is now
  • More than 17 million products
  • Everyday low prices
  • Ranked among the top 3 ecommerce companies in the world
Shopping is Entertainment
Shopping is Entertainment
Have fun while shopping! Discover new products with BuyTV videos, point promotions, social giveaways and more!
Learn more
Buy from people, not the internet
Buy from people, not the internet
By providing a large selection of products at great prices, shoppers support local merchants as well as the brands they love.
Learn more
Get rewarded with the Rakuten Super Points™!
Get rewarded with the Rakuten Super Points™! rewards you with 1% back on all purchases plus BONUS POINTS on select products or stores.
Learn more
Learn More about
A New Era joined the Rakuten family in 2010, making the joint businesses combined into one of the world's largest online retail marketplaces. We offer consumers more than 90 million products from 38,500 merchants around the globe. becoming is the next step of that relationship as the Rakuten Group increasingly unifies its brand internationally. This transition will open up the (formerly marketplace to customers globally, as well as introducing merchants and retailers from around the world to its North American customer base. Both its merchants and its consumers will benefit from this open, global market. We are excited at the possibilities to come, and we hope you continue to join us in our global growth.

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 with over 90,000 products from 38,500 shop owners. Among its numerous online properties, its flagship B2B2C (business-to-business-to-consumer) model e-commerce site Rakuten Ichiba is the largest e-commerce site in Japan and among the world's largest by sales.

What is

Formerly, ( will continue its mission to deliver an outstanding shopping experience to over 18 million customers and offering a broad selection of goods and merchants. 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, is focused on building relationships with merchants and consumers, differentiating on experience and not price alone.'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. believes that ecommerce should be entertainment and fun for customers. offers its merchants the ability to customize their presence on the marketplace - the control of the brand is therefore given back to the merchant, allowing them to increase customer loyalty and build sales. The model provides three key elements for retailers looking to increase online sales - the system, the traffic, and the expertise. We empower our merchants to create a live, attractive and interactive web store while taking good care of the customer. Unlike competitors, it is a combination of technology and people. The approach is to aid its merchants to succeed rather than compete with them. is a true shopping market that differs from the vending machine model and ‘nameless, faceless’ offerings delivered by other online retail markets and strives to remind its valued customers that there are actual people behind the veil of buying online, emphasizing that consumers have a choice about who and where they buy from. Fundamentally, consumers should be able to buy from people, not the internet. This approach allows merchants to truly differentiate and succeed in an increasingly crowded online world.

Shopping is Entertainment

Have fun while shopping! You can really find anything that you are looking for on and discover new products in fun ways. believes that shopping should be entertainment too, from in depth video reviews, daily and weekly Super Points events and promotions or surprise seasonal sales Via mobile and fixed marketplaces, is wherever the consumer is and constantly connected through social networking sites such as Facebook, Twitter, Pinterest and Google+. Our new focus on video guides and tailored recommendations will make it easier than ever to ensure you’re ahead of the curve when it comes to the next big thing!

Buy from People supports more than 5,500 shop owners and we currently have 24 product categories, offering everything from wine to pet supplies, and health and beauty products to electronics. We have an incredibly diverse marketplace and as we continue to grow, we'll increasingly connect buyers and sellers all over the connects buyers and sellers in a dynamic marketplace - with sharing and discovery features, great prices, fun experiences and convenience for 18 million shoppers. We're different to other e-commerce sites, as we empower shop owners to connect with shoppers through the Internet without sacrificing quality or price points. We simplify the online shopping experience and make it more personal for the consumer.

What's more, unlike other e-commerce sites, we want you to talk to us and our shop owners to make sure you're getting all the help and advice you need without unnecessarily complicated click throughs slowing you down.

We hope you love our new name and new approach to online shopping as much as we do!

Rakuten Super Points™

Rakuten Super Points™ are our way of saying "Thank You" for purchases you make on We know that everyone likes to save money and Rakuten Super Points™ help you do just that every time you purchase from our site. You can save your Rakuten Super Points™ up to get the things you want for free or you can pay for part of your order with Rakuten Super Points™ to get a discount - we let you decide how to use your Rakuten Super Points™!

You can use Rakuten Super Points™ just like cash on our site to buy the items you want! Simply, log in and shop. When you are ready to checkout, you can apply your Rakuten Super Points™ to your purchase. If there is a remaining balance for your purchase, you can use either a Credit or a Debit card to complete the transaction. Rakuten Super Points™ are only redeemable on our site. Also, they can't be transferred to different accounts so make sure you are logged in to your correct account when you make purchases.

100 Rakuten Super Points™ are worth $1 and you can use a mixture of Rakuten Super Points™ and other payment methods when checking out. For example, if the value of the merchandise in your cart is worth $40, then it will take 4,000 Rakuten Super Points™ to cover the cost of the entire purchase. To view your Point Balance, go to the “Review Your Super Points™ Balance” link in the “My Account” section on our site. Once you get the hang of it, it's easy and fun to see how much you save!

