E-commerce giant launching in Brazil this year

Rakuten, the Japanese e-commerce giant, plans to start operation in Brazil this year. Hiroshi Mikitani, company’s CEO, visits the country to meet with the local team and Brazilian retailers preparing for the launch. “We will have a ‘soft launch’ in November and a grand opening next year,” he said in an interview to Jornal O Globo this week.

In June, Rakuten announced the purchase of 75% of Brazilian Ikeda, for an undisclosed amount. Ikeda provides electronic commerce services to large retailers such as locals Videolar, Cobas, Etna and LePostiche.

Published by Hildete Vodopives

Hildete de Moraes Vodopives is founder of Brazil Global and of the Harvard Strategists Group. She has a PhD in Economic History and advises companies and investment agencies in international business development.She served as Corporate Relations Director and later, on the board of the Brazilian Investment Analysts Association (APIMEC).

2 thoughts on “E-commerce giant launching in Brazil this year

  1. Thanks for this news Hildete. It’s especially interesting for our business sector. Looks like I’ve got my sales development work cut out for me. Do you think Rakuten will be a good fit for the Brazilian market?


    1. Hi Kenneth, thanks for being such an engaged reader! Your comments are stimulating! About Rakuten, it is a good question how they will do in Brazil. it is true that they started by acquiring an stablished company: Ikeda. They scored one, in my oppinion. I know well one of Ikeda’s clients, Videolar. They are big and have been in business for a while. Intercultural challenges will arise.. that is for sure. One other thing: Japoneses are a strong presence in Brazil, business wise. Vale is an example.


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