15
NPS
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Rakuten
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About Rakuten's Brand
Rakuten is a tech company that offers electronic commerce solutions in Japan and internationally. Among its major competitors, Rakuten is ranked in 5th place for NPS while MyTime is 1st, and Amazon is 2nd.
Brand at a Glance
72%
Customer Loyalty
3.7/5
Product Quality
3.5/5
Pricing
3.6/5
Customer Service
Rakuten Ranking
- #3 / 4 of its competitors
Rakuten NPS
Rakuten's Net Promoter Score (NPS) is a 15 with 47% Promoters, 21% Passives, and 32% Detractors. Net Promoter Score tracks whether Rakuten's customers would recommend using the product based on a scale of -100 to 100.
Rakuten Overall NPS
| 47% | Promoters |
|---|---|
| 21% | Passives |
| 32% | Detractors |
Rakuten NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Dec 2023 14 | Dec 2023 | 14 |
Jan 2024 13 | Jan 2024 | 13 |
Mar 2024 13 | Mar 2024 | 13 |
Jun 2024 13 | Jun 2024 | 13 |
Aug 2024 14 | Aug 2024 | 14 |
Sep 2024 12 | Sep 2024 | 12 |
Oct 2024 14 | Oct 2024 | 14 |
Jan 2025 12 | Jan 2025 | 12 |
Feb 2025 14 | Feb 2025 | 14 |
May 2025 14 | May 2025 | 14 |
Jun 2025 13 | Jun 2025 | 13 |
Oct 2025 15 | Oct 2025 | 15 |
How Other Brands Compare
Rakuten is ranked third for NPS among its competitors. Amazon and Target come in first and second, with Walmart coming in at #4.
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Rakuten NPS by Gender
Female customers rated Rakuten's NPS 25 points higher than Male customers.
Male
19
Rakuten's NPS was rated 19 by Male customers on Comparably.
52%
Promoters
15%
Passives
33%
Detractors
Female
44
Rakuten's NPS was rated 44 by Female customers on Comparably.
44%
Promoters
56%
Passives
0%
Detractors
Rakuten NPS by Ethnicity
Rakuten's NPS was rated the highest by Asian or Pacific Islander customers, and the lowest by African American/Black customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -15 | Caucasian | -15 |
African American/Black -17 | African American/Black | -17 |
Asian or Pacific Islander 46 | Asian or Pacific Islander | 46 |
Other 34 | Other | 34 |
Rakuten NPS by Age
Rakuten's NPS was rated the highest by customers ages 18-25, and the lowest by customers ages 51-55.
Rakuten NPS by Usage
Rakuten's NPS was rated the highest by customers who have used Rakuten's products/services for 1 to 2 Years, and the lowest by customers with 5 to 10 Years of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 25 | Less than 1 Year | 25 |
1 to 2 Years 34 | 1 to 2 Years | 34 |
2 to 5 Years 25 | 2 to 5 Years | 25 |
5 to 10 Years 0 | 5 to 10 Years | 0 |
Rakuten Customer Reviews
Out of the 13 Rakuten customer reviews 11 were positive and 2 were constructive. Rakuten customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
Rakuten Customer Loyalty
72%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
72% of Rakuten users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Rakuten Customer Loyalty Score by Gender
Male customers rated Rakuten's Customer Loyalty score 3% higher than Female customers.
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Male
83%
Yes
Female
80%
Yes
Rakuten Customer Loyalty Score by Ethnicity
Rakuten's Customer Loyalty score was rated the highest by Caucasian customers, and the lowest by Other customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of Rakuten.
87
out of 100
Caucasian
85
out of 100
African American/Black
82
out of 100
Asian or Pacific Islander
70
out of 100
Other
Rakuten Customer Loyalty Score by Age
Rakuten's Customer Loyalty score was rated the highest by customers ages 36-40, and the lowest by customers ages 26-30.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 87% | 18-25 | 87% |
26-30 74% | 26-30 | 74% |
31-35 85% | 31-35 | 85% |
36-40 100% | 36-40 | 100% |
41-45 89% | 41-45 | 89% |
51-55 78% | 51-55 | 78% |
Rakuten Customer Loyalty Score by Usage
Rakuten's Customer Loyalty score was rated the highest by customers who have used Rakuten's products/services for 2 to 5 Years, and the lowest by customers with 5 to 10 Years of usage.
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Rakuten Customer Loyalty Score by Industry
Rakuten's Customer Loyalty score was rated the highest by Tech industry customers, and the lowest by Accounting industry customers.
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Rakuten Customer Loyalty vs. Competitors
Compared to its competitors, Rakuten's Customer Loyalty score is rated right above eBay, and is preceded by Walmart.
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Rakuten Product Quality
3.7/5
Rakuten has an overall Product Quality score of 3.7 out of 5 stars rated by its users and customers.
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Rakuten Product Information
Rakuten’s product quality score is a 3.7 out of 5 as rated by its users and customers. Reviewers from the Tech industry rated Rakuten's product the highest. Reviewers from the Accounting industry rated Rakuten the lowest at 3.7.
