Rakuten, Inc. is a large Japanese company that provides various internet services. It was founded in 1997 by Hiroshi Mikitani and is best known for operating Rakuten Market, the largest online shopping mall in Japan. Rakuten has expanded into other businesses such as credit cards, banking, travel, securities, communications, and sports teams. Rakuten Market uses a B2B2C business model, forming an online shopping mall by connecting individual stores scattered across Japan. It generates most of its profits from commissions and fees charged to the stores that use its platform. With over 40 million members and 25,000 stores, Rakuten Market has become very large and successful.

1. How Rakuten Works
s1170063 Shunsuke Sasaki

2. The outline of Rakuten, Inc
• Rakuten, Inc. which is managing Rakuten Market is
a company in Japan which provides the Internet
synthesis services including Internet shopping.
• It appeared in 1997 and Hiroshi Mikitani, the
chairman and president, inaugurated an enterprise.
• Rakuten Market is the greatest Internet shopping
mall in Japan which Rakuten, Inc. is proud of.

3. Rakuten group list of first
• EC enterprise
Rakuten Market, the Rakuten auction, etc
• Credit card enterprise
Rakuten card, etc
• Activities banking
Rakuten bank(old : eBANK Corporation)
• Travel enterprise
Rakuten travel

4. Rakuten group list of second
• Security enterprise
Rakuten Securities
• Sport-for-pay enterprise
The Tohoku Rakuten Golden Eagles etc.
• Communications industry
Fusion Communications
※ Rakuten, Inc. is performing EC enterprise since
foundation, M&A, etc. positively in recent years, and a
finance company’s tone is becoming strong.

5. The outline of Rakuten Market
• The Rakuten situation is the greatest shopping mall on the
Internet in domestic. The 40 million membership as of 2008
of Rakuten Market. The number of opening a shop, 25000
annual turnovers of 530 billion yen. In the prize market
established in the Rakuten Market site, 999,999,999
success in an election has a site of an impossible prize in
fact.

6. The affiliate bisiness of Rakuten, Inc.
• Although dealing of goods which carried the affiliate is
also performed, the rate for every goods sales is about
1% and a quite relatively cheap reduction rate.
• Moreover, the remuneration of the affiliate of Rakuten is
not based on cash and performed by the Rakuten super
point.

7. The business model of Rakuten Market
• The greatest Internet shopping mall "Rakuten Market" in
Japan is a B-2B-2C type (Business to Business to
Consumer) business model which forms an on-line virtual
shopping mall on a network of the store scattered all over
every place.
• The main profit sources are the commissions according
to a set-up fee, sales, etc. from an opening-a-shop store.
• From "Rakuten Market", offer a system called RMS for
managing the store on the Internet which carried out
proprietary, and also The sales of a store are grown up
and solving a subject with a store provides the consulting
service by the staff called EC consultant who is a mission
for a store.

8. B2B2C(Business to Business to Consumer)