When developing your Japan eCommerce advertising strategy, you may be faced with the question of: Amazon or Rakuten? Well, the simplest solution is another question: Why not both?
In This Article
Amazon Japan offers a familiarity that may entice you to focus all your marketing energy on the platform. However, you should not overlook Rakuten. Today, we’ll explain why diversifying your efforts can help maximize your long-term value in the Japanese market, and how to execute your strategy successfully.
Amazon: The Japan eCommerce Platform for Building Reach
For foreign brands, Amazon is a familiar friend. Particularly favored by the SEO-minded, Amazon is built on a search-driven structure and is the go-to platform for those focusing on conversions. With powerful ad tools, it’s a great start to your marketing campaign.
- Sponsored Products are the most widely used advertising type, and they allow you to spotlight individual products in both search results, as well as the detail sections of other product pages.
- Sponsored Brands is an awareness-boosting format that features your company logo and multiple products at the top of Amazon SERPs. You should employ this ad type for special shopping seasons like Golden Week.
- Sponsored Display allows you to retarget visitors who visited a product page but did not make a purchase. You can also have Sponsored Display ads on competitors’ product pages.
Why Amazon Japan Advertising May Not Be Enough
As stated before, Amazon may be optimized for conversions, but there’s one issue: EVERYBODY is using it. Advertising can get pricy due to the sheer volume of competition.
Also, brand loyalty really isn’t a thing on Amazon. Consumers are looking for the best deal. If your costs aren’t competitive enough, or you don’t have the reviews to establish a reputation, you may struggle to maintain visibility. And if visibility is an issue, then lagging sales will continue to be an issue.
Luckily, there’s another Japan eCommerce platform at your disposal to address these issues.
Rakuten: An Ecoystem Built for Loyalty
Rakuten is the second-largest eCommerce platform in Japan, with certain quirks unique to the region. Think of it as a digital mall. As such, you should expect to adhere to a time commitment. You must tend to your online shop as you would a physical location.
Rakuten also let’s you run ads. However, it distinguishes itself from Amazon in that it fosters long-term brand affinity. The platform encourages active engagement from shop owners to build relationships with customers. You can also customize your digital appearance to establish a unique identity.
Advertise Effectively on Rakuten
From loyalty programs to follow-up communication, what it boils down to is that Rakuten isn’t just for sales—it’s for repeat sales. Here’s how you can achieve that.
- Rakuten Super Points – Point-based promotions are huge in Japan. Domestic brands approach these programs from an omotenashi (hospitality) mindset, and post-purchase marketing is a major aspect of Japanese eCommerce.
- Customize Your Brand Store – First impressions are everything. Rakuten is Japan’s digital department store. Make sure to design your layout, banners and visuals to catch consumers’ eyes as they’re passing by.
- Email/CRM Marketing – This is where Rakuten outshines Amazon. Email and CRM tools offer control over retention, upselling, and relationship-building. You can segment your customers, and base your communication on purchase history, region, and more.
The Best Japan eCommerce Strategy
The most important thing to know about Amazon and Rakuten in Japan? That it’s NOT an either/or strategy. Be smart—use both. Amazon is where you should start to build awareness and test your positioning in the market. Rakuten is where you build and deepen relationships with customers.
Let’s visualize.
| Platform | Use For | Focus On |
| Amazon Japan | Reach, Conversions | SEO, Ads, Pricing |
| Rakuten | Brand loyalty, Upselling | CRM, Point Programs, Trust |
The simple takeaway: Think beyond sales. Understand that once you enter the Japanese market, your goal should be to stay here. Consumers in Japan want to feel connected to brands. It will take time to cultivate and nurture that connection. Once you achieve it, you can expect not only sales, but happy, returning customers.
Leveraging Local Agency eCommerce Know-How
We at ICJ have access to proprietary tools to optimize your Amazon Japan sales and account management. We are also proud of the success we have and continue to achieve assisting brands in their Rakuten strategy.
Our team can help guide you with a deeper understand of the Japanese consumer, the best ways to market, along with customized ad creation to optimize your campaign.
Contact ICJ to see how we can deliver eCommerce solutions for you.
