[[{"@type":["BlogPosting"],"@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#BlogPosting","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/","publisher":[{"@id":"https:\/\/www.rakuten.com#Organization1"}],"dateModified":"2026-04-14T21:20:14+00:00","description":"Ebates is becoming Rakuten, so we wanted to share some history and insight as to why we chose to partner with Rakuten.","name":"The History of Rakuten","author":[{"@type":"Person","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#BlogPosting_author_Person","image":[{"@type":"ImageObject","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#BlogPosting_author_Person_image_ImageObject","url":"https:\/\/www.rakuten.com\/blog\/wp-content\/uploads\/2019\/03\/Screen-Shot-2019-03-12-at-1.57.48-PM.png"}],"name":"Daisy ","url":"https:\/\/www.rakuten.com\/blog\/author\/daisytran\/"}],"image":[{"@type":"ImageObject","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#BlogPosting_image_ImageObject","url":"https:\/\/www.rakuten.com\/blog\/wp-content\/uploads\/2019\/03\/1200x800_V1-1-991x557.jpg","height":"800","width":"1200"}],"subjectOf":[{"@type":"FAQPage","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#BlogPosting_subjectOf_FAQPage","mainEntity":[{"@type":"Question","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#0_BlogPosting_subjectOf_FAQPage_mainEntity_Question","name":"What is Rakuten?","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#0_BlogPosting_subjectOf_FAQPage_mainEntity_Question_acceptedAnswer_Answer","text":"<p><a href=\"https:\/\/global.rakuten.com\/corp\/\" target=\"_blank\" rel=\"noopener\">Rakuten<\/a> was first introduced in 1997 in Japan as an e-commerce site, and in the twenty years since, it has expanded its presence internationally with the innovation and entrepreneurship that has driven the business since its founding. What started as an online marketplace with only six employees, one server and 13 merchants has matured into a portfolio of more than 70 businesses with 1.2 billion members worldwide.<\/p><p>Ebates is not the first company to join Rakuten USA, nor will it be the last. With roots in Japan, Rakuten wanted to broaden its reach overseas. The acquisition of Ebates has allowed Rakuten to better connect with American audiences through e-commerce and retail concepts that strengthen both businesses.<\/p>"}]},{"@type":"Question","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#1_BlogPosting_subjectOf_FAQPage_mainEntity_Question","name":"Who else is part of the Rakuten family?","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#1_BlogPosting_subjectOf_FAQPage_mainEntity_Question_acceptedAnswer_Answer","text":"<p>With membership at its core, Rakuten continues to seek the right brands to help deliver on its objectives. The Rakuten ecosystem hosts a variety of entities, including banking, sports, culture and e-commerce. Here are just a few:<\/p><p><strong>E-Commerce<\/strong><\/p><ul><li><a href=\"https:\/\/global.rakuten.com\/en\/\" target=\"_blank\" rel=\"noopener\">Rakuten Global<\/a>: Online shopping mall for overseas customers<\/li><li><a href=\"https:\/\/www.rakuten.com\/\" target=\"_blank\" rel=\"noopener\">Rakuten Rewards<\/a>: Online shopping in the U.S.<\/li><li><a href=\"https:\/\/www.slice.com\/\" target=\"_blank\" rel=\"noopener\">Rakuten Slice<\/a>: Consumer-focused online purchasing data analysis service in the U.S.<\/li><\/ul><p><strong>Communications<\/strong><\/p><ul><li><a href=\"https:\/\/www.viber.com\/en\/\" target=\"_blank\" rel=\"noopener\">Rakuten Viber<\/a>: Global mobile messaging service<\/li><\/ul><p><strong>Digital Content<\/strong><\/p><ul><li><a href=\"https:\/\/www.viki.com\/\" target=\"_blank\" rel=\"noopener\">Rakuten VIKI<\/a>: Global video-on-demand service providing content translated by a volunteer community of fans<\/li><li><a href=\"https:\/\/www.kobo.com\/\" target=\"_blank\" rel=\"noopener\">Rakuten Kobo<\/a>: Global e-reading service<\/li><li><a href=\"https:\/\/www.overdrive.com\/\" target=\"_blank\" rel=\"noopener\">Rakuten OverDrive<\/a>: Provider of digital library services to libraries and education facilities<\/li><\/ul><p><strong>Ads &amp; Media<\/strong><\/p><ul><li><a href=\"https:\/\/marketing.rakuten.com\/index.php\" target=\"_blank\" rel=\"noopener\">Rakuten Marketing<\/a>: Online marketing solutions specializing in the areas of search (SEM), lead generation and affiliate marketing<\/li><\/ul><p>In addition, Rakuten has become the official partner and sponsor of some of your favorite sports teams and programs, such as the Golden State Warriors, FC Barcelona and Spartan Race. The expansion of Rakuten in a variety of spheres allows the company to distribute its strengths to different industries across the globe. Learn more about the <a href=\"https:\/\/global.rakuten.com\/corp\/about\/history.html\" target=\"_blank\" rel=\"noopener\">Rakuten timeline<\/a> since 1997.<\/p>"}]},{"@type":"Question","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#2_BlogPosting_subjectOf_FAQPage_mainEntity_Question","name":"What can we expect now?","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#2_BlogPosting_subjectOf_FAQPage_mainEntity_Question_acceptedAnswer_Answer","text":"<p>As we make the transition to Rakuten, our goal is to ensure that our community stays strong and cohesive. We know you may be worried about how things will change now that we\u2019re Rakuten. Rest assured that your Cash Back, account information, the way you shop, the stores you shop and the Member Services team you know and love will not change. Everything will be exactly as you remember it; all that will be different is our new name and logo.