Rakuten is a direct competitor of Amazon in the country and operates a wide variety of ecommerce and fintech services with increased popularity thanks to its Rakuten Points loyalty programme. By integrating with Uber Eats, Rakuten customers can log in without a pre-existing Uber account and spend their Rakuten points and make additional payments.
The partnership follows the US-based mobility app’s efforts to expand its services in international markets on different verticals. It recently rolled out a ride-booking service in partnership with Meta’s WhatsApp, in India, in December 2021, while continuing to increase its fan base in its home country. It now counts for 100 million users in Japan and is the fourth largest mobile network, following an aggressive promotion and low-pricing campaign.
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