Japanese retailer Rakuten is eyeing beauty, fashion and lifestyle blog PopSugar as its next acquisition target with a price tag of $580 million. Reportedly, PopSugar has been shopping itself for the past few months and receives 41 million unique visitors per month.

In L2’s Japan Beauty study, Rakuten dominates e-commerce. It owns 28% of internet retail, trailed by Amazon which owns 26%. Brands distribute on average a higher number of listings on Rakuten relative to Yahoo! Shopping and Amazon.co.jp.

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Furthermore, brands in L2’s Japan Beauty Index have invested in visibility on Rakuten at a higher proportion compared to Amazon.co.jp and Yahoo! Shopping. 79% of brands appear in first-page search results on Rakuten vs. 59% on Amazon.co.jp and 56% on Yahoo! Shopping.

japan-beauty-2014-e-tailer-long-tail-search-visibilityWhile Rakuten is based in and focused on Japan, it ships internationally. The PopSugar acquisition might indicate that it is looking to expand to U.S. and other global markets.

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