[2026 Latest] What is the Rakuten Shop Marathon Strategy? 3 Steps for Beginners to Maximize ROAS

Rakuten's "Shop Marathon" is one of the biggest events on Rakuten Ichiba, where consumer purchasing intent is at its peak. However, simply waiting for point reward rates to rise can lead to being buried by competitors and ending up in a "deficit marathon" where advertising costs spiral out of control. In this article, we will explain the ironclad rules for Shop Marathon success in strategic steps to help beginner EC managers achieve steady results.

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1. Basic Structure of the Shop Marathon and the Importance of Strategy

The defining feature of the Shop Marathon is "Shop-Hopping," where the point multiplier increases up to 10x (including base points) by shopping at multiple stores. Since users plan "bulk purchases" during this period, it serves as a prime opportunity for stores to acquire new customers and improve LTV (Lifetime Value).

According to market data, transaction volume during the event period swells to several times that of normal periods. The following chart shows the trend in sales composition ratios between event periods and normal periods for a typical EC site.

Figure: Sales Fluctuation Model During the Rakuten Shop Marathon Period

2. Step 1: Securing Initial Traffic by Optimizing RPP Ads

The first step in a Shop Marathon strategy is the management of "RPP Ads," which enhance exposure in search results. Since user search volume spikes immediately after the event starts, the key to success lies in how effectively you can get users to click on your products.

Specifically, you should concentrate your budget on "best-selling products" based on historical data and eliminate wasted clicks by thoroughly setting negative keywords. Additionally, the trick to maintaining an algorithmic advantage is to complete bid adjustments at least two hours before the event starts.

A Japanese digital marketing professional analyzing complex performance metrics on a multi-monitor setup in a Tokyo skyscraper office. The screens show detailed line graphs, heatmaps of user behavior, and Japanese text interfaces for ad management tools.

3. Step 2: Coupon Design and Maximizing CVR (Conversion Rate)

After driving traffic, "coupon design" becomes crucial to ensure conversions. During the Shop Marathon, users are often looking for "one more store to shop at." Therefore, measures that lower the barrier for shop-hopping, such as "Flat 1,000 Yen with Free Shipping" or "10% OFF for 2 items," are extremely effective.

In particular, by placing time-based incentives such as "First 2 Hours Only Coupons" or "Last Spurt Coupons," you can encourage user decision-making and significantly improve CVR (Conversion Rate).

4. Step 3: SEO Measures and Retaining "Shop-Hopping" Users

For a medium- to long-term strategy that doesn't rely too heavily on advertising, Rakuten SEO (Search Optimization) is essential. In addition to including trending keywords like "Shop Marathon" and "Point Up" in product titles, you should optimize catchphrases for the smartphone version to enhance visibility.

Furthermore, to increase in-store navigation, place banners for "Related Products" or "Recommended Low-Priced Items for Shop-Hopping" at the bottom of product pages. This can be expected to improve average order value and the overall ROAS (Return on Advertising Spend) of the store.

A close-up shot of a Japanese e-commerce manager's hands typing on a laptop, with a notebook filled with strategic notes in Japanese and a tablet showing a search engine results page with various product listings. The setting is a bright, organized Japanese workspace.

FAQ

Q. My advertising budget is small; where should I focus?
A. It is most efficient to narrow down RPP ads to one or two "hero products" with the best sales track record and concentrate your budget on "Days ending in 5 and 0" immediately after the event starts.
Q. Offering coupons eats into my profits.
A. View coupons as a "new customer acquisition cost" and design them in conjunction with email newsletter measures that encourage repeat purchases (F2 conversion) to aim for profitability on an LTV basis.
Q. What are the tips for being chosen by shop-hopping users?
A. Placing products in the 'easy-to-buy price range' of approximately 1,000 to 2,000 yen on your homepage and ensuring free shipping is the shortest path to being selected as a shop-hopping store.

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Summary

Mastering the Rakuten Shop-Hopping Marathon involves measures to maximize shop exposure and promote multi-store shopping within a limited timeframe. By executing the three steps of RPP ad optimization, strategic coupon design, and SEO based on search intent in a MECE manner, even beginners can maximize their ROAS (Return on Advertising Spend). Ride the wave of the event to drive not just one-off sales, but to acquire high-value customers for the future.

Published: May 14, 2026 / By: Risa Watanabe

WRITTEN BY
Risa Watanabe

Risa Watanabe

Senior Consultant

Meets Consulting Inc.

References

  • [1] Rakuten Ichiba Ad Management Guidelines 2026 Edition
  • [2] Meets Consulting EC Strategy White Paper: ROI Analysis of Mall Promotions
Disclaimer: This article is for informational purposes only and is not intended as a substitute for professional advice. It does not guarantee specific results.