The most important thing to consider is which of these sites your target audience is buying or will your products from. For example, if your target audience is over 35 years old, then Rakuten Ichiba might be the recommended site. On the other hand, if you want to keep opening fees low, then Yahoo Shopping is a good choice.
890.1 billion * 1
3,900 billion * 2
3,423.8 billion yen
Number of store openings
As of the end of March 2019
As of October 1, 2020
As of June 2015
Number of items to be exhibited
as of December 2017
as of October 1, 2020
Over 400 million * 3
as of June 2020
115.9 million * 4
5 to 8.5 million
as of January 2020
* 1 Yahoo! Shopping, LOHACO, Charm Co., Ltd., PayPay Mall, ZOZO Co., Ltd. << * Excluding ZOZOTOWN head office >> FY2019
* 2 Accommodation distribution such as travel, golf distribution by GORA, business, Rakuten 2019
* 3 including values for Direct, Rakuten Delivery, Rakuma, Coupon, etc.
Japanese small and medium-sized sellers selling on Amazon.co.jp Aggregation period: June 1, 2019, to May 31, 2020
* 4 The number of members who have logged in at least once after registering as a member in September 2020. Excluding withdrawals
When comparing in terms of sales, then Rakuten Ichiba ranks at the top with 3.9 trillion yen. Next is Amazon with 3,423.8 billion yen, then Yahoo with 890.1 billion yen.
However, Rakuten Ichiba’s sales include other sales such as Rakuten Travel. So it can be seen that Amazon is by far the largest e-commerce mall in terms of pure sales. Yahoo’s sales are about /3 the size of those of Rakuten Ichiba and Amazon.
Monthly system usage fee
Store point funding
1% to 15% (1% is required)
Campaign funding burden
1.5% is required
Affiliate Partner Reward Resources
1% to 50% (1% is required)
30% of Affiliate Partner Reward Resources
Deposit cycle fee
Free (occurs by selecting at least twice a month)
Payment service individual fee
Due to various payment service fees
Settlement service basic fee
Reference site: Fees / Costs (Yahoo Shopping)
Yahoo’s opening fees and commissions are the lowest fees opening compared to the others. For one, opening a store is free and commissions are charged for each contact at 3.5%. In addition, the following settlement fees will be charged:
Credit card payment
3.24% of the payment amount (tax exempt)
YJ Card Co., Ltd. issued card (* 1) is 3.0% of the payment amount
4.48% of the payment amount (excluding tax)
Mobile Suica payment)
3.6% of the payment amount (excluding tax)
Convenience store settlement
150 yen / case-300 yen / case (excluding tax)
Bank transfer payment (pay-easy)
150 yen / case (excluding tax)
PayPay balance payment
3.0% of the payment amount (excluding tax)
Reference site: Payment service (Yahoo Shopping)
For example, if you’re using credit cards, it costs 3.24% per contract. With the original cost being 3.5%, this makes the total to be 6.74%. Compared to in-house e-commerce sites, the fee is higher, but it is by far the lowest among significant e-commerce malls.
Go for it! Plan
Mega shop plan
Recommended for people like this
Little experience in running an online shop
Target monthly sales of
1.4 million yen or more
Requires a large number of products and image quantity
Monthly store opening fee
19,500 yen / month
Annual lump sum payment
50,000 yen / month
Two installments every six months
100,000 yen / month
Two installments every six months
3.5-7.0% of monthly sales
2.0-4.5 % of monthly sales
2.0-4.5 % of monthly sales
Number of products that can be registered
Up to 500MB
Up to 5GB
* 1 Mega shop plan “Number of products that can be registered” and “Image capacity” are unlimited, but the initial values are 50,000 products and 5GB, respectively.
If you wish to change the upper limit, please apply for an increase in the number of products and capacity each time.
Reference: Store opening plan and cost (Rakuten Ichiba)
The initial cost of opening a store on Rakuten Ichiba is 60,000 yen. They offer three different plans depending on what you are looking for. The cheapest is their “Ganbare! Plan” which is 19,500 yen per month. The commission fee varies depending on the plan, but it can cost between 13% to 15% including the point source and store opening cost.
