"I want to sell products on an e-commerce marketplace, but I don't know which one to choose..."
If this sounds like you, this is a must-read.
In this article, we’ll look at the differences between “Amazon,” “Rakuten,” and “Yahoo! Shopping,”
We'll explain things in a way that's easy to understand, even for beginners, from the perspectives of both buyers and sellers.
Please feel free to use this as a reference.
Comparison of Amazon, Rakuten, and Yahoo! Shopping Users
On the three online marketplaces—"Amazon," "Rakuten," and "Yahoo! Shopping"—
User BaseDid you know that they're different?
The differences between users of “Amazon,” “Rakuten,” and “Yahoo! Shopping” are as follows:
These are the key points you must keep in mind when setting up a store.
By understanding the characteristics of users across the three malls,Revenue OptimizationLet's aim for that.
Number of subscribers
(As of May 2024. Source: Nielsen Digital)
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Amazon: Approximately 67.24 million people
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Amazon, which prides itself on fast shipping, has the largest number of members.
Buyers who want to get their hands on the product quicklyIt's a popular mall.
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Rakuten：66.31 million people
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One of Rakuten's defining features is that it attracts a large number of homemakers who want to earn points.
Retaining Rakuten UsersThis is a mall that is focusing on [...].
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Yahoo! Shopping: Approximately 35.41 million people
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Compared to Amazon and Rakuten, the number of subscribers is on the lower side.
It's popular among SoftBank, Y!mobile, and PayPay Card users.
Latest Developments
Amazon
On Amazon, the specifications for pages, ads, and coupons areIt is updated frequently, andSince it is always in a new state,
For operation,Gathering information is essentialThat's it.
Information for sellers is updated in the News section on the Seller Central homepage.
Rakuten
Starting July 11, 2024, “Fastest Next-Day Delivery" has been introduced.
They are taking steps to compete with Amazon, which has a strong delivery network.
In addition, the subscription feature is scheduled to be updated at the end of March 2025.
This service also follows the example of Amazon, whose strength lies in its Subscribe & Save program.。
Yahoo! Shopping
One of Yahoo! Shopping's strengths isChanges to PayPay Points...is scheduled to begin in February 2025.
There have been complaints that the limited validity period of the points makes it impossible to invest PayPay Points.。
What Are the Differences Between Amazon, Rakuten, and Yahoo! Shopping? (From the Buyer's Perspective)
From here on, I’ll explain the differences between the three online marketplaces from a buyer’s perspective.
Ease of Finding Products
Amazon
The distinctive features of “Amazon” are:
In keyword search resultsDisplay by Product...in that regard.
Generally, there is only one product page for each item, and
The search results page displaysThe lowest-priced items are displayedSince this is done,
Buyers looking for a bargainThis makes it easy for customers to find products.
How to Shop on Amazon and Save Money
I've summarized this in the article below.
Rakuten
When you search for a keyword on "Rakuten,"Products are displayed by shop, and
Compare prices and reward point rates at a glanceYou can do that.
However, when multiple stores sell the same product, there are more options, and
For buyers,It's hard to tell which product offers the best value.There is also this drawback.
Yahoo! Shopping
Like Rakuten, "Yahoo! Shopping" also offers products thatDisplay by Storewill be done.
Unlike Rakuten, the regulations regarding product images aren't as strict, so
Makes it easy to compare products using product imagesSpecifications.
Reward Points
Amazon
Amazon Points areFor shopping on Amazon.co.jp1 point = 1 yenIt can be used as...
There are two ways to earn Amazon Points.
① Purchase items eligible for Amazon Points
When you buy products that come with Amazon Points, you'll earn Amazon Points.
The number of points awarded varies by product, andProduct Details PageYou can check it there.
② Participate in the limited-time campaign
You'll earn points when you meet the conditions,
Limited-Time CampaignAlso taking place (app download and sign-in, etc.).
