Greenwich
Greenwich is a Tokyo-based SaaS company founded in 2003 that provides nine interconnected e-commerce automation tools (Rakuraku suite) to Japanese SMB and mid-market merchants operating on Rakuten, Yahoo! Shopping, and Amazon Japan, covering reviews, inventory, pricing, advertising, and LINE messaging.
- Company typePrivate
- Founded2003
- HeadquartersTokyo, Japan
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Greenwich does
Greenwich Inc. (グリニッジ株式会社) is a Tokyo-based IT company founded in May 2003 that builds and operates an e-commerce operations automation suite for Japanese marketplace merchants. The company sells nine interconnected SaaS/ASP tools — branded under the "Rakuraku" (らくらく) line — that automate review follow-up, coupon issuance, inventory management across multiple storefronts, competitive price monitoring, AI-generated product images, LINE customer messaging, Rakuten mobile content pages, and RPP advertising bidding. The core technology stack is built natively on Rakuten's RMS Service Square (with multiple tools GOLD-certified) and Yahoo! Shopping, plus LINE integration through the LINE Yahoo Partner Program (Premier tier). The flagship product らくらくーぽん has reached 10,000+ store implementations and serves as the primary customer acquisition wedge.
Greenwich serves primarily Japanese SMB and mid-market e-commerce operators on Rakuten, Yahoo! Shopping, and Amazon Japan, with named customers including TaylorMade, 島村楽器 (Shimamura Gakki), ベルヴィ (Bellevie), モーハウス (Mohouse), 若杉エンタープライズ, and 丸西産業. The go-to-market blends direct inbound sales (website, phone, inquiry form), a 107-partner reseller network (commission tiers of 15-25%), and marketplace listings on Rakuten RMS Service Square and the Yahoo! Commerce Partner program. Monetization comes from monthly SaaS subscriptions (with 30-day free trials), a 5% transaction fee on RPP advertising spend managed through らくらく広告 (capped at ¥50,000/month), and a ¥0.2 per-message usage fee for the LINE module. The company has 251-500 employees and is privately held under the ECX Group, which was established in November 2023 with Japan EC Service and ecx, with Greenwich founder Tanaka Hiroyuki serving as ECX Group chairman following a May 2026 leadership transition that placed Tsukabe Kazutaka as Greenwich's representative director.
Greenwich firmographics
Firmographics- Name
- Greenwich
- Legal name
- グリニッジ株式会社
- Website
- https://greenwich.co.jp
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Greenwich is a Tokyo-based SaaS company founded in 2003 that provides nine interconnected e-commerce automation tools (Rakuraku suite) to Japanese SMB and mid-market merchants operating on Rakuten, Yahoo! Shopping, and Amazon Japan, covering reviews, inventory, pricing, advertising, and LINE messaging.
- Ownership category
- akta.pro rank
Greenwich industry classification
Industry- Product category
- E-commerce Operations Automation Software
- NAICS
- Advertising Agencies (541810), Custom Computer Programming Services (541511)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Marketing Automation Platforms & Services (BPAFAFAC)
- akta.pro secondary industry
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)
Keywords
Where Greenwich is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Greenwich business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS/ASP Subscription Fees: Monthly subscription fees for EC automation tools (らくらくーぽん, Ultra ASP, らくらく在庫, etc.). Most tools offered with initial free trial periods (30 days).
- RPP Ad Management Transaction Fee: 5% of RPP (Rakuten Promotion Platform) advertising spend managed through らくらく広告, with a monthly cap of 50,000 yen (excluding tax). Initial setup fee of 30,000 yen.
- Per-Message LINE Fees: 0.2 yen per notification message sent through the らくらくライン LINE messaging tool, charged regardless of partner rank.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Greenwich product offering
Product offeringCore offering
Greenwich develops and sells ASP/SaaS-based e-commerce operations automation tools (the "Rakuraku" series and Ultra ASP) that are natively integrated with Rakuten RMS and Yahoo! Shopping platforms. Its products automate review follow-up emails, coupon issuance, inventory centralization across multiple storefronts, competitive price monitoring, RPP advertising bid management, AI-generated product imagery, Rakuten-specialized LINE messaging, and mobile content page creation for Japanese marketplace merchants.
Product overview
Greenwich operates a platform-plus-modules product architecture for e-commerce sellers, primarily focused on the Japanese Rakuten and Yahoo! Shopping marketplaces. The core offering consists of 9 distinct 'Rakuru' (literally 'easy/effortless') branded tools addressing different aspects of online store operations: らくらくーぽん handles review promotion and coupon automation; らくらくフォロー serves Yahoo! Shopping reviews; IMG-UP provides AI-powered image generation; らくらく在庫 manages inventory; らくらく最安更新 handles price monitoring; らくらくライン manages LINE communications; ら く広告 automates RPP advertising; らくらくコンテンツ creates mobile content pages; and ウルトラASP provides the foundational operations platform with landing page and banner tools. The flagship らくらくーぽん has achieved over 10,000 store installations and was the first GOLD-certified product in Rakuten's RMS Service Square.