Monthly registration fee
4,900 yen / month
Basic contract fee
8% to 15%
8% to 15%
Reference: Price plan (Amazon)
There are two ways to open a store on Amazon: “Large listing” and “Small listing.” So, if you can sell more than 50 items per month, the large-lot listing will be less expensive. The sales commission varies depending on the item’s category, but generally, it’s about 15%.
To open an online store on one of these e-commerce sites, you need to pass a screening. So let’s see how easy it is to prepare:
Store Opening Examination
Number of Templates
One type unified
Complete transition from January 2021
More than 4,000 types of image material templates
◯ Yahoo triple
◯ Rakuten Gold
△ Product Introduction Content
Compared to the other sites, Amazon has the easiest screening process for opening a store. On the other hand, Rakuten Ichiba has the strictest screening which results in not everyone opening a store. Yahoo Shopping is not as strict as Rakuten Ichiba but is becoming stricter every year.
The key to this screening is whether or not sales are expected. This can be selling second-hand goods, food, alcoholic beverages, and pharmaceuticals where they need a permit or needs to be examined.
In addition to this, Yahoo, Rakuten, and Amazon can open stores not only for corporations but also for sole proprietors. However, if you want to open a store as a side business, then Amazon is the best choice.
Sales on e-commerce sites will increase during the campaign or sale periods.
For example, Yahoo Shopping has a “5th Day Campaign” which will be held on the 5th, 15th, and 25th of every month, and the “Doublet Day Coupon” will be held on the 11th and 22nd of every month
Rakuten Ichiba has “5 and 0 Day” on the 5th, 10th, 15th, 20th, 25th, and 30th of each month, “Rakuten Wonderful Day” on the 1st of each month, and “Patronage Appreciation Day” on the 18th of each month.
Amazon holds a Prime Sale about three days each month.
In addition to these sale periods, each site has its big sale campaign several times a eat such as Yahoo! Shopping’s “Super PayPay Festival, “Rakuten Ichiba’s “Rakuten Super Sale,” and Amazon’s “Black Friday” and “Cyber Monday.
In each campaign, the business is the point source. As a result, Yahoo has a burden rate of 2.5% to 14% (optional), and Rakuten has a burden rate of 1% to 14% (optional). The advantage to this is the ability to attract customers and increase the purchase rate.
Sites with a high point ratio can increase their exposure as e-commerce operators focus on appealing to customers. Also, users will be motivated to buy because they can receive points, which will boost the purchase rate.
Let’s start with the advantages and disadvantages of opening an online Yahoo Shopping store.
Benefits of Opening a Yahoo! Store
The biggest advantage is that there are no opening fees or sales royalties. Although there is a point source and settlement fee for each contract, it is still 6.74% which is half the price compared to other than the e-commerce site.
Another appealing point is that there are no “external links” on Yahoo! Shopping. This means your customers can go to your site and your other SNS platforms. However, if there are too many irrelevant links, then it can be rejected.
Disadvantages of Opening a Yahoo! Store
The biggest disadvantage to opening a store on Yahoo is that the number of stores is increased since the opening fee is free. As competition increases in proportion to the number of store openings, it is becoming difficult to be ranked high without investing in advertising. Still, there are no fees for opening a store, which makes it easy to have promotional expenses. It is an impression that the taste is gradually decreasing.
In this article, we discussed which is the best EC mall to open a store: Yahoo, Rakuten, or Amazon.
The appeal of e-commerce sites is their ability to attract customers because of their high name recognition. If you are selling any product at a reasonable price, then focusing on sales promotion on any of these sites will increase your sales. The shortcut to success is choosing an e-commerce site that is preferred by the target users you are aiming for.
Still, there aren’t many businesses that can survive on e-commerce sites for many years. Many businesses struggle with price competition with competitors and fixed/variable costs for commissions and sales promotion which can result from them withdrawing from this market. So once your e-commerce site is set up and has loyal customers, you might want to think about a move to your site with name recognition.