Singaporeans "e-shopaholics" now have another place to shop online – Rakuten has officially launched Rakuten.com.sg and is now taking order. Rakuten's model works like Qoo10 which is a market place for merchants to create their store and manage their own products - instead of operating their own ecommerce stores.
We can see that one big name is already inside, which is Toys R Us - http://www.rakuten.com.sg/shop/toysrus/ and a bunch of smaller retailers. Nothing much for now but it will soon build up.
It is a good platform for merchants to try on ecommerce and piggy-backing on Rakuten's marketing power (yet to be seen) but it will never beat having your own online store. Rakuten will definitely list all their nice features but in contrast - here are some issues a merchant may encounter: