International online marketplace guides

Selling on the Rakuten online marketplace

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Selling on the Rakuten online marketplace

Getting started on Rakuten

Rakuten is Japan’s leading online marketplace with over 150 million buyers - around 80% of Japan's population. Its marketplace is set up like a virtual shopping mall. As a seller, you'll have your own store with your own branding.

Japanese consumers like high quality content that has been properly translated, with a lot of product detail, including images and videos of products.

To set up on Rakuten, you'll need to get in touch with a Rakuten sales adviser. They will start the brand and product verification process, which can take around 4 weeks.

Once complete, you can list your products. You will also have a Rakuten account manager to help promote and drive sales.

You must have a local business presence and a local bank account to sell on Rakuten. However, there are partners approved by Rakuten who can set up a Rakuten store on your behalf, if having a Japanese entity isn't possible.


Rakuten is a business-to-consumer (B2C) market place, selling to customers in Japan.


You can sell on Rakuten if your business is in one or more of the following sectors:

  • Textiles
  • Apparel
  • Technology
  • Food and drink
  • Sports
  • Electronics
  • Health and beauty
  • Children’s items
  • A place to buy everything

Subscriptions and fees

There are 4 membership plans with varying monthly fees and a percentage commission on items sold:

  • Lite Plan costs 39,800 YEN (£300) plus 3.5-5.0% commission
  • Beginners Plan costs 19,500 YEN (£150) plus 3.5-6.5% commission
  • Standard Plan costs 50,000 YEN (£377) plus 2-4% commission
  • Mega shop Plan costs 100,000 YEN (£753) plus 2-4% commission

Each plan has different listing capacities and all will incur a 60,000 YEN (£453) registration fee.

Contact us

Get in touch with our trade advisers who can help you sell on international online marketplaces.


All information provided on this web page is for general guidance only. Due diligence on a given third party or listing remains the exclusive responsibility of the end user. Whilst every effort is made to ensure the accuracy of the details represented, Scottish Enterprise cannot endorse, recommend or accept responsibility for any transactions conducted between the user and a given third party or listing provided on this web page. Scottish Enterprise has compiled these guides using secondary sources and all information was correct at the time or writing.