On November 4, Chinese electric vehicle giant BYD officially announced its entry into Rakuten Ichiba, the e-commerce platform operated by Japan’s Rakuten Group. This marks the first time an automaker has opened an official store and sold vehicles directly on the platform. The move signifies BYD’s further expansion in the Japanese market and offers consumers a new and convenient channel to purchase vehicles online.
According to BYD Japan, four models are currently available for purchase on Rakuten Ichiba: the compact EV Dolphin, the mid-size sedan Seal, the SUV ATTO 3, and the Sea Lion 07. The upcoming plug-in hybrid Sea Lion 06, set to launch in December, will also be added to the online lineup in the near future. Customers can select models, colors, and configurations online and submit a purchase application. The information is then forwarded to BYD’s physical dealerships, which handle negotiations, contracts, and delivery.
Notably, this is the first time a complete vehicle manufacturer has sold cars directly through Rakuten Ichiba. BYD has also partnered with Rakuten to launch a limited-time point reward campaign, aiming to attract loyal Rakuten users and increase brand visibility and recognition.
BYD officially entered Japan’s passenger car market in 2023 and has since introduced several EV models, with cumulative sales surpassing 7,000 units. Although Japan’s EV adoption rate remains below 2%, and the market tends to favor domestic brands, BYD stated that it will pursue steady growth by combining online and offline strategies to continuously strengthen its brand influence.
Industry analysts view this move as not only an innovative sales approach for Japan’s auto market but also a reflection of the confidence and global expansion momentum of Chinese EV brands amid the worldwide transition toward electrification.
