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E-Commercce Opportunities for US Brands and Retailers in Japan with

E-Commercce Opportunities for US Brands and Retailers in Japan with
E-Commercce Opportunities for US Brands and Retailers in Japan with

Expanding E-Commerce in Japan with Rakuten

Overview

$71 billion in e-commerce sales make Japan the world’s 4 th largest e- commerce market

27% of Japanese e-commerce happens on Rakuten, the largest e-commerce player in Japan

99.8% of Japanese internet users are Rakuten shoppers

Rakuten is the largest and fastest-growing e-commerce marketplace in Japan

largest and fastest-growing e-commerce marketplace in Japan • Create a fully-branded webstore within the Rakuten

Create a fully-branded webstore within the Rakuten marketplace

High-demand for US brands in Japan

Demand generation, promotion, and loyalty services keep customers coming back

Account consultants and service partners help you succeed in Japan

The World’s 4th Largest E-Commerce Market

Rank

Country

Market Size (Billions $)

1

China

426.26

2

US

305.65

3

UK

82.00

4

Japan

70.83

5

Germany

63.38

6

France

38.36

7

South Korea

33.11

8

Canada

24.63

9

Russia

17.47

10

Brazil

16.28

24.63 9 Russia 17.47 10 Brazil 16.28 4 th largest global e-commerce market 100 Million

4 th

largest global e-commerce market

100

Million Internet users

82.8%

Internet Penetration

market 100 Million Internet users 82.8% Internet Penetration
market 100 Million Internet users 82.8% Internet Penetration

http://www.statista.com/statistics/377624/leading-countries-retail-e-commerce-sales/

The Largest E-Commerce Player in Japan

The Largest E-Commerce Player in Japan
The Largest E-Commerce Player in Japan

More Customers. More Merchants. More GMV.

99.8million
99.8million
More Customers. More Merchants. More GMV. 99.8million 100 Internet users in Japan Million 99.8 Rakuten members

100 Internet users in

Japan

Million

99.8 Rakuten members Million

99. Rakuten

8%

penetration

rate

The Largest E-Commerce Marketplace in Japan

26.8% 18.6% 5.4%
26.8%
18.6%
5.4%
E-Commerce Marketplace in Japan 26.8% 18.6% 5.4% Non-marketplace e-commerce sales Other marketplace sales •
E-Commerce Marketplace in Japan 26.8% 18.6% 5.4% Non-marketplace e-commerce sales Other marketplace sales •
E-Commerce Marketplace in Japan 26.8% 18.6% 5.4% Non-marketplace e-commerce sales Other marketplace sales •

Non-marketplace e-commerce sales

Other marketplace sales

Rakuten Ichiba includes marketplace sales as well as Ichiba sales for Kenko.com and Stylife. Amazon.co.jp includes both Amazon sales and Marketplaces merchant sales. Source: Fuji Keizai Group, “Ecommerce Business Conditions 2014 – 2015”

Amazon sales and Marketplaces merchant sales. Source: Fuji Keizai Group, “Ecommerce Business Conditions 2014 – 2015”

The Fastest Growing Marketplace in Japan

Japanese E-Commerce GMV Growth

USD billion

16.7

in Japan Japanese E-Commerce GMV Growth USD billion 16.7 2012 2013 2014 12.4 10.4 10.3 8.2

2012

in Japan Japanese E-Commerce GMV Growth USD billion 16.7 2012 2013 2014 12.4 10.4 10.3 8.2

2013

in Japan Japanese E-Commerce GMV Growth USD billion 16.7 2012 2013 2014 12.4 10.4 10.3 8.2

2014

12.4 10.4 10.3 8.2 6.8 2.7 2.9 2.5
12.4
10.4
10.3
8.2
6.8
2.7 2.9
2.5
in Japan Japanese E-Commerce GMV Growth USD billion 16.7 2012 2013 2014 12.4 10.4 10.3 8.2
in Japan Japanese E-Commerce GMV Growth USD billion 16.7 2012 2013 2014 12.4 10.4 10.3 8.2
in Japan Japanese E-Commerce GMV Growth USD billion 16.7 2012 2013 2014 12.4 10.4 10.3 8.2

RakutenThe OnlyisMerchanta Merchant-Centric-CentricMarketplaceMarketplacein

Japan

Merchant -Centric -Centric Marketplace Marketplace in Japan Products, not merchants ( Commodity items, pure price
Merchant -Centric -Centric Marketplace Marketplace in Japan Products, not merchants ( Commodity items, pure price

Products, not merchants

Commodity items, pure price competition

merchants ( Commodity items, pure price competition ) B2B2C (Largest GMS in Japan; Exclusive Merchant Support
merchants ( Commodity items, pure price competition ) B2B2C (Largest GMS in Japan; Exclusive Merchant Support
B2B2C (Largest GMS in Japan; Exclusive Merchant Support System)
B2B2C
(Largest GMS in
Japan; Exclusive
Merchant Support
System)
GMS in Japan; Exclusive Merchant Support System) C2C + B2C (Auction-style, free shops attract small/casual
GMS in Japan; Exclusive Merchant Support System) C2C + B2C (Auction-style, free shops attract small/casual

C2C + B2C

(Auction-style, free shops attract small/casual

merchants

The Best Channel to Sell in Japan

16.7B USD 41,226 $34,693

16.7B USD

41,226

$34,693

Best Channel to Sell in Japan 16.7B USD 41,226 $34,693 10.3B USD 2.9B USD Total EC