Differentiator
Problem solved
Functional benefit
Brands
- Ultra ASP: Comprehensive EC site operation support tool for creating and managing sales pages, banners, and promotions.
- Rakuraku-coupon (らくらくーぽん)
- Rakuraku-coupon Yahoo! Shopping Version (らくらくーぽん Yahoo!ショッピング版)
- Rakuraku-Zaiko (らくらく在庫)
- Rakuraku Saiyasu (らくらく最安更新)
- IMG-UP
- Rakuraku LINE (らくらくライン)
- Rakuraku Koukoku (らくらく広告)
- Rakuraku Follow (らくらくフォロー)
Products and services
- Rakuraku-coupon (らくらくーぽん) Rakuten Ichiba-specific review promotion tool that automates follow-up emails, review-order linkage, coupon issuance, and thank-you messages to increase reviews and repeat purchases for Rakuten storefront operators.
- Rakuraku Follow (らくらくフォロー) Yahoo! Shopping version of the review measurement tool, providing automated follow-up mail and coupon functionality for Yahoo! Shopping storefront operators.
- Rakuraku Zaiko (らくらく在庫) Inventory management and adjustment tool that significantly reduces the time and effort required for e-commerce stock management across multiple stores and shipping methods.
- Rakuraku Saiyasu (らくらく最安更新) Automated lowest price investigation and price updating service that helps shops never miss sales opportunities by maintaining competitive pricing.
- Ultra ASP (ウルトラASP) Comprehensive e-commerce operations support tool enabling creation of sales-driving landing pages with automatic banner switching, countdown timers, and campaign page creation for Rakuten storefront operators.
- IMG-UP AI-powered image generation and auto-update service that creates appealing product images for smartphone users, featuring AI automatic review image selection.
- Rakuraku LINE (らくらくライン) Rakuten-specialized LINE official account tool that combines LINE friend acquisition with Rakuten member integration, reported to cut LINE friend acquisition cost by over 50%.
- Rakuraku Koukoku (らくらく広告) RPP (Rakuten Promotion Platform) advertising automation tool that operates 24/7, maximizing ROAS through automatic CPC adjustments and keyword management for Rakuten ads.
- Rakuraku Contents (らくらくコンテンツ) Service for creating automatic selling pathways on Rakuten smartphone top and content pages, supporting conversion-optimized content design.
Quantifiable outcome
- Review posting rate increased from ~2% to ~8% during trial period for a maternity wear retailer (モーハウス).
- +3 more outcomes
Companies that use Greenwich
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles2 records
Greenwich technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature9 records
Greenwich partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- ECXグループ (ECX Group) / 日本ECサービス株式会社coreGreenwich operates as part of the ECX Group alongside 日本ECサービス株式会社 and ecx. The group was established in November 2023 to provide comprehensive EC services. The group is led by Tanaka Hiroyuki as Representative Director and Chairman. Tsukabe Kazutaka serves as the new representative director of Greenwich specifically.
- 楽天市場 (Rakuten Market)coreGreenwich is an official Rakuten Market partner. Multiple tools are registered and/or certified on Rakuten's RMS Service Square platform. The flagship らくらくーぽん is an RMS GOLD Partner Product. The company has been a Rakuten公式パートナー (official partner) since its founding in 2003.
- Yahoo! Japan (Yahoo! Shopping)coreGreenwich is a Yahoo! Commerce Partner (certified コマースパートナー). Several tools have been integrated for Yahoo! Shopping operations, including らくらくーぽん Yahoo! Shopping version and related tools. Certified as Yahoo! Commerce Partner Expert in 2017.
- 株式会社askmeminorEC site production company. Listed as a Greenwich sales partner.
- 株式会社スタイリスト (Stylist)minorEC operations代行 (management) company. Listed as a Greenwich sales partner.
- ECコンサルティング株式会社minorConsulting company. Listed as a Greenwich sales partner.
- 株式会社网络营销スタジオ (Netshop Studio)minorE-commerce site operations and support company. Listed as a Greenwich sales partner.
- トゥルーコンサルティング株式会社 (True Consulting)minorEC operations代行 and consulting support for small and medium businesses. Listed as a Greenwich sales partner.
- アド・セイル株式会社 (Ad Sail)minorEC business support and marketing. Also provides online advertising support and local government tourism marketing. Listed as a Greenwich Gold-level sales partner.
- ベイクロスマーケティング株式会社 (Baycross Marketing)minorEC operations代行, web production, and consulting with 18 years of experience. Listed as a Greenwich Gold-level sales partner.
- アユース株式会社 (Ayouth)minorEC operations代行, web production, and consulting. Also operates a media business publishing EC operational information. Listed as a Greenwich Gold-level sales partner.
- 株式会社PICECminorEC operations代行 and consulting support across major marketplaces and TikTok Shop. Listed as a Greenwich sales partner.
