How Rakuten Use Japanese Website Localization To Beat Amazon

Japan is the 4th largest ecommerce market in the world, with an estimated $165 billion USD in online sales in 2024 that is only expected to grow steadily over the next decade. While Amazon dominates global ecommerce, its market share in Japan is second to Rakuten. Despite Amazon’s presence, Rakuten has maintained its lead by prioritizing Japanese website localization and customizing its platform to cater to local preferences. Unlike Amazon, which offers a search-driven shopping experience, Rakuten’s website is designed to reflect Japanese consumer behavior, which favors relationship-based shopping, loyalty programs, and detailed product descriptions. Recognizing these unique consumer needs, Rakuten heavily invested in website localization services in Japan to improve outreach to local audiences.

Rakuten’s Success With Japanese Website Localization  

Rakuten is Japan’s leading ecommerce platform, often referred to as the “Amazon of Japan.” Founded in 1997, the company has grown into a $16.4 billion USD giant, serving over 100 million registered users in Japan alone. One of its most significant competitive advantages has been effective Japanese website localization – adapting its platform for local audiences with culturally relevant and linguistically accurate content. 

Rakuten’s Japanese Website Localization Strategy

Rakuten adapted its website to align with Japanese consumer browsing habits. Unlike Amazon’s minimalistic design, Rakuten’s website features a heavier, information-rich layout. This localization approach helps Japanese audiences feel more comfortable navigating the platform.  Color psychology also played a role in Rakuten’s Japan website localization strategy. Red and yellow, commonly associated with excitement and urgency in Japan, are featured to create a sense of action and encourage impulse purchases. 

Rakuten also invested in seamless software localization for Japan to improve search algorithms and implement AI-powered product recommendations. By investing in Japanese software localization and translation services, Rakuten provides a more intuitive experience for Japanese consumers, ensuring that product searches are accurate and appropriate. 

Japanese content localization is at the core of Rakuten’s success. The company ensures that all product descriptions, reviews, and advertisements are tailored to Japanese cultural norms. Localization for Japanese audiences is essential for global brands looking to succeed in Japan’s competitive market, as it ensures that websites, software, and content are culturally and linguistically adapted to meet the expectations and preferences of local consumers. 

Content Localization From A Trusted Provider 

Effective localization is crucial for businesses expanding globally and guarantees that content will resonate with local audiences. For businesses looking to expand internationally, Language Connections (LC) provides expert translation and website localization services tailored to your industry’s needs. With 30 years of experience, a network of 4,000 professional linguists, and expertise in over 100 languages, LC is the ideal language service partner for any business.