Rakuten Establishes Hangzhou Subsidiary to Strengthen Cross-Border Support for Chinese Merchants

• Rakuten Group, Inc.

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• New subsidiary in Hangzhou, China, to serve as a dedicated support hub for Chinese merchants expanding to Japan through Rakuten Ichiba
• Builds on the momentum of surpassing 1,000 overseas merchants in 2025, and a 30+% CAGR in cross-border GMS since 2020
• The new company assumes responsibility for recruiting and supporting Chinese merchants on Rakuten Ichiba

Tokyo, September 16, 2026 - Rakuten Group, Inc. today announced the establishment of a new subsidiary, Rakuten Cross-Border E-Commerce China Co., Ltd. in Hangzhou, China, as part of its ongoing strategy to strengthen its cross-border e-commerce business. Through this initiative, the company seeks to enhance recruitment and operational support for Chinese merchants on Rakuten Ichiba, Japan's leading online marketplace.

Rakuten facilitates international merchants' entry into Rakuten Ichiba, providing users in Japan with a seamless, secure way to purchase global products. To ensure a reliable shopping experience, Rakuten enforces strict screening processes for all merchants and offers the Rakuten Anshin Shopping Service to protect orders.

The number of overseas merchants on Rakuten Ichiba, particularly from China, South Korea and the U.S., has grown steadily over the past years, with total overseas merchants surpassing 1,000 in 2025. Between 2020 and 2025, the gross merchandise sales (GMS) of these merchants maintained a compound annual growth rate (CAGR) exceeding 30%. Chinese merchants, particularly in the small-home-appliance and outdoor-gear sectors, have been a primary driver of this growth.

Rakuten has a strong track record of supporting Chinese merchants through its Shanghai-based entity, Shanghai Sokai E-commerce Co., Ltd., and its branch office in Shenzhen. To meet the rising demand from Chinese merchants to enter the Japanese market, the company has established a new headquarters in Hangzhou, a city renowned as a hub for the e-commerce industry as well as the country's first Cross-Border E-Commerce Comprehensive (CBEC) Pilot Zone. This expansion broadens Rakuten's support coverage beyond southern China to include eastern, northern and central regions.

The new company provides comprehensive one-stop support for Chinese merchants from the initial inquiry phase through to long-term business growth, including business seminars on Japanese market trends and customs, as well as bilingual e-commerce consulting for store setup and sales promotion. A dedicated merchant support center in Hangzhou will provide operational training to support Chinese merchants' entry into Japan, including assisting with participation in major campaigns such as Rakuten Super Sale and Shopping Marathon.

Hiroshi Shu, CEO of Rakuten Cross-Border E-Commerce China, commented, "Our journey with China began in Shanghai in 2011. Over the past 15 years, we have expanded our footprint from Shanghai to Shenzhen to support Chinese businesses entering the Japanese market. By establishing a permanent presence in Hangzhou, a hub for cross-border e-commerce, we are strengthening our role as a bridge between China's manufacturing capabilities and Japan's mature consumer market."

Rakuten remains committed to fostering an environment where international merchants can expand their businesses with confidence, further driving the development of its cross-border e-commerce ecosystem.

Overview of Rakuten Cross-Border E-Commerce China
Company Name: Rakuten Cross-Border E-Commerce China Co., Ltd.
Registration Date: August 24, 2026
Location: Hangzhou, Zhejiang Province, China
Representative: Hiroshi Shu
Business Scope: Recruitment and operational support for Chinese merchants on Rakuten Ichiba