August 6, 2026, 8:00 a.m. (JST)
[Japan] “Rakuten Points,” the universal points service provided by Rakuten Group (Tokyo, Japan), has supported the growth of the Rakuten ecosystem as a points program that is easy to earn and use.In recent years, the service has continued to evolve through initiatives such as the integration of the “Rakuten Point Card” into the “Rakuten Pay” app, the promotion of partnerships with companies like Uber and FamilyMart, and data marketing efforts leveraging AI.For this article, we asked Rakuten Group, which provides “Rakuten Points,” and Rakuten Payment, which offers services such as the “Rakuten Point Card,” to explain the strengths of “Rakuten Points,” their new initiatives, data utilization, and future plans.
The Role
of Supporting the “Rakuten Ecosystem” Total Points Issued Exceed 5 Trillion
――We’d like to ask about the importance of points within the Rakuten economic ecosystem and its associated spheres.
Rakuten Group (hereinafter “Rakuten”): “Rakuten Points” play an extremely important role in supporting the “Rakuten Ecosystem (Economic Ecosystem).”
Rakuten Group provides more than 70 services across a wide range of fields, including internet services such as e-commerce, travel, and digital content; fintech services such as credit cards, banking, securities, mobile app payments, and insurance; mobile services such as mobile carrier operations; and professional sports.Rakuten members can use multiple services within this ecosystem with a single ID, and they can earn and redeem “Rakuten Points” when making purchases or using services.Furthermore, by using AI to analyze and leverage vast amounts of highly accurate consumer behavior data—including “Rakuten Points”—accumulated both online and offline, the company proposes personalized, optimal services and executes effective customer acquisition and marketing.
Currently, in addition to our e-commerce and financial services, integration between our telecommunications business and other services has deepened further, resulting in 45.88 million monthly active users (as of March 2026), with 77.1%*1 of users utilizing two or more services.Through our “Rakuten Points” rewards program, we continue to provide convenience and economic value to our many users.
*1 As of March 2026.Number of users of two or more services over the past 12 months / Total number of service users over the past 12 months. (As of the end of March 2026. Limited to usage of services where Rakuten Points can be earned.) Comparison of monthly cross-usage rates between March 2026 and March 2025.
――What are the current published figures for “Rakuten Points”?
Rakuten: The cumulative total of “Rakuten Points” issued surpassed 5 trillion points on October 13, 2025. This growth is driven by the ongoing evolution of the user experience in “earning,” “increasing,” and “spending” points, as well as the increase in the number of “Rakuten Mobile” subscribers.In particular, for “Rakuten Mobile” subscribers, opportunities to earn points have increased—such as the “SPU (Super Point Up Program)” offering four times the usual points (registration required)—leading to a rise in both the number of “Rakuten Mobile” subscribers and the number of points issued.
――Is there any evidence to support the high appeal of these points for users?
Rakuten: In MyVoiceCom’s “Survey on Points” (November 2022), “Rakuten Points” ranked first in both the “Overall Satisfaction with Points” and “Points You’re Happy to Receive” categories, earning the No. 1 rating for customer satisfaction.Furthermore, in the MMD Research Institute’s “Survey on Service Usage in the Points Economy” (November 2025), the “Rakuten Economy” ranked first as the points ecosystem users are most aware of, demonstrating strong support from a large number of users.
Versatility of Points Is Also a Strength
“FamilyMart” Added to “SPU” Eligible Services
――How about the versatility of points?
Rakuten: The Rakuten Group provides over 70 services across a wide range of fields. Rakuten members can use a single ID to access a diverse array of services within the “Rakuten Ecosystem,” and they can earn and redeem “Rakuten Points” when shopping or using services.In addition to the online services provided by the Rakuten Group, Rakuten Points can be used at many offline partner stores, such as local convenience stores, drugstores, and restaurants, offering both online and offline touchpoints totaling over 10 million. Furthermore, users can use Suica through the “Rakuten Pay” app at locations that accept transportation IC cards.
