[2026 Latest] How to Create a Rakuten Product Page: Basic RMS Operations and Layout for New Staff
In Rakuten marketplace operations, the "product page" is the source of all sales. However, for new staff members just assigned to the EC department, understanding how to operate the proprietary RMS (Rakuten Merchant Server) management screen and how to structure information to drive sales is no easy task. In this article, we will systematically explain everything from the basics of "How to Create a Rakuten Product Page" to key layout points based on 2026 trends, providing knowledge directly applicable to your daily operations.
Table of Contents (Click to expand/collapse)
1. RMS Operation Basics: 3 Steps for Product Registration
Creating Rakuten product pages is done entirely within the "RMS" management system. The first thing new staff should learn is the "Shop Settings" > "1 Product Registration/Update" menu. The basic task here is to fill in the following three elements in a MECE (Mutually Exclusive, Collectively Exhaustive) manner.
- Basic Information: Product Name, Catchphrase, Selling Price, Display Price.
- Inventory & Specs: Stock Quantity, Item Options (Color/Size), Product Number.
- Descriptions & Images: Smartphone Product Description, PC Product Description, Product Images (up to 20).
The "Product Name" in particular directly impacts SEO, so the golden rule is to place important keywords at the beginning. If you are not yet used to the operations, it is efficient to use the "Copy and Register New" function to check the settings of existing top-selling products as you go.
2. The "High-Converting Product Layout" Framework for Results
Creating a page and creating a page that sells are two different things. Rakuten users are very discerning; they will immediately leave a page if the "benefits to them" are not intuitively communicated. To increase the conversion rate (CVR), a layout based on the following data is required.
As the graph shows, about half of a user's interest is determined in the "First View" (the first product image and the area around the price). It is crucial to concentrate powerful hooks here, such as "Free Shipping," "Points Up," or "Ranked #1." Following that, the standard Rakuten approach is to design a story that places the "Experience (Benefits)" gained from using the product, "Reliability" through third-party evaluations, and the "Reason to Buy Now (Limited-time coupons, etc.)."
3. Essential Smartphone Optimization (UI/UX) for 2026
In the current Rakuten marketplace, over 80% of access is via smartphones. If a flashy PC landing page (LP) is displayed as-is on a smartphone, the text will be too small to read, leading to user drop-off. By 2026 standards, it is necessary to fully utilize the "Smartphone Product Description" field and consider the following points:
- Split Long Images: Instead of one giant image, split it appropriately to improve loading speed.
- Text Visibility: Ensure text within images is at a size that can be read without stress on a smartphone screen (equivalent to at least 24px).
- Use of Video: The texture and sense of scale of a product are most effectively communicated through short videos of about 15 seconds.
4. Compliance: Pharmaceutical Affairs Law, Double Pricing, and More
When creating product pages, the "Violation Point System" is what new staff must be most careful about. Especially when handling health foods or cosmetics, expressions that violate the Pharmaceutical Affairs Law (e.g., "Guaranteed to cure") are strictly prohibited. Additionally, for double pricing (comparison with the manufacturer's suggested retail price), evidence such as URLs or documents must be provided within the RMS. Neglecting these can lead to a drop in search rankings or, in the worst case, the risk of shop suspension. Always keep the "Shop Management Navi" guidelines provided by Rakuten at hand while you work.
FAQ
- Q. What are the reasons why images cannot be uploaded to RMS?
- A. Possible reasons include the image file size (2MB or less), format (JPG/GIF), or R-Cabinet capacity limits. Please also ensure compliance with the "white background" and "no border" rules specified in the product image registration guidelines.
- Q. I updated the product page, but the changes are not reflecting in the search results.
- A. It typically takes anywhere from a few hours to a maximum of 24 hours for changes to be reflected in Rakuten Ichiba's search index. Since updates tend to be delayed particularly right before sales events, we recommend completing your updates well in advance.
- Q. Is it okay to copy the page structure of competitor stores?
- A. While referring to structural "templates" is effective, copying images or text constitutes copyright infringement. Analyzing your product's Unique Selling Proposition (USP) using the MECE framework and creating original content is more advantageous for long-term SEO.
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Summary
Creating Rakuten product pages is more than just a task; it is about "designing a dialogue with the customer." Once you have mastered the basic operations of RMS, you must envision how users consume information on smartphones and build a logical structure (first view, credibility, and closing). In the competitive landscape of 2026, the flexibility to incorporate video and the latest UI trends while ensuring compliance will be the key factor in a store's growth.
Published: May 14, 2026 / By: Risa Watanabe
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References
- [1] Rakuten Ichiba Shop Management Navi "Product Registration Guidelines"
- [2] Meets Consulting Inc. Independent Research "2026 Edition: Rakuten User Behavior Analysis Report"