You can find the latest information on the Amazon Points Campaign page.
Rakuten
At Rakuten, more than any other online shopping mall,Reward PointsWe are focusing our efforts on this.
The points you've earned are,1 point = 1 yenYou can use it on Rakuten Group services and other services.
There are three key features of Rakuten Points.
① It's easy to save money
At Rakuten,You'll earn points no matter which product you buywill be done.
It's great for shoppers that they earn points every time they make a purchase.
② It has its own membership tier system
Number of Times Rakuten Points Were EarnedとNumber of Points EarnedYour membership rank is determined by this.
The following are the requirements for each rank.
Since you can earn points to work toward moving up a rank,
Shopping on Rakuten will be even more fun.
③SPUYou can further increase the point redemption rate in accordance with this
"SPU" includes Rakuten Card, Rakuten Mobile, Rakuten Bank, and others,
The more you use Rakuten Group services overall, the higher your cashback rate will be.This is a points-boosting program.
Currently, if you sign up, you can shop on Rakuten IchibaUp to 17.5x Pointswill be.
Yahoo! Shopping
You'll earn PayPay Points when shopping on Yahoo! Shopping.
Starting in February 2025, these points will be converted to limited-time PayPay Points, so it will be important to keep an eye on future developments.
Ease of Returns and Exchanges
Amazon
When returning or exchanging an item on Amazon,Amazon itself serves as the point of contactTherefore,
This ensures that inquiries are handled smoothly.
Since the return and exchange policies are standardized across Amazon,
Between the seller and the buyerCommon UnderstandingIt is possible to have one.
The basic process for returns and exchanges is as follows.
1. View Order History
Depending on the circumstances, we may not accept returns or exchanges, or you may need to contact customer service.
2. Gather the information needed to process a return
Print the return authorization ID or return label designated for returns.
3. Packing the Returned Items
4. Return the package
When returning an item, whether you pay the return shipping fee in advance or upon delivery depends on the reason for the return and the item itself.
Rakuten
Our policy on returns and exchanges for orders is as follows:Rules for Each Storeis conducted in accordance with .
For information on each store's return policy,
Overview Pages for Each StoreSince publication is required, you can check it there.
Depending on the store or product, returns and exchanges may not be possible, so be sure to check before placing your order.
If the problem persists, "Rakuten Safe Shopping Service" will provide compensation services free of charge.
Yahoo! Shopping
Just like Rakuten, their policy on returns and exchanges isShopIt varies depending on...
The Shopping Guide isAt the top of the store's homepageare displayed in places such as,
The purchaser isBy storeI would like to inquire about returns and exchanges.
What Are the Differences Between Amazon, Rakuten, and Yahoo! Shopping? (From a Seller's Perspective)
Next, I’ll explain the differences between the three marketplaces from a seller’s perspective.
Listing Fee
Amazon
The following are available on "Amazon":Wholesale ListingsServices andSmall-Lot ListingsTwo service plans.
The High-Volume Seller Plan isMonthly subscription fee: 4,900 yen (fixed cost)will be charged, and the basic commission isFreeIn contrast,
Small-Volume Listing Plan There is no monthly subscription feeHowever, the basic commission is based on the sale of100 yen per itemIt takes some time.
For more details, please see this article.
For more details on listing fees, please see the article below!
Rakuten
When opening a store on Rakuten,
"Go for It! Plan," "Standard Plan," "Mega Shop Plan"
Choose a plan from these three options.
All initial costs are60,000 yen (excluding tax)。
In addition,Maximum Number of Products That Can Be ListedやImage SizeHowever, this varies depending on the plan.
Yahoo! Shopping
All initial fees, monthly system usage fees, and sales royalties for Yahoo! Shopping areFree。
Compared to other online marketplaces, in terms of operations...Lower feescan be kept to a minimum.
When a product is sold, the pre-set campaign funds, affiliate commissions, and other amounts areCosts to be borne by each companyThat's it.
