Name

Rakuten Brasil

Legal name

Rakuten Group, Inc.

Website

https://global.rakuten.com

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

E-commerce Marketplace

akta.pro primary industry

Cross-border Marketplaces (Multi-seller) (CRAFAJAA)

akta.pro secondary industries

Travel Super-Apps & Multi-Service Marketplaces (THAKAAAM), Multi-Currency Accounts, Wallets & IBAN Services (FSAMAIAG), Subscriber Identity, Entitlements & Access (SSO, IAM, Paywall) (MPAHAJAB)

Keywords

• E-commerce marketplace
• Digital commerce
• Online retail
• Consumer marketplace
• Merchant platform

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Core offering

Rakuten Brasil operates an online e-commerce marketplace in Brazil, positioned as Brazil's first e-commerce platform and part of the global Rakuten Group internet services ecosystem. The platform connects third-party merchants with Brazilian consumers, supporting product listings, transactions, and integrated loyalty/cashback rewards tied to the Rakuten Super Points program. The offering is enabled by the parent group's AI-powered recommendation engine, big data analytics, and broader ecosystem of fintech, mobile, and content services.

Product overview

Rakuten Group, Inc. operates a comprehensive ecosystem of internet services centered around its membership model. The core offerings include Rakuten Ichiba (Japan's largest e-commerce marketplace with 46,000+ merchants), Rakuten Mobile (4G/5G mobile network via fully virtualized Open RAN), and Rakuten Pay (mobile payment solution). These are interconnected through the Rakuten Super Points loyalty program and powered by the Rakuten AI Platform which enables AI capabilities across 30+ services. The ecosystem extends to fintech services (Rakuten Card, Rakuten Bank, Rakuten Securities, Rakuten Insurance, Rakuten Life Insurance), commerce (Rakuten Travel, Rakuten Fashion, Rakuten Beauty, Rakuten Books, Rakuten Rakuma, Rakuten Car), and specialized platforms (Rakuten Symphony for Open RAN solutions, Viber for messaging). Recent AI integration includes Rakuten AI for Business, Rakuten AI assistant in Rakuten Link, and AI agents for commerce services. The ecosystem has grown to over 100 countries with billions in global gross transaction value.

Differentiator

Problem solved

Functional benefit

Brands

• Rakuten Mobile: Mobile telecommunications services offering 4G and 5G network with unlimited data plans
• Rakuten Pay
• Rakuten AI Platform
• Rakuten AI
• Rakuten Symphony
• Rakuten Institute of Technology
• Rakuten Viber
• Rakuten TV
• Rakuten Link
• Rakuten Super Logistics
• Rakuten Car
• Rakuten Ichiba
• Rakuten Ecosystem
• Rakuten Saikyo Plan
• Rakuten Saikyo U-NEXT
• Drive Assist

Products and services

• Rakuten Ichiba Marketplace Online e-commerce marketplace platform connecting third-party merchants and consumers, offering personalized shopping experiences supported by AI-powered recommendations and big data analytics. Operates as Brazil's first e-commerce platform under the Rakuten Brasil brand.

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Magazine Luiza (Magalu): Magalu is one of Brazil's largest omnichannel retailers combining physical stores with its e-commerce marketplace, including the Luizalabs technology platform and MagaluPay payments. It directly competes with Rakuten Brasil across retail, marketplace, and increasingly fintech.
• Mercado Livre: Mercado Livre is the dominant online marketplace in Brazil, operating MercadoLibre's e-commerce platform with integrated Mercado Pago fintech, Mercado Envios logistics, and Mercado Credito. It is the single most direct competitor to Rakuten Brasil's marketplace positioning in Brazil.
• Amazon Brasil: Amazon Brasil is the Brazilian arm of the global e-commerce leader and direct marketplace competitor to Rakuten Brasil. Operates a multi-seller marketplace plus Amazon-branded retail and Prime logistics, competing on selection and fulfillment against any domestic Brazilian marketplace including Rakuten Brasil.
• Americanas: Americanas operates one of Brazil's largest e-commerce marketplaces alongside Americanas Mais, Submarino, and Shoptime, with an integrated logistics and payments stack. It is a direct marketplace peer to Rakuten Brasil serving similar Brazilian consumers and merchants.
• Via Varejo / Casas Bahia: Via (formerly Via Varejo) operates Casas Bahia and Ponto retail brands plus their e-commerce platforms, and is a major Brazilian omnichannel competitor. It is comparable to Rakuten Brasil as a multi-category online retail/marketplace player in Brazil.
• Mercado Pago (stand-alone): Mercado Pago is the largest independent digital wallet/payments platform in Brazil, spun out of Mercado Livre and a model for Rakuten Pay ambitions. If Rakuten Brasil expands into fintech/payments, Mercado Pago is the closest peer for the payments and merchant acquiring business model.

Emerging players

• Shopee Brasil: Shopee was the fast-growing cross-border marketplace entrant in Brazil operated by Sea Group, focused on low-priced goods and C2C sellers. It overlaps with Rakuten Brasil's marketplace positioning and aggressive customer acquisition style, though Shopee wound down direct operations in parts of Latin America in 2023.
• Shein Brasil: Shein is a China-based cross-border fast-fashion marketplace that built a sizable Brazilian consumer base through aggressive social-media-driven marketing and low pricing. Comparable to Rakuten Brasil as a newer cross-border marketplace entrant reshuffling the Brazilian e-commerce landscape.
• Nuvemshop: Nuvemshop is a leading Latin American SaaS platform enabling SMBs to launch online stores, effectively a Shopify-like competitor for the Brazilian merchant base that Rakuten Brasil's marketplace would court. It overlaps with Rakuten Brasil's seller ecosystem and represents an alternative route for merchants versus marketplace participation.

Regional players

• AliExpress Brasil: AliExpress is Alibaba's international cross-border consumer marketplace with a meaningful Brazilian user base, selling directly from Chinese merchants to Brazilian consumers. Comparable to Rakuten Brasil in cross-border marketplace positioning and consumer-facing marketplace experience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/267069
• Xx.com/Rakuten

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries14 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 Brasil