- LINE Yahoo! (LINEヤフー)coreGreenwich is certified as a LINE Yahoo Partner Program Technology Partner in the Communication category at the Premier tier. The company offers らくらくライン, a Rakuten-specialized LINE official account tool.
Scale indicators4 records
Recent moves8 records
Expansion highlights6 records
Greenwich competitors and assessment
Company assessmentBroad incumbents
- Klaviyo: Global marketing-automation platform for e-commerce merchants covering email/SMS automation, reviews, and segmentation. Comparable as a category-leading SaaS in ecommerce marketing automation whose feature roadmap (reviews, segmentation, AI) overlaps directly with Greenwich's tools.
- Braze: Public customer-engagement platform offering cross-channel messaging (email, push, in-app, LINE via partners). Comparable as an incumbent in customer messaging orchestration relevant to らくらくライン and らくらくーぽん follow-up workflows.
- Geniee (ジーニー): Japanese ad-tech and marketing-automation public company offering programmatic ads and a broader marketer platform. Comparable as a Japanese incumbent with overlapping ad-automation and marketing-tech capabilities, but serving a wider portfolio beyond EC operations.
- Yotpo: Global reviews, UGC, and SMS marketing platform for ecommerce brands. Comparable as a category incumbent in review-driven commerce automation — the core use case of らくらくーぽん — though Greenwich is more Japan/marketplace-specialized.
Direct peers
- W2 Inc. (ダブルツー): Japanese SaaS vendor providing an integrated e-commerce operations and marketing platform for Rakuten, Yahoo!, and Amazon merchants. Closely comparable to Greenwich in target customer (SMB Japanese EC merchants) and adjacent feature scope (ad automation, reviews, inventory, LP creation).
- ecbeing (ecbeing Inc.): Long-standing Japanese e-commerce system integrator and platform vendor serving mid-market and enterprise merchants across Rakuten, Yahoo!, and owned channels. Comparable as a Japanese-native EC operations vendor with deep marketplace integrations.
- ChatPlus (CROCO Inc.): Japanese chatbot and customer-engagement platform widely deployed by Rakuten/Yahoo! merchants for automated follow-ups. Comparable in deploying automation tooling (messaging, follow-ups) inside Japanese EC storefronts alongside LINE/email channels.
- FutureShop (フューチャーショップ): Japanese SaaS e-commerce platform for SMB/mid-market merchants with built-in marketing, coupon, and analytics features. Comparable as a Japanese EC operations SaaS with overlapping marketing-automation functionality for marketplace sellers.
- GMO Pepabo (ペパボ / カラーミーショップ): Operates カラーミーショップ, a major Japanese SMB e-commerce shop-building SaaS used by tens of thousands of merchants. Comparable as a horizontal SMB EC platform serving Rakuten-adjacent merchants, though Greenwich operates in a different layer (ops automation rather than storefront).
Emerging players
- Studio (スタジオ・アール) / Korekara: Japanese D2C and EC operations agency/SaaS providers offering marketplaces, advertising, and operations support to merchants. Comparable as Japanese-market EC operations specialists with adjacent service offerings and partner-style relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Greenwich social profiles
Digital presenceGreenwich compliance and trust
Trust signalCompliance8 records
Greenwich financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenwich leadership team
Management profileNumber of profiles
Profiles5 records
Greenwich funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenwich M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Greenwich
What does Greenwich do?
Greenwich develops and sells ASP/SaaS-based e-commerce operations automation tools (the "Rakuraku" series and Ultra ASP) that are natively integrated with Rakuten RMS and Yahoo! Shopping platforms. Its products automate review follow-up emails, coupon issuance, inventory centralization across multiple storefronts, competitive price monitoring, RPP advertising bid management, AI-generated product imagery, Rakuten-specialized LINE messaging, and mobile content page creation for Japanese marketplace merchants.
Is Greenwich a public or private company?
Greenwich is a private company. It is classified as unknown and is currently operating.
When was Greenwich founded?
Greenwich was founded in 2003. It employs 251 to 500 people.
Where is Greenwich based?
Greenwich is headquartered in Tokyo, Japan, in the Asia region.
How does Greenwich make money?
Three revenue lines are on record. SaaS/ASP Subscription Fees are the primary driver. The others are RPP Ad Management Transaction Fee and per-Message LINE Fees.
Who are Greenwich's main competitors?
Broad incumbents on record are Klaviyo, Braze, Geniee (ジーニー) and Yotpo. Direct peers are W2 Inc. (ダブルツー), ecbeing (ecbeing Inc.), ChatPlus (CROCO Inc.), FutureShop (フューチャーショップ) and GMO Pepabo (ペパボ / カラーミーショップ). Studio (スタジオ・アール) / Korekara is listed as an emerging player.
Does Greenwich have an API?
No public API is recorded for Greenwich.
What industry is Greenwich in?
Greenwich's product category is E-commerce Operations Automation Software. Its primary akta.pro industry code is BPAFAFAC, Marketing Automation Platforms & Services, with a secondary code of CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer). Its NAICS code is 541810 and its SIC code is 7310.