10.3B USD

to Sell in Japan 16.7B USD 41,226 $34,693 10.3B USD 2.9B USD Total EC sales in

2.9B USD

Total EC sales in

2014

Number of Merchants

*161,000 (as of

2013)

243,000

Average Monthly Sales per Merchant

$5,612

$1,068

Average monthly sales per merchant

$40,000

$35,000

$30,000

$25,000

$20,000

$15,000

$10,000

$5,000

$0

[VALUE]
[VALUE]
$30,000 $25,000 $20,000 $15,000 $10,000 $5,000 $0 [VALUE] $[VALUE] $[VALUE] Rakuten Ichiba : Annual report 2014
$30,000 $25,000 $20,000 $15,000 $10,000 $5,000 $0 [VALUE] $[VALUE] $[VALUE] Rakuten Ichiba : Annual report 2014
$[VALUE]
$[VALUE]
$25,000 $20,000 $15,000 $10,000 $5,000 $0 [VALUE] $[VALUE] $[VALUE] Rakuten Ichiba : Annual report 2014 and
$25,000 $20,000 $15,000 $10,000 $5,000 $0 [VALUE] $[VALUE] $[VALUE] Rakuten Ichiba : Annual report 2014 and
$[VALUE]
$[VALUE]
$20,000 $15,000 $10,000 $5,000 $0 [VALUE] $[VALUE] $[VALUE] Rakuten Ichiba : Annual report 2014 and earning
$20,000 $15,000 $10,000 $5,000 $0 [VALUE] $[VALUE] $[VALUE] Rakuten Ichiba : Annual report 2014 and earning

Rakuten Ichiba: Annual report 2014 and earning summary of 4Q 2014 Amazon: Impress, online shop managers EC forum column (February 2 nd

2015)

Yahoo! Shopping: Earning release of 3Q 2014

Rakuten Ecosystem Retains Japanese Customers

Customer Flow
Customer Flow

Promotions Generate Demand and Repeat Buyers

Promotions Generate Demand and Repeat Buyers
Promotions Generate Demand and Repeat Buyers

Design Fully-Branded Stores Within Rakuten

Examples of Stores Designed by US Brands for Rakuten Ichiba Marketplace

Stores Designed by US Brands for Rakuten Ichiba Marketplace rakuten.ne.jp/gold/forever21/default.htm
Designed by US Brands for Rakuten Ichiba Marketplace rakuten.ne.jp/gold/forever21/default.htm rakuten.ne.jp/gold/otterbox/
Designed by US Brands for Rakuten Ichiba Marketplace rakuten.ne.jp/gold/forever21/default.htm rakuten.ne.jp/gold/otterbox/

Support Staff Ensure Your Success In Japan

Opening a Merchant Account
Opening a Merchant Account

Ongoing Account Management

Sales

Consultant

Account Ongoing Account Management Sales Consultant • Japan market knowledge • Account setup advice

Japan market knowledge

Account setup advice

Store design suggestions

Merchandising guidance

E-Commerce

Consultant

• Merchandising guidance E-Commerce Consultant • Performance feedback and improvement consulting •

Performance feedback and improvement consulting

Marketing strategies

Promotional guidance

Consultant • Performance feedback and improvement consulting • Marketing strategies • Promotional guidance

Service Partners Help You Operate in Japan

1

US merchant

Service

Japanese

Partners

Operate in Japan 1 US merchant Service Japanese Partners Customers Traffic &Demand Promotions Purchase
Operate in Japan 1 US merchant Service Japanese Partners Customers Traffic &Demand Promotions Purchase
Customers Traffic &Demand Promotions Purchase Customer Service
Customers
Traffic
&Demand
Promotions
Purchase
Customer
Service

Brand Feed

Promotions Purchase Customer Service Brand Feed Your Brand Fully Branded Store Marketing Local Order
Your Brand
Your Brand
Purchase Customer Service Brand Feed Your Brand Fully Branded Store Marketing Local Order Management
Purchase Customer Service Brand Feed Your Brand Fully Branded Store Marketing Local Order Management
Purchase Customer Service Brand Feed Your Brand Fully Branded Store Marketing Local Order Management

Fully Branded Store

Customer Service Brand Feed Your Brand Fully Branded Store Marketing Local Order Management Customer Support &

Marketing

Service Brand Feed Your Brand Fully Branded Store Marketing Local Order Management Customer Support & Returns

Local Order Management

Brand Fully Branded Store Marketing Local Order Management Customer Support & Returns Shipping Customs duty

Customer Support & Returns

Branded Store Marketing Local Order Management Customer Support & Returns Shipping Customs duty Logistics/ Fulfillment
Branded Store Marketing Local Order Management Customer Support & Returns Shipping Customs duty Logistics/ Fulfillment

Shipping

Customs duty

Logistics/ Fulfillment

Branded Store Marketing Local Order Management Customer Support & Returns Shipping Customs duty Logistics/ Fulfillment

Rakuten Empowers US Retailers to Sell in Japan

More customers. Japan’s largest e-commerce player

Your brand. Fully branded store design

Your success. Account consultants and partner services Ready to

sell in Japan?

consultants and partner services Ready to sell in Japan? Reid Wegner Merchant Development Manager

Reid Wegner Merchant Development Manager reid.wegner@rakuten.com