What Rakuten International does

Rakuten International (legally Rakuten USA, Inc.) is the Americas and EMEA operating arm of Rakuten Group, Inc. (Tokyo Stock Exchange: 4755), headquartered in San Mateo, CA with 4,000+ employees worldwide. The entity operates as a portfolio of consumer and enterprise digital services spanning e-commerce, digital marketing, communications, and entertainment. Core products include Rakuten Rewards (a Cash Back shopping platform whose members have earned over $4.6 billion since 1999), Rakuten Advertising (a global affiliate and performance marketing network serving enterprise brands and publishers), Rakuten Viki (Asian entertainment streaming reaching 100M+ registered users in 190+ countries), Rakuten Viber (a messaging super app), Rakuten TV (European streaming combining TVOD, AVOD, and FAST channels), Rakuten Kobo (digital books, audiobooks, and dedicated eReaders), and Rakuten France (a generalist e-commerce marketplace serving 13M+ members).

The underlying technology stack centers on an AI-enhanced performance marketing platform: Rakuten Advertising operates Innovation Labs, an AI hub providing AI Recommendations for advertisers and publishers; Mirai, a conversational AI optimization agent that allows advertisers to configure affiliate campaigns through natural language; and the Affiliate Conversion Journey Transparency API for attribution visibility. Rakuten Rewards supplies first-party consumer purchase data used for incrementality measurement, while Rakuten Card Linked Offer Network (RCLON) extends card-linked rewards into physical retail (notably Simon's 220+ shopping destinations). Viber's AI Assistants, powered through OpenAI, address consumer-facing use cases including search, recipes, emotional support, and message editing.

Rakuten International makes money through a diversified set of revenue mechanics: transaction-based commissions in affiliate marketing (Rakuten Advertising), affiliate referral commissions split between consumer Cash Back and retained revenue (Rakuten Rewards), recurring subscriptions (Rakuten Viki, Rakuten Kobo's Kobo Plus), hardware sales (Kobo eReaders), marketplace commissions (Rakuten France), and enterprise B2B streaming services (Rakuten TV Enterprise). Pricing is quote-based for enterprise advertising, freemium for consumer Cash Back, subscription-based for content services, and retail for hardware. The go-to-market motion combines direct enterprise sales for advertising and CTV services with product-led consumer growth for Cash Back and streaming, supplemented by strategic alliances (impact.com), channel partners (American Express, Bilt, Simon), event-driven engagement (Rakuten Optimism conference, ~1,000 attendees), and high-visibility sports sponsorships (Golden State Warriors, Golden State Valkyries).

Name

Rakuten International

Legal name

Rakuten USA, Inc.

Website

https://rakuteninternational.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Rakuten International is the Americas and EMEA arm of Rakuten Group, operating a portfolio of consumer and enterprise digital services — including Rakuten Rewards (Cash Back), Rakuten Advertising (affiliate marketing), Rakuten Viki, Rakuten Viber, Rakuten TV, Rakuten Kobo, and Rakuten France — serving both consumers and enterprise brands globally.

Ownership category

akta.pro rank

Product category

Digital Commerce and Performance Advertising

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Other Services Related to Advertising (541890)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Customer Support, CRM & Retention Tooling (Helpdesk, Churn, Messaging) (MPAHAJAM)

akta.pro secondary industries

Subscriber Identity, Entitlements & Access (SSO, IAM, Paywall) (MPAHAJAB), Virtual Goods & In-app Purchases (Non-gaming) (CRAFAIAJ)

Keywords

• Affiliate marketing network
• Cash back shopping
• Digital streaming services
• E-commerce marketplace
• Performance advertising

Headquarters

HQ city

San Mateo

HQ country

United States

HQ region

North America

Offices5 records

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, Supply Chain

Revenue model

1. Affiliate Marketing and Performance Advertising: Rakuten Advertising generates revenue by connecting brands with publishers and creators through affiliate partnerships. The network earns commissions on completed sales and provides performance-driven marketing solutions including tracking, attribution, and optimization services to advertisers.
2. Cash Back Shopping Platform: Rakuten Rewards operates a cash back shopping platform where members earn rewards on purchases from partner brands. Revenue comes from commissions paid by merchants, with members receiving a portion as cash back while Rakuten retains the remainder.
3. Streaming and Entertainment: Rakuten Viki generates revenue through streaming subscriptions and content licensing for Asian entertainment. Rakuten TV operates a hybrid model combining TVOD, AVOD, and FAST channels. Rakuten Viber offers messaging and communication services with premium features.
4. Digital Books and eReaders: Rakuten Kobo operates as the world's digital bookseller, generating revenue through eBook and audiobook sales, the Kobo Plus subscription service, and dedicated eReader hardware sales.
5. Card-Linked Offers Network: Rakuten Card Linked Offer Network (RCLON) generates revenue by enabling brands to deliver personalized incentives tied to shoppers' payment cards, earning fees for transaction verification and campaign management at physical retail locations.
6. E-commerce Marketplace: Rakuten France operates a generalist e-commerce platform offering new, used, and refurbished products, generating revenue through transaction fees and the Club R loyalty program.

