refunds efficiently to maintain customer trust.

5.3 Building Customer Loyalty

  • Customer Feedback: Encourage customers to leave feedback and reviews.
  • Loyalty Programs: Implement loyalty programs to retain customers.

6. Marketing and Promotion

6.1 Rakuten Marketing Tools

  • Rakuten Ads: Utilize Rakuten’s advertising options to promote your products.
  • Coupons and Deals: Offer coupons and special deals to attract customers.

6.2 Social Media Integration

  • Social Media Campaigns: Promote your Rakuten store on social media platforms.
  • Influencer Marketing: Collaborate with influencers to increase brand visibility.

6.3 SEO and Content Marketing

  • SEO Optimization: Optimize product listings with relevant keywords.
  • Blogging and Articles: Create content related to your products to drive traffic.

7. Analyzing Performance

7.1 Sales Analytics

  • Sales Reports: Regularly review sales reports to understand your performance.
  • Customer Insights: Analyze customer behavior and preferences.

7.2 Conversion Rates

  • Tracking Conversions: Monitor conversion rates to identify areas for improvement.
  • A/B Testing: Perform A/B testing on product listings and marketing strategies.

7.3 Return on Investment (ROI)

  • Calculating ROI: Measure the return on investment for your marketing efforts.
  • Adjusting Strategies: Adjust your strategies based on ROI analysis.

8. Advanced Selling Strategies

8.1 Expanding Product Range

  • New Product Lines: Introduce new product lines to diversify your offerings.
  • Seasonal Products: Stock seasonal products to capitalize on trends.

8.2 International Selling

  • Global Shipping: Offer global shipping options to expand your customer base.
  • Localizing Listings: Localize your product listings for different markets.

8.3 Utilizing Data and AI

  • Data Analytics: Use data analytics to understand market trends and customer preferences.
  • AI Tools: Implement AI tools for personalized marketing and inventory management.

9. Legal and Compliance

9.1 Understanding Regulations

  • Local Laws: Ensure compliance with local laws and regulations.
  • Product Safety: Adhere to product safety standards and certifications.

9.2 Intellectual Property

  • Trademarks and Copyrights: Protect your intellectual property rights.
  • Counterfeit Products: Ensure your products are genuine to avoid legal issues.

9.3 Taxation

  • Sales Tax: Understand the sales tax implications in different regions.
  • Reporting: Maintain accurate records for tax reporting purposes.


Selling on Rakuten can be a profitable venture with the right strategies and tools. By following this comprehensive guide, you can set up your store, manage orders, provide excellent customer service, and utilize advanced marketing techniques to boost your sales. Remember to continually analyze your performance and adapt your strategies to stay competitive in the dynamic e-commerce landscape.

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