Designed to serve as a gateway for younger consumers to engage with the Rakuten Ecosystem, the name “Rakuten Rakuyoko” blends the company’s name with the Japanese concept of “yokocho (alleyway),” evoking a bustling, lively marketplace where a diverse array of products come together.
The store debuts with approximately 60,000 items, a selection Rakuten plans to expand over time*2. The inventory focuses on high-trend, budget-friendly items, ranging from fashion and smartphone accessories to interior decor and kitchenware, with prices starting at just a few hundred yen. In addition, select products that have passed Rakuten Rakuyoko’s own quality inspections will display an “R-Select” label*3.
The platform will also host regular sales and ongoing coupon campaigns to ensure daily shopping remains both fun and affordable. All new registered users will receive a one-time 500-yen discount coupon upon sign-up.
The Rakuten Rakuyoko website features a vibrant, pop-inspired aesthetic tailored to younger demographics. To enhance usability, the platform integrates personalized product recommendations on the home screen and product pages, based on individual browsing and purchase history. The interface is optimized for mobile, utilizing a vertical-scrolling design that mirrors the discovery-led experience of social media, allowing users to navigate products aligned with their personal interests.
Orders on Rakuten Rakuyoko are accepted from a minimum of 2,100 yen (including tax) and include free shipping*4. Customers earn one Rakuten Point for every 100 yen (excluding tax) spent, which can be applied to future purchases on Rakuten Rakuyoko as well as across the broader Rakuten Ecosystem.
Rakuten remains committed to expanding its customer touchpoints and delivering a compelling, value-driven shopping experience through this new platform.
Notes
*1 Operated as a direct-sales online store independent of Rakuten Ichiba, available via web browsers and iOS/Android apps.
*2 As of August 25, 2026.
*3 Returns are accepted for any reason within 30 days of the shipping date.
*4 Excludes certain regions, including Okinawa and remote islands. This service is available for single orders ranging from 2,100 yen to 16,666 yen (including tax).
Overview of Rakuten Rakuyoko
Name: Rakuten Rakuyoko
Launch Date: Scheduled for August 25, 2026
URL: https://rakuyoko.rakuten.co.jp/ (*Japanese page)
Overview: A new Rakuten online store for the younger generation, offering affordable fashion, smartphone accessories and interior goods
Key Features:
- Curated lineup of trendy, affordable items
- User-friendly, intuitive interface designed for social media-style product discovery
- Personalized recommendations based on user’s browsing and purchase behavior
- Ongoing promotional campaigns, including discounts and coupons
