Rakuten Rakuma is delivering Japan’s pre-loved products to new shores

Japan’s thriving second-hand market will soon arrive on American shores: This month, Rakuten Rakuma announced that it would be teaming up with eBay to launch full-scale cross-border sales to shoppers worldwide.

Rakuma is one of Japan’s biggest consumer-to-consumer marketplace apps, and enjoys a reputation for authenticity and ease of use. The new program, called the Rakuma Overseas Omakase Plan, will allow Rakuma Official Shops to reach shoppers in the U.S. and further afield through Rakuten’s comprehensive support framework.

Second-hand Japan is in demand

Japan enjoys a stellar reputation for the quality of its pre-loved goods, thanks in part to the country’s distinctive culture surrounding ownership and waste, explains Rakuten Rakuma Senior Manager Haruna Kinoshita.

“Japan’s culture of taking care of items and avoiding waste means there are a great many second-hand items in very good condition with minimal damage. This is the case for everything from smartphones to high-end brand items and apparel.”

The current macroeconomic climate is fanning demand, Kinoshita adds.

“In recent years, rising prices around the world have made it more difficult for people to purchase new items. In America in particular, many people have an appreciation for high quality items that can be used for a long time, including vintage and retro items,” she notes. “It’s also believed that people in America have less resistance to purchasing second hand items in general.”

The launch of the new program comes after a lengthy trial beginning in May 2024, during which the Rakuma team gained a number of insights, including the kinds of products American shoppers are interested in.

“There are a number of popular categories such as trading cards and manga, but fashion items are particularly popular.” Kinoshita highlights luxury handbags, such as those of Louis Vuitton and Chanel, as one noteworthy category.

Assuring authenticity

One central facet of the new program is a commitment to quality assurance.

“Only resale businesses on Rakuten Rakuma that comply with Rakuten’s strict screening criteria can operate as Rakuma Official Shops,” Kinoshita emphasizes. “The strength of these stores lies in their high reliability, as they maintain excellent standards not only in product quality and selection but also in customer service and operational systems.”

Kinoshita believes that Rakuma’s trustworthy reputation will allow American customers to shop with peace of mind. This commitment to authenticity is further reinforced by eBay’s Authenticity Guarantee, which provides free appraisals for brand-name items*.

“We are confident that Rakuma Official Shops is a trustworthy brand for overseas customers seeking high-quality Japanese second-hand items.”

Navigating the complexities of cross-border trade

“We often hear that many shops want to expand internationally but lack the resources to do so,” Kinoshita reveals. While opening a separate store on eBay is an option for Japanese sellers, it comes with a range of challenges.

“You must respond to inquiries from overseas buyers in English. Due to differences in business customs, return rates after delivery to America are higher than for domestic Japanese transactions, and handling inquiries requires more work hours. Furthermore, there are certain costs that arise.”

Rakuma’s solution comes in the form of a comprehensive support framework that can handle the complexities of cross-border transactions.

“With the Rakuma Overseas Omakase Plan, sellers can save valuable time handling these processes and inquiries, enabling them to focus on growing their business.”

New horizons for sustainable consumption

The collaboration with eBay is the second global expansion Rakuma has taken on in just a few short months. In December 2024, a collaboration with Taiwan-based marketplace Bibian kicked off to allow Japanese sellers to offer second-hand luxury goods and fashion items to Taiwanese consumers.

“As a platform provider, we believe that this is a valuable service to offer,” Kinoshita says. “It enables us to empower more businesses and facilitate better matching with buyers by supporting expansion to customers across the globe.”

In teaming up with eBay, Rakuma is welcoming even more customers from around the world to join its mission to achieve a circular society of sustainable consumption.

* The eBay Authenticity Guarantee will initially be available for handbags, with plans to gradually expand to other categories.