From Rakuten to Shopify Japan: Strategic Platforms in a Mature E-Commerce Market

あゆみ佐藤
Oct 28
3 min read

1. Current Status and Growth Trends of Japan’s E-Commerce Market

As of 2025, Japan’s e-commerce (EC) market is valued at approximately ¥29 trillion, making it one of Asia’s most mature digital markets. With the growing shift toward mobile shopping, the expansion of cashless payments, and the rise of D2C (direct-to-consumer) brands, competition is intensifying between marketplace-based and independent store-based EC platforms.

Rakuten Ichiba continues to grow by leveraging its massive user base and the broader Rakuten Ecosystem, while Shopify Japan has rapidly expanded its presence by supporting small- and mid-sized businesses with a global infrastructure and flexible platform design.

2. Rakuten Ichiba’s Latest Platform Strategy

In the second half of 2025, Rakuten announced a strategic focus on four key pillars:marketing reform, store experience reform, logistics innovation, and merchant communication enhancement.

Marketing Reform:Rakuten has strengthened the integration of its ecosystem centered on the Rakuten Points program. For instance, Rakuten Mobile subscribers now receive early access to the “Super SALE,” encouraging cross-platform engagement.
AI-Driven Personalization:Starting in October 2025, Rakuten introduced a Personalized Feed feature to tailor shopping experiences and launched the AI-based product recommendation tool “Rakuten AI” in September. These efforts aim to enhance customer experience (CX) and retention.
Store Experience Reform:Rakuten is improving product page design, expanding subscription programs, and optimizing gift options to attract repeat buyers.
Logistics Innovation:The company continues to improve convenience through next-day delivery and contactless delivery services.

Rakuten’s domestic gross merchandise value (GMV) exceeds ¥6 trillion, with the next milestone set at ¥10 trillion. Its focus remains on customer retention and growth within a mature market.

3. Shopify Japan’s Rise and Key Strengths

Since its full-scale entry into Japan in the 2020s, Shopify Japan has achieved remarkable growth by localizing its global platform to meet Japanese business needs.

Flexible Platform Architecture:Supports multi-language and multi-currency setups, .jp domains, and Japan-specific tax and shipping configurations.
High Customizability for D2C Brands:Enables brands to express their unique identity and run independent marketing strategies while maintaining backend integration with global operations.
Mobile-Optimized Design:With over 80% of online shopping done via smartphones in Japan, Shopify’s responsive design and seamless mobile payment support are key strengths.
Domestic Logistics Integration:Partnerships with Yamato and Sagawa enable automated shipping labels and notification systems for operational efficiency.

Prominent adopters include ISSEY MIYAKE, Francfranc, Human Made, and ARC'TERYX Japan, all of which leverage Shopify to enhance both brand presence and online sales.

4. Comparative Analysis: Rakuten vs. Shopify Japan

Category	Rakuten Ichiba	Shopify Japan
Business Model	Marketplace (multi-store)	Independent D2C (single-brand)
Customer Base	Largest domestic platform (~150 million IDs)	SMEs and brand-focused businesses
Marketing	Ecosystem-based, strong point incentives	SEO and social media-driven brand experience
System	Proprietary large-scale infrastructure	Open API with flexible expansion
Product Management	Managed within Rakuten’s ecosystem	Freely designed catalog system
Logistics Support	Integrated Rakuten Logistics	Integration with external carriers
Fees	Higher (approx. 10–15%)	Fixed-rate subscription
Customer Service	Centralized through Rakuten	Direct brand-managed support

Rakuten focuses on leveraging its massive traffic and point ecosystem to build loyalty and repeat customers.In contrast, Shopify emphasizes direct customer engagement, data utilization, and tailored experiences, fueling its growth in niche and premium markets.

5. Collaboration and Competition Between Rakuten and Shopify

In 2025, Rakuten introduced new functionality allowing Shopify store owners to integrate directly into Rakuten Ichiba, providing access to Rakuten’s vast customer base through a cross-channel initiative.

Meanwhile, Shopify Japan strengthened its API integration with Rakuten’s marketing platform, enabling more efficient advertising and promotional operations.

This year marks a significant shift toward data integration, omnichannel collaboration, and localized service synergy, as both companies navigate between competition and partnership.

6. Keys to Success in Japan’s Mature E-Commerce Market

Personalization and UX:Rakuten enhances AI-based marketing through Rakuten AI, while Shopify empowers brands to design unique customer journeys.
Localized Logistics and Payment Systems:Rakuten’s integrated ecosystem contrasts with Shopify’s multi-carrier flexibility, both tailored to Japan’s infrastructure.
SME Support and Financing:Rakuten leverages purchasing data to expand financial services, whereas Shopify offers global consulting and cross-border EC support.
Customer Support and Brand Communication:Rakuten provides unified CS infrastructure, while Shopify enables brands to manage customer relations independently, strengthening loyalty.

Conclusion

Japan’s EC platform landscape, long dominated by Rakuten’s marketplace model, has evolved into a diverse and multi-layered ecosystem with the rise of Shopify Japan. Rakuten’s strength lies in its powerful user base, integrated ecosystem, and AI-driven marketing transformation, while Shopify offers unmatched customization and global scalability for D2C brands.

The year 2025, marking the start of experimental collaboration between the two, signals the beginning of a multi-platform era in Japan’s e-commerce industry.For overseas companies and new market entrants, understanding and leveraging both strategies—Rakuten’s vast customer reach and Shopify’s direct brand control—will be key to success.