How to Sell on Rakuten Japan

Ready to tap into one of Japan's most lucrative online marketplaces? Rakuten Japan is a retail giant with millions of monthly visitors, and it offers sellers, both local and international, a chance to reach a vast customer base. But selling on Rakuten isn't as simple as just uploading a few products. There are specific strategies, requirements, and techniques that can make or break your success on the platform. This guide will walk you through how to effectively sell on Rakuten Japan, maximizing your reach, driving sales, and building a long-term business.

1. Why Sell on Rakuten Japan?

Before diving into the logistics, it's crucial to understand why Rakuten is such an appealing platform. Often dubbed "Japan's Amazon," Rakuten stands as the country’s largest e-commerce platform with more than 100 million users. That's an enormous pool of potential customers who are ready to spend money, and this means the opportunity for significant revenue growth if you do things right.

Rakuten isn’t just about Japan either. The platform has a global reach, and with the right setup, you can also access international markets. Plus, Rakuten offers a variety of integrated marketing tools that make it easier to target your audience and increase visibility.

2. The Steps to Get Started

Step 1: Registration and Account Setup

Selling on Rakuten Japan requires a business account. You can’t just register as an individual seller like on other platforms. You’ll need to set up a legitimate business entity, provide all necessary documentation, and open a Japanese bank account.

Key requirements include:

• Business registration and verification documents.
• A Japanese bank account for payments.
• A Japanese address (you may need to work with a third-party logistics provider).

Step 2: Product Listings

Once your account is approved, the next critical step is setting up your product listings. This is where many sellers fail. Rakuten has stringent requirements for product descriptions, images, and categorization. Your listings should not only meet these criteria but also be optimized for searchability and conversions. A clear, professional presentation is essential to building trust and encouraging purchases.

Important points:

• Use high-quality images that showcase the product from different angles.
• Write detailed product descriptions with all relevant information (size, material, etc.).
• Choose the correct category and tags to make your products easier to find.

Step 3: Pricing and Shipping

Price your products competitively, but don’t undervalue them just to attract buyers. Rakuten is not necessarily a price-sensitive platform like eBay; shoppers are often willing to pay for quality. Shipping, however, plays a significant role. You'll need to carefully consider your shipping strategy because Japanese consumers expect fast and reliable delivery.

Rakuten has partnerships with domestic carriers, and they also provide their shipping service. To succeed, consider offering free shipping if possible. Consumers on Rakuten are more likely to complete a purchase if free shipping is part of the deal.

3. Rakuten’s Unique Marketing Opportunities

Rakuten offers several in-built marketing tools that you can leverage to boost your sales. Take full advantage of these! Here’s a breakdown:

• Rakuten Super Points: This is Rakuten's loyalty program, and it’s one of the platform’s most powerful selling tools. Offering Rakuten points as a reward for purchases encourages repeat buying.

• Banner Ads: Unlike some other platforms, Rakuten allows sellers to create banner ads within the marketplace. These ads can be tailored to specific customer segments.

• Email Marketing: You can directly email customers who have purchased from your store. This is a rare opportunity to build a long-term relationship with your buyers, something not usually allowed on most other platforms.

4. Localization and Customer Communication

Localization is critical. Japanese consumers prefer to buy from sellers who can communicate clearly in Japanese. This includes product descriptions, customer service, and even email communications. It’s essential to either learn the language or hire a professional translation and localization service.

Don’t forget to:

• Offer customer support in Japanese.
• Ensure your product descriptions and emails are culturally appropriate.
• Answer inquiries promptly, ideally within 24 hours.

Rakuten’s customer service requirements are strict, and failure to respond in a timely manner can result in penalties, including being suspended from the platform.

5. Utilizing Third-Party Services

For international sellers, it’s often necessary to work with third-party services to bridge the logistical and language gaps. There are several companies that specialize in helping foreign businesses sell on Rakuten Japan, offering services such as:

• Logistics and warehousing.
• Product localization.
• Customer service management.

These services can be invaluable, particularly if you are just starting out or expanding into the Japanese market for the first time.

6. Success Stories and Case Studies

Many businesses have thrived on Rakuten by following the right strategies. For instance, a U.S.-based electronics seller saw a 300% increase in sales within six months by leveraging Rakuten’s marketing tools and localizing their customer service. Another brand selling premium skincare products reported that offering Rakuten points tripled their customer retention rate.

7. Challenges to Anticipate

Of course, selling on Rakuten Japan isn't without its challenges. Here are a few common pitfalls that new sellers encounter:

• High competition: Rakuten is popular among both Japanese and international sellers. Standing out requires a strong brand, unique products, and excellent customer service.

• Language barriers: Even with translation services, nuances in customer inquiries can be lost, making it difficult to address problems effectively.

• Strict platform policies: Rakuten has stringent rules regarding product listings, customer service, and returns. Sellers who don’t comply risk account suspension.

8. Conclusion: Building a Long-Term Business

Selling on Rakuten Japan is more than just an opportunity—it’s a gateway to one of the world’s most active e-commerce markets. By following the steps outlined here, you can build a sustainable, profitable business. Remember, success on Rakuten doesn’t come overnight, but with the right strategies, tools, and commitment, you can grow and thrive on this platform.

Take advantage of Rakuten’s vast reach, marketing tools, and loyal customer base. By localizing your products and customer service, offering competitive pricing, and mastering the platform’s tools, you’ll be well-positioned to succeed.