Inventory Management and Shipping
Amazon
There are two types of shipping methods available on Amazon.
■FBA Shipping
By paying a commission to Amazon,
Shipments available 24 hours a day, 365 days a yearThey manage your products in their own warehouses (FBA).
There are three benefits to using “FBA Shipping”:
① Amazon Prime's free shipping service
Free ShippingDoing this makes it more likely to lead to a purchase.
② Improving the Competitiveness of Pricing
The item is eligible for free shipping, andPrice excluding shipping...will be displayed on the site.
③ Improved Reliability
Items listed through FBA are,
Buyers are informed that Amazon handles product packaging, shipping, customer service, and returns, and
Product ReliabilityIt also leads to...
For more information on the benefits and fees associated with FBA, please click here.
■Self-Shipping
Unlike FBA, self-fulfillment involves shipping products directly to customers from your own warehouse.
In this case,Inclusion of the Delivery NoteやShipping DelayThere are a few things to keep in mind, such as...
Since there are no fees,The downside is that there are more tasks to handle than with FBA shipping.
Rakuten
In the past, it was common practice to manage inventory on a per-store basis, but
Lately, “Rakuten Super Logistics (hereinafter "Rakuten Logi")"The use of [...], is on the rise."
「Rakuten Logistics"There are two benefits to using [...].
① You can entrust all logistics-related tasks to them
By outsourcing logistics operations,Product Planning、Sales PromotionThis allows us to focus on measures such as these.
"Rakuten Logi" offers services such as gift wrapping, inserting flyers and promotional materials, and customer management, among others.General Logistics OperationsThis can be added as an option when signing the contract.
②Operates 365 days a year and ships on weekends and holidays
Delivery ServiceThis makes it possible to differentiate ourselves from other companies.
The service areas eligible for "Ultimate Next-Day Delivery," which offers next-day delivery, areCovers 90% of the countryI am doing that.
Yahoo! Shopping
On Yahoo! Shopping, for each store,
From product management to shipping and inventory managementWe need to perform a variety of tasks.
Please note that it may be difficult to contact the buyer outside of business hours or at other times.
Page Flexibility
Amazon
Unlike Rakuten and Yahoo! Shopping, Amazon has a fixed page format.
- Product Name
- Image
- Product Specifications (Bulleted List in Product Description)
- About the Brand
- Product Description
- Product Variations (such as size and color)
- Customer Reviews
Recently, there has been greater flexibility in product descriptions, and
This feature allows you to choose from a wide range of formats, from images to text.
Rakuten
Rakuten has templates similar to Amazon's, but stores can freely design their pages by writing their own HTML and CSS.
Therefore,Creating Store Pages That Highlight Each Store’s Unique CharacteristicsWell,Customer Serviceis possible.
Many stores create campaign pages for events such as sales and review submissions.
As a result,Fans at the storeIt becomes easier to get.
Yahoo! Shopping
Yahoo! Shopping is just like RakutenCreating a Shop Pageis possible.
By changing the banners and designs and creating pages that are easy for buyers to view,
Repeat Business at the StoreIt can also be linked to that.
Support
Amazon
When it comes to managing the site,Contact AmazonYou can do that.
Unlike Rakuten and Yahoo! Shopping, you won't necessarily be assigned a dedicated consultant.
Sales PerformanceWhether a specialist consultant is assigned depends on various factors.
Rakuten
Unlike Amazon, Rakuten,An e-commerce consultant for each storewill be added.
We can assist with a wide range of matters, including consultations on operational strategies and advertising.
Since you can't choose your e-commerce consultant, whether you get along with them is just a matter of luck.
Yahoo! Shopping
Yahoo! Shopping is the same as Rakuten in thatE-commerce Consultantwill be added.
