Rakuten – The company

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It’s an understanding that, with the right mind-set, we can make the future better by what we do today.
So we challenge ourselves to evolve, innovate and experiment, to create a better, happier future for everyone.
Today, our 70+ businesses span e-commerce, digital content, communications and fintech, bringing the joy of discovery to more than 1.2 billion members across the world.

Rakuten means in japanese „Optimism“ – that shows how much we believe in the future.

Guido Schulz, COO Rakuten Deutschland

Who is Rakuten?

Opening it’s “doors” in 1997, Rakuten, Inc. has been a major force in bringing internet retail to the world. Rakuten is a company who inspires action and creates results in the world market through empowering everyday people in their business ventures. ‚Empowerment” has been the key ideal reaching far beyond Japan. Rakuten seeks to empower merchants to deliver Omotenashi, a hospitality mindset, which helps sellers create lasting relationships with customers. Rakuten ranks among the top three e-commerce companies in the world.

The idea of “Rakuten” which means  “optimism” guided the activities from the early days till now. It has a special meaning that we can transform the future to a better one with what we are doing today. That’s why Rakuten evolved from a marketplace in Japan to the innovative company with a diversity of branches worldwide.
Rakuten was the first company to set the merchant into the focus of the marketplace activities. And this at a time no one believed in the success of online shopping.

Rakuten is not only a marketplace in Japan or Germany. It has a variety of businesses across e-commerce, digital content, communications and fintech. Through these more than 70 businesses Rakuten empowers every one in all communities in which we operate. All merchants of all marketplaces are part of our empowerment through the personal advice of the E-Commerce-Consultants and Rakuten University (in Germany Rakuten Academy).

Rakuten invests in the future and the unique ecosystem. In Europe and Germany new services will be provided and connected e.g. by the Rakuten Superpoint loyalty program.

But this is not just faith and a beautiful name, but the conviction that this better future lies in our hands. Together with our brands Rakuten TV, Rakuten Viber and the more than 7,000 dealers on the German marketplace, we are working together to create a better tomorrow. As connecting element, we bring together people, companies and visions.
Shared values, a strong team and the idea of ​​empowerment, ie advancing people with knowledge, support and know-how, also connect us with FC Barcelona. Since 2017 we are a proud partner of the legendary club. And just as Barca is „Més que un club“, we are more than just a company.
We are convinced that you, as a dealer, need a partner and not a competitor. That’s why we are passionate about small and large retailers and offer you individual options and solutions in the marketplace. Contact us – together we can change the future!

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What is Rakuten?

Rakuten’s mission is to deliver an outstanding shopping experience to over 200 million customers in Germany and Europe and offering a broad selection of goods and merchants. Rakuten is a true marketplace which empowers retailers to build individual relationships and go the extra mile for their customers. As opposed to the vast majority of faceless, transactional e-commerce marketplaces which also sell directly to consumers, Rakuten is focused on building relationships with merchants and consumers, differentiating on experience and not price alone.

Rakuten’s focus is on delivering more than just a transactional experience to consumers, instead making connections between merchants and buyers via its ‘discovery’ shopping, video content and reviews. Rakuten believes that ecommerce should be entertainment and fun for customers.

Rakuten in Germany

The history of Rakuten in Germany begins in 2011 with the takeover of the Bamberg marketplace Tradoria. In 2012, the name changes to Rakuten.de Shopping. Meanwhile, over 170 employees at our two locations in Bamberg and Berlin support our more than 7,000 retailers on the Internet.

  • Founded: April 2007 (as Tradoria)
  • Headquarter: Bamberg & Berlin
  • Part of Rakuten Group since: July 2011
  • Brand Change: January 2012
  • Employees: 170 (2018)
  • Merchants under contract: Over 7.000
  • Products online: Over 22 Mio.

 Our Managementteam in Germany

Frank Hümmer
Chief Product Officer

Guido Schulz
Chief Operating Officer


Rakuten empowers dealers around the world when it comes to e-commerce. In Germany, our marketplace connects dealers of all categories with their customers and offers – whether e-commerce beginners or online professionals – the ideal solution to sell successfully on the Internet.
Jay Olschewitsch, Category Manager DIY/Home&Garden

Rakuten in Europe

Rakuten is not only present in Germany with a marketplace but has several businesses in Europe.
In addition, Rakuten is the proud main global partner and first official innovation and entertainment partner of the legendary FC Barcelona.

Rakuten TV
PriceMinister Alpha Direct Services
Rakuten Aquafadas Rakuten Europe Bank S.A.

Rakuten worldwide

Founded in 1997 with only 5 employees, Rakuten is today one of the most innovative companies in the world. We offer ecommerce services, video on demand, messaging, marketing services, e-reading, fintech and much more. More than 13,000 employees from 60 nations work daily at Rakuten to make our vision of tomorrow’s Internet a reality.

Rakuten Ichiba was named after Rukuichi-Rakuza,the first free and open marketplace in Japan. Used as a verb, raku in Chinese means as much as enjoying something. This expression was also taken up in the name Rakuten and reflects the positive spirit that turns shopping into entertainment.


  • Founded: 7. February 1997
  • Initial public offering: 19. April 2000
  • Chairman & CEO: Hiroshi Mikitani
  • Headquarter: Tokyo, Japan
  • Employees: 20.000 in 26 countries
  • Over 70 busnesses worldwide
  • Merchants under contract worldwide: about 60.000
  • Registered customers: about 70 Mio.
  • Products: over 100 Mio.
  • Divisions: Rakuten Ichiba (E-Commerce), Kobo (eReading), Rakuten Travel, Rakuten Securities, Rakuten Card (credit card), Rakuten Bank, Rakuten Edy (e-money) and Professional sports

More about Rakuten worldwide: click here