How to Start Selling on Rakuten

Rakuten is a Japanese e-commerce powerhouse, established in 1997. The platform has grown into one of the world’s largest online marketplaces, with operations extending beyond Japan into various international markets. Rakuten is known for its unique membership program, Rakuten Super Points, which rewards customers with points that can be used for future purchases, thus fostering customer loyalty and repeat purchases.

Benefits of Selling on Rakuten

Selling on Rakuten offers several distinct advantages:

• Access to a Huge Customer Base: With millions of active users, Rakuten provides a broad audience for your products.
• Strong Brand Trust: Rakuten’s strong brand presence, particularly in Japan, means customers are more likely to trust and purchase from sellers on the platform.
• Comprehensive Seller Support: Rakuten offers various tools and resources to help sellers optimize their listings, manage inventory, and increase sales.
• Diverse Product Categories: From electronics to fashion, Rakuten supports a wide range of product categories, making it suitable for various types of businesses.

Types of Seller Accounts on Rakuten

Understanding the types of seller accounts available on Rakuten is essential to choosing the one that best fits your business model.

Individual Seller Account

This account is ideal for smaller businesses or individuals who are just starting out. It’s relatively easy to set up, and the fees are lower. However, the features available to Individual Sellers are limited, and this account type is best suited for those with a smaller product range and lower sales volume.

Business Seller Account

The Business Seller Account is designed for established businesses that intend to sell a higher volume of products. This account offers advanced tools, better customer support, and comprehensive analytics, making it the preferred choice for small to medium-sized businesses looking to scale.

Enterprise Seller Account

For large enterprises with extensive product catalogs and significant sales volumes, the Enterprise Seller Account provides tailored solutions. These include dedicated account management, advanced analytics, and customized marketing strategies to help large businesses succeed on Rakuten.

Step-by-Step Instructions on How to Create a Seller Account

Setting up a seller account on Rakuten involves several steps. Follow this detailed guide to ensure a smooth registration process.

Step 1: Access the Rakuten Seller Portal

Begin by visiting the Rakuten Global Market website. Navigate to the seller section and click on “Register as a Seller” to initiate the account creation process.

Step 2: Choose the Appropriate Seller Account Type

Based on your business needs and scale, select the type of seller account that best suits your operations—Individual, Business, or Enterprise.

Step 3: Complete the Application Form

You will be required to fill out an application form with detailed information about your business. This includes:

• Business Name and Address: Your legal business name and physical address.
• Contact Information: A valid email address and phone number for communication.
• Product Information: A brief description of the products you intend to sell.
• Tax Information: Your business’s tax identification number (TIN) or equivalent.

Step 4: Submit Necessary Documents

Rakuten requires several documents to verify your business identity. These typically include:

• Business Registration Certificate: Proof of your business’s legal status.
• Tax Identification Number: For tax purposes and to ensure compliance with local laws.
• Proof of Address: A recent utility bill or lease agreement showing your business address.
• Bank Account Details: Information for receiving payments from Rakuten.

Step 5: Application Review and Approval

After submitting your application and documents, Rakuten will review your submission. This process typically takes 1-2 weeks. During this period, ensure that all submitted information is accurate and complete to avoid any delays in approval.

Tips on How to Research and Select Profitable Products

Choosing the right products to sell is crucial to your success on Rakuten. Here’s how to identify and select profitable products.

Market Research and Trend Analysis

Understanding market trends is key to identifying profitable products. Use tools like Google Trends, Rakuten’s own analytics, and third-party market research reports to spot products with increasing demand. Focus on categories that are growing in popularity but are not yet saturated with competition.

Targeting Niche Markets

Niche markets can be highly profitable due to lower competition and higher customer loyalty. Look for products that cater to specific needs or interests that are not widely available on Rakuten. Niche products often allow for better profit margins and customer engagement.

Profit Margin Calculation

Before committing to a product, calculate its potential profit margin. Consider all costs, including sourcing, shipping, Rakuten’s seller fees, and any other overhead expenses. Aim for a profit margin of at least 30% to ensure your business remains sustainable and competitive.

Information on Where and How to Source Products

Finding reliable sources for your products is essential for maintaining quality and profitability. Here are some common methods to source products.

Wholesale Suppliers

Buying products in bulk from wholesale suppliers can significantly reduce your per-unit cost, allowing for better profit margins. Websites like Alibaba, Global Sources, and SaleHoo are great starting points for finding reputable suppliers. Establish strong relationships with your suppliers to ensure consistent quality and supply.

