Rakuten Ichiba

入驻前，商家最需要关心的九个维度：

商家速览

Japan's largest open marketplace, with the strongest repurchase engine built on points + fintech synergy; fee and shipping costs are high. Suited to merchants of repurchase-oriented categories with a Japanese entity that are willing to invest deeply in points promotions.

入驻门槛

日本国内开店须以法人名义申请（公司登记、银行账户、日本国内客服与物流能力），入驻审核与审查较严；2025 年 7 月起招募新加坡卖家、9 月再扩 6 国国际卖家网络，海外品牌可经国际卖家计划进入（Rakuten 官方新闻稿 2025.9.30）。初期登録費用 6 万円（税别，官方出店規約・料金ガイドライン）。跨区域视角：日本站（楽天市場）与国际卖家计划（Rakuten Global Express 等）在入驻资质与结算币种上不同，海外卖家以官方国际计划规则为准。

开店流程速览（Rakuten Ichiba store setup checklist）：

• 确认日本法人资质、银行账户与国内客服/物流能力
• 提交出店申请，乐天审核资料与资质（审核周期因卖家类型而异，官方未公开统一时长）
• 签署出店規約并缴纳初期登録费（6万円，税别）
• 选定出店计划档位并配置店铺页面、物流与支付方式
• 上线后参与乐天积分/优惠券促销获取初始曝光

海外卖家可经国际卖家计划走同一路径，但资质与结算币种以官方国际条款为准。

费用结构

The official store contract and fee guidelines (2024 revised edition) show: initial registration fee JPY 60,000 (excl. tax); monthly basic store fee tiered by plan — Gambare! Plan (がんばれ！プラン) JPY 25,000/month, Standard JPY 65,000/month, Mega Shop JPY 130,000/month (all excl. tax); system usage fee (システム利用料) billed in tiers by monthly sales — published plan rates are roughly 3.5%–6.5% on PC and 4.0%–7.0% on mobile (excl. tax; e.g., the Gambare! Plan PC tier is 6.5% up to JPY 500,000 in sales, tapering to 3.5% above JPY 10 million), plus a platform-wide 'system usage fee for transaction safety and convenience improvement' (交易安全・便利性向上システム利用料). Rakuten points campaigns (Super SALE, Okaidaimarathon お買い物マラソン shopping marathon) often require stores to bear the points' source cost (店舗原資) — an extra cost. Advertising uses Rakuten RMS ads (pay-per-click); rates and plans are per the official latest fee schedule.

流量获取

On-site search + category browsing + Rakuten points redemption drive traffic; points campaigns and coupons (クーポン) are the main promotional levers. Rakuten RMS ads (keyword/display placements) are the core of paid traffic, alongside Time Sale (タイムセール) limited-time offers and placements such as Rakuten TV/content. Traffic depends heavily on store ratings (reviews レビュー) and promotion participation — operational investment determines exposure.

物流履约

The platform has no mandatory FBA-style logistics; merchants mainly self-fulfill (home delivery 宅配便 / postal mail), meeting Rakuten's delivery rules and packaging requirements and managing timeliness themselves. Since 2020 the mandatory 'free-shipping line' (送料無料ライン, free shipping on orders of JPY 3,980 or more incl. tax) makes stores bear shipping costs (the JFTC once filed a case and applied for an emergency stop order); the new free-shipping system in March 2026 continues to shift shipping costs onto sellers. International sellers usually need a Japan local warehouse or logistics partners to meet delivery-timeliness requirements.

支付与结算

Receivables go through the Rakuten Pay settlement system (credit cards, Rakuten points offset, cash on delivery 代金引換, pay-later 後払い, etc.), in JPY. Settlement funds (精算金) are paid monthly by Rakuten, with store fees and other dues deducted directly (official store contract articles 13/15). Overseas sellers' settlement follows the International Seller Program terms.

合规要求

A Japanese legal entity (or International Seller Program qualification) is required, plus JCT consumption-tax invoice (インボイス) compliance. Merchants must follow the Act on Specified Commercial Transactions (obligations to disclose price/shipping/returns), Rakuten's store contract and prohibited-conduct rules (strict governance of counterfeits and exaggerated claims). Dealing in used/second-hand goods requires a Secondhand Goods Dealer license (古物営業法). Rakuten's forced free-shipping and search-ranking rules have drawn attention from Japan's Fair Trade Commission (JFTC, 2020 emergency stop order), so platform-policy compliance risk needs continuous monitoring.

主要风险

1) The free-shipping system shifts costs — the March 2026 new scheme triggered another wave of large-scale merchant discontent and risks losing small/medium sellers (reported by jinfengkou/ESG Cross-border); 2) GMV growth is slowing (H1 2026 domestic EC GMV only +4.9%), and the platform faces maturity-stage growth pressure; 3) the group posted its 7th consecutive year of net loss (FY2025 net loss of ¥177.8B, mainly due to Rakuten Mobile), raising doubts about long-term investment capacity; 4) Temu/AliExpress cross-border low prices divert price-sensitive users, and the battle with Amazon Japan for No.1 intensifies; 5) the points/promotion/ad system is complex, making learning and trial-and-error costly for new sellers.

适合的卖家

Best suited to mid-to-large sellers with a Japanese legal entity, operating repurchase-oriented categories (daily goods, food, beauty, mother-and-baby, apparel) and willing to invest deeply in points/promotion operations. Cross-border sellers can enter via the International Seller Program. Not suited to small teams or low-margin standardized-product sellers — after the points burden + system usage fee + shipping costs stack up, profit margins are thin.