Furthermore, “SPU (Super Point Up Program),” Rakuten Ichiba’s point-boosting program—one of Rakuten’s flagship point initiatives—celebrated its 10th anniversary this year, 2026. Combining eligible Rakuten Group services increases the points earned on purchases made on “Rakuten Ichiba.”As part of this initiative, effective July 1, 2026, Rakuten added the convenience store chain “FamilyMart”—the first company outside the Rakuten Group—to the list of services eligible for the “SPU.”By promoting mutual customer referrals with “FamilyMart,” which operates approximately 16,000 physical stores in Japan, we aim to create new value within the “Rakuten Ecosystem” and provide a rewarding shopping experience that seamlessly integrates online and offline channels.
――We’d like to hear about usage patterns at both Rakuten Group and external partner stores. Also, how is usage at partner stores faring?
Rakuten: “Rakuten Points” can be used widely, both within and outside the Rakuten Group—not only on Rakuten Group services but also at local stores and websites that accept “Rakuten Pay” or the “Rakuten Point Card.” Many customers are taking advantage of these options.
In addition to the online services provided by the Rakuten Group, they can also be used at many offline merchants such as convenience stores, drugstores, and restaurants, resulting in over 10 million online and offline touchpoints. Furthermore, Suica can be used via the “Rakuten Pay” app, making it available at locations that accept transportation IC cards.
“SPU” Eligible Services Expanded
to 17 Services Expanding Services That Let You Earn More “Rakuten Points”
――“SPU” is launching new initiatives, such as advancing its partnership with FamilyMart.
Rakuten: At Rakuten, we are evolving the experiences of “earning,” “increasing,” and “spending” through “Rakuten Points.”
Regarding the “earning” experience, we have further evolved “SPU.” In July of this year, FamilyMart became the first company outside the Rakuten Group to join the program, expanding the maximum point multiplier to 18.5x and increasing the number of eligible services to 17.
Furthermore, in the “Grow” experience, we have expanded services that allow users to increase their “Rakuten Points,” such as “Save & Earn” mode, “Rakuten Points Investment,” “Rakuten Points Bitcoin,” and “Rakuten Points Stocks.” Through integration with the Rakuten Group’s financial services, a culture of growing points like assets is spreading, and new ways to enjoy “growing” points are becoming established.
Furthermore, regarding the “Use” experience, we launched a new program called “Poi-Toku” in 2026 to enhance the benefits of using points. “Poi-Toku” is a program where, when you use “Rakuten Points” on eligible services, you receive a higher-than-usual points award rate on the amount of points used.Eligible services include “Rakuten Mobile,” “Rakuten Ichiba,” “Rakuten Travel,” and “Rakuten Beauty.” With “Rakuten Mobile,” when you use points toward your monthly bill for the first time, you’ll receive three times the usual number of points for the amount spent. For other services, you’ll receive twice the usual number of points*2.
*2 The eligible services, promotion period, and award rates for “Poi-Toku” vary by service. The latest information is available on the dedicated website.
We hope you’ll enjoy “Rakuten Points” through these various experiences.
Strengths
as a Universal Points Program in an Intensifyingly Competitive Market Expanding
the Network of “Rakuten Points” Online Merchants
――What are your strengths as a universal points program in an increasingly competitive market? Also, could you tell us about your current position among universal points operators?
Rakuten: We believe our strength lies in possessing a vast amount of real-world data linked to over 100 million Rakuten IDs, which enables us to conduct various data analyses and utilize AI. Furthermore, in terms of future potential, we aim to further expand the number of online merchants participating in the “Rakuten Points” program.
The Rakuten Group’s strength lies in its “ONE ID / ONE POINT / ONE BRAND” approach. By offering a simple service where users can earn Rakuten Points across all “Rakuten”-branded services using a single Rakuten ID, we believe the Rakuten Group is uniquely positioned to enable seamless service integration.
