Rakuten Eyeing Market Advance into U.S., Europe, China

By Kyodo News International, Tokyo

Jan. 10–TOKYO — Rakuten Inc., Japan’s largest online shopping mall operator, will expand its business to the United States, Europe and China, Rakuten President Hiroshi Mikitani said Wednesday.

“We need to go overseas” as the number of online shoppers is expected to decrease in Japan in light of its low fertility rate, Mikitani told reporters.

For the planned overseas operations, Rakuten will adopt the same business model as in Japan but will consider tie-ups with local companies if necessary, Mikitani added.

The company will begin trial services in the United States in the second half of this year.

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