Rakuten is going all in on V-commerce with YouTube

In February 2026, Google and Rakuten announced a landmark partnership to bring the YouTube Shopping affiliate program to Japan. Local YouTube creators will now be able to tag specific products within their videos, which viewers can then purchase seamlessly through Rakuten Ichiba.

YouTube has rolled out similar features in the U.S., South Korea, and other markets, and its Japanese debut is uniquely tailored to the local ecosystem. Rakuten Chairman and CEO Mickey Mikitani expressed his enthusiasm for becoming the program’s first partner in Japan.

“I truly believe this is a massive partnership for the Japanese internet industry; one that will leave its mark on history,” he told journalists at the launch event. “I am personally very excited, and as a company, we intend to swing for the fences and go all in on this project.”

V-commerce and the power of storytelling

Google’s decision to launch in Japan was driven by a significant shift in how local consumers make decisions.

“In the past, building brand awareness through advertising was the starting point for a purchase,” Google Japan President Shinji Okuyama told journalists. “Today, in addition to awareness, gaining conviction through the words of a creator you trust is what leads viewers to take action.”

The company highlighted external data showing that 76% of surveyed viewers in Japan consider YouTube to be the most trusted video platform.

“We are seeing a shift beyond the act of simply ‘searching for what you need.’ We are seeing a new shopping experience driven by inspiration – where viewers want a product because it is recommended by a creator they love and trust.”” explained YouTube Japan Managing Director Naomi Yamakawa. “When introducing products, creators pursue their personal passions and provide meticulous reviews in their own words – sometimes highlighting drawbacks alongside the benefits. Viewers respond to this sincerity, allowing them to make informed purchasing decisions with conviction.”

Through the partnership, Rakuten is connecting this audience with one of Japan’s largest online marketplaces, listing over 500 million products. But the partnership is about more than just Rakuten’s technical infrastructure; it’s connecting two platforms driven by storytelling.

Rakuten Executive Vice President Ryo Matsumura made a case for the multiplying effect such a fusion could bring.

“Rakuten Ichiba has over 50,000 merchants, and each one has a truly unique story,” he explained. “By multiplying these unique stories with the YouTube creator economy and the power and trust they have with their viewers, we can create a shopping experience entirely different from traditional e-commerce.”

The program leverages Rakuten’s existing frameworks such as Rakuten Affiliate and social commerce app ROOM, which make it easy for creators to monetize their passion while helping merchants reach new fans.

“We expect this to provide our merchants with even more opportunities for business growth, and deliver an even more fun and convenient shopping experience to our customers.”

Mikitani: Shopping is entertainment

But for storytelling to lead to sales, the technology needs to get out of the way. One strategic priority for both companies is eliminating friction: for a user to make a purchase, they need to first see the product, remember its name, open a new tab, and search for it on Rakuten Ichiba. Each step of this process carries a risk that they will lose interest.

“Being able to buy without friction is a vital point,” Mikitani emphasized. “Now, users can see something on YouTube and think, ‘This looks fun, I want it,’ and buy it immediately.”

“YouTube and Rakuten are a perfect match, and I think this will expand Japanese shopping into an entirely different dimension.”
Rakuten Group Chairman and CEO, Mickey Mikitani

Mikitani reflected on how the partnership is a modern realization of the philosophy he has held since founding Rakuten in 1997.

“Back then, we had very few products available, and I spent a lot of time thinking about how we could actually get things to sell,” he said. “The concept we came up with was that shopping is entertainment. The idea was that shopping shouldn’t be an inorganic experience where items are simply displayed for purchase. It should be fun; there should be communication.”

Mikitani believes that this creator-led model turns the tables on traditional branding, where only big-budget companies can dominate the market. He highlighted what he calls the grilled mackerel phenomenon on Rakuten Ichiba, where humble regional products often become unlikely hits, outperforming even global brands through organic interest.

“That has been the foundation of Rakuten Ichiba until now, and I believe it is a major point of differentiation between us and other shopping malls or Western e-commerce sites.”

One big challenge for smaller merchants has been expanding their reach beyond the confines of the Rakuten Ecosystem. This is something the new partnership could help address.

“Now, we have YouTube creators and influencers introducing these products. This builds trust, and creates a win-win-win relationship,” Mikitani remarked. “I think that’s what makes this a truly revolutionary partnership. YouTube and Rakuten are a perfect match, and I think this will expand Japanese shopping into an entirely different dimension.”