What is V-commerce? Rakuten Ichiba x YouTube integration begins; 90-day action plan for food e-commerce released for free
GOAT Inc. has released a free guide titled 'Rakuten Ichiba x YouTube V-commerce Strategy Complete Utilization Guide' for e-commerce businesses. It systematizes a 5-phase, 90-day plan, commission structure, and compliance measures that food e-commerce operators should implement immediately.
📋 Article Processing Timeline
- 📰 Published: May 23, 2026 at 03:00
- 🔍 Collected: May 22, 2026 at 18:31
- 🤖 AI Analyzed: May 22, 2026 at 18:42 (10 min after Collected)
GOAT Inc. has released a free 'Rakuten Ichiba x YouTube V-commerce Strategy Complete Utilization Guide' for e-commerce businesses. Following the strategic partnership between Rakuten and Google announced on February 19, 2026, this guide systematizes the 5-phase, 90-day plan, commission rate design, and compliance measures that food e-commerce businesses should implement immediately.
### Relying only on Rakuten SEO and ads will allow competitors to seize new traffic channels
On February 19, 2026, Rakuten became the first Japanese company to participate in YouTube Shopping Affiliate. 'V-commerce,' which connects directly to the Rakuten Ichiba purchase screen with a single tap on a product tag while watching a video, has become a reality.
Previously, there were continuous frictions such as 'video watching → description box → URL search → transition → cooling of enthusiasm → exit.' V-commerce eliminates this. Food e-commerce has a high affinity with 'tasting' and 'cooking' videos, allowing the enthusiasm from videos to be directly converted into purchases. Whether you act now or not will change your traffic volume half a year later.
### Main contents of the guide
- **Mechanism and commission structure of V-commerce**
The mechanism where the total reward set by the store is distributed between YouTube (30%) and the creator (70%). Why setting a commission rate between 4% and 50% determines whether a store is 'chosen by creators,' and the RMS setting location.
- **Two success models**
Store-led model (nurturing loyal customers by broadcasting expertise on their own channel) and creator-collaboration model (direct purchase via product tagging in professional creator videos). Why food e-commerce is particularly compatible.
- **90-day rollout in 5 phases**
LP revision/SKU narrowing → Creator search → Pilot operation → Data optimization → Building an integrated funnel of YouTube x Search x Rakuten. A small start of 100,000 to 300,000 yen per month is recommended for businesses with a monthly sales of 3 million yen.
- **Risk management and compliance**
Stealth marketing regulations enforced in October 2023, prohibited expressions under the Pharmaceutical and Medical Device Act / Health Promotion Act, and development of a brand safety manual. Warning that the target of corrective orders in case of violations is the advertiser (the store).
### Comments from the CEO
'GOAT views this partnership as the biggest change for food e-commerce since 2024. Please start by designing commission rates and revising your LPs. Businesses with a monthly turnover of 3 million yen can verify this with a small start of 100,000 to 300,000 yen per month. Don't let yourself say half a year from now, 'I should have acted back then.''
— Shun Yoshinaga, CEO of GOAT Inc.
FAQ
What is the mechanism of V-Commerce?
By tapping product tags during video playback, users are directly linked to the purchase page on Rakuten Market. This eliminates the process of 'video viewing -> description section -> URL search -> transition', which often leads to drop-offs.
How is the reward distribution in V-Commerce?
The total reward amount set by the store is distributed with YouTube taking 30% and the creator taking 70%.
What is the recommended budget for food e-commerce businesses starting with V-Commerce?
For businesses with a monthly sales volume of around 3 million yen, it is recommended to start with a small budget of 100,000 to 300,000 yen per month for testing.
What laws and regulations should be considered when implementing V-Commerce?
It is necessary to comply with regulations such as the Stemma Regulation, the Pharmaceutical and Medical Devices Act, and the Health Promotion Act. Measures must be taken to avoid prohibited expressions, and the store, as the advertiser, is subject to regulatory actions. Preparing a brand safety manual is essential.
What are the main phases of the 90-day plan proposed by GOAT Co., Ltd.?
The 90-day plan consists of five phases: LP renovation and SKU narrowing, creator exploration, pilot operation, data optimization, and integration of YouTube, search, and Rakuten into a unified funnel.