Business Profile

Online Shopping

Rakuten

Headquarters

BBB Accredited Business A+Rated by BBB

Important information

Customer Complaint:
BBB’s profile for Rakuten was created in May 2000. A review of complaints was completed in March 2025. Complaints on file state concerns of delays in receiving Cash Back.

Consumers are encouraged to visit Getting Paid and Rakuten Terms & Conditions (please see 7. Programs)

Complaints

This profile includes complaints for Rakuten's headquarters and its corporate-owned locations. To view all corporate locations, see

Customer Complaints Summary

2,029 total complaints in the last 3 years.
712 complaints closed in the last 12 months.

If you've experienced an issue

Submit a Complaint

The complaint text that is displayed might not represent all complaints filed with BBB. Some consumers may elect to not publish the details of their complaints, some complaints may not meet BBB's standards for publication, or BBB may display a portion of complaints when a high volume is received for a particular business.

Initial Complaint
Date:12/07/2022
Type:Delivery Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
On 11/24/2022, using the Rakuten app, I ordered a new console from GameStop because I could get (as I remember) up to 12% cash back. I ordered item online and picked up in store the next day. After reaching out to Rakuten and amount of close to $50 was added to my "Cash Back Balance." A few days later I saw $ was removed and I reached out to Rakuten. They answered and asked me to provide proof of purchase, etc. I did submit and NEVER heard from them again! I have sent up to 5 emails through their website to atleast get SOME sort of answer and NEVER get a response.
Business Response
Date: 12/08/2022
Hello ******,

Sorry for the delay. We are experiencing high volume during this peak shopping season. Your account has been updated to reflect your purchase with GameStop. Please reach out to us if you need any further assistance.

Thank you.
Customer Answer
Date: 12/08/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

*********************************
Initial Complaint
Date:12/06/2022
Type:Customer Service Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
Rakuten paid out a referral bonus of $40 then took it away. I believe this is now a pattern of fraudulent activity in which they have been able to continue.
Business Response
Date: 12/07/2022
Hello ****,
We reached out to you by email to consolidate your multiple accounts. Please keep in mind that each member is allowed one account, must pay for their own purchases, and receive their own payments to be eligible for the bonus programs. Please reply back to us, so that we can resolve this matter for you.

Thank you.
Customer Answer
Date: 12/07/2022

Complaint: 18535610

I am rejecting this response because: the account irotman noted in the email is not me. I have read the terms and conditions and this account meets all criteria. I am requesting all the money to be returned.

Sincerely,

*********************
Business Response
Date: 12/08/2022
Hello ****,

The referral program is intended to drive new member sign-*** for individuals that are managing their own accounts and placing their own orders with their own method of payment. You can view the terms of our referral program here:
https://www.rakuten.com/help/article/referral-program-terms-360002101348

We can leave the irotman account separate from yours if you wish, but it will not qualifying for our bonus programs. Please reply back to our email to let us know how you wish to proceed.

Thank you.
Customer Answer
Date: 12/08/2022

Complaint: 18535610

I am rejecting this response because:

Your terms and conditions state: "While we love them, too, pets and children do not qualify, not do referrals to friends or housemates who do not do their own shopping via their own account on Rakuten.com". irotman doesn't meet that criteria and certainly does her own shopping. Again, please elaborate on how you state that account doesn't qualify and please..please...please. states facts from your terms and conditions. I eagerly wait your response.

Sincerely,

*********************
Initial Complaint
Date:12/06/2022
Type:Product Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
I made an online purchase on 11/25/22 subtotaling $47.60 (since I received a price adjustment from Macys after price went lower on the original subtotal of $49.98) for TWO identical ************ sweaters ( just different color/size but each cost same) on Macys.com. I received cash back (15%) for ONE sweater only. I wrote Rakuten regarding my missing