Rakuten
Japanese technology conglomerate operating an integrated ecosystem of e-commerce, fintech, digital content, telecommunications, and sports businesses.
Last updated November 4, 2026
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Overview
Rakuten is a Japanese technology conglomerate founded by Hiroshi Mikitani in 1997. It began as an online shopping marketplace and developed into a broad ecosystem of internet, financial, mobile-communications, content, and sports businesses. Its core Japanese marketplace, Rakuten Ichiba, connects consumers with independent merchants and remains the central commercial platform around which many of the group’s other services are organized. The company was established as MDM, Inc. and launched its online shopping mall in May 1997 with six employees and 13 merchants. Unlike tightly controlled online retail models, the original concept gave participating stores substantial control over their virtual storefronts while charging comparatively accessible fees. The company adopted the name Rakuten in 1999; the Japanese word is associated with optimism. Rakuten listed on Japan’s JASDAQ market in 2000, by which time its marketplace had expanded to thousands of stores. During the 2000s, Rakuten extended beyond merchandise sales. It launched Rakuten Travel, developed a loyalty-points system, and entered consumer finance, credit cards, banking, securities, insurance, and electronic payments. These financial businesses became a major part of the group’s economic base and helped create a cross-service membership model in which customers can earn and spend Rakuten points across different products. Rakuten pursued international growth particularly aggressively from the mid-2000s through the 2010s. It acquired or invested in businesses including Kobo, the e-book company; Viber, the messaging service; Ebates, later rebranded Rakuten Rewards; and digital-content platforms such as Viki. It also established or supported marketplace and travel operations in multiple countries. Some overseas retail-marketplace initiatives were later closed or consolidated, reflecting the difficulty of competing with larger global platforms and adapting the Japanese marketplace model to local markets. The company has also built a prominent brand presence through sports sponsorship and ownership. Its portfolio has included the Tohoku Rakuten Golden Eagles baseball team, Vissel Kobe football club, the Rakuten Monkeys baseball team in Taiwan, a major partnership with FC Barcelona, and sponsorship of the Golden State Warriors. These activities have helped Rakuten associate its name with international visibility, loyalty, and digital-service expansion. Telecommunications became one of Rakuten’s most strategically important later moves. Rakuten Mobile launched commercial fourth-generation services in 2020 and introduced 5G service in selected areas later that year. The group also promoted the Rakuten Communications Platform, a cloud-oriented mobile-network architecture intended to reduce infrastructure costs and be offered to other telecommunications operators. The mobile business required substantial investment and intensified competition with established Japanese carriers, while also becoming a central part of Rakuten’s long-term technology strategy. Rakuten’s brand positioning is that of an integrated membership ecosystem rather than a single-purpose retailer. Its services include Rakuten Ichiba, Rakuten Travel, Rakuten Card, Rakuten Bank, Rakuten Pay, Rakuten Securities, Rakuten Mobile, Kobo, Rakuten TV, Viki, Viber, Rakuten Advertising, and Rakuten Rewards. The group has described its businesses as operating across Internet Services, FinTech, and Mobile segments. It has also sought to globalize its workforce and operations; in 2010, Mikitani introduced an English-language policy for internal communication, a controversial initiative known as “Englishnization.” Rakuten remains active as a diversified technology group, although the performance and strategic importance of individual businesses have varied over time.
