How to Choose a "Recommended Rakuten Operation Agency" Without Failing: 6 Selection Criteria Unraveled from a MECE Perspective

When aiming to expand sales on Rakuten Ichiba, many store operators face 'resource shortages' and 'lack of expertise.' This leads to considering operation agencies, but selecting one solely based on search results for 'recommended Rakuten operation agency' is extremely risky. In this article, we explain from a professional perspective the MECE criteria for identifying the optimal partner for your company's phase, based on a MECE (Mutually Exclusive, Collectively Exhaustive) perspective.6

Strategic business analysis and data visualization showing Rakuten marketplace growth metrics and performance indicators for e-commerce management agency selection.

1. Reasons Why a Rakuten Operation Agency is Needed and MECE Classification

The algorithm of Rakuten Ichiba is becoming more complex year by year, and simply listing products will not generate sales. A wide range of specialized skills are required, such as optimization of RPP ads, analysis of store medical records, and event-linked measures. If we classify operation agency services in a MECE manner, they can be divided into three types: "consulting type," "practical proxy type," and "specialized type (advertising or production only)." The first step is to clarify whether your own company is looking for "strategy" or "work resources."

Professional digital marketing dashboard displaying real-time analytics for Rakuten Ichiba sales performance, advertising spend, and conversion rate optimization metrics.

2. 6 Selection Criteria to Avoid Failure

When comparing companies introduced as "Rakuten Operation Agency Recommended," we recommend scoring based on the following 6 criteria.

  • Performance Transparency： Whether they have success stories in the same category
  • Analytical Capability： RMSWhether they can interpret RMS (Store Medical Records) and present specific improvement proposals
  • Ad Management Skills： RPPTrack record of RPP ad and Coupon Advance ad operations
  • Communication： Speed of response and quality of regular meetings
  • Contract Structure： Whether it's performance-based or fixed-fee, and whether cancellation terms are flexible
  • Keeping Up with Latest Information： Speed of response to Rakuten's policy changes and new features

3. Ad Operation and SEO: How to Determine Technical Skills

SEO (Search Engine Optimization) within Rakuten Ichiba is indispensable in creating a baseline for sales. An excellent proxy company not only extracts suggest keywords but also proves with data the correlation between click-through rate (CTR) and conversion rate (CVR). In addition, in ad operations, you should select a partner who emphasizes the soundness of the advertising ratio relative to overall sales, rather than simply pursuing ROAS (Return On Ad Spend).

Figure: Sales Growth Model by Introducing an Operation Agency (Image)

A diverse team of e-commerce experts collaborating in a modern office environment to develop a comprehensive growth strategy for a Rakuten merchant.

4. Cost-Effectiveness (ROI) Simulation

The cost of an operating agency is an "investment." Even if you pay 500,000 yen in fixed costs, if the gross profit increases by 1 million yen, the ROI is 200%. When selecting, be sure to present current numerical values (access count, conversion rate, customer unit price) and ask the agency to simulate "which numbers can be raised, by when, and to what extent." A company that cannot do this is not recommended.

Frequently Asked Questions

Q. Which is recommended: performance-based or fixed-fee?
A. It depends on your store's phase. During the launch period, low-risk performance-based fees are preferred, but after sales expand, fixed-fee models tend to keep total payments lower and provide more comprehensive support.
Q. Are there contract period constraints?
A. Generally, 3ヶ〜61

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Popular Topics

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Summary

When choosing a "Recommended Rakuten Operation Agency," please place importance on whether they have the problem-solving ability for your company's issues, rather than superficial rankings. By making a multifaceted evaluation of achievements, skills, costs, and compatibility using a MECE framework, you can minimize the risk of failure. Start by clarifying which areas of support are needed by first analyzing your store's own medical record.

Published: Feb 13, 2026

Risa Watanabe

Risa Watanabe

Senior Digital Marketing Consultant

Meets Consulting Inc.

References

  • [1] 楽天市場 RMS Store Operations Manual 'Utilizing Store Medical Records'
  • [2] Japan eE-Commerce Association 'ECStandardization of Outsourcing Contracts in EC Operation Agency'
Disclaimer: This article is intended for informational purposes only and does not constitute professional advice. No specific outcomes are guaranteed.

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