Rakuten Ichiba taps Google to roll out YouTube Shopping affiliate programme in Japan

Tokyo, Japan – Rakuten Group, Inc. has partnered with Google to introduce YouTube Shopping to Rakuten Ichiba, marking the first time the affiliate programme has launched with a company in Japan.

The collaboration enables viewers to purchase products featured in YouTube videos directly from Rakuten Ichiba. 

By tapping the “View Products” button during a video, users can see product names and prices on-screen, then navigate to the Rakuten Ichiba product page while continuing to watch content. 

Ryo Matsumura, president of commerce & marketing company, Rakuten Group, said, “We are delighted to partner with Google to integrate YouTube’s creator economy within the Rakuten Ecosystem, starting with Rakuten Ichiba.”

The move is designed to streamline discovery and checkout, while expanding reach for merchants through creator-led content.

Matsumura continued, “We expect to provide our merchants with further business growth opportunities and deliver an even more enjoyable and convenient shopping experience to our users.”

The initiative integrates YouTube’s creator economy into the Rakuten Ecosystem, strengthening Rakuten’s push into v-commerce, an e-commerce model leveraging video, voice, and virtual reality. 

It also builds on existing affiliate initiatives such as Rakuten Affiliate and ROOM, supporting merchants in driving brand visibility and customer acquisition through creators.

Naomi Yamakawa, managing director of YouTube Japan at Google, added, “We are thrilled to partner with Rakuten Ichiba as our first domestic partner for the launch of the YouTube Shopping affiliate program in Japan.”

Regionally, YouTube is continuously growing its e-commerce initiatives with markets in Southeast Asian countries like Indonesia, Thailand, and Vietnam as part of its ongoing ‘Community Hub’ efforts.