Rakuten rebrands online grocery service as ‘Rakuten Mart’

The existing Rakuten Seiyu Netsuper website and app will remain in use, with operations extending from several regional warehouses.

Rakuten Group, Inc. has announced that its subsidiary, Rakuten Seiyu Netsuper, Inc., will be renamed Rakuten Mart, Inc., effective 8 August. The online grocery delivery service will officially operate under the new name starting 25 September.

Rakuten Mart will continue to offer a variety of products, including fresh foods, dairy, frozen and refrigerated items, and daily necessities. Deliveries will be made from fulfillment centers on the same day. 

The existing Rakuten Seiyu Netsuper website and app will remain in use, with operations extending from warehouses in Kohoku (Kanagawa Prefecture), Matsudo (Chiba Prefecture), and Ibaraki (Osaka Prefecture). The service will target around 12 million households in the Tokyo metropolitan and Kansai regions.

The new fulfillment centres are equipped with advanced automation and temperature control, handling approximately 70,000 orders daily. This model aims to streamline inventory management and product display, combining the variety of specialty stores with the efficiency of large-scale retail.

Rakuten Mart will also collaborate with Rakuten Ichiba and Rakuten Hometown Tax Payment to expand its product selection. The "Direct from the Source: Local Food Market," launched on 23 July, will feature regional specialties and is part of the "Peek into Japan" initiative.