Rakuten France Launches “Rakuten Brand Experience,” a Turnkey Service to Support Brands in Their Direct-to-Consumer E-commerce Journey
Paris, November 24, 2025 – As the year-end sprint begins for retailers, Rakuten France reaffirms its role as an innovative e-commerce player and a privileged partner for brands by announcing the launch of Rakuten Brand Experience: a turnkey service designed to support manufacturers and retailers who wish to develop their direct-to-consumer (D2C) sales, in addition to their existing distribution channels. This offers an opportunity to ensure comprehensive coverage of e-commerce channels, to conquer new audiences and gain visibility.
A Trusted Partner to Simplify the Transition to D2C
With Rakuten Brand Experience, Rakuten France acts as a trusted partner for brands, without ever competing with them. The service facilitates the operational management of sales – invoicing, inventory management, logistics, and daily operations – while rigorously respecting the positioning and identity of each brand, and leaving them free to set their commercial policies.
Designed for players from various sectors such as culture, toys, home appliances, and tech, this system makes the transition to D2C simpler, smoother, and more controlled, while ensuring a consistent and valuable experience across all touchpoints.
A Turnkey Service for Brands, Covering a Dozen Marketplaces
Rakuten Brand Experience not only allows brands to delegate the entire operational management of their sales to Rakuten for their official store on the marketplace but also to extend their commercial presence to other major platforms such as La Redoute, Amazon, Auchan, Kiabi, Nature & Découvertes, Showroom Privé, and Rue du Commerce.
This approach simplifies the transition to D2C and maximizes product reach and sales. This multichannel distribution component also relies on Mirakl Connect technology, which facilitates brands' presence on multiple platforms without technical complexity and by ensuring commercial consistency.
Among the first brands to adopt this service is LEGO, with an official store on fr.shopping.rakuten.com, offering deals similar to its other sales channels. Today, Rakuten operates 12 official LEGO stores on different marketplaces, thereby multiplying touchpoints with diverse audiences.
"Our goal is to support brands in their e-commerce transformation while respecting their identity, commercial policies, and strategy. With Rakuten Brand Experience, we offer them a fluid and transparent service to maximize their presence and growth, without operational complexity. We act as an extension of their own teams, an outsourced and 100% operational D2C team," explains Matthieu Denime, VP Sales & New Business at Rakuten France. "This is a new illustration of our role as a trusted third party: we are not competitors of brands, but alongside them to help them grow."
Rakuten France already supports more than 12,000 professional sellers and partners in their digitalization, via its numerous online services. Among these, Rakuten Fulfillment Network, launched in 2022, gives them access to a global network of experts providing the simplest, most efficient, and most economical solution to their e-commerce logistics needs.