Dropshipping

Dropshipping is a business model where you sell products without holding inventory. Instead, when a customer makes a purchase, the product is shipped directly from the supplier to the customer. Dropshipping reduces upfront investment and inventory risks, but it requires careful selection of reliable suppliers to ensure timely delivery and product quality.

Private Labeling

Private labeling involves branding generic products with your own logo and packaging. This approach allows you to differentiate your products from competitors and build brand loyalty. To succeed with private labeling, ensure that your manufacturer can meet quality standards and provide consistent supply. Consider working with a manufacturer that specializes in private labeling for your product category.

How to Create Effective and SEO-Optimized Product Listings

Creating product listings that are both compelling and optimized for search engines is crucial for attracting customers on Rakuten.

Keyword Research

Effective keyword research is the foundation of SEO-optimized product listings. Use Rakuten’s keyword planner or third-party tools like SEMrush or Ahrefs to identify relevant keywords for your products. Incorporate these keywords naturally into your product titles, descriptions, and tags to improve visibility in search results.

Crafting the Perfect Product Title

Your product title should be clear, concise, and descriptive, incorporating the most important keywords. It should include the product name, brand (if applicable), and key features. Avoid keyword stuffing, as it can make the title look spammy and deter potential customers.

Writing Compelling Product Descriptions

A well-written product description not only informs customers about the product but also persuades them to make a purchase. Highlight the product’s unique selling points, benefits, and any key specifications. Use bullet points for clarity and readability. Ensure that your description is customer-focused, addressing common questions or concerns that buyers might have.

Best Practices for Product Images

• High-Quality Images: Ensure that all product images are high resolution and clearly showcase the product from different angles.
• Multiple Views: Provide images that show the product from various angles, including close-ups of important details.
• Lifestyle Photos: Include images that show the product in use, helping customers visualize how it fits into their lives.
• Consistency: Use a consistent style for all images, including background color and lighting, to create a cohesive brand identity.

Fulfillment Options on Rakuten

Rakuten offers several fulfillment options, each with its own advantages and considerations.

Rakuten Super Logistics (RSL)

Rakuten Super Logistics (RSL) is a service that handles the storage, packing, and shipping of your products. By outsourcing logistics to RSL, you can focus more on marketing and sales. RSL is particularly beneficial for sellers with high order volumes, as it can improve delivery speed and customer satisfaction.

Fulfillment by Merchant (FBM)

With Fulfillment by Merchant (FBM), you handle all aspects of storage, packing, and shipping. This option gives you complete control over your logistics but requires a robust system for managing inventory and fulfilling orders efficiently. FBM is suitable for sellers who already have an established logistics infrastructure or who sell products that require special handling.

Dropshipping

As discussed earlier, dropshipping allows you to sell products without holding inventory. While this model reduces upfront costs, it’s crucial to partner with reliable suppliers to avoid issues with product quality or delivery times. Dropshipping can be particularly advantageous for testing new products without significant financial risk.

Pricing Strategy for Selling on Rakuten

Your pricing strategy on Rakuten will play a crucial role in your success. Here are some key considerations for setting competitive prices.

Competitive Pricing

Conduct thorough research on your competitors’ pricing strategies. Use tools like PriceSpy or Keepa to monitor competitor prices and adjust your own accordingly. Competitive pricing can help you attract price-sensitive customers, but it’s essential to ensure that your prices still allow for a healthy profit margin.

Bundling and Discounts

Offering product bundles or volume discounts can increase your average order value and attract more customers. For example, consider bundling complementary products together at a slightly reduced price or offering discounts on bulk purchases. This strategy not only drives sales but also helps clear inventory.

Free Shipping

Offering free shipping is a powerful incentive for customers and can significantly boost conversion rates. You can either absorb the shipping cost or include it in the product price. Consider offering free shipping for orders above a certain value to encourage larger purchases.

Rakuten Advertising Options

Rakuten provides various advertising options to help sellers increase their visibility and sales.

Sponsored Listings

Sponsored listings are paid advertisements that appear at the top of search results and product pages. By bidding on relevant keywords, you can ensure that your products are prominently displayed, increasing their visibility and likelihood of being purchased. Sponsored listings are especially useful for new products or for driving traffic to underperforming listings.