Pricing tiers

Go-to-market motion5 records

Distribution channels10 records

Marketing channels9 records

Core offering

Rakuten International operates a portfolio of digital businesses spanning e-commerce, digital marketing, advertising, communications, and entertainment. Its core offerings include Rakuten Rewards (cash back shopping platform), Rakuten Advertising (affiliate and performance marketing network), Rakuten Viki (Asian entertainment streaming), Rakuten Viber (messaging super app), Rakuten TV (European streaming with FAST channels), Rakuten Kobo (digital books and eReaders), and Rakuten France (e-commerce marketplace).

Product overview

Rakuten International operates as a portfolio of interconnected digital services spanning e-commerce, digital marketing, entertainment, and communications. The core offering includes Rakuten Rewards (Cash Back shopping platform), Rakuten Advertising (performance marketing and affiliate solutions with AI capabilities), Rakuten Viki (Asian entertainment streaming), Rakuten Viber (messaging and super-app services), Rakuten TV (European streaming with FAST channels), Rakuten Kobo (digital reading with eReaders and subscription service), and Rakuten France (e-commerce marketplace). Supporting capabilities include the Rakuten Card Linked Offer Network for card-linked rewards, Innovation Labs for AI development, and Mirai for AI-powered affiliate campaign management. The portfolio is unified under the Rakuten Group's ecosystem approach, enabling cross-service value through loyalty programs, consumer data insights, and integrated advertising solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Rakuten Rewards: Leading Cash Back shopping platform where members earn rewards on purchases from thousands of top brands.
• Rakuten Viki
• Rakuten Viber
• Rakuten Advertising
• Rakuten TV
• Rakuten Kobo
• Rakuten France
• Rakuten Optimism

Products and services

• Rakuten Rewards Leading Cash Back shopping platform where members earn rewards when purchasing from thousands of top brands across apparel, beauty, wellness, grocery, travel, and dining. Free to join for consumers.
• Rakuten Viki Global streaming destination for Asian entertainment featuring dramas, variety shows, movies, award shows, and exclusive Viki Originals. Reaches over 100 million registered users across 190+ countries.
• Rakuten Viber Messaging super app offering calls, messaging, and daily services including dating features. One of the most trusted and downloaded apps globally, with AI-powered assistants.
• Rakuten Advertising Performance-driven advertising and affiliate marketing network connecting enterprise brands with publishers and creators. Includes AI capabilities like Mirai, Innovation Labs, the Affiliate Conversion Journey Transparency API, and Rakuten Advertising Detect for brand safety.
• Rakuten TV Leading streaming platform in Europe combining TVOD, AVOD, and FAST channels. Includes Rakuten TV Enterprise, a B2B arm providing CTV and streaming services to agencies, advertisers, content owners, telco, and TV operators.
• Rakuten Kobo World's digital bookseller offering personalized curation of eBooks and audiobooks, plus dedicated eReaders (Kobo Clara, Libra, Sage, Elipsa) and reading apps. Includes Kobo Plus subscription service.
• Rakuten France Generalist e-commerce marketplace in France offering new, used, and refurbished products from professionals and individuals. Boosts purchasing power for 13+ million members through the Club R loyalty program and cashback model.
• Rakuten Card Linked Offer Network (RCLON) Card-linked rewards technology enabling retailers and brands to deliver personalized incentives tied to shopper payment cards, providing measurable campaign performance through verified transaction data.
• Kobo Plus eBooks and audiobooks subscription service offering millions of titles across multiple languages, accessible on eReaders, apps, and tablets.
• Kobo Remote Wireless Bluetooth page-turner accessory designed for Kobo eReaders offering hands-free page control for enhanced reading accessibility.
• Rakuten Optimism Conference Flagship digital marketing conference in the US bringing together affiliate and marketing professionals for thought leadership, networking, and industry discussions.

Quantifiable outcome

• 17x return in sales versus commissions for affiliate marketing
• +4 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature8 records

