Rakuten launches its Achievement service in Europe

With its 8,500 retailers in France, the brand is launching its fulfillment offer. Explanations with Fabien Versavau, President of Rakuten France, live from the One on One show in Monaco.

It was on the Cote d’Azur, during the now legendary digital fair, that Rakuten came to announce the launch of his “Fulfillment Network Solution” offer.

Born in Japan 25 years ago, P2P pioneer Rakuten has gradually established himself as a key player in digital commerce in Europe, especially in France, where his “Club R” now has 11 million members.

The goal of the new fulfillment offer is to respond to the strong demand of its 85% of French retailers and brands to access logistics knowledge in order to focus on their sales or creation business.

Fabien Versavau, CEO of Rakuten France @Rakuten

Unlike its main e-commerce competitors who manage their own warehouses, Rakuten relies on a network of partners. He will be 22 at the end of the year, including 8 in Western Europe. Operators are e-commerce logistics experts such as Cubyn, Hopps Group or GXO. They are manually selected according to strict specifications and monitored through the SLA. They are also selected according to the categories of products they can handle (fragile, bulky, flammable, etc.) and their geographical area.

A tool at the service of retailers and brands

The offer consists of providing sellers with a complete service that covers the handling, storage, packaging and shipping of e-commerce orders. The brand announces easy and fast use of tools. In particular, after the seller selects the stocks to be sent to his retail space with one click, the interface connects him to the partner network to identify the most suitable warehouse for their processing, depending on its location and the specifics of the products concerned. (size, weight, composition, etc.).

After testing the concept with 100 vendors for several months, Rakuten determined three profiles of companies to which this new offer applies.
First of all, there are VSE-SMEs that want to digitize and thus increase their potential clientele.

Then there are non-European sellers who have to meet rather restrictive standards in order to sell in the common market. Rakuten offers them a very complete range of services to meet these constraints, including monitoring by a specialized consultant, assistance in creating a local structure or even a customs declaration. Finally, big brands are interested in the concept because they often have problems understanding the whole process of online sales (assortment selection, animation, loyalty, return), and Rakuten provides them with help on this topic.

No surcharge for products ordered on other platforms

The philosophy of the Fulfillment Network Solution platform is threefold: it is intended to be simple with a readable, transparent price list (does not publish any fees for administration, installation or removal of inventory), and ultimately fair because, unlike its competitors, it exists without penalty for sales. outside Rakuten and dispatch via fulfillment. “Our offer is agnostic, because we see no reason to penalize our sellers and brands if the package is sold outside Rakuten, while the resources needed for its production will be the same,” adds President Rakuten. The sidewalk saturated its competitors.

The price of the service is presented as a discount of up to 25% compared to the price individually received from the logistician. “Price incentives are important, but above all we rely on the intelligence of our platform and human support,” said Fabien Versavau.

Fabien Versavau insists on Rakuten’s partnership and inclusive vision, which also applies to this new offer. “We are at the service of ecosystems (consumers, brands and sellers) to participate in their growth and help them benefit from digitalisation. Our offer is uncompetitive “, he adds. It is true that Rakuten, unlike other markets, is not a seller in itself. His entire offering is actually articulated around the services he provides to his clients and partners.

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