Rakuten wants to encourage second-hand purchases

In a market for second-hand products which continues to grow, the Japanese group Rakuten also intends to exist. The marketplace offers members of its free “Club R” program to receive additional remuneration in “Rakuten Points” for any purchase of a second-hand product.


In France, no less than two-thirds of Rakuten’s sales already concern products from the circular economy, says the group, which claims 45 million second-hand products on its platform, nearly half of which are offered by individuals.

It is on this basis that a new program, “Vision’R” is unveiled. Which, for two second-hand products bought in a month for at least 100 euros, offers Club R members a “cashback” of 10% in Rakuten points. Points that can then be spent on the site for future purchases.

Accessible, free and without obligation, Club R is Rakuten’s main loyalty tool. It offers a basic reimbursement in points of 3% of the amount of purchases, and a bonus of 2% for each sale made. To which is added a dedicated offer on which 40% of the amounts are subject to a “cashback”.

If this new device is part of a growing trend towards “cashback” among e-merchants, it is also taking part in a vast movement to encourage responsible spending. Zalando thus indicated last March that the brands able to show “green paw” would be put forward more in its pages. Spartoo, for its part, moved closer to Patatam in the spring in order to be able to add the second hand to its range of shoes and clothing.

The Rakuten group generated 11.2 billion euros in revenue in its fiscal year 2020. An increase of 15.2% which marks a new record for a financial year, but also for sales in the fourth quarter.

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