What changes on October 1, 2025 for donations via portals?

Portal sites will no longer award points on hometown tax donations from October 1, 2025, following a June 2024 ministry notice. Rakuten Marketplace has updated its rules to comply. Standard retail orders follow platform policies, but donation transactions handled by portals will not earn points once the rule takes effect.

Are 2025 tax deduction e-certificates available now on Rakuten?

Yes. Donors can obtain e-certificates for 2025 donations on Rakuten’s hometown tax portal. These digital receipts support deduction claims during the 2026 tax season. Japan’s filing window runs from February 16 to March 16, 2026, so saving and organizing certificates early helps avoid delays.

How might this affect Rakuten Marketplace traffic and GMV?

Donation-led traffic may soften once points stop, which could reduce cross-sell into retail categories. Rakuten Marketplace can offset this by improving offers, content placement, and retargeting. Watch donation conversion, retail GMV, take rate, and loyalty expense disclosures for signs that engagement and monetization remain healthy.

What should merchants adjust ahead of the rule change?

Merchants can test coupons, bundles, and free shipping to keep conversion strong without relying on donation points. They should align with Rakuten Marketplace on audience retargeting from donation pages, track attribution closely, and shift budgets toward performance campaigns that deliver clear lift in traffic quality and order value.

When is Japan’s 2026 tax filing window, and why does it matter?

Japan’s 2026 filing window is February 16 to March 16. Donors use this period to file and claim deductions with e-certificates from 2025 donations. Clear reminders, easy certificate access, and receipt accuracy can reduce drop-offs in the donation funnel and support steady engagement on Rakuten Marketplace.

Global Market Insights

Rakuten Marketplace, January 13: Hometown Tax Points Ban Looms

ByDanny Kontos January 13, 2026January 13, 2026

Rakuten Marketplace is adjusting its loyalty rules after a June 2024 ministry notice banned portal-awarded points on hometown tax donations from October 1, 2025. Rakuten has confirmed the change and outlined updated rules. Donors can already obtain 2025 e-certificates for deductions, with Japan’s 2026 filing window set for February 16 to March 16. We assess how Rakuten Marketplace could see near-term traffic, conversion, and GMV shifts on its donation portal and the broader effects on engagement and cross-sell across the platform.