The short answer
Rakuten Ichiba is a merchant-store model strong in its points economy and loyal customers. Store setup and Super Sale/points planning drive sales.
Unlike Amazon, on Rakuten the store runs its own brand page and customer relationship. Store design, product pages, and review management directly affect conversion.
Rakuten points and Super Sale are core levers for lifting purchases. Plan coupons and points multipliers around the sale cycle.
Combine internal search exposure with RPP ads. Localizing product names and attribute data into Japanese improves both visibility and conversion.