Required Skills
Amazon
What is required to operate an Amazon store is,
「The Ability to Execute the PDCA Cycle as Quickly as Possible」「The Ability to Work with Numbers」。
Amazon offers several advantages, such as the ability to conduct A/B testing on product pages and a large number of keywords that can be used in Amazon listing ads.
In that context,Constantly repeat tests to increase salesSpeed is essential.
Rakuten
What is required for managing Rakuten is,
「Broad marketing skills」「Scheduling Skills」。
Rakuten offers a full range of services, from acquiring new customers to CRM and branding.
Therefore,A well-rounded skill set ranging from advertising to email newsletters, LINE, and codingis required.
In addition, since events are held twice a month, it is important to plan operations with at least three months’ lead time.
Yahoo! Shopping
What is required to operate a Yahoo! Shopping store is,
「Store Development and Management Capabilities」。
Since we'll be using existing ads and campaigns,
How to Make a Store Attractive to Buyersis the key to increasing sales.
Comparison of Promotions on Amazon, Rakuten, and Yahoo! Shopping
At each mall,Campaign Featuresunderstand, and
Let's consider which online marketplace is best suited for our products.
Amazon
Amazon isRegular SaleThere is.
Whether I can participate or not isIt varies by productTherefore,
To participate in the saleContinuously improve product qualityThis is essential.
Basically, the annual schedule for the limited-time sales isNot disclosed。
You may also receive a phone call from Amazon or a representative.
- Coupons (Daily)
- Limited-Time Sale (Monthly)
- Prime Sale (July)
- Black Friday (November)
This article explains in detail the types and timing of Amazon sales.
Please be sure to check it out.
Rakuten
There are shops on RakutenYou can hold your own salesIt has the following characteristics.
In addition to our exclusive sales,Regular SalesThat’s a nice perk for buyers, too.
Rakuten's sales campaigns attract customers through TV commercials and other means, andThe more measures you take, the more likely you are to increase salesThat's it.
- Shopping Marathon (Almost Every Month)
- Rakuten Super Sale (March, June, September, December)
- Rakuten Black Friday(Late November)
- Rakuten Eagles Appreciation Festival (October)
- Grand Thanksgiving Festival (Late December)
- Wonderful Day (the 1st of every month)
- Customer Appreciation Day (18th of every month)
- Super DEAL
- Store-Specific Event Initiatives
- Super Points Back Festival (Irregular)
This article provides a detailed explanation of Rakuten's sale.
Please be sure to check it out.
Yahoo! Shopping
Yahoo! Shopping isPayPay-Exclusive SaleやSale for Premium Membersis currently taking place.
- Super PayPay Festival (3 times a year)
- Days ending in 5 (the 5th, 15th, and 15th)
- Dates with Repeating Digits (the 11th and 22nd)
To Increase Sales During Sales Events on Yahoo! Shopping
Let's Make the Most of Advertising!
Summary
What did you think?
Amazon, Rakuten, and Yahoo! Shopping each have their own unique characteristics, and the ways to sell on them differ accordingly.
As I mentioned earlier, each has its own advantages and disadvantages, and the required skills and operational methods vary.
Choosing the Right Marketplace for Your ProductsLet's do it.
- If you want to focus on selling more products while leaving shipping and customer service to us, “Amazon」
- If you want to implement your own initiatives without being bound by the mall's rules, please visit “Rakuten」
- If you want to start a mall business without spending too much money, check out “Yahoo! Shopping」
Why not give it a try?
For more details on opening a store on Rakuten, please see this article.
Hide&Seek, the author of this blog, is,
We are a Fukuoka-based company that provides management services for Amazon, Rakuten, and Yahoo!.
"I want to open a store on an e-commerce marketplace, but I don't have the resources to spare."
"We want to expand our sales channels while maintaining the competitive edge of our own online mall."
"I opened a store on an e-commerce marketplace, but I'm too busy to manage it properly, so my sales aren't going up."
If you're facing such concerns,
Please feel free to contact us using the contact form below.
