Rakuten.ca
Rakuten.ca is a Canadian consumer cashback shopping platform and subsidiary of Rakuten Group, serving Canadian online shoppers with cash back rewards across 750+ partner merchants via website, mobile app, browser extension, and in-store programs.
- Company typePrivate
- Founded2012
- HeadquartersNorth York, Canada
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
What Rakuten.ca does
Rakuten.ca (legally Ebates Canada, Inc., doing business as Rakuten Rewards Canada) is a Canadian consumer cashback shopping platform and a wholly-owned subsidiary of Rakuten Group, Inc., a Japanese conglomerate publicly traded on the Tokyo Stock Exchange (TYO: 4755). Founded in 2012 as Ebates Canada and rebranded to Rakuten in 2019 as part of the parent's global brand alignment, the company is headquartered in North York, Ontario with a lean Canadian team of approximately 14 employees. The platform enables Canadian consumers to earn cash back on purchases made through its website, mobile apps (iOS and Android), browser extension, gift card shop, and in-store cash back program, with quarterly payouts via Interac e-Transfer, PayPal, cheque, or Scene+ loyalty points.
The underlying technology is an affiliate-marketing and cashback-tracking platform that tracks member click-throughs to 750+ partner merchants, records resulting purchases via merchant-side affiliate networks, and disburses a share of earned commissions back to members. The browser extension automates click activation and applies coupons at checkout; the mobile apps support on-the-go shopping with push notifications; the gift card shop offers 100+ retail gift cards; and the in-store offering links a member's credit card to extend cash back into physical retail. All distribution is self-serve product-led growth with no sales interaction.
Rakuten.ca generates revenue primarily through affiliate commissions paid by partner merchants when members transact through the platform, with commission rates of 1%–15%+ per merchant shared with members as cash back rewards. The model is freemium for consumers (free membership) and free of contractual commitments, relying on a referral program ($30+ per qualified referral) as a primary acquisition channel. The company has cumulatively paid over $226 million to Canadian members since 2012 and maintains 7,500+ Trustpilot reviews with an Excellent rating.
Rakuten.ca firmographics
Firmographics- Name
- Rakuten.ca
- Legal name
- Ebates Canada, Inc. dba Rakuten Rewards Canada
- Website
- https://rakuten.ca
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- Rakuten.ca is a Canadian consumer cashback shopping platform and subsidiary of Rakuten Group, serving Canadian online shoppers with cash back rewards across 750+ partner merchants via website, mobile app, browser extension, and in-store programs.
- Ownership category
- akta.pro rank
Rakuten.ca industry classification
Industry- Product category
- Cashback and Affiliate Shopping Rewards
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where Rakuten.ca is headquartered
LocationHeadquarters
- HQ city
- North York
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Rakuten.ca business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Affiliate Commissions: Rakuten earns commissions from partner merchants when members make purchases through the platform. These commissions are shared with members as cash back rewards. Commission percentages vary by merchant, ranging from 1% to 15%+ or fixed dollar amounts.
- Gift Card Sales: Members purchase gift cards through the Rakuten Gift Card Shop for various retailers, restaurants, and services. Rakuten earns a commission on gift card purchases which is shared as enhanced cash back.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free membership with variable cash back |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Rakuten.ca product offering
Product offeringCore offering
Rakuten.ca is a free Canadian cashback shopping platform that lets members earn money back (1%-15%+) on purchases made at 750+ partner retailers through its website, mobile apps, or browser extension. Rakuten earns affiliate commissions from partner merchants and shares a portion with members as Cash Back, paid out quarterly via Interac e-Transfer, PayPal, or cheque. Complementary features include a Gift Card Shop, In-Store Cash Back via linked credit card, and a Refer & Earn program offering $30+ per qualified referral.