History
Rakuten was founded on 7 February 1997 as MDM, Inc. by Hiroshi Mikitani, a former banker who wanted to create an online shopping mall that empowered small merchants. Rakuten Shopping Mall launched on 1 May 1997 with six employees and 13 stores. Merchants were given more control over their storefronts than was common in early online malls, while the platform sought to keep participation affordable. The company changed its name to Rakuten in June 1999. Rakuten went public on the JASDAQ market in April 2000. Its early expansion added travel booking, merchant tools, loyalty points, and financial services. Rakuten Travel began in 2001, the Super Point Program was introduced in 2002, and the company entered consumer finance through its acquisition of Aozora Card in 2004. It launched a Rakuten credit card in 2005 and subsequently developed banking, securities, insurance, and payment businesses. The resulting points ecosystem encouraged customers to use several Rakuten services rather than treating the marketplace as a standalone website. The group diversified into sports and research during the same period. Rakuten established the Tohoku Rakuten Golden Eagles in 2004 and opened the Rakuten Institute of Technology in 2005. It also began international expansion through acquisitions, joint ventures, and local marketplace operations. A partnership with President Chain Store produced Rakuten’s first marketplace outside Japan in Taiwan in 2008. International growth accelerated around 2011. Rakuten acquired a stake in Kobo, invested in Pinterest, and expanded retail, travel, and content operations across Asia, Europe, and North America. In 2012, Mikitani instituted English as the company’s official internal language, arguing that the policy would help globalize the workforce. The policy attracted criticism and required the company to provide English education and study support. Rakuten later reported substantial improvement in employee English proficiency. The company continued to build a global digital portfolio. It acquired Ebates in 2014 and later renamed the service Rakuten Rewards, acquired Vissel Kobe in 2015, introduced Bitcoin payments to selected marketplaces, and moved its Tokyo headquarters to Setagaya in 2015. In 2016, Rakuten launched Rakuten Pay and closed several overseas retail sites, illustrating the tension between its global ambitions and the operating difficulty of country-by-country marketplaces. Its FC Barcelona sponsorship, announced in 2016, gave the brand prominent international exposure. Subsequent initiatives included social gaming, a Golden State Warriors jersey sponsorship, expanded e-book distribution, and partnerships with Walmart and other companies. Rakuten entered telecommunications in Japan with the announcement of Rakuten Mobile in 2018. Commercial 4G service began in 2020, followed by 5G service in selected areas. The company also developed the Rakuten Communications Platform, a cloud-based network architecture marketed to other operators. Rakuten’s mobile strategy required major infrastructure investment and became closely connected to its broader ambition to combine connectivity, commerce, payments, and customer data. Rakuten continued to reshape its international portfolio in the 2020s. It closed its United States marketplace, formerly associated with Buy.com, in 2020 and shut its German marketplace the same year. In 2021, Japan Post Holdings acquired a significant stake as part of a capital and business tie-up intended to support logistics, mobile infrastructure, and other strategic initiatives. Rakuten founder Hiroshi Mikitani donated one billion yen to humanitarian efforts related to Russia’s 2022 invasion of Ukraine. In 2023, Rakuten partnered with Supermicro on high-performance Open RAN and storage systems for cloud-based mobile services. The group remains organized around Internet Services, FinTech, and Mobile, with Rakuten Ichiba continuing to anchor its Japanese consumer ecosystem.
- 2023
Open RAN partnership with Supermicro
[1]Rakuten and Supermicro announced collaboration on Open RAN and storage systems for cloud-based mobile services.
- 2022
Rakuten Bank listing announced
[6]The group advanced the separate public listing of Rakuten Bank, reinforcing the financial-services segment as a major strategic asset.
- 2021
Japan Post Holdings takes a strategic stake
[1]Rakuten announced a major capital and business partnership with Japan Post Holdings.
- 2021
Corporate name changed to Rakuten Group
[4]The company adopted the name Rakuten Group, Inc. to reflect its diversified portfolio of internet, fintech, and telecommunications businesses.
- 2020
Rakuten Mobile begins commercial service
[1]Rakuten launched 4G service in Japan and later introduced 5G in selected areas. Rakuten Mobile launched commercial mobile services using its own network and a cloud-native operating model.
- 2018
Rakuten announces mobile network
[1]The company announced plans to build Japan's fourth major wireless network.
- 2018
Approval to enter mobile telecommunications
[4]Rakuten received authorization to establish a fourth mobile network in Japan.
- 2016
Rakuten Pay launches
[1]Rakuten introduced an app-based smartphone payment service.
- 2016
FC Barcelona partnership announced
[1]Rakuten became FC Barcelona's principal global partner from the 2017–18 season.
- 2015
Rakuten acquires Vissel Kobe
[1]The group entered Japanese professional football ownership.
Products and positioning
An integrated, points-driven digital ecosystem linking commerce, fintech, content, communications, and membership services. A Japanese multi-service digital ecosystem combining marketplace commerce, loyalty, fintech, content, advertising, and telecommunications.
