[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.

A high-tech digital dashboard displaying real-time e-commerce sales data, growth charts, and strategic marketing KPIs for a Japanese marketplace campaign, set in a modern Tokyo office environment with clean architectural lines.

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.

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.

Taking your EC business to the next level

From mastering Rakuten Shop-Hopping Marathons to automating ad operations and maximizing LTV.
Our expert consultants will propose the optimal strategy tailored to your company's specific situation.

Talk to us for a free strategy consultation

Popular Topics

#RAKUTEN #RakutenShopHoppingMarathon #FreeConsultation

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.