Product overview
Rakuten.ca is a cashback shopping platform that operates as a single unified service with multiple complementary modules. The core platform enables users to earn Cash Back at over 750 partner stores through affiliate tracking. This core is augmented by the Rakuten Browser Extension (for automated coupon application and click-through tracking), the Rakuten Mobile App (for on-the-go shopping with push notifications), the Gift Card Shop (for purchasing gift cards with Cash Back at 100+ retailers), In-Store Cash Back (extending rewards to brick-and-mortar purchases via credit card linking), and the Refer & Earn Program (driving member acquisition through rewards). Users can sign up for free via email, Facebook, or Apple, and receive Cash Back payouts quarterly via Interac e-Transfer, PayPal, or cheque.
Differentiator
Problem solved
Functional benefit
Products and services
- Rakuten.ca Cashback Shopping Platform A free consumer cashback shopping platform that enables users to earn money back on purchases from over 750 partner stores. Users shop through the platform, which tracks affiliate commissions from merchants and shares a portion with members as Cash Back. Available to Canadian consumers with no membership fee.
- Rakuten Browser Extension A browser extension that activates Cash Back directly on merchant sites and automatically applies coupons at checkout, ensuring users never forget to earn Cash Back on their purchases. Available to Canadian members of Rakuten.ca.
- Rakuten Mobile App A mobile application available for iOS and Android that allows users to shop on the go, access app-exclusive offers, and earn extra Cash Back while receiving push notification alerts for deals and savings.
- Gift Card Shop A gift card mall offering over 100 dining, grocery, mall, movie, and gas gift cards where users can earn Cash Back on gift card purchases through Rakuten.ca.
- In-Store Cash Back A feature that allows users to link a credit card and earn Cash Back when shopping in physical retail stores, extending cashback rewards beyond online shopping to brick-and-mortar purchases.
- Refer & Earn Program A referral program where existing Rakuten.ca members can earn $30 or more for each friend they refer to Rakuten.ca.
Quantifiable outcome
- $226,000,000+ paid to Canadian members since 2012
- +2 more outcomes
Companies that use Rakuten.ca
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles1 record
Rakuten.ca technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Rakuten.ca partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered flagship, core and minor.
- Booking.comflagshipFeatured partner offering up to 4% cash back. Travel accommodation partner with regular promotional campaigns.
- ViatorflagshipFeatured partner offering 4% cash back. TripAdvisor-owned tour and experience booking platform with over 400,000 travel experiences.
- Rakuten Group, Inc.coreParent company based in Tokyo, Japan. Rakuten.ca operates as part of the Rakuten Group, which includes affiliates and subsidiaries. Rakuten Group is a global corporation with various services including Rakuten VIKI, Rakuten Viber, Rakuten Kobo, and Rakuten Travel.
- Scene+minorRakuten offers Scene+ points as an alternative redemption option for cash back rewards, allowing members to convert their earnings into loyalty points.
- PayPalminorPayPal is offered as a payment method for cash back redemptions, allowing members to receive their rewards directly to their PayPal account.
- InteracminorInterac e-Transfer is offered as a primary payment method for cash back redemptions to Canadian members, providing fast and secure direct deposit.
- Expedia.caflagshipFeatured partner offering up to 10% cash back. Travel category partner with promotional campaigns including 25%+ off hotels and up to 10% cash back.
- Sephora CanadaflagshipFeatured partner offering 4% cash back. Beauty category partner with regular promotional campaigns including free samples and bonus offers.
- HelloFreshflagshipFeatured partner offering up to 30% cash back. Food delivery category partner with promotional campaigns including free meals for new customers.
- WalmartflagshipFeatured partner offering up to 8% cash back. Major retailer partner in Department & Grocery category with ongoing promotional campaigns.
- Harry RosenflagshipFeatured partner offering 10% cash back. Premium menswear retailer with designer and luxury brand offerings.
- Hotels.comflagshipFeatured partner offering up to 6% cash back. Travel accommodation partner with regular promotional campaigns.
- TEMUflagshipFeatured partner offering 2% cash back. Value e-commerce platform with frequent promotional campaigns including extra discounts for new users.
- DoorDashflagshipFeatured partner offering up to $4 cash back. Food delivery partner with promotional campaigns including discounts for first-time orders.
