As one of Japan's most well-known e-commerce platforms, Rakuten was established in 1997 and has its headquarters in Tokyo.

Rakuten has a large customer base, holds a significant market share in Japan, and is actively expanding its services globally. Their Domestic EC GMS surpassed 5 Trillion Japanese Yen (About 40 Billion US dollars) in FY 2021, with more than 100 million users in Japan. 

Amazon Japan has their presence in Japan but their GMV estimation is around 2.5 Trillion Japanese Yen as of 2021.

アマゾンジャパン、2021年売上が15.9％増 円換算で2.5兆円に

Rakuten offers a wide selection of products and services, including electronics, fashion, beauty, home and lifestyle. In addition, to foster customer loyalty, Rakuten operates a loyalty program called Rakuten Points, which allows customers to earn points for purchases made on the platform, which can be later redeemed for discounts on future purchases.

In addition to its e-commerce marketplace, Rakuten also owns and operates other businesses such as Ebates, Rakuten Viki, Rakuten Kobo, Rakuten TV, and Rakuten Travel.

Rakuten also provides other services like Rakuten Bank, Rakuten Securities, and Rakuten Card to assist customers in managing their finances and making payments on the platform.

Rakuten has a strong focus on mobile and offers several mobile apps for customers, including the Rakuten Shopping app, which allows customers to browse and purchase products on the go. Rakuten is also investing in online streaming services and has a solid presence in Japan's online entertainment market.

Rakuten is also expanding globally, with a focus on the US and European markets. To aid in this expansion, the company has acquired a number of companies such as Ebates, an online cashback and coupons company in the US, and Play.com, a UK-based e-commerce platform.

Additionally, Rakuten sponsors professional sports teams like FC Barcelona and Tohoku Rakuten Golden Eagles baseball team.

Rakuten sponsors professional baseball team called Tohoku Rakuten Golden Eagles from 2005 and also Rakuten was the official global innovation and entertainment partner of FC Barcelona from 2017 to 2022.

Rakuten sponsorship deal with FC Barcelona begins -  01 Jul 17

FC Barcelona and Rakuten extend partnership for the 2021/22 season, exercising the option contained in the original agreement

To conclude, Rakuten is a popular e-commerce platform in Japan, offering a wide range of products and services, a strong mobile presence, and a loyalty program. The company is also expanding globally and investing in other areas such as finance and online entertainment.