E-commerce marketplace · 1997
Rakuten Ichiba
Rakuten’s flagship Japanese online shopping mall connects consumers with independent merchants across a wide range of categories. The platform’s original model emphasized merchant autonomy, allowing stores to customize their online presence. Ichiba is integrated with Rakuten’s membership, advertising, payment, and points systems. Rakuten Ichiba is the group’s flagship Japanese online shopping marketplace. It hosts a large network of merchants selling consumer goods, food, fashion, electronics, household products, and other categories. The platform is built around merchant storefronts, marketplace services, promotions, membership, and Rakuten Points rather than a purely inventory-owned retail model. Its scale makes it the principal consumer entry point into Rakuten’s broader ecosystem.
Travel booking · 2001
Rakuten Travel
An online travel-reservation service offering accommodation and related travel-booking functions. It extends Rakuten’s marketplace and loyalty ecosystem into tourism and hospitality. Rakuten Travel is an online travel-booking service focused principally on the Japanese market. It connects customers with accommodation and travel inventory and benefits from the group’s membership, points, payments, and promotional infrastructure. Travel is one of the consumer services that extends Rakuten beyond retail shopping while maintaining the same account and loyalty relationship.
Credit card and consumer finance · 2005
Rakuten Card
Rakuten’s consumer-credit business provides payment cards linked to the group’s points program. Card activity supports repeat use of Rakuten’s shopping and financial services by allowing customers to earn and redeem rewards across the ecosystem. Rakuten Card is a consumer credit-card business integrated with Rakuten Points and the group’s shopping and financial services. Card usage can generate rewards that are spent across participating Rakuten services, helping connect payments with commerce and increasing customer engagement. The business also provides the group with transaction relationships and credit exposure in Japan.
Digital banking · 2001
Rakuten Bank
Rakuten’s internet-banking business forms part of the group’s FinTech segment and is designed to work alongside its cards, payments, securities, insurance, and loyalty services. Rakuten Bank is an online banking business serving retail and other customers in Japan. Its digital distribution model fits the group’s broader strategy of combining banking, cards, securities, payments, and commerce through a common membership ecosystem. Rakuten Bank became a separately listed group company in 2023 while remaining strategically connected to Rakuten. Rakuten's internet-banking business forms part of the group's FinTech segment and is designed to work alongside its cards, payments, securities, insurance, and loyalty services. Rakuten Bank became a separately listed group company in 2023 while remaining strategically connected to Rakuten.
Digital payments · 2016
Rakuten Pay
A smartphone payment service introduced to broaden Rakuten’s role in everyday transactions. It complements the company’s credit cards, digital wallet functions, merchant network, and points program. Rakuten Pay is a digital payment service for transactions at participating merchants and online businesses. It is connected with Rakuten’s points and membership infrastructure and operates alongside other payment products in the group’s Japanese fintech portfolio. Its strategic role is to keep purchase activity, rewards, and customer identity within the Rakuten ecosystem.
Mobile telecommunications · 2020
Rakuten Mobile
Rakuten’s Japanese mobile-carrier business provides wireless connectivity and mobile devices. It launched 4G service in 2020 and later introduced 5G in selected areas, making telecommunications a core pillar of the group’s strategy. Rakuten Mobile is Rakuten’s Japanese mobile network operator. It was created to compete directly with the country’s established mobile carriers and uses a software-oriented, cloud-native network architecture. The service offers mobile connectivity and related communications products, while the group uses Rakuten membership and points to support customer acquisition. Network construction and subscriber economics have made this the group’s most capital-intensive business. Rakuten's Japanese mobile-carrier business provides wireless connectivity and mobile devices. It launched 4G service in 2020 and later introduced 5G in selected areas, making telecommunications a core pillar of the group's strategy. It uses a software-oriented, cloud-native network architecture and competes directly with Japan's established carriers.
Telecommunications technology · 2020
Rakuten Communications Platform
A cloud-oriented network architecture developed through Rakuten's mobile operations. The platform is intended to lower the cost and increase the flexibility of mobile-network deployment and has been marketed internationally to other operators.
