日本电商乐天扩招海外商家，对抗低价平台

Core Viewpoint - Rakuten Group aims to increase the number of overseas merchants on its e-commerce platform, Rakuten Market, to counter the rising popularity of low-cost platforms like SHEIN and Temu from China [2][4]. Group 1 - Rakuten Market currently has approximately 55,000 stores, with only about 1,000 being overseas merchants [2][4]. - The company plans to enhance its overseas merchant recruitment efforts and support them in publishing messages and promotions in Japanese [2][4]. - The best-selling products on Rakuten Market include nutritional supplements from the U.S. and home appliances from China [4]. Group 2 - Since 2015, Rakuten has allowed overseas merchants to open stores, initially from the U.S. and South Korea, and now from 22 countries and regions including China and Europe [4]. - The annual increase in overseas merchants has been around 150, with a target to raise this number to between 450 and 600 in the future [4]. - To address barriers such as language and business practices, Rakuten will assign consultants to each store and enhance its consulting system to improve overseas visibility [4]. Group 3 - An overseas version of the organization "NATIONS," which facilitates the sharing of sales experiences among stores, will be launched in March 2026 [5].