Rakuten Cuts 100 Jobs in Strategic Workforce Reduction

Japanese e-commerce giant Rakuten eliminated 100 positions on December 12, 2025, as part of a broader restructuring initiative aimed at improving operational efficiency amid challenging market conditions. The workforce reduction affects multiple departments across the company's global operations, representing the latest cost-cutting measure in the competitive e-commerce sector.

The layoffs come as Rakuten faces mounting pressure to streamline operations and focus resources on its most profitable business segments. The company cited the need to adapt to evolving market dynamics and optimize its organizational structure for long-term growth.

Context of the Decision

Rakuten's workforce reduction reflects broader challenges facing the e-commerce industry, including increased competition, rising operational costs, and shifting consumer spending patterns. The company has been working to balance growth investments with profitability demands, particularly as economic uncertainty continues to impact global markets.

The decision follows a period of strategic evaluation where Rakuten assessed its various business units and operational efficiency. Like many tech companies that expanded rapidly during the pandemic-driven e-commerce boom, Rakuten is now adjusting its workforce to align with current market realities and revenue projections.

Industry analysts note that the move represents a calculated effort to strengthen Rakuten's competitive position while maintaining its core e-commerce and fintech services. The company has been investing heavily in artificial intelligence and automation technologies, which may have influenced decisions about workforce optimization.

Impact on Operations

The 100 affected positions span multiple departments, with sources indicating that corporate functions, marketing, and certain technology roles were primarily impacted. The layoffs affect both Rakuten's Japanese headquarters and international offices, though the majority of cuts occurred in non-customer-facing roles.

Rakuten has maintained that core e-commerce operations and customer service functions remain fully staffed. The company emphasized that its marketplace platform, mobile services, and financial technology offerings will continue operating without disruption.

Affected employees received severance packages and career transition support, according to company communications. Rakuten stated it would prioritize internal transfers where possible and provide extended benefits during the transition period.

Company Financial Background

Rakuten, founded in 1997, has grown into one of Japan's largest e-commerce companies with a market capitalization exceeding $8 billion. The company operates diverse business segments including online retail, digital content, communications, and financial services through Rakuten Bank and Rakuten Securities.

Recent financial performance has shown mixed results, with strong growth in fintech services offset by increased competition in core e-commerce markets. The company's mobile network division, launched in 2020, required substantial capital investment while building market share against established telecommunications providers.

Rakuten's stock has experienced volatility over the past year, reflecting investor concerns about profitability timelines and competitive pressures. The company has been working to demonstrate clear paths to profitability across its newer business ventures while maintaining growth in established segments.

Industry Outlook

The Rakuten layoffs align with broader workforce reduction trends across the e-commerce and technology sectors. Companies including Amazon, Shopify, and various fintech firms have announced similar restructuring efforts as they adapt to post-pandemic market conditions.

E-commerce growth rates have normalized after exceptional pandemic-era expansion, forcing companies to recalibrate their workforce needs and operational strategies. The industry faces ongoing challenges from supply chain disruptions, increased logistics costs, and intensifying competition for consumer attention.

Technology integration and automation continue reshaping workforce requirements across the sector. Companies are increasingly investing in AI-powered customer service, automated fulfillment systems, and data analytics capabilities that reduce reliance on traditional staffing models.

Conclusion

Rakuten's workforce reduction represents a strategic adjustment to current market realities rather than a sign of fundamental business distress. The company remains well-positioned in Japan's digital economy with strong brand recognition and diversified revenue streams.

The layoffs should enable Rakuten to allocate resources more efficiently toward high-growth opportunities in fintech and mobile services while maintaining its competitive position in core e-commerce markets. Success will depend on the company's ability to execute its strategic vision while preserving customer satisfaction and employee morale during this transition period.