Rakuten Competitors

Rakuten's biggest store rakuten.co.jp, at US$30,760m GMV, is most similar to amazon.co.jp at a 84.0 Match Score, ahead of aliexpress.com at 75.9 and temu.com at 72.7.

How We Define Competitors

The competitors here are generated with the Competitor Finder, which scores each store against its competitors on a Match Score. With the Competitor Finder you set your own Match Score from a range of similarity dimensions and refine it with filters, so this view is one example configuration and may not match how you define competition.

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Rakuten Competitor Landscape

amazon.co.jp is the store most similar to Rakuten's biggest store at a 84.0 Match Score, with US$59.6bn GMV.
aliexpress.com ranks next as a similar store at a 75.9 Match Score and US$66.8bn GMV.
temu.com follows at a 72.7 Match Score and US$92.5bn GMV.

Rakuten's Biggest Store vs 5 Closest Stores

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Total GMV 2025 (in US$ billion)

Top Rakuten Competitors & Similar Stores

amazon.co.jp tops the stores most similar to Rakuten's biggest store at a 84.0 Match Score and a US$29 AOV.
aliexpress.com is a close alternative at a 75.9 Match Score and a US$34 AOV.
temu.com follows at a 72.7 Match Score and a US$33 AOV.

Compare Now

Tick stores, then compare them side by side.

#	Store	Match Score	GMV 2025	Purchase Freq. 2025	AOV 2025
	rakuten.co.jp		US$30,759.9m	5.1	US$103
1.	amazon.co.jp	84%	US$59,640.4m	34.6	US$29
2.	aliexpress.com	76%	US$66,784.5m	5.9	US$34
3.	temu.com	73%	US$92,513.8m	7.2	US$33
4.	tmall.com	73%	US$551,582.9m	10.9	US$78
5.	naver.com	72%	US$31,978.5m	5.2	US$101