- Shoppers Drug Mart BeautyflagshipFeatured partner in Health & Beauty category offering coupons only for the beauty boutique section of the retailer.
- HP CanadaflagshipFeatured partner offering 15% cash back. Electronics and computer retailer with promotional campaigns including percentage off monitors and PC accessories.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Rakuten.ca competitors and assessment
Company assessmentDirect peers
- Honey: PayPal-owned cash back and coupon browser extension that competes directly with Rakuten.ca for consumer transactions at online retailers. Operates with similar affiliate commission economics and browser-extension-first UX.
- TopCashback: Direct cash back competitor operating in Canada and globally. Pure-play cashback platform with very similar merchant coverage, payout mechanics, and referral incentives competing for the same Canadian consumer wallet.
- RetailMeNot: Operates a Canadian cash back and coupon platform at retailmenot.ca with similar merchant partnerships and cash back rates. Directly competes for the same category and shopper audience as Rakuten.ca.
- Capital One Shopping: Free browser-based shopping comparison and cash back tool from Capital One. Competes with Rakuten.ca on price comparison, coupon application, and cash back rewards at online merchants in Canada.
- Swagbucks: Rewards and cash back platform offering similar online shopping cash back along with surveys and games. Competes for the same Canadian consumer mindshare around earning rewards on everyday purchases.
- GoCashBack: Canada-focused cash back shopping platform with a similar merchant network and payout model. A more direct Canadian-specific competitor, though smaller in scale than Rakuten.ca.
- Mr. Rebates: Cash back shopping platform operating in Canada and the US with comparable affiliate-driven rewards mechanics and merchant coverage. Direct competitor for Canadian online shoppers seeking cash back.
- Rakuten Rewards (US): The US sibling of Rakuten.ca under the same Rakuten Group parent. Operates an identical cash back platform in the United States, sharing technology, product roadmap, and best practices that Rakuten.ca can leverage.
Regional players
- Air Miles: Canadian loyalty program that rewards shopping across partner merchants. Competes with Rakuten.ca for the same Canadian consumer loyalty wallet, though uses a points rather than cash back redemption model.
Emerging players
- Scene+: Canadian loyalty coalition program from Scotiabank and Cineplex. Already integrated with Rakuten as a redemption partner, but also a competing loyalty ecosystem that retailers may favor over cash back aggregators.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Rakuten.ca social profiles
Digital presenceRakuten.ca financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rakuten.ca leadership team
Management profileNumber of profiles
Rakuten.ca funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rakuten.ca 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 Rakuten.ca
What does Rakuten.ca do?
Rakuten.ca is a free Canadian cashback shopping platform that lets members earn money back (1%-15%+) on purchases made at 750+ partner retailers through its website, mobile apps, or browser extension. Rakuten earns affiliate commissions from partner merchants and shares a portion with members as Cash Back, paid out quarterly via Interac e-Transfer, PayPal, or cheque. Complementary features include a Gift Card Shop, In-Store Cash Back via linked credit card, and a Refer & Earn program offering $30+ per qualified referral.
Is Rakuten.ca a public or private company?
Rakuten.ca is a private company. It is classified as corporate owned and is currently operating.
When was Rakuten.ca founded?
Rakuten.ca was founded in 2012.
Where is Rakuten.ca based?
Rakuten.ca is headquartered in North York, Canada, in the North America region.
How does Rakuten.ca make money?
Two revenue lines are on record. Affiliate Commissions are the primary driver. The others are gift Card Sales.
Who are Rakuten.ca's main competitors?
Direct peers on record are Honey, TopCashback, RetailMeNot, Capital One Shopping, Swagbucks, GoCashBack, Mr. Rebates and Rakuten Rewards (US). Air Miles is listed as a regional player. Scene+ is listed as an emerging player.
Does Rakuten.ca have an API?
No public API is recorded for Rakuten.ca.
What industry is Rakuten.ca in?
Rakuten.ca's product category is Cashback and Affiliate Shopping Rewards. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms.