How to Promote on Rakuten: The Ultimate Beginner’s Guide (Step-by-Step)

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How to Promote on Rakuten: The Ultimate Beginner’s Guide (Step-by-Step)

Charles adams

February 23, 2025

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If you’re looking to learn how to sell on Rakuten, you’ve come to the right place! This detailed guide will walk you through the entire process, helping you decide if Rakuten is the right platform for your business. Whether you’re new to e-commerce or looking to expand your reach, this step-by-step guide will cover everything you need to know about how to sell on Rakuten and succeed in the marketplace.
For more helpful tips and insights on e-commerce, check out our blog.

What is Rakuten?

Founded in 1997 in Japan, Rakuten has become one of the world’s largest e-commerce platforms, with over 44,000 sellers and 105 million members globally. Rakuten initially aimed to cater to Japanese consumers but has since expanded internationally. It operates in 29 countries and has acquired various international ventures, including Buy.com (US), Priceminister (France), and Ikeda (Brazil).

Key Considerations for Selling on Rakuten

Before jumping in, there are several things you should consider when deciding whether to sell on Rakuten:

1. Branded Products Only
   Rakuten has strict policies that allow only branded products to be sold. Unauthorized non-branded products are prohibited.
2. Valid UPCs Required
   To sell on Rakuten, products must have valid Universal Product Codes (UPCs). These codes uniquely identify each product.
3. Business Registration in Japan
   Since Rakuten is based in Japan, sellers need to register a business entity in Japan.
4. Japanese Bank Account
   Sellers are required to have a Japanese bank account for payment processing.
5. Language Barrier
   As a Japanese-based platform, communication with Rakuten and customers may require Japanese-speaking staff.
6. Price Consistency Across Channels
   Sellers must list products at the same price across all sales channels, ensuring a fair and equal chance of sales across platforms.
7. Shipping Responsibilities
   Sellers are responsible for processing orders and shipping within the specified time. Late shipments may lead to order cancellations.

Benefits of Selling on Rakuten

Why should you consider selling on Rakuten? Here are some compelling reasons:

1. Rakuten Super Points Program
   This loyalty program allows sellers to reward customers with Rakuten Super Points, which can be used for future purchases, increasing customer retention and sales.
2. Customer Feedback & Product Reviews
   Rakuten’s review system helps build trust among buyers. Positive feedback boosts your product visibility and rankings on the platform.
3. Rakuten Professional Plus Package
   The Professional Plus package provides tools like BuyMail for promotions and Super Logistics for warehouse support.
4. Rakuten’s Fear-Free Guarantee
   Rakuten offers a buyer protection program, ensuring that customer complaints are addressed promptly, and fostering trust in your store.
5. Rakuten Affiliate Program
   Boost your marketing efforts with Rakuten’s affiliate program, allowing you to promote your products through affiliates to increase sales.
6. ECC Agent Support
   Rakuten provides an E-commerce Consultant to help with everything from promotions to customer service.
7. Customizable Storefront
   Create a personalized storefront that reflects your brand and attracts more customers.

Products You Can Sell on Rakuten

Rakuten supports a wide variety of products, including:

• Clothing & Accessories
• Health & Beauty Products
• Shoes & Bags
• Electronics & Appliances
• Office Supplies
• Home & Garden Items
• Automotive Accessories
• Pet Supplies
• Kids & Baby Products
• Toys & Hobbies
• Sports Gear & Outdoor Equipment
• Food & Beverages
• Books, Media & Gifts
• And much more!

Prohibited Products on Rakuten

Rakuten has strict policies to protect trademarks, patents, and known brands. The following items are prohibited:

• Counterfeit goods
• Luxury fashion brands
• Testers & samples
• Animal products
• Firearms & explosives
• Subscriptions
• Stolen items
• Offensive materials
• Pharmaceuticals
• Alcohol

Rakuten Seller Fees

Before registering, you’ll want to understand Rakuten’s fee structure. Here’s a breakdown:

1. No Listing Fee
   Rakuten doesn’t charge sellers for listing products.
2. Commission per Sale
   Rakuten charges a commission fee of 0.99% per item sold.
3. Variable Percentage on Product Price
   Rakuten charges a percentage of the total product price based on product category. See the table below:

4. Monthly Fees
   Rakuten charges a monthly fee of $39 for the basic Professional plan, and $199 for the Professional Plus plan, which allows you to list over 50,000 products.

How to Register as a Seller on Rakuten

Follow these steps to get started:

1. Visit Rakuten’s Website
   Start by visiting the official Rakuten website to begin your seller registration.
2. Click ‘Start Selling’
   Click on the “Start Selling” button to access the registration form.
3. Fill in the Required Information
   Complete the registration form with accurate details. You’ll need a valid credit card, tax ID, and bank account information to proceed.
4. Review Terms & Conditions
   Carefully read the terms and conditions to ensure compliance, then click “Create Account.”
5. Provide Store Details
   After account creation, fill in your store name, description, and business contact information.
6. Wait for Approval
   Rakuten typically takes 3 to 10 days to approve new sellers. During this time, your application will be reviewed.
7. Start Selling
   Once approved, you can begin listing products. You can either list them manually or in bulk using an Excel or CSV file.
8. Handle Shipping
   Choose between In-House or Third-Party Shipping. In-house allows you to manage shipping yourself, while third-party services help you handle bulk orders.

Conclusion

Selling on Rakuten presents many growth opportunities. With its vast customer base, powerful loyalty program, and helpful seller tools, Rakuten can be an excellent platform for your business. By following the steps in this guide, you’ll be well on your way to becoming a successful Rakuten seller.