How to Choose a "Recommended Rakuten Operation Agency" Without Failing: 6 Selection Criteria Unraveled from a MECE Perspective

When aiming to expand sales on Rakuten Ichiba, many store operators face 'resource shortages' and 'lack of expertise.' This leads to considering operation agencies, but selecting one solely based on search results for 'recommended Rakuten operation agency' is extremely risky. In this article, we explain from a professional perspective the MECE criteria for identifying the optimal partner for your company's phase, based on a MECE (Mutually Exclusive, Collectively Exhaustive) perspective.6

1. Reasons Why a Rakuten Operation Agency is Needed and MECE Classification

The algorithm of Rakuten Ichiba is becoming more complex year by year, and simply listing products will not generate sales. A wide range of specialized skills are required, such as optimization of RPP ads, analysis of store medical records, and event-linked measures. If we classify operation agency services in a MECE manner, they can be divided into three types: "consulting type," "practical proxy type," and "specialized type (advertising or production only)." The first step is to clarify whether your own company is looking for "strategy" or "work resources."

2. 6 Selection Criteria to Avoid Failure

When comparing companies introduced as "Rakuten Operation Agency Recommended," we recommend scoring based on the following 6 criteria.

• Performance Transparency： Whether they have success stories in the same category
• Analytical Capability： RMSWhether they can interpret RMS (Store Medical Records) and present specific improvement proposals
• Ad Management Skills： RPPTrack record of RPP ad and Coupon Advance ad operations
• Communication： Speed of response and quality of regular meetings
• Contract Structure： Whether it's performance-based or fixed-fee, and whether cancellation terms are flexible
• Keeping Up with Latest Information： Speed of response to Rakuten's policy changes and new features

3. Ad Operation and SEO: How to Determine Technical Skills

SEO (Search Engine Optimization) within Rakuten Ichiba is indispensable in creating a baseline for sales. An excellent proxy company not only extracts suggest keywords but also proves with data the correlation between click-through rate (CTR) and conversion rate (CVR). In addition, in ad operations, you should select a partner who emphasizes the soundness of the advertising ratio relative to overall sales, rather than simply pursuing ROAS (Return On Ad Spend).