YouTube, Rakuten Launch Shoppable Video Program in Japan
YouTube and Rakuten Ichiba launch Japan's first shoppable video program, enabling direct product purchases across videos, Shorts, and livestreams. A direct challenge to TikTok Shop's social commerc...
Google and Rakuten Ichiba announced on February 19, 2026 that Rakuten has joined YouTube's Shopping affiliate program in Japan, becoming the first Japanese company to do so and enabling product purchases directly through YouTube videos.
How the Integration Works
The partnership connects Rakuten Ichiba's online marketplace to YouTube's content ecosystem across four formats: long-form videos, Shorts, livestreams, and posts.
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A "View Products" button appears as an on-screen overlay during videos. Viewers tap it to see product names, prices, and direct links to Rakuten Ichiba product pages without leaving YouTube.
Creator commissions are processed through YouTube's existing AdSense payment systems. Merchants set their own commission rates, creating a performance-based model that ties creator content directly to sales outcomes.
"We are thrilled to partner with Rakuten Ichiba as our first domestic partner for the launch of the YouTube Shopping affiliate program in Japan," said Naomi Yamakawa, Managing Director of YouTube Japan at Google. "YouTube's shopping experience, built on the foundation of creator trust, offers merchants a powerful new channel to reach highly engaged fan communities."
Ryo Matsumura, President of Commerce & Marketing at Rakuten Group, said the partnership "will provide our merchants with further business growth opportunities."
Competitive Pressure from TikTok Shop
The launch comes as competition in social commerce across East Asia intensifies. TikTok Shop is projected to become one of the world's top three retailers by 2030, with the majority of its revenue generated in East Asia.
YouTube's Rakuten partnership positions the platform to compete directly in this market. Japan serves as the entry point, partly because of its established creator community. High-profile Japanese YouTube creators such as Hikakin and Bayashi represent the type of audience relationships YouTube is counting on to drive merchant sales.
The four-format coverage is notable. By integrating shoppable video across all content types simultaneously, YouTube avoids the fragmented, single-format pilots that have limited earlier social commerce experiments on other platforms.
Rakuten's Broader V-Commerce Strategy
Rakuten frames this deal as part of its longer-term "v-commerce" strategy, which the company defines as a new e-commerce model using video, voice, and virtual reality. The YouTube integration is positioned as foundational infrastructure for that strategy rather than a one-off campaign.
The program is expected to benefit mid-size and international brands selling through Rakuten Ichiba. Creator-led product recommendations can build consumer trust without requiring large advertising budgets, lowering the barrier for foreign brands entering the Japanese market.
Rakuten previously explored video commerce through its own streaming service and influencer marketing campaigns before entering this partnership with Google.
No sales or conversion data from the program's launch period was available at time of publication.
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