For more information, visit our current promotions page here. Executive Team

Fumio Kobayashi

Fumio Kobayashi

Fumio Kobayashi joined in 2011 as Executive Vice President of Strategy and Operations and now serves as President and Chief Operating Officer. Fumio has joined Rakuten Inc. in 2000 as an E-commerce consultant and held several managerial roles prior to his present position including LinkShare Corporation as Vice President of Operations Management from 2009 to 2011.

Fumio received his MBA from the Fuqua School of Business at Duke University.



Kuro Akihito

Kuro Akihito
Chief Technology Officer

Akihito Kurozumi, or Kuro for short, serves as's Chief Technology Officer and is in charge of the company's IT development.

Kuro received a bachelor's degree from Kansai University in Sociology Mass Communication. In 2002, he joined the Rakuten Group as a product manager and held many other managerial roles before his present position.



Jennie Neil

Jennie Neil
Senior Vice President, Finance and Accounting

Jennie Neil joined (formerly in 2008 as the Controller and now holds the position of Senior Vice President of Finance and Accounting.

Prior to joining, Jennie came with over 10 years of accounting experience in both the corporate and public accounting sectors, most recently serving as Vice President in the SEC Financial Reporting Group at The Goldman Sachs Group, Inc. for four years in New York, New York.

Jennie received her Master degree in Accounting from Oklahoma State University and is a Certified Public Accountant.



George Chang

George Chang
Senior Vice President, Sales, Merchandising and Marketplace

George has over 15 years of e-Commerce experience leading some of the largest internet retailers in the United States such as Rakuten, Sears and Newegg. In his current role as Senior Vice President, George oversees all of's sales and is directly responsible for the company's overall financial top-line performance.

Prior to Rakuten, George was previously the Director of Marketplace at Sears, where he was in charge of their Marketplace sales, merchant acquisition and operations. He also spent 7 years at where he was in charge of Merchandising, Marketplace, and launched their merchant fulfillment logistics program.

George graduated from the Marshall School of Business(USC) with an emphasis in information technology. Happy Shoppers

  • ...Wowwww! Does this type of superb quality exist?!!!! Thank you Julia, I will contact you only if need be. I'm locked into buying from! Trust is not a concern nor an issue.

    - Bizrate Survey May 2012, Collin

  • ...Because of Julie I remain a loyal customer and will continue to purchase products from in the future. It's truly a pleasure to work with a large Internet company that still considers customer service and customer retention an important part of their business plan.

    - Bizrate Survey May 2012, Michael

  • ...I just wanted to congratulate you on some of the most amazing customer service I have ever experienced. I recently purchased an item and it was shipped to the wrong address. Without question, you quickly sent out a replacement order. Not too many people take the time to leave good comments, but I felt so strongly satisfied that I had to take the time.

    Thank you again to everyone that was involved, I am an extremely satisfied customer.

    - Bizrate Survey May 2012, Kyle

  • ...Do not worry, I will continue to shop at! I am sure this is just an isolated incident and I want to thank your customer service representative Casey for resolving the issue. Wishing you and your company continued success!

    - Bizrate Survey May 2012, Rick

  • ...As a customer during the last decade, I have been happy with you product selections, prices, and services. One of your Customer Support Staff, Jaren, deserves some good recognition for being prompt, polite, and yet professional on helping customers. Again, thanks to and your department for having a great customer service staff, like Jaren.

    - Bizrate Survey May 2012, Sam

  • ...I just wanted to send a personal thanks for helping me through this exchange and getting my order right. I must admit that I was surprised at the level of service that you and provided for a relatively small ($25) purchase. This ordeal just proved how much value the company places on its customers no matter what the purchase price. Your professionalism and dedication kept me informed and calm every step of the way. If every rep is as responsive and resolute as you, then the company is in great hands. has just earned a customer for life. Thanks again for all your help.

    - Bizrate Survey May 2012, Henry

  • ...I am selective about where I shop online, and had heard good things about Even though this experience with your vendor was not at all positive, I see now you do put the customer first.

    I feel much more secure purchasing through and will feel fine to do so in the future knowing this is how you value your customers and your reputation.

    Thank you Marcus for ending this story on a positive note. I will be glad to complete the survey that came in a following email.

    - Bizrate Survey May 2012, Tim

  • ...I should honestly confess that you made a huge difference in returning the trust and confidence that your corporation invested in me in the past eight years. Thank you very much again for your profound sense of professionalism that helped to resolve my case.

    - Bizrate Survey May 2012, Akbar

  • ...You are a man true to his words! You listened to my complaint, and you acted upon it. You have made BUY.COM a best seller in my opinion. I truly appreciate the time and effort on your part to resolve this issue! Again, thank you for your concern and wonderful care in this matter. You can let Mr. Grover know that I have become a loyal BUY.COM customer because of you!

    - Bizrate Survey May 2012, Kimberly

  • ...I love your website! I thank you for your wonderful products and services! I love so much! I have referred you tomorrow friends and now eight of them have made purchases for Macbook pros and TVs and now they are hooked! I don't know what else to say other than you are amazing!