<\/p><p>Together with Rakuten, we\u2019ve already been able to offer more Cash Back and more benefits than ever before. And none of this, nor any of the great benefits you\u2019ve seen this past year, could have been a success without the support of the whole Rakuten company. However, this is only the beginning. Get ready for more and better opportunities to save everywhere you go. We\u2019re so excited to have you with us as we take the next step as Rakuten!<\/p>"}]}]}],"headline":"The History of Rakuten","mainEntityOfPage":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/","datePublished":"2019-03-06T16:09:12+00:00","keywords":"Popular Posts,rakuten,","mentions":[{"name":"Rakuten Group","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Organization_rakutengroup_8c69147e7c1ec00ac8186edfcdd9961a33c305e504567e37e91c891ade12bafd","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/0464vx","http:\/\/www.wikidata.org\/entity\/Q973054","https:\/\/en.wikipedia.org\/wiki\/Rakuten"]},{"name":"Ebates","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Organization_ebates_31804d7cd34ec6c69c279cc1c3c2d51fdce7f121287971b85cdf27f2a09920ba","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/03dzrw8","http:\/\/www.wikidata.org\/entity\/Q20714363","https:\/\/en.wikipedia.org\/wiki\/Rakuten_Rewards"]},{"name":"Rakuten TV","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Organization_rakutentv_36f3e781b5414b73aded78e7e0d89deddc64f156593271562b6a426d5561f2ce","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":"http:\/\/www.wikidata.org\/entity\/Q17058977"},{"name":"Viber","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/CreativeWork_viber_45ee4fae9f62b08ea955ee111c92af9eba0238a3523b702d997db9aa70977892","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/0hncjr3","http:\/\/www.wikidata.org\/entity\/Q332707","https:\/\/en.wikipedia.org\/wiki\/Viber"]},{"name":"Japan","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Country_japan_8a48cfd82487a1b0a6c163c45d1ebc7128883c3035ca9eda666c944d0e383ed6","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/03_3d","http:\/\/www.wikidata.org\/entity\/Q17","https:\/\/en.wikipedia.org\/wiki\/Japan"]},{"name":"Tokyo","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/CityOrganization_tokyo_c5e652aead0bf936d769ca4020ae3940053aef4aacb1bc6a7e0df4a162cefc98","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/0swk_t7","http:\/\/www.wikidata.org\/entity\/Q1490","https:\/\/en.wikipedia.org\/wiki\/Tokyo"]},{"name":"search engine marketing","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Thing_searchenginemarketing_8704be50547dd91ccd91834e01eeea0ea18fe4c461e56a9cb99104c53bf9879d","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/06mw8r","http:\/\/www.wikidata.org\/entity\/Q846132","https:\/\/en.wikipedia.org\/wiki\/Search_engine_marketing"]},{"name":"Viki","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/CreativeWorkOrganization_viki_f5cd5ecf556906b345f9d5428440ceb7e9400f7b0c107824c8bb7addf95f249a","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":"http:\/\/www.wikidata.org\/entity\/Q7929430"},{"name":"Spartan Race","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Organization_spartanrace_8356c40e02f8efd31d7b08bec7394143ca8f7ad4c4dfbdc51afc1fe460551d0c","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/0cc8cc9","http:\/\/www.wikidata.org\/entity\/Q17084891","https:\/\/en.wikipedia.org\/wiki\/Spartan_Race"]},{"name":"United States","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Country_unitedstates_35761fb7e035aa623e469abc3c609c0eebb9ce047778da1e53d49bf8709aa9c5","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/09c7w0","http:\/\/www.wikidata.org\/entity\/Q30","https:\/\/en.wikipedia.org\/wiki\/United_States"]},{"name":"artificial intelligence","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Thing_artificialintelligence_c8909d73cf62ba9e3a7aaf9f8df200671dabb01d64165d816ba4e813a3f0a0b3","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":"http:\/\/www.wikidata.org\/entity\/Q11660"},{"name":"consumer","@id":"https:\/\/entity.schemaapp.com\/Ebates\/RakutenBlog\/Thing_consumer_16497a1cc33225e668a5b803fc83662ce0c2e3d732f5cc7331b6e5a30a0f9df0","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":"http:\/\/www.wikidata.org\/entity\/Q22855"}]},{"@context":"http:\/\/schema.org","@type":"Organization","sameAs":["https:\/\/www.linkedin.com\/company\/rakutenrewards","https:\/\/youtube.com\/c\/Rakutenchannel","https:\/\/en.wikipedia.org\/wiki\/Rakuten_Rewards","https:\/\/twitter.com\/Rakuten","https:\/\/g.co\/kgs\/bTttHkr","https:\/\/www.facebook.com\/rakuten\/","https:\/\/www.instagram.com\/rakuten\/","https:\/\/www.pinterest.com\/rakuten\/"],"slogan":"Shop. Earn. Get Cash Back.","areaServed":"US","logo":"https:\/\/static.rakuten.com\/static\/svg\/rakuten\/rak-logo-brand-v1.svg","contactPoint":"https:\/\/www.rakuten.com\/help\/other-questions","mainEntityOfPage":"https:\/\/www.rakuten.com\/","url":"https:\/\/www.rakuten.com\/","description":"Since 1999, we've paid our members over $2 Billion in Cash Back. Sign up today to shop over 3,500 stores using coupons, promo codes or cash back with Rakuten!","image":"https:\/\/static.rakuten.com\/img\/campaign\/9244\/221024-55570-opengraph-q4-facebook-1200x628-v5.png","name":"Rakuten Rewards","@id":"https:\/\/www.rakuten.com#Organization1"}],{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Blog","item":"https:\/\/www.rakuten.com\/blog\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"The History of Rakuten","item":"https:\/\/www.rakuten.com\/blog\/history-of-rakuten\/#breadcrumbitem"}]}]