Rakuten Group launches Rakuten Rakuyoko for younger consumers

Rakuten Group has launched ‘Rakuten Rakuyoko’, a new direct-sales online store specifically designed to attract younger consumers to the Rakuten ecosystem. The platform focuses on affordable, trendy items including fashion, smartphone accessories, interior goods, and kitchenware.

Starting with approximately 60,000 selected products, the service features a user interface designed to mimic the vertical scrolling experience of social media, encouraging serendipitous discovery rather than traditional search-based shopping. The store offers ‘R Select’ items, which undergo Rakuten’s own inspection and selection process and are eligible for returns within 30 days for any reason.

To encourage usage, the service provides free shipping on orders between 2,100 and 16,666 yen (excluding certain regions like Okinawa and remote islands). Customers can also earn and use Rakuten Points, with one point awarded for every 100 yen spent (excluding tax).