Rakuten is the world's third largest e-commerce marketplace and has often been called "Amazon.com of Japan". But if you ask its CEO, Mr. Hiroshi Mikitani, he would emphasize that Rakuten is very different from Amazon. Rakuten has a clear focus on the shopping experience – providing the customers high quality personal service. By adding an extra dimension beyond the product and customer, Rakuten has successfully created a personalized, bazaar like experience for the customer.
Rakuten essentially has a B2B2C business model where merchants from across the globe can come together and form an internet shopping mall. Each seller can customize his page layout and promotions and communicate directly with the customer through e-mail or SNS (Social networking services). Rakuten receives revenue through fixed fees from merchants and fees per transaction/service. Rakuten also offers consultancy services to merchants so that they can increase their users and sales through the website.
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