Rakuten, Inc. (4755.T) is the sixth-largest e-commerce company in the world and is often referred to as ‘the Amazon of Japan.’ Besides e-commerce, the company has built up a comprehensive ecosystem that includes travel, advertising, membership cards, sport and event management, bank, securities trading, insurances, communication and messaging services, TV, digital content, and many more services. Rakuten runs a sophisticated loyalty program that encourages customers to cross-use all services in this ecosystem.
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