Digital books · 2012
Rakuten Kobo
Rakuten's global e-book business, acquired through its investment in Kobo in 2012, distributes electronic books and operates related reading devices and software. It expanded Rakuten from commerce into digital publishing and content consumption. Rakuten Kobo is the group’s digital-reading business, providing e-books and associated reading services through Kobo devices and applications. Rakuten acquired Kobo in 2012, giving the group an international digital-content platform. The business complements Rakuten’s other content, commerce, and loyalty services and operates across multiple markets.
Messaging
Rakuten Viber
A messaging and communications platform within Rakuten's international digital portfolio. Viber gives the group a consumer-services presence beyond Japan and has been considered for integration with other Rakuten digital initiatives.
Video streaming
Rakuten Viki
A video-streaming service focused on television and film content, particularly international and Asian programming. It represents Rakuten's expansion into digital entertainment and subscription or advertising-supported content.
Shopping rewards · 2014
Rakuten Rewards
The rebranded Ebates business provides shopping rewards and cash-back functions in international markets. It connects participating merchants and consumers through referral commerce and loyalty incentives.
Online securities brokerage · 1999
Rakuten Securities
Rakuten Securities provides online brokerage and investment services, including access to securities markets and investment products for Japanese customers. It forms part of Rakuten’s fintech cluster and can be linked with the group’s banking, card, points, and digital identity services. The offering is designed for digitally acquired retail investors as well as more active market participants. Rakuten Securities provides online brokerage and investment services, including access to securities markets and investment products for Japanese customers. It forms part of Rakuten's fintech cluster and can be linked with the group's banking, card, points, and digital identity services.
Controversies
2021
IBM sues Rakuten over e-commerce patents
IBM filed a complaint against Rakuten and related entities in the District of Delaware, alleging infringement of IBM patents related to e-commerce. IBM sought declaratory and injunctive relief and damages, costs, and fees; the allegations are not presented as a court finding.
2014
Alleged inflation of reference prices
Reports alleged that some Rakuten merchants were encouraged to increase listed reference prices before offering large discounts or coupons. Critics argued that this could make promotions appear more substantial than they were. The Consumer Affairs Agency reportedly examined the issue.
2012
Kobo Touch launch and review controversy
The Japanese launch of the Kobo Touch was affected by activation, application, and network problems. After consumers posted many negative reviews on Rakuten, the company temporarily disabled product reviews, which generated further criticism. Rakuten later said the measure was exceptional and that reviews would be restored after the issues were examined.
2012
Kobo e-book catalog and advertising criticism
Marketing materials claimed a larger Japanese-language e-book selection than was initially available. Company statements about reaching additional catalog targets were also criticized, and Japan's Consumer Affairs Agency raised concerns that the representations could violate rules against misleading product descriptions. Rakuten apologized. The Japanese Kobo catalog also drew criticism over a repackaged collection of Wikipedia articles and licensing treatment.
Marketing campaigns
- 2017Golden State Warriors jersey sponsorship
United States · Global
Rakuten signed a reported three-year sponsorship for the Golden State Warriors jersey patch, extending its North American brand exposure through basketball.
Outcome. Expanded Rakuten’s sports-marketing presence in the United States.
- 2016FC Barcelona global partnership
Global
Rakuten became FC Barcelona's principal global partner, with branding on the club's match jerseys beginning in the 2017–18 season. The partnership positioned Rakuten as an international consumer-technology brand rather than only a Japanese marketplace.
Outcome. Delivered high-profile global sports visibility.
- 2010Englishnization
Japan · Global operations
Rakuten made English the official language for internal meetings, documents, and communications as part of a company-wide globalization effort. The initiative was supported by English classes and study time.
Outcome. Improved reported employee English proficiency but attracted criticism over cultural and operational effects.
- Rakuten Super Sale
Japan
A recurring large-scale shopping promotion on Rakuten Ichiba featuring discounts, merchant offers, point incentives, and time-limited campaigns. It is designed to concentrate traffic and purchasing activity across the marketplace.
Outcome. The promotion has become one of Rakuten’s best-known recurring customer-acquisition and transaction-driving events.
- Rakuten Points ecosystem promotions
Japan
Rakuten links shopping, cards, travel, payments, communications, and other services through points and cross-service rewards. Promotional multipliers encourage members to combine multiple Rakuten products.