- Company Size
- 10,000+ Employees
Industry
Tech
Ecommerce and Marketplaces
SaaS
Quick Insights into Rakuten Product Quality
Rakuten's Product Quality score was rated highest by customers ages 31-35, and rated lowest by African American/Black customers.
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Ranked Rakuten Product Quality the Highest
Ranked Rakuten Product Quality the Lowest
Rakuten Product Quality Score by Gender
Female customers rated Rakuten's Product Quality score 0.4 stars higher than Male customers.
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Male
3.7/5
Female
4.1/5
Rakuten Product Quality Score by Ethnicity
Rakuten's Product Quality score was rated the highest by Asian or Pacific Islander customers, and the lowest by African American/Black customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.7 | Caucasian | 3.7 |
African American/Black 3.2 | African American/Black | 3.2 |
Asian or Pacific Islander 4 | Asian or Pacific Islander | 4 |
Other 3.8 | Other | 3.8 |
Rakuten Product Quality Score by Age
Rakuten's Product Quality score was rated the highest by customers ages 31-35, and the lowest by customers ages 51-55.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.2 | 18-25 | 4.2 |
26-30 4 | 26-30 | 4 |
31-35 4.3 | 31-35 | 4.3 |
36-40 4.2 | 36-40 | 4.2 |
41-45 3.7 | 41-45 | 3.7 |
51-55 3.2 | 51-55 | 3.2 |
Rakuten Product Quality Score by Usage
Rakuten's Product Quality score was rated the highest by customers who have used Rakuten's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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Rakuten Product Quality Score by Industry
Rakuten's Product Quality score was rated the highest by Tech industry customers, and the lowest by Accounting industry customers.
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Rakuten Product Quality vs. Competitors
Compared to its competitors, Rakuten's Product Quality score is rated right above Walmart, and is preceded by Akamai.
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Rakuten Pricing
Rakuten ROI & Value For Money
3.5/5
Rakuten has a value for money and ROI score of 3.5 out of 5 stars rated by its users and customers.
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Rakuten Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Tech industry. The users from the Accounting industry think that they had the lowest ROI from Rakuten.
Quick Insights into Rakuten ROI
Rakuten's ROI score was rated highest by customers ages 18-25, and rated lowest by Caucasian customers.
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Ranked Rakuten ROI the Highest
Ranked Rakuten ROI the Lowest
Rakuten ROI Score by Gender
Female customers rated Rakuten's ROI score 0.4 stars higher than Male customers.
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Male
3.7/5
Female
4.1/5
Rakuten ROI Score by Ethnicity
Rakuten's ROI score was rated the highest by Other customers, and the lowest by Caucasian customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.2 | Caucasian | 3.2 |
African American/Black 3.9 | African American/Black | 3.9 |
Asian or Pacific Islander 3.9 | Asian or Pacific Islander | 3.9 |
Other 4.1 | Other | 4.1 |
Rakuten ROI Score by Age
Rakuten's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 51-55.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.3 | 18-25 | 4.3 |
26-30 4.1 | 26-30 | 4.1 |
31-35 4.1 | 31-35 | 4.1 |
36-40 3.6 | 36-40 | 3.6 |
41-45 3.5 | 41-45 | 3.5 |
51-55 3.5 | 51-55 | 3.5 |
Rakuten ROI Score by Usage
Rakuten's ROI score was rated the highest by customers who have used Rakuten's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Rakuten ROI Score by Industry
Rakuten's ROI score was rated the highest by Tech industry customers, and the lowest by Accounting industry customers.
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Rakuten Pricing vs. Competitors
Compared to its competitors, Rakuten's ROI score is rated right above Walmart, and is preceded by Target.
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Rakuten Customer Satisfaction (CSAT)
Rakuten Customer Satisfaction (CSAT) Score
70 / 100
Rakuten has an overall Customer Satisfaction score of 70 rated by its users and customers.
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Very Satisfied
33%
Satisfied
37%
Neither Satisfied nor Dissatisfied
16%
Dissatisfied
5%
Very Dissatisfied
9%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into Rakuten Customer Satisfaction
Rakuten's Customer Satisfaction score was rated highest by customers ages 18-25, and rated lowest by Female customers.
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Ranked Rakuten Customer Satisfaction the Highest
Ranked Rakuten Customer Satisfaction the Lowest
Rakuten Customer Satisfaction Score by Gender
Male customers rated Rakuten's Customer Satisfaction score 49 points higher than Female customers.
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69 / 100
MaleVery Satisfied | 39% | |
|---|---|---|
Satisfied | 30% | |
Neither Satisfied nor Dissatisfied | 9% | |
Dissatisfied | 13% | |
Very Dissatisfied | 9% |
20 / 100
FemaleVery Satisfied | 0% | |
|---|---|---|
Satisfied | 20% | |
Neither Satisfied nor Dissatisfied | 60% | |
Dissatisfied | 20% | |
Very Dissatisfied | 0% |
Rakuten Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
Rakuten's Customer Satisfaction (CSAT) score was rated 67% according to Caucasian users and customers.
