Rakuten, Uber integrating apps in Japan to expand partnership

Rakuten and Uber have expanded their partnership in Japan by integrating Rakuten ID with Uber’s mobility and delivery apps.

Users who link their Rakuten ID can earn one Rakuten Point for every 200 yen (US$1.28) spent, excluding tax, on Uber or Uber Eats.

The phased rollout began December 9 and will be available to all users by December 12.

Users can also combine Rakuten Point Online with Rakuten Pay for up to 2% back in points on eligible payments.

A launch campaign from December 12 to 22 will give the first 500,000 users up to 1,000 Rakuten Points if they spend at least 1,500 yen on both Uber Eats and Uber rides.

Rakuten Mobile subscribers who link their Rakuten ID can earn 20x the standard Rakuten Points starting December 12.

🔗 Source: Rakuten

🧠 Food for thought

Implications, context, and why it matters.

Uber Eats’ 57% share turns the Rakuten tie-up into a points hook

Uber Eats holds 57.3% of Japan’s food delivery market. Demaekan (a Japan-based food delivery marketplace) sits at 36.4%. The tie-up lets riders and diners earn Rakuten Points on Uber and Uber Eats 1.
Japan’s food delivery market reached 796.7 billion yen (~$5.1 billion) in 2024, a 90.5% jump over pre‑pandemic levels despite a 7.6% year‑over‑year drop 1.
This setup should resonate with younger users who favor app‑first ordering and loyalty programs 1.
Uber Eats had about 95 million users and one million merchants in 2024, giving Rakuten wide reach for points 2.
Rakuten Mobile subscribers get a 20x points multiplier. Delivery spend can become a retention lever in Japan’s wireless market.

Fintech and delivery platforms can plug into Rakuten Points

Third‑party logistics firms like AnyCarry and Hacobell (Japan-based last‑mile delivery platforms) can run bonus‑points promos with Rakuten to nudge repeat orders 1.
Order managers such as Orderly, Camel and Ordee (restaurant order‑management tools in Japan) can add Rakuten Points tracking to one dashboard. That helps merchants stand out on loyalty 1.
Card‑linked offer platforms (services that automatically award rewards when a purchase is made with a linked card) can grant points on Uber and Uber Eats buys made with select cards. This mirrors stacking Rakuten Point Online with Rakuten Pay (Rakuten’s mobile payment service) for up to 2% back on eligible payments.
Dark stores (small warehouses used only to fulfill online orders) like Onigo and grocery services such as Rakuten Seiyu (Rakuten’s online grocery venture with the Seiyu supermarket chain) can add extra Rakuten Points on rapid delivery orders 3. Grocery delivery leads growth in Japan’s online food market.