Outcome. The program supports the group’s ecosystem positioning and provides a common loyalty mechanism across otherwise different businesses.
Brand decisions
2023
Separate listing of Rakuten BankM&ABackground
Rakuten continued to develop its financial-services businesses as distinct operating companies while retaining ecosystem links with the parent group.
Action taken
Rakuten Bank was listed separately on the Tokyo Stock Exchange while remaining associated with Rakuten Group.
Aftermath
The listing increased the visibility and standalone market profile of Rakuten’s banking business.
2021
Form a capital and business tie-up with Japan Post HoldingsStrategyBackground
Rakuten needed strategic and financial support as it expanded mobile-network infrastructure and logistics capabilities.
Action taken
Rakuten allocated a stake to Japan Post Holdings as part of a broader partnership.
Aftermath
Japan Post Holdings became a major shareholder and the companies pursued cooperation in logistics, mobile, and related services.
Reported investment. 150 billion yen (2021)
2021
Adoption of the Rakuten Group corporate identityStrategyBackground
The company’s activities had expanded far beyond the original marketplace and included substantial fintech and mobile businesses.
Action taken
The corporate name was changed to Rakuten Group, Inc., presenting the businesses as a connected group rather than a single e-commerce company.
Aftermath
The new identity more explicitly supported the group’s ecosystem strategy and differentiated the parent company from individual Rakuten services.
2020
Commercial launch of Rakuten MobileProduct launchBackground
After building a new mobile network, Rakuten prepared to enter commercial service as Japan’s fourth major mobile network operator.
Action taken
Rakuten Mobile began commercial services and promoted a simple, low-cost structure supported by its own network and roaming arrangements.
Aftermath
The launch expanded Rakuten’s consumer ecosystem into telecommunications but also introduced substantial capital and operating requirements.
2018
Enter Japan’s mobile-carrier marketStrategyBackground
Rakuten sought to add connectivity to its commerce and fintech ecosystem and challenge Japan’s established wireless operators.
Action taken
The company announced plans for a new mobile network and subsequently launched Rakuten Mobile.
Aftermath
Mobile became one of Rakuten’s three principal business segments and required substantial network investment.
2018
Entry into Japan’s mobile network marketStrategyBackground
Rakuten sought to become a facilities-based mobile operator rather than remain only an internet and financial-services company. The move opened a new growth opportunity but required substantial network investment.
Action taken
The group established Rakuten Mobile and pursued authorization, spectrum, network construction, and a cloud-native architecture for nationwide mobile services.
Aftermath
Rakuten Mobile launched commercially in 2020. Subscriber growth and the route to profitability became central performance issues for the group.
- NTT Docomo — Rakuten’s entry increased competitive pressure in Japanese mobile services, particularly around pricing and service plans.
- KDDI — KDDI competed with Rakuten through its own pricing, network, and customer-retention initiatives.
- SoftBank — SoftBank responded within the broader competitive environment created by Rakuten’s launch and aggressive mobile pricing.
2014
Acquire EbatesM&ABackground
Rakuten sought to expand its international commerce and loyalty capabilities.
Action taken
Rakuten acquired the shopping-rewards company Ebates.
Aftermath
Ebates became Rakuten Rewards and extended the group’s cash-back and referral-commerce presence in several countries.
Reported acquisition value. Approximately US$1 billion (2014)
2010
Adopt English as the corporate languageStrategyBackground
Rakuten wanted to internationalize its workforce and reduce the language barrier between Japanese operations and overseas businesses.
Action taken
The company required official meetings, internal documents, and communications to be conducted in English and introduced language training.
Aftermath
The policy became a prominent example of corporate language reform in Japan, producing reported proficiency gains but also criticism and some employee resistance.
1997
Create a merchant-empowering online shopping mallStrategyBackground
Early online malls often sought strong control over storefront presentation and operations.
Action taken
Rakuten launched a marketplace that gave small merchants relatively broad control over their online stores and charged comparatively accessible fees.
Aftermath
The model became the foundation of Rakuten Ichiba and the group’s broader platform ecosystem.
Recent events
Tryvium Travels partners with Rakuten[12]
Tryvium Travels announced a partnership with Rakuten that added 700,000 facilities to its booking platform across more than 200 countries.
