Bridging the gap: How Rakuten AI is empowering Japanese SMEs to thrive in the AI era
In today’s era of rising wages, inflation and labor shortages, the stakes couldn’t be higher for Japan’s small and medium-sized enterprises (SMEs). And while generative AI and AI-powered services are creating unprecedented opportunities for businesses to enhance customer experiences and drive growth, a recent Rakuten survey found that many Japanese SMEs remain on the sidelines, hesitant to embrace this powerful technology.
Why is this? And what barriers are blocking SMEs from fully adopting AI? More importantly, how can AI empowerment companies like Rakuten help Japan’s SMEs overcome these challenges to become active participants in the global AI revolution?
The key, according to Rakuten experts, lies in bridging the knowledge and accessibility gap.
Japan SMEs face AI adoption challenges
To better understand the state of AI adoption among Japanese SMEs, Rakuten commissioned a new survey on AI usage and perceptions among SMEs in Japan conducted by Edelman Data & Intelligence. The survey gathered insights from 300 SME business owners and decision-makers across the service, retail, wholesale, and manufacturing industries.
Results revealed a significant gap in AI adoption and awareness:
- Only 1 in 6 SMEs reported using AI in their operations.
- 40% of non-users were unaware of AI’s benefits.
Top barriers to adoption included:
- Lack of technical expertise (34%)
- Concerns about return on investment (31%)
- High implementation costs (28%)
While the service industry showed the highest AI adoption rate at 21%, the majority of SMEs responding remain hesitant, citing a lack of resources and understanding as key obstacles. Among respondents who adopted AI, the most common applications include operational tasks such as copywriting (43%), automating routine processes (30%), translation (23%) and writing code (21%).
These findings underscore a critical need for accessible, cost-effective AI solutions tailored to the unique needs of SMEs. This is where Rakuten is stepping in to make a difference starting with AI solutions for e-commerce merchants that can go beyond simply supporting basic operations. The company aims to help businesses unlock new value with content generation, data analysis and intelligent insights for sales and marketing.
Rakuten’s AI solutions for e-commerce merchants
As Japan’s e-commerce pioneer, Rakuten has been committed to helping SMEs digitalize and leverage the latest innovative technology from day one. So, it comes as no surprise that merchants on the Rakuten Ichiba e-commerce platform are some of the first B2B customers in the group’s ecosystem to get their hands on Rakuten’s powerful AI solutions.
Thanks to the RMS AI Assistant Beta Version– a powerful set of AI tools designed to enhance efficiency and simplify online store management – merchants across the nation are seeing gains in productivity and profit.
Since its launch in March 2024, the RMS AI Assistant Beta Version suite has seen remarkable uptake among Rakuten Ichiba merchants:
- Around 64% of merchants have used the AI tools at least once.
- More than 20% of merchants have integrated the tools into their daily operations, demonstrating high satisfaction and consistent use.
The suite offers four key features, each addressing specific pain points for e-commerce businesses:
- R-Storefront: An AI-powered product management tool that streamlines product description creation and image processing.
- R-Messe: An AI inquiry management tool that generates responses to customer inquiries, saving time and improving customer satisfaction.
- R-Karte: A data analysis tool that leverages AI to easily summarize sales trends based on data displayed in store records.
- AI Chatbots: Virtual assistants that help with store operations and provide e-commerce-specific consultation.
These tools are designed to make AI accessible and practical for SMEs, enabling them to overcome common barriers such as technical expertise and cost concerns.
Real results: Transforming operations with AI
The impact of Rakuten’s AI tools is already evident in the success stories of Rakuten Ichiba merchants. For example, the R-Messe inquiry management tool has been a game-changer for small teams and high-volume stores.
According to Risa Takahashi, Senior Manager of the Product Management Section, merchants have reported significant improvements in operational efficiency and customer satisfaction since adopting the tool. “Responding to inquiries is a time-consuming but vital daily task for online businesses,” Takahashi explained. “Many stores with high inquiry volumes or small teams have shared how AI has made things easier and improved their efficiency.”
Similarly, the creative potential of the R-Storefront product image editing feature is attracting the attention of many users. The tool’s ability to create clean, professional images with customizable backgrounds – such as white, outdoor or living room settings – can streamline the process of product photography. This not only saves time but also boosts conversion rates by enhancing the visual appeal of product listings.
Bridging the gap: What’s next for Japanese SMEs?
While there is still much work to be done to bridge the AI gap for the broader SME community, the success of Rakuten Ichiba merchants is a promising sign. These early adopters are already seeing how AI can boost productivity, improve customer satisfaction and directly impact their bottom line.
At the Rakuten AI University, Ichiba merchants can learn AI best practices from a range of professional courses including:
- AI-driven product management basics
- Success stories and case studies
- Live FAQ sessions with Rakuten’s EC development team
Merchants can also participate in in-person events and study groups across Japan, helping them build confidence in using AI tools while providing Rakuten with valuable feedback to continuously improve its solutions.
Join Japan’s AI empowerment wave
If you’re an SME looking to compete in today’s fast-changing business landscape, now is the time to embrace AI! Rakuten is here to help you every step of the way, with tools and resources designed to make AI adoption simple, affordable and impactful.
