Rakuten

What is Rakuten?

Positioning: Rakuten is a consumer rewards platform and an affiliate marketing service that offers cash back and discounts to its members when they shop at affiliated stores. Its core attribute is providing a “win-win” model where stores pay Rakuten a commission for sales, and Rakuten shares a portion of that commission with the consumer as cash back.

Functional Panorama: The platform covers several modules, including an online portal, a browser extension, and a mobile app that all serve to activate cash back offers. It also supports in-store cash back by linking eligible credit cards. The ecosystem is designed to encourage users to earn cash back and points across its vast network of services, which include e-commerce, travel, fintech, and more.

Rakuten’s Use Cases

• Everyday Shoppers can use Rakuten to get cash back on purchases they were already planning to make, at over 3,500 participating retailers.
• Mobile Users can use the Rakuten app on the go to find deals and activate cash back for both online and in-store purchases.
• Businesses and Marketers can use the platform as a way to acquire new customers and increase sales through performance marketing.
• Financially Savvy Shoppers can use Rakuten in combination with other rewards programs to maximize their savings and earn cash back or transferable points.

Rakuten’s Key Features

• Generative AI: A recent technical update is the embedding of an agentic AI platform across Rakuten’s ecosystem. This AI is designed to enhance the shopping experience by providing personalized recommendations and streamlining navigation for consumers.
• Automated Coupon Finding: The browser extension automatically finds and applies coupons and discounts at checkout.
• In-Store Cash Back: Users can link their credit cards to their Rakuten account to earn cash back on purchases made at participating physical stores.
• User Feedback Features: Some users report that customer support is highly responsive and has even credited them cash back for purchases that a merchant initially denied.

How to Use Rakuten?

1. Join Rakuten: It’s free to create an account with an email address.
2. Start Shopping: Before shopping online, either go to Rakuten.com and click on a store link, use the browser extension to activate cash back on a retailer’s site, or use the mobile app.
3. Make a Purchase: Shop at the retailer’s website as you normally would. Rakuten will track your purchase and add the cash back to your account once it’s confirmed.
4. Get Paid: Rakuten pays out your “Big Fat Check” every three months via PayPal or a physical check.

Pro Tips:

• Ensure that you begin your shopping trip through the Rakuten site or browser extension to be eligible for rewards.
• Avoid using promo codes not listed on Rakuten as this can disqualify your purchase from earning cash back.
• Take screenshots of your order and any confirmation emails as proof of purchase in case you need to contact customer support for missing cash back.

Rakuten’s Pricing & Access

• Membership: Membership is completely free, with no sign-up or annual fees. There’s also no limit to how much cash back you can earn.
• Web Dynamics: Rakuten’s business model is based on earning a commission from merchants for referring shoppers. The company then splits that commission with the member, providing a service that is free to the user.
• Payouts: Cash back is paid out quarterly. Users can choose to receive their payout via PayPal or a physical check.

Rakuten’s Comprehensive Advantages

• Ecosystem Integration: The company leverages its vast ecosystem of over 70 businesses to drive user engagement and loyalty. The integration of its mobile service and e-commerce platform is seen as a key growth driver.
• AI Innovation: Rakuten is investing in AI, with its new agentic AI platform designed to improve customer experience and drive growth across its services. It has also developed and deployed a RAN Intelligent Controller (RIC) platform to improve its mobile network.
• Global Recognition: Rakuten Mobile’s performance was benchmarked in Opensignal’s 2025 Global Awards, where it exceeded the global average in all six experience metrics, including download and upload speeds. This highlights the company’s strong technological foundation.