What is Rakuten and what is it used for?

Rakuten is a global eCommerce and affiliate marketing platform that connects consumers, brands, and affiliates. It allows users to earn cashback, promote products, and increase sales through a trusted network.

How does Rakuten benefit shoppers?

Rakuten provides shoppers with cashback rewards, exclusive deals, and discounts when they purchase products through the platform. This encourages savings and loyalty while shopping online.

How does Rakuten work for affiliates and marketers?

Affiliates can join Rakuten’s network to promote products from various brands and earn commissions on sales. The platform provides tracking, reporting, and marketing tools to optimize campaigns effectively.

Is Rakuten beginner-friendly?

Yes, Rakuten is beginner-friendly for both shoppers and affiliates. Shoppers can easily access deals through the website or browser extension, and new affiliates can register and start promoting products without technical hurdles.

Who should use Rakuten and what benefits does it offer?

Rakuten is ideal for online shoppers, affiliates, marketers, and eCommerce businesses. It helps users save money, monetize content, expand brand reach, and leverage a trusted platform for commerce and marketing activities.

Reviewed · Updated 2026-06-19

Rakuten

Rakuten (formerly Ebates) is a leading cashback and rewards program that allows users to earn money back on purchases made at thousands of online and select in-store retailers.

Reviewed by the Conversion Gems editorial team · 2026-06-19

Try Rakuten

Pricing

Free

Best for

Rakuten is designed for frequent online shoppers and consumers seeking to maximize savings and earn rewards on their everyday purchases without requiring significant effort

Community ratings

4.3/ 5 aggregate · across 1 source

4.390+ reviews

Third-party ratings shown verbatim; aggregate weighted by review volume.

What it really is

Rakuten — free cashback and rewards portal for online and in-store shopping.

Our take

Rakuten (formerly Ebates) is a legitimate, widely-used cashback platform — not merely a browser extension as the DB category suggests. Members earn cashback at 3,500+ partner stores by shopping through Rakuten's website, mobile app, or browser extension; the portal shares affiliate commissions back with shoppers. Pricing is correctly listed as free — there are no paid tiers whatsoever.

Why we rate it

Rakuten has paid out over $4.6 billion in cashback to 17+ million members. The install-and-forget browser extension means savings happen automatically — no manual coupon hunting required. The addition of Amex and Bilt point redemption options adds genuine value for travel rewards enthusiasts beyond raw cash.

The catch

Quarterly-only payouts mean you wait up to three months for your money; some retailers have category exclusions or lower-than-advertised rates, and TopCashback frequently beats Rakuten's rates on the same merchants.

Best for

Frequent online shoppers seeking passive, zero-effort cashback

Travel rewards collectors who want Amex or Bilt point redemptions

Shoppers at major retailers (Macy's, Sephora, Nike, etc.) in Rakuten's 3,500+ store network

Not good for

Grocery or receipt-scanning cashback (Ibotta is far stronger here)

Shoppers who want on-demand, instant payouts rather than quarterly disbursements

Power users chasing maximum rates — TopCashback consistently offers higher percentages

Friction report

Time to value

Fast: install the browser extension in under 2 minutes, create a free account, and the extension auto-activates cashback on your next eligible purchase.

Scale breakpoint

No meaningful scale breakpoint — Rakuten is rate-limited by retailer participation and category exclusions, not by user volume or tier.

Walled garden

Low: cashback pays out as real cash (check or PayPal) with no lock-in. Amex/Bilt redemptions require those card programs, but cash options are always available.

A look inside

Frequently Asked Questions

Alternatives

Step up

TopCashback for consistently higher cashback rates at the same retailers.

Lighter alternative

Capital One Shopping browser extension for a simpler, coupon-focused alternative with no payout threshold.

Ready to try Rakuten?

Opens the official site — we may earn a commission if you sign up.