YouTube partners with Rakuten to bring more shoppable videos to Japan

Can YouTube give its shoppable videos the TikTok Shop treatment? A new partnership will help it answer that question.

Google has announced a pact with Rakuten Ichiba, a company that is often described as Japan’s leading online marketplace. The deal, powered by the YouTube Shopping affiliate program, will integrate Rakuten products into YouTube videos through a “View Products” button.

As YouTube has added new features to its library of shoppable videos, it has leveled up the affiliate program that allows creators to claim commissions when product listings in their videos lead to sales. According to a press release, Rakuten is the first company in Japan to sign onto the program.

Rakuten’s varied services include a digital marketplace, a cash-back program, and an assortment of fintech tools. The Tokyo-based firm previously broke into the online video world by launching its own streaming service and connecting with creators on influencer marketing campaigns. Now it’s showing even more initiative with a partnership that, according to Rakuten President of Commerce & Marketing Ryo Matsumura, will “provide our merchants with further business growth opportunities.”

“YouTube’s shopping experience, built on the foundation of creator trust, offers merchants a powerful new channel to reach highly engaged fan communities,” added YouTube Japan Managing Director Naomi Yamakawa in a statement. “We are committed to evolving this new ecosystem—one that drives sales growth for merchants, empowers creators to seamlessly turn their passions and expertise into a business, and provides viewers with a more convenient and enjoyable shopping experience.”

Even if YouTube’s shoppable shelves are well-stocked, the platform still has some work to do if it wants to keep up with TikTok Shop. The ByteDance-affiliated ecommerce hub is projected to be one of the top three retailers in the world by 2030, and it boasts its own lineup of esteemed brand partners.

TikTok Shop’s presence in East Asia is a big reason why it’s so profitable. Even as TikTok Shop becomes more accepted in Western countries, it still generates the majority of its revenue in and around ByteDance’s home turf.

With its Rakuten partnership, YouTube can eat up a bigger piece of that pie for itself. If the leading video platform wants to expand its presence in East Asia, Japan is a logical starting point. From Hikakin to Bayashi, there’s a long history of high-achieving Japanese creators on YouTube. Now, thousands of channels will be able to make their videos more interactive while simultaneously driving sales for ecommerce partners.