Reported
Marriott and Rakuten Group announce Japan collaboration[13]
Marriott and Rakuten Group confirmed a strategic collaboration intended to connect eligible members of Marriott Bonvoy and Rakuten’s loyalty program and offer travel benefits in Japan.
Reported
Rakuten launches SixthSense in India[14]
Rakuten entered India's B2B market with the launch of SixthSense, a software-as-a-service observability platform. The service is available on a subscription model.
Reported
Rakuten Group reports second-quarter 2021 results[15]
Rakuten Group released its second-quarter 2021 results. Rakuten Mobile reported revenue growth of 17% year over year and an operating loss that widened 85.2% year over year to 99.686 billion yen.
Reported
Rakuten to acquire full ownership of Altiostar[16]
Rakuten Group announced it would acquire the shares in Altiostar Networks held by the vendor’s other investors, taking total ownership. The article also describes Rakuten as having snapped up the stake, while saying further details and transaction timing were unavailable.
Reported
IBM sues Rakuten over e-commerce patents[11]
IBM filed a complaint against Rakuten and related entities in the District of Delaware, alleging infringement of IBM patents related to e-commerce. IBM sought declaratory and injunctive relief and damages, costs, and fees; the allegations are not presented as a court finding.
Reported
Rakuten and Japan Post reach cooperation agreement[17]
Rakuten and Japan Post reached a cooperation agreement covering logistics, mobile services, finance and online shopping. Japan Post also agreed to invest ¥149.9 billion in Rakuten for an 8.32% stake.
Reported
Rakuten announces share placement to Tencent affiliate[18]
Rakuten announced a third-party share placement that included 57.383 million shares allocated to a Tencent subsidiary for 65.7 billion yen.
Reported
Tencent and Rakuten announce strategic cooperation[18]
Tencent announced an investment in Rakuten and said it expected to pursue strategic cooperation with Rakuten in areas including digital entertainment and e-commerce.
Reported
Rakuten announces Serge Ibaka documentary availability[19]
Rakuten announced that its exclusive documentary Anything is Possible, about NBA player Serge Ibaka, would be available for free from June 25 in all territories where Rakuten is available.
Sources27 sources
- 1Rakutenen.wikipedia.org
- 2Hiroshi Mikitanien.wikipedia.org
- 3Rakuten Group corporate websiteglobal.rakuten.com
- 4Rakuten Group corporate historyglobal.rakuten.com
- 5Rakuten Group managementglobal.rakuten.com
- 6Rakuten Group investor relationsglobal.rakuten.com
- 7Rakuten Mobile commercial service announcementcorp.mobile.rakuten.co.jp
- 8Rakuten Super Saleevent.rakuten.co.jp
- 9Rakuten Points ecosystem promotionspoint.rakuten.co.jp
- 10Entry into Japan’s mobile network marketglobal.rakuten.com
- 11IBM sues Rakuten over e-commerce patentslawstreetmedia.com
- 12Tryvium Travels 与 Rakuten 达成合作pittsburghstar.com
- 13万豪与乐天集团宣布在日本合作breakingtravelnews.com
- 14Rakuten在印度推出SixthSenseeconomictimes.indiatimes.com
- 15乐天集团发布2021年第二季度业绩finance.sina.com.cn
- 16乐天拟收购 Altiostar 全部股权telecomtv.com
- 17乐天与日本邮政达成合作协议unwire.hk
- 18乐天宣布向腾讯旗下公司配售股份chinatimes.com
- 19Rakuten宣布推出Serge Ibaka纪录片yahoo.com
- 20Rakuten宣布计划收购Innoeyetechcrunch.com
- 21Rakuten 荣获 The Drum 美国营销奖两个类别奖项prnewswire.com
- 22Rakuten推出Rakuten Advertisingadvanced-television.com
- 23Rakuten与Live Nation合作推出粉丝奖励prnewswire.com
- 24Rakuten推出“Let's Talk Rakuten”营销活动prnewswire.com
- 25Rakuten与Rewards Network合作推出餐饮奖励prnewswire.com
- 26Everledger 完成 2,000 万美元融资idexonline.com
- 27Rakuten acquires Innoeye for its push into 5G and communications servicesfinance.yahoo.com
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