to Become a Marketplace-only Site, Hopes to Take on Amazon

By Laura Heller, dealnews contributor

Changes are afoot at There's a new focus, new name, and big goals. But what does it mean for deal seekers who have long relied on for low cost consumer electronics? dealnews spoke with Bernard Luthi, Chief Operation Officer and Chief Marketing Officer of Shopping to find out.

First, let's talk about the site's name. Not too long ago in May 2010 was acquired by Japan-based Rakuten. You might have noticed the inclusion of the word "Rakuten" over the logo of late, or the Rakuten Super Points rewards system. Rakuten (which means "optimism" in Japanese") has been transitioning to a new business model to be unveiled at the end of January. From that point on, the site will be called Shopping and will have a marketplace model populated by individual merchants. This means that everything on the site will be sold via independent sellers, whereas previous iterations of — as well as other retailers like Amazon and newegg — had just a portion of the site devoted to these sellers.

But fear not, will live on as a merchant site within the online marketplace. "We will maintain as a merchant within the platform. It will continue to exist," Luthi assures us. "It's a really strong consumer electronics retailer and we are going to accentuate that strength. The dealnews reader will still find great hardware and [consumer electronics] deals through as a merchant within the [Rakuten] site."

Focusing on the User Experience

Much of the re-launched site will be populated by sellers hawking products across a wide range of categories including home, outdoors, soft goods, even musical instruments, said Luthi. The focus will be on "quality merchandise over quantity." There will therefore be less focus on the price-driven model of discounted goods (and the low-priced technology items that was known for), and more on unique merchandise and personalized service.

Since its buyout of, Rakuten has been making a series of international acquisitions with the goal of building a global marketplace where individual sellers can create dedicated shops with unique identities, said Luthi. This idea of merchants building their own brands and forging more personal bonds with shoppers is core to the new model as Rakuten seeks to differentiate from marketplace competitors like Amazon, which is believed to derive a significant amount of revenue from its marketplace ventures.

"There are a lot of merchants who just list and forget, and move on to the next exchange," said Luthi of the typical marketplace environment. "You end up having a lot of similar SKUs across the exchanges. [Rakuten] really celebrates the merchant. [Their products aren't] just SKU listings in a marketplace."

Merchants are expected to fill product pages with rich content and interact more directly with customers. Rakuten believes this experience will motivate merchants to offer better deals, information, service, and differentiated products, and in theory will weed out potentially inferior sellers. "Price will always be a component in ecommerce, but this is more than the deal," he said. "It's about the experience: the discovery of something unique. We're trying to blend it all together in a unique shopping experience."

"If you look at the average marketplace — Amazon, newegg, or Sears — they all play in the same marketplace fashion," said Luthi. "At times, it's difficult to know if you're buying from a merchant or from the site directly. The genesis of Rakuten was different. It started as a way to give merchants an ability to have a presence online without losing their identity."

Will Shopping Score with U.S. Shoppers?

While the corporation may face an uphill battle trying to win name recognition and build a brand in the U.S., Rakuten is experienced in this business model. Starting out as a marketplace operator in Japan, the enterprise has gone on a buying spree over the past three years acquiring sites in various countries, as well as technology platforms to help it grow. The company is also an investor in the visually-rich Pinterest, which seems fitting given Rakuten's emphasis on storefront curation and experience.

Rakuten's ultimate goal is to build a global online marketplace to rival that of Amazon, and sites such as will act as resident retailers — complete with inventory and unique identities. These merchants will in turn pay membership fees and commission to Rakuten.

But does Rakuten have a chance? Readers, do you think the concept of a more manicured marketplace environment will be successful amidst the established big name retailers? Will it give you more confidence in the sellers, or do you only care about who offers the cheapest prices? Sound off in the comment section below.

Front page photo credit: Internet Retailer
Photo credits top to bottom: Go to the Marketplace and TechCrunch

Laura Heller is a freelance writer based in Chicago who specializes in mass market retail trends and consumer electronics industries. You can follow her on Twitter @lfheller.

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DealNews may be compensated by companies mentioned in this article. Please note that, although prices sometimes fluctuate or expire unexpectedly, all products and deals mentioned in this feature were available at the lowest total price we could find at the time of publication (unless otherwise specified).


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What's in a name? A whole lot. They better start by changing the name
So they will emphasize quality, uniqueness and personalized service? I would say that there is a small market for uniqueness. Generally speaking, 95% of people want what everybody else has. That's where the big money is and there is no better proof of that than Apple or Kindle products. People want fast and efficient service as provided by etailers like,, and associated services like Amazon Prime and So they will be competing with many companies that are well established and already offering great service. Quality? Now there is something that's becoming harder to come by no matter how much you pay. As for a price-driven model, we live in a price-driven era and that cannot be ignored, as JCP has learned.
Can't say yet as my last purchase was from Rakuten/ If someone is looking for a specific item, then the questions are "Who has it?" and "Price?". If the portion continues to function relatively "as is", fine. But if they ( change what is available and pricing, that will cause at least some current customers to look elsewhere for products because the items they seek will no longer be on or their prices will not be competitive.
When I'd go to before, I never knew if I was on Rakuten or Buy. Sometimes I'd buy from a vendor without knowing it was a vendor, versus themselves. At least now hopefully everything will get streamlined.
*cross fingers*
Dan de Grandpre (DealNews)
I must agree: Rakuten can never succeed as a name because it's too foreign. I prefer proper American-sounding names like Samsung, Toyota, Pokemon, Lamborghini, Mitsubishi, Hyundai, and Mercedes-Benz.

First of all, Rakuten will have to change its name if it wants to be successful in America. There's no way Americans can or will identify with the name 'Rakuten'. Secondly, Rakuten needs to learn how to properly host the marketplace sellers. Their automated system used for describing and selling the merchandise is sorely lacking.
Can't compete with Amazon!
Manicured pages are better than sloppy pages, but that isn't really the issue for me. When I buy something from a vendor who I have never heard of before, I am most concerned about customer service. What if I have to return it? What if it needs warranty service 10 months from now - will that vendor even exist then? Those kinds of concerns are what often stop me from patronizing tiny vendors. And when I DO patronize them, I expect rock-bottom prices as compensation for the risks I'm taking.I dislike eBay but at least there, the prices are low and the tiny vendors often have hundreds of feedback ratings.