Rakuten Affiliate Network

The Rakuten Affiliate Network allows you to partner with bloggers, influencers, and other marketers who promote your products in exchange for a commission. This performance-based marketing strategy can significantly extend your reach and drive more traffic to your listings. To get the most out of affiliate marketing, provide your affiliates with compelling content and promotional materials.

Banner Ads

Banner ads are visually appealing advertisements that appear on Rakuten’s homepage, category pages, or search results. These ads are ideal for promoting new products, seasonal sales, or special promotions. While banner ads can be more expensive than other forms of advertising, they offer high visibility and can drive significant traffic to your listings.

Dealing with Competition on Rakuten

Competition on Rakuten can be intense, but with the right strategies, you can stand out and succeed.

Developing a Unique Selling Proposition (USP)

Your Unique Selling Proposition (USP) is what sets your products apart from the competition. Whether it’s superior quality, innovative features, or exceptional customer service, your USP should be clearly communicated in your product listings and marketing materials. A strong USP can help you attract customers who are looking for something different or better than what competitors offer.

Providing Excellent Customer Service

Outstanding customer service is a powerful way to differentiate your business and build a loyal customer base. Respond to customer inquiries promptly, resolve issues quickly, and go the extra mile to ensure customer satisfaction. Positive reviews and word-of-mouth referrals can significantly boost your reputation and sales on Rakuten.

Monitoring Competitors

Regularly monitor your competitors’ activities, including their pricing, promotions, and product offerings. Use tools like PriceSpy or Keepa to track competitor prices and adjust your own strategies accordingly. By staying informed about the competition, you can proactively respond to market changes and maintain your competitive edge.

Brand Registry and Intellectual Property Protection

Protecting your brand and intellectual property on Rakuten is crucial to maintaining your reputation and preventing counterfeiters from selling imitation products.

Registering Your Brand on Rakuten

Rakuten’s Brand Registry program allows you to protect your trademarks and gain access to tools that help you monitor and remove counterfeit listings. Registering your brand also enables you to take advantage of additional marketing and branding opportunities, such as enhanced brand content and proprietary promotions.

Monitoring and Reporting Infringements

Even with brand registration, it’s important to actively monitor your listings for potential infringements. Regularly check for unauthorized use of your brand name, logos, or product images. If you find any infringing listings, use Rakuten’s reporting tools to take action and remove them. Maintaining vigilance helps protect your brand’s integrity and ensures that customers receive authentic products.

Handling Account Suspensions

Account suspensions on Rakuten can be stressful and potentially damaging to your business. Understanding the causes and how to resolve them is essential.

Common Causes of Account Suspension

• Policy Violations: Selling prohibited items, misrepresenting products, or violating Rakuten’s selling policies can lead to account suspension.
• Poor Performance Metrics: Failing to meet Rakuten’s performance standards, such as maintaining low ratings, high return rates, or frequent customer complaints, can trigger a suspension.
• Intellectual Property Issues: Selling counterfeit or infringing products can result in immediate account suspension.

Steps to Reinstating Your Account

1. Review the Suspension Notice: Carefully read the suspension notice to understand the specific reasons for your account suspension.
2. Gather Supporting Documentation: Collect any necessary documents or evidence that support your case and address the issues identified by Rakuten.
3. Submit an Appeal: Write a detailed and professional appeal, including a corrective action plan that outlines how you will resolve the issues and prevent them from recurring.
4. Follow Up: After submitting your appeal, follow up with Rakuten’s support team to ensure that your case is being reviewed and to provide any additional information if needed.

Inventory Management on Rakuten

Effective inventory management is critical for maintaining sales momentum and avoiding stockouts or overstock situations.

Inventory Management Tools

Using inventory management software can help you keep track of stock levels, forecast demand, and automate reordering. Tools like TradeGecko, Skubana, or Ecomdash offer integration with Rakuten and can streamline your inventory management processes. These tools help you avoid stockouts by alerting you when inventory levels are low and automating purchase orders.

Conducting Regular Inventory Audits

Regular inventory audits are essential for ensuring that your physical inventory matches the levels recorded in your system. Discrepancies between actual stock and recorded levels can lead to overselling, stockouts, and customer dissatisfaction. Schedule periodic audits to verify inventory accuracy and adjust your records as needed.

Managing Seasonal Inventory Fluctuations

Anticipating and managing seasonal fluctuations in demand is crucial for optimizing your inventory. Use historical sales data and market trends to predict busy periods and adjust your stock levels accordingly. Consider increasing inventory for peak seasons and reducing it during slower periods to minimize storage costs and reduce the risk of overstock.