Rakuten Launches Direct-to-Consumer Value E-Commerce Platform "Rakuyokocho"

On August 28, it was reported that Rakuten Group officially rolled out its direct-operated value e-commerce platform "Rakuten Rakuyokocho" on August 25. The platform launched with approximately 60,000 SKUs in its first batch, covering categories such as apparel, mobile phone accessories, home goods, and kitchenware, with prices starting as low as a few hundred yen. The platform offers free shipping on orders over 2,100 yen (tax included), except for Okinawa and outlying islands. Customers can earn 1 Rakuten point for every 100 yen spent (pre-tax), while new users will receive a 500-yen coupon upon registration. The platform also uses the "R Select" label to strengthen quality endorsement for its curated product selection. In terms of page design, Rakuten Rakuyokocho abandons the traditional e-commerce shelf model centered on search and price comparison, and instead adopts a solid color gradient visual design and a vertically scrollable content feed format. Based on users' browsing and purchase behavior, it recommends relevant content on the homepage and below product detail pages, enhancing interactivity during the shopping process and boosting immediate conversion rates. This article was first published on the official website of Ebrun. 【Source: Ebrun Go, an automated writing robot developed by Ebrun that delivers real-time e-commerce industry insights via algorithms. This tool is still in its early stages of development. Feel free to contact run@ebrun.com or leave a comment to help it improve.】