Rakuten Americas

What Rakuten Americas does

Rakuten Americas, operated as Rakuten International, is the US-headquartered international arm of Japanese conglomerate Rakuten Group, Inc. (TYO: 4755), founded in 1997 and based in San Mateo, CA with 4,000+ employees worldwide. It runs a portfolio of wholly-owned digital businesses spanning cash-back e-commerce (Rakuten Rewards, since 1999, with $4.6B+ distributed to members), Asian entertainment streaming (Rakuten Viki, 100M+ registered users in 190+ countries, plus the Soompi news site), communications (the Viber super app), performance and brand advertising (Rakuten Advertising), European streaming (Rakuten TV plus the Rakuten TV Enterprise B2B CTV/streaming arm), digital books (Rakuten Kobo, Toronto-headquartered), and a French generalist marketplace (Rakuten France, 13M+ members, Club R loyalty program).

Revenue is generated through a mix of marketplace commissions (Rakuten France), advertising and affiliate referral (Rakuten Advertising, Rakuten Rewards), streaming and content subscriptions (Viki, Rakuten TV TVOD/AVOD/FAST, Kobo Plus), digital book sales, and freemium super-app monetization (Viber). Go-to-market is hybrid: consumer-facing products (Rewards, Viki, Viber, Kobo, TV) rely on self-serve, product-led growth, while Rakuten Advertising and Rakuten TV Enterprise run enterprise field sales for global brand clients and B2B partners (agencies, advertisers, content owners, telcos, TV operators, publishers). Marketing is reinforced by the Golden State Warriors jersey-badge sponsorship and events such as the annual Optimism conference, plus active PR and social channels.

The technology layer includes the Mirai AI Optimization Agent for affiliate marketing, five AI assistants inside Viber, the Rakuten Card Linked Offer Network integrating Cartera and partners like Simon+ and OnePay, Rakuten TV Enterprise's CTV/FAST platform, and a dedicated Innovation Labs for advertising-AI R&D. Rakuten International is privately held under Rakuten Group and is not listed on a US exchange, but the parent group consolidates these international operations within its global financials.

Name

Rakuten Americas

Legal name

Rakuten Group, Inc.

Website

https://rakuten.us

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Rakuten Americas (Rakuten International) is the US-based international arm of Japan's Rakuten Group, operating wholly-owned digital businesses across cash-back e-commerce (Rakuten Rewards), Asian entertainment streaming (Rakuten Viki), messaging (Viber), digital advertising (Rakuten Advertising), streaming (Rakuten TV), e-books (Rakuten Kobo), and a French marketplace (Rakuten France), serving consumers and global brand clients.

Ownership category

akta.pro rank

Headquarters

HQ city

San Mateo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. E-commerce Marketplace & Commissions: Rakuten France operates a generalist e-commerce platform charging transaction fees or commissions on marketplace sales of new, used and refurbished products. Rakuten Rewards generates revenue from partner brand relationships.
2. Streaming Subscriptions & Advertising: Rakuten TV combines TVOD (transactional video on demand), AVOD (ad-supported video on demand) and FAST channels. Rakuten Viki attracts audiences with dramas, movies, and Viki Originals. Revenue from subscriptions and advertising.
3. Digital Content Subscriptions: Rakuten Kobo serves as digital bookseller offering eBooks and audiobooks with subscription reading service (Kobo Plus).
4. Advertising & Affiliate Marketing: Rakuten Advertising delivers performance-driven, brand-driven, and people-driven ad solutions. Mirai AI optimization agent and innovation labs support affiliate marketing capabilities. Revenue from brands paying for ad solutions, affiliate commissions, and partner network.
5. Cash Back Rewards Program: Rakuten Rewards gives members cash back on purchases from partner brands, generating revenue through affiliate relationships and brand partnerships where Rakuten earns commissions on referred sales.
6. Communications Super App: Rakuten Viber operates as a super app covering communication and day-to-day needs, potentially generating revenue through premium features, stickers, and partnerships.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels5 records

Core offering

Rakuten Americas (operating as Rakuten International) is the U.S. arm of Japan's Rakuten Group, running a portfolio of consumer-facing digital platforms: Rakuten Rewards (cash back shopping), Rakuten Viki (Asian entertainment streaming), Rakuten Viber (messaging super app), Rakuten Advertising (performance ad solutions for brands), Rakuten TV (European streaming plus B2B CTV services), Rakuten Kobo (digital books/eReaders), and Rakuten France (generalist e-commerce marketplace with Club R loyalty program).