Furthermore, our solid foundation in both online and offline channels is a key strength of “Rakuten Points” and the “Rakuten Ecosystem.”Online, we are expanding the “Rakuten Ecosystem”—Rakuten’s business model—centered on three core businesses: internet services such as “Rakuten Ichiba”; fintech services such as “Rakuten Card” and “Rakuten Securities”; and telecommunications services such as “Rakuten Mobile.” This allows users to earn and redeem “Rakuten Points” across all of these services.Furthermore, by taking advantage of programs like “SPU” (the points-boosting program on “Rakuten Ichiba”), Rakuten users can accumulate points more easily, so we believe this ease of earning points is a significant benefit for users.Offline as well, as I mentioned earlier, the number of locations where “Rakuten Pay,” “Rakuten Edy,” and “Rakuten Point Card” can be used is expanding, broadening the offline usage environment.
――What about data utilization?
Rakuten: The “Rakuten Ecosystem” boasts an overwhelming competitive advantage, comprising over 100 million user IDs in Japan, more than 70 services, an extensive channel network spanning online and over 10 million offline touchpoints,and the vast, in-depth data and powerful insights derived from over 3 trillion annual interactions through 45.88 million monthly active users in Japan. With “Rakuten Points” as well, we utilize data—within the limits of ensuring individual anonymity—to solve customer challenges and formulate strategic marketing and advertising initiatives.
While we have long prioritized data-driven marketing, in recent years,we have strengthened our marketing support tailored to corporate needs by offering services such as “Rakuten Analytics for Retailers”*3 and “Rakuten Payment DM ID-POS Mail Sampling”—which enables product sampling aimed at brand switching based on offline purchase data accumulated through the “Rakuten Point Card.”
*3 “Rakuten Analytics for Retailers” combines the “CustomerDNA” database—part of the “Rakuten Ecosystem” owned by the Rakuten Group—with actual sales data from companies and stores, all in compliance with personal information protection measures, to support rapid customer analysis and the identification of sales challenges using AI.
Furthermore, in our advertising business, we are implementing a unique ecosystem strategy by combining data from the “Rakuten Ecosystem”—cultivated over many years—with AI to create new value and optimize performance.
Strengthening
AI-Driven Data Marketing Launch of “Rakuten Analytics for Retailers”
――How are you leveraging member data for marketing? Please also provide usage statistics by age group and gender.
Rakuten Payment: We are strengthening our efforts to solve business challenges through “Rakuten Analytics for Retailers”*2, a new AI-powered data marketing initiative.When used by companies that have implemented the “Rakuten Point Card,” it enables detailed analysis of customers’ lifestyles, hobbies, and preferences, facilitating smooth decision-making in sales promotion activities—from identifying challenges to devising effective measures. Furthermore, since it allows for analysis by region and store, it clarifies which initiatives to prioritize, enabling more strategic marketing.Furthermore, participating companies receive ongoing support from specialized consultants, which helps them resolve corporate and store-level challenges more effectively. One participating company has verified that the program delivers approximately double the return on investment. Moving forward, we will continue to strongly support our partner companies’ marketing activities through “Rakuten Analytics for Retailers.”
Although usage data is not publicly disclosed, the “Rakuten Point Card” is used by users across a wide range of age groups.
――What about your initiatives with local governments?
Rakuten Payment: Through “Rakuten Pay,” we are implementing various “Rakuten Points” cashback campaigns in collaboration with local governments, including the “Kana-Toku!” campaign that began in June. Through these initiatives, we are supporting shopping districts and local businesses (and revitalizing the local economy) by driving foot traffic and promoting local consumption.
――Could you tell us about your future plans and goals for expanding the merchant network?
Rakuten Payment: We will continue to expand our network broadly. Furthermore, with the aim of improving user convenience and providing an environment that offers a more rewarding and enjoyable shopping experience, we will strive to deliver new value through the “Rakuten Ecosystem” and “Rakuten Points.”