Partnerships

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

• Golden State WarriorsflagshipGTM or Marketing Partner · 18 June 2026Multi-year extension of historic founding partnership including fan-facing and community-focused initiatives. Rakuten continues as presenting sponsor of Warriors Women's Empowerment efforts and flagship social impact initiative. Rakuten members receive minimum 10% Cash Back on Golden State Shop purchases with exclusive merchandise and experiences. Partnership includes $12M+ in contributions to Golden State Community Foundation.
• SimoncoreChannel Partner/ Reseller/ Distributor · 11 June 2026Rakuten Card Linked Offer Network powers in-store card-linked offers within Simon+ rewards program at 220+ shopping destinations nationwide. Enables retailers and brands to engage shoppers with targeted rewards that automatically earn cash back when paying with linked payment cards.
• impact.comcoreStrategic or Co-development Partner · 28 April 2026Strategic alliance merging Rakuten Advertising's global partner relationships, managed services, and Rakuten Rewards' Cash Back shopping platform with impact.com's technology infrastructure. Creates a unified performance marketing ecosystem combining contracting, tracking, and payments across commerce partnerships. Advertisers gain greater campaign control, improved measurement, and access to direct consumer signals.
• SimilarwebcoreTechnology or Integration · 25 March 2026Strategic collaboration to deliver affiliate industry's most powerful data capabilities for understanding and optimizing brand presence within large language models (LLMs) and across digital marketing channels. Rakuten Advertising integrates Similarweb's proprietary digital data into its analytics and reporting environment.
• Amazon Prime VideocoreChannel Partner/ Reseller/ Distributor · 2 March 2026Distribution partnership bringing Rakuten TV's curated FAST channel lineup to Prime Video users in Europe. Makes free, ad-supported content more accessible within widely used streaming platform.
• Tous Les JoursminorGTM or Marketing Partner · 30 January 2026Valentine's Day promotion partnership bringing exclusive offers tied to Rakuten Viki's global streaming platform. Unique crossover between premium baked goods and beloved Asian dramas.
• OnePayminorGTM or Marketing Partner · 22 January 2026Card-linked rewards partnership bringing offers directly into the OnePay app, allowing customers to earn rewards on everyday purchases without changing how they shop or pay. Offers activate simultaneously with automatic earning through opted-in cards.
• Bilt RewardscoreGTM or Marketing Partner · 6 November 2025Partnership creating new ways for members to earn and redeem rewards. Rakuten members can redeem Cash Back for Bilt Points while Bilt members gain access to thousands of Rakuten merchants. Marks significant innovation in the loyalty and rewards space.
• Ace Entertainment, Reframed Content Studios, Shanghai Media GroupminorGTM or Marketing Partner · 9 October 2025Rakuten TV Enterprise powers first FAST channels for these global content providers, enabling launch and distribution across international markets with end-to-end support for content owners.
• American ExpresscoreGTM or Marketing Partner · 23 July 2025Launch of new co-branded American Express credit card allowing members to earn generous Cash Back on every purchase through Rakuten. Easiest way for members to turn everyday shopping into bigger rewards.
• Golden State ValkyriesflagshipGTM or Marketing Partner · 16 May 2025Founding partner of the WNBA's newest team based in the San Francisco Bay Area. Partnership includes exclusive fan rewards, merchandise, community initiatives, prominent in-arena signage, and Rakuten Arrivals feature. Positions Rakuten as the longest-committed partner in Valkyries history.
• MattelminorGTM or Marketing Partner · 16 April 2025Partnership producing exclusive, family-friendly programming connecting with audiences of all ages. Reinforces Rakuten TV's positioning as a platform for high-quality entertainment and classic entertainment content.
• Girls Inc. of Alameda CountyminorGTM or Marketing Partner · 14 March 2025Future Leaders mentorship program collaboration with Golden State Warriors for high school girls. Seventh year partnership providing career-building experience with mentors from both organizations.
• Studio NminorStrategic or Co-development Partner · 7 March 2025Co-production partnership for K-drama 'My Girlfriend Is the Man' based on popular webcomic. Part of Rakuten Viki's strategy to bring quality, localized content to international audiences.

Scale indicators13 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Amazon Kindle: Dominant e-reader and digital book ecosystem. Rakuten Kobo competes directly against Kindle's hardware, eBook store, and audiobook offerings, particularly in markets where Kobo has carved out share.
• WhatsApp (Meta): Dominant global messaging platform. Rakuten Viber competes in the broader messaging super-app category, differentiated by its regional strength and added services like dating and AI assistants.
• Amazon Associates: Largest affiliate program globally as part of Amazon's broader e-commerce platform. While not a direct affiliate network competitor, its scale and publisher relationships set the baseline for affiliate marketing economics that Rakuten Advertising must compete against.

Direct peers

• Awin: Global affiliate marketing network operating across multiple verticals with similar managed services and technology stack. Directly comparable to Rakuten Advertising in advertiser acquisition, publisher relationships, and cross-border affiliate tracking.
• Capital One Shopping: Capital One's cash back and rewards shopping platform, leveraging cardholder data. Direct competitor to Rakuten Rewards with similar merchant partnership model and consumer value proposition.
• CJ Affiliate (Commission Junction): One of the largest global affiliate marketing networks, owned by Publicis Groupe. Directly competes with Rakuten Advertising for enterprise brand affiliate budgets across similar publisher relationships and tracking capabilities.
• Honey Science (PayPal): Cash back and coupon platform owned by PayPal. Directly competes with Rakuten Rewards for consumer mindshare in value-minded shopping and operates a browser extension with similar affiliate referral economics.
• Crunchyroll: Leading global streaming destination for Asian content including anime, owned by Sony. Most direct peer to Rakuten Viki in the international K-content and Asian entertainment streaming category.
• TopCashback: Cash back shopping platform with similar affiliate referral model and merchant commission structure. Direct competitor to Rakuten Rewards, particularly in US and UK markets where both operate.
• impact.com: Global partnership management platform and direct competitor to Rakuten Advertising in affiliate and performance marketing. Now a strategic ally via April 2026 alliance, but overlapping product capabilities and target advertiser base make it the closest direct peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries9 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 International