Product overview

Rakuten International operates as a portfolio of market-leading digital brands under the Rakuten Group umbrella. The company offers a multi-platform ecosystem spanning e-commerce (Rakuten Rewards, Rakuten France), digital entertainment (Rakuten Viki with Soompi, Rakuten TV with its Enterprise B2B arm), communication (Rakuten Viber super app), digital books (Rakuten Kobo), and advertising solutions (Rakuten Advertising). These products are designed to create a shared community connecting members with businesses, leveraging cross-platform data and loyalty programs to drive engagement across shopping, entertainment, and communication verticals.

Differentiator

Problem solved

Functional benefit

Brands

• Rakuten Rewards: Leading shopping platform offering cash back rewards to millions of members across apparel, beauty, wellness, grocery, travel, and dining.
• Rakuten Viki
• Rakuten Viber
• Rakuten Advertising
• Rakuten TV
• Rakuten Kobo
• Rakuten France
• Soompi

Products and services

• Rakuten Rewards Leading cash back shopping platform where millions of members earn Cash Back when purchasing from thousands of partner brands across apparel, beauty and wellness, grocery, travel, on-demand services, subscriptions, and dining.
• Rakuten Viki Global streaming destination for Asian entertainment, offering an extensive library of K-dramas, variety shows, movies, award shows, and exclusive Viki Originals.
• Rakuten Viber Super app for messaging, calling, and day-to-day services, enabling personal communication, business relations, and AI-powered services like Viber Dating and AI Assistants.
• Rakuten Advertising Delivers performance-driven, brand-driven, and people-driven ad solutions connecting global brands with highly engaged audiences, backed by decades of data and the largest high-quality partner network. Includes the Mirai AI Optimization Agent.
• Rakuten TV European streaming platform combining transactional video on demand (TVOD), ad-supported video on demand (AVOD), and FAST channels, also offering a B2B 'Rakuten TV Enterprise' arm for CTV and streaming infrastructure.
• Rakuten Kobo Digital bookseller offering eBooks and audiobooks with personalized curation, accessible via dedicated eReaders and apps on any device; includes Kobo Plus subscription service.
• Rakuten France French generalist e-commerce marketplace offering new, used, and refurbished products from professionals and individuals, with the Club R cashback loyalty program serving over 13 million members.
• Rakuten TV Enterprise B2B suite that simplifies CTV and streaming for agencies, advertisers, content owners, telcos, TV operators, and publishers, including FAST channel enablement.
• Mirai by Rakuten Advertising AI-powered optimization agent for affiliate marketing campaigns, providing advertisers with automated performance optimization across Rakuten Advertising's partner network.

