#Asia Rakuten’s Rakuma goes all-out for Taiwan expansion, appoints country manager

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Rakuma is popular amongst women in the country, and the plan is to localise the user experience strategy and integrate the new service into Taiwan’s Rakuten Ichiba platform

Rakuma-

Rakuma, the mobile C2C marketplace from the house of Japanese e-commerce giant Rakuten, has appointed Jacob Chen as its Country Manager for Taiwan as part of its aggressive expansion plans.

Rakuma, launched in Taiwan last month, found it to be popular amongst women in the country. So, this appointment is an effort to better integrate the service into Taiwan and make sure it grabs some traction.

The initial plan is to localise the user experience strategy and integrate the new service into Taiwan’s Rakuten Ichiba platform.

“Rakuma has been extremely successful in Japan by emphasising user experience and buyer and seller interaction and we are committed to delivering at least the same level of user experience to our Taiwan customers,” said Chen.

Chen is originally from Taipei and has been part of Rakuten’s Global Marketing Team in Tokyo. For the past two years, he has been in charge of localising Rakuten services in Southeast Asia and Europe.

After the Taiwan expansion, the Southeast Asian tech community can keep an eye on whether or not Rakuma comes to the region. As part of Rakuten’s Vision2020 plan, Rakuten shut down its e-commerce platforms in Indonesia, Malaysia and Singapore and also sold Thailand’s Tarad.com.

However, the plan explicitly says it will aim Rakuma towards Southeast Asia which, if taken off, would directly compete with Garena’s Shopee and Carousell (which is an investee of Rakuten).

Takafumi Inoue the Head of Rakuma said, “Taiwan is Rakuma’s first new market entry outside Japan and with Jacob Chen’s appointment as country manager we are excited about the potential for further growth in Taiwan’s dynamic Consumer-to-Consumer mobile market.”

The C2C marketplace currently features kids and baby products, ladies fashion, digital products and home & décor items.

Image Credit: Facebook

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