    - Bizrate Survey May 2012, Taylor

  • ...Thank you so much for following up on this!!!! This is one reason why I continue to buy things from It is rare that a problem arises but it is nice to know that I can turn to you for help. Gratefully yours!!

    - Bizrate Survey May 2012, Margaret

  • Happy Shoppers
  • ...I had a very enjoyable customer experience from searching for the product to purchasing the product. The items I searched for were in abundance and rated, marked, categorized in a very easy to sort fashion. I am satisfied with the SDHC card.

    - Bizrate Survey, October 4, 2010

  • ...Was thrilled to find exactly the item I was interested in and to also find it at a much better price than I had seen in retail stores. Wonderful, quick service and a great product!

    - Bizrate Survey, September 27, 2010

  • ...I shop at for many of my computer related needs. I get good pricing and good products. My last purchase significantly exceeded my expectations in quality and usefulness!

    - Bizrate Survey, September 22, 2010

  • ...The product was exactly what I wanted at an exceptionally good price and was delivered far sooner than I expected i.e. within a couple of days. Great customer service!!

    - Bizrate Survey, September 20, 2010

  • ...Thank you for having somewhere that I can purchase items that are sometimes hard to find.

    - Bizrate Survey, September 16, 2010

  • ...Always a great experience ordering from Buy.Com...easy ordering, good pricing, low/no shipping charges, with items arriving promptly

    - Bizrate Survey, September 16, 2010

  • ...This is my second order with and the first went so well I had to check it out again. I found a few just fun things for me and if it keeps going well I will keep buying from them.

    - Bizrate Survey, September 15, 2010

  • ...I like Whenever I look online to buy something or just to compare prices, I always check out You carry a lot of different items. The prices are always competitive. I think you are my favorite online merchant. Don't change.

    - Bizrate Survey, September 14, 2010

  • has been a reliable source for various purchases over the past several years. I often include this web site when I am shopping on-line.

    - Bizrate Survey, September 13, 2010

  • ...The cheapest I could find anywhere, even with priority shipping! Awesome Thanks!.

    - Bizrate Survey, September 13, 2010

  • ...You guys are great. I mainly shop here because you have the best prices around and heap on that the fact that you have great service and an easy to navigate website. I recommend you to a lot of people.

    - Bizrate Survey, September 12, 2010

  • ...Love! Been a customer for a few years now and have never been disappointed. Yesterday Wed 9-2-2010 I ordered a Samsung monitor, it was delivered a short while ago. Now how is that for service?.

    - Bizrate Survey, September 3, 2010

  • ...I've purchase numerous items from when they have had the lowest prices and quite often with free shipping. The items have always been as described and usually arrived quicker than anticipated..

    - Bizrate Survey, September 2, 2010

  • ...Thank you for resolving my issue so promptly and courteously! It is greatly appreciate and I will be shopping your site in the future. Thank you!.

    - Bizrate Survey, August 20, 2010

  • ...I always buy stuff from so far I have no problem at all. Really smooth shopping experience with really fast shipping !!! Good work guys !!.

    - Bizrate Survey, August 20, 2010

  • ...Every time I order something from you guys - whether it be an LCD TV or DVD, you always manage to have it on the truck for delivery the SAME DAY. I love it..

    - Bizrate Survey, August 12, 2010

Job Opportunities

Since the founding of our company in 1997, in an era of major upheaval with the Internet revolution, Rakuten has grasped the opportunity to achieve great growth. The Internet has just undergone the first half of its revolution, and we are convinced the Internet will continue to fundamentally change people's lives over the next ten years and bring forth a new era.

Rakuten is already providing services in shopping, travel, professional sports, finances and numerous other businesses, but there remains much left to do to achieve its goal of "empowering Japan" and "becoming the No. 1 Internet company in the world ". There will no doubt also be many astonishing services and business models created one after another. The everyday lives of people will be changed by Rakuten as people's lifestyles become more enjoyable, convenient, and comfortable.

If you are the kind of person who wants to savor the joy of giving birth to new things, feel the dynamism of development, and experience growth by making the maximum effort in progressing toward a clearly defined vision, Rakuten is the place for you.

  • Those Who Can Savor Growth.
  • Those who can make progress with a "purpose".
  • Those who can think for themselves and take action.
  • Those who are highly energetic.
  • Those who want to empower society.

It is with such talent that Rakuten believes it can take on the challenge of achieving unprecedented success together.

For Job Listings, click here.

For Rakuten Global Job Opportunities, please visit

Hot 100
Hot 100
Internet Retailer's names one of the Best Retail Web Sites 2012

BBB A+ Rating
A+ Rating awarded A+ Rating by the Better Business Bureau (BBB).

Hot 100
Top 50 Web Sites
Internet Retailer's names one of the Top 50 web sites for 2012

Top 10 mobile performance index
Top 10 Mobile Performance ranks 8th of the Keynote Mobile Commerce Performance Index Dec 2012

Hot 100
Customer Certified Medal Customer Certified Ratings awards's commitment to customer service with the Customer Certified Medal.

Preferred Solution Provider
A+ Rating has been recommended as a Preferred Solution Provider by the retailers who attended the eTail conferences.