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67 / 100
Very Satisfied
34%
Satisfied
33%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
33%
CSAT according to African American/Black
Rakuten's Customer Satisfaction (CSAT) score was rated 50% according to African American/Black users and customers.
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50 / 100
Very Satisfied
33%
Satisfied
17%
Neither Satisfied nor Dissatisfied
33%
Dissatisfied
17%
Very Dissatisfied
0%
CSAT according to Asian or Pacific Islander
Rakuten's Customer Satisfaction (CSAT) score was rated 69% according to Asian or Pacific Islander users and customers.
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69 / 100
Very Satisfied
23%
Satisfied
46%
Neither Satisfied nor Dissatisfied
16%
Dissatisfied
15%
Very Dissatisfied
0%
CSAT according to Other
Rakuten's Customer Satisfaction (CSAT) score was rated 67% according to Other users and customers.
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67 / 100
Very Satisfied
67%
Satisfied
0%
Neither Satisfied nor Dissatisfied
33%
Dissatisfied
0%
Very Dissatisfied
0%
Rakuten Customer Satisfaction Score by Age
Rakuten's Customer Satisfaction score was rated the highest by customers ages 18-25, and the lowest by customers ages 51-55.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 83% | |||||||||||||||
| 26-30 | 60% | |||||||||||||||
| 31-35 | 75% | |||||||||||||||
| 41-45 | 67% | |||||||||||||||
| 51-55 | 50% |
Rakuten Customer Satisfaction Score by Usage
Rakuten's Customer Satisfaction score was rated the highest by customers who have used Rakuten's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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Rakuten Customer Satisfaction Score by Industry
Rakuten's Customer Satisfaction score was rated the highest by Tech industry customers, and the lowest by Accounting industry customers.
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"title": "Rakuten Customer Satisfaction Score by Industry",
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"bars": [
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"label": "Tech",
"groupId": 104,
"score": 63,
"stars": 0,
"csatScore": 63,
"text": "Rakuten's Customer Satisfaction score is rated by Tech customers on Comparably.",
"scoreClassName": "max",
"scoreLabel": 63
},
{
"label": "Accounting",
"groupId": 495,
"score": 58,
"stars": 0,
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"scoreClassName": "",
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}Rakuten Customer Satisfaction vs. Competitors
Compared to its competitors, Rakuten's Customer Satisfaction score is rated right above Walmart, and is preceded by Target.
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Rakuten Customer Service
3.6/5
Rakuten has an overall Customer Service score of 3.6 out of 5 stars rated by its users and customers.
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About Rakuten's Customer Service
Address
1-14-1 Tamagawa, Setagaya-ku, Tokyo, 158-0094 Japan
Website
http://global.rakuten.com/corp
Rakuten's Social Links
Quick Insights into Rakuten Customer Service
Rakuten's Customer Service score was rated highest by customers ages 18-25, and rated lowest by Caucasian customers.
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Ranked Rakuten Customer Service the Highest
Ranked Rakuten Customer Service the Lowest
Rakuten Customer Service Score by Gender
Female customers rated Rakuten's Customer Service score 0.5 stars higher than Male customers.
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Male
3.6/5
Female
4.1/5
Rakuten Customer Service Score by Ethnicity
Rakuten's Customer Service score was rated the highest by Other customers, and the lowest by Caucasian customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Ethnicity data of Rakuten.
0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 2.9 | Caucasian | 2.9 |
African American/Black 3.4 | African American/Black | 3.4 |
Asian or Pacific Islander 3.9 | Asian or Pacific Islander | 3.9 |
Other 4.1 | Other | 4.1 |
Rakuten Customer Service Score by Age
Rakuten's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 51-55.
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0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 4.5 | 18-25 | 4.5 |
26-30 4.2 | 26-30 | 4.2 |
31-35 3.6 | 31-35 | 3.6 |
36-40 4 | 36-40 | 4 |
41-45 3.9 | 41-45 | 3.9 |
51-55 3.2 | 51-55 | 3.2 |
Rakuten Customer Service Score by Usage
Rakuten's Customer Service score was rated the highest by customers who have used Rakuten's products/services for Less than 1 Year, and the lowest by customers with 5 to 10 Years of usage.
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Rakuten Customer Service Score by Industry
Rakuten's Customer Service score was rated the highest by Tech industry customers, and the lowest by Accounting industry customers.
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Rakuten Customer Service vs. Competitors
Compared to its competitors, Rakuten's Customer Service score is rated right above Walmart, and is preceded by Target.
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Rakuten as an Employer
3.6/5
Rakuten has a 3.6/5 stars for its overall company culture rated by their employees
top
10%
Consumer vs. Employees
Rakuten scored a 15 for Net Promoter Score and a 11 for Employee Net Promoter Score. NPS gauges how likely a customer of Rakuten would recommend the brand to a friend. ENPS measures how likely Rakuten employees would recommend working at Rakuten to a friend.
Net Promoter Score
15
NPS Score
| 47% | Promoters |
|---|---|
| 21% | Passive |
| 32% | Detractors |
Employee Net Promoter Score
11
eNPS Score
| 42% | Promoters |
|---|---|
| 27% | Passive |
| 31% | Detractors |
