Taking aim at Amazon, Japan's Rakuten launches brand in US

Rakuten, the dominant Japanese e-commerce firm, converts Buy.com to its new American online shopping mall

By Jay Alabaster, IDG News Service |  IT Management

One concern for Rakuten is whether the younger generation of shoppers, who are used to zooming in on results using search engines and pinpoint online shopping, will take to its online mall concept. An online poll of 1,000 Japanese users by mobile portal operator Ceres found that while Rakuten is the most popular shopping site, Amazon is dominant among users under 20.

"I just find Rakuten's site too crowded for my taste," said Keisuke Sorita, a 22-year-old student who often buys CDs and games online. "It's easier for me to search and find what I want on Amazon."

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