Quantifiable outcome

• $4.6 billion+ in Cash Back earned by members since 1999
• +4 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Simon+® Rewards ProgramflagshipGTM or Marketing Partner · 11 June 2026Rakuten Card Linked Offer Network powers in-store offers for Simon+® Rewards Program, expanding card-linked rewards into physical retail.
• Impact.comflagshipStrategic or Co-development Partner · 28 April 2026Alliance to scale the global partnership economy, announced in April 2026.
• SimilarwebcoreTechnology or Integration · 25 March 2026Rakuten Advertising and Similarweb partnership powers LLM visibility and performance intelligence for brands.
• OnePaycoreGTM or Marketing Partner · 22 January 2026Rakuten Card-Linked Rewards Partnership expands through OnePay, extending the reach of card-linked offers.
• BiltflagshipStrategic or Co-development Partner · 6 November 2025Game-changing partnership launched to kick off the holiday shopping season, combining rewards and payments.
• Ace Entertainment, Reframed Content Studios, Shanghai Media GroupcoreTechnology or Integration · 9 October 2025Rakuten TV Enterprise powers first FAST channels for Ace Entertainment, Reframed Content Studios and Shanghai Media Group.
• Golden State ValkyriescoreGTM or Marketing Partner · 16 May 2025Rakuten is a founding partner and Official Shopping Rewards Partner of the Golden State Valkyries WNBA team, offering exclusive fan rewards, merchandise, and supporting community initiatives. Partnership extended in June 2026 as a historic founding partnership.
• MattelcoreStrategic or Co-development Partner · 16 April 2025Rakuten TV signs Mattel partnership, expanding content and entertainment offerings.
• Tous les JoursminorGTM or Marketing Partner · 30 January 2025Tous les Jours partnered with Rakuten Viki for Valentine's Day promotion, connecting bakery brand with K-drama audience.
• Golden State WarriorscoreGTM or Marketing Partner · 1 January 2017Rakuten is the first-ever jersey badge sponsor and Official Partner of the Golden State Warriors NBA team. Historic partnership extended in June 2026.
• Thousands of top retail brandscoreGTM or Marketing PartnerRakuten Rewards partners with thousands of top brands across apparel, beauty and wellness, grocery, travel, on-demand services, subscriptions and dining, enabling cash back for members.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Awin: Awin is a global affiliate marketing network with deep European presence, competing directly with Rakuten Advertising for brand budgets and publisher relationships across retail, travel, and finance verticals.
• Capital One Shopping: Capital One Shopping (formerly Wikibuy) is a free browser-based rewards and comparison tool that competes head-to-head with Rakuten Rewards by automatically applying coupons and offering cash back at checkout, backed by a major US bank.
• iQIYI: iQIYI is a leading Chinese/Asian-focused streaming platform offering dramas and variety content internationally, competing directly with Rakuten Viki for global Asian entertainment audiences outside of Asia.
• CJ Affiliate: CJ Affiliate (formerly Commission Junction) is one of the largest global affiliate marketing networks, directly competing with Rakuten Advertising in performance marketing, partner recruitment, and cross-border campaign management for enterprise brands.
• Honey (PayPal): Honey, owned by PayPal, is a browser-based cash back and coupon platform directly competing with Rakuten Rewards for shopping-minded consumers and brand affiliate budgets, and increasingly overlapping in card-linked and online offer categories.
• Impact.com: Impact.com operates a partnership management platform covering affiliate, influencer, and B2B partnerships, and is a direct peer to Rakuten Advertising. Notably, Impact.com entered a flagship alliance with Rakuten in April 2026 to 'scale the global partnership economy,' making it both a partner and a core competitor.
• Kakao Entertainment: Kakao Entertainment is a major Korean content producer and platform operator with deep K-drama and K-pop IP, competing with Rakuten Viki both as a content licensor and as a distribution platform in the global Asian entertainment market.
• Viu: Viu is a PCCW-owned pan-regional OTT streaming service focused on Asian dramas and entertainment, targeting the same diaspora and K-content audiences that Rakuten Viki serves across emerging markets.

Emerging players

• PartnerStack: PartnerStack provides a partnership operations platform focused on SaaS and B2B partner ecosystems; an emerging player overlapping with Rakuten Advertising's people-driven and affiliate offerings in the SaaS/tech vertical.

Broad incumbents

• Amazon: Amazon is a broad incumbent overlapping with Rakuten across e-commerce, digital reading (Kindle), streaming (Prime Video), and advertising (Amazon Ads). Amazon Kindle in particular is the dominant e-reader and ebook platform that Kobo competes against globally.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rakutentoday
• YouTubeyoutube.com/user/Rakuten
• Facebookfacebook.com/Rakuten
• LinkedInlinkedin.com/company/rakuten
• Instagraminstagram.com/rakuten

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rakuten Americas