Rakuten is a leading e-commerce and fintech service provider in Japan. It has built up a comprehensive Rakuten ecosystem in Japan, including Rakuten Ichiba for e-commerce, Rakuten Travel, Rakuten Card, Rakuten Bank, Rakuten Securities, and so on. Mergers and acquisitions in Internet and e-finance businesses have driven growth. The loyalty programme, Rakuten Super Points, has encouraged cross-use of services in its ecosystem. About 80% of revenue is generated from the Japanese market and the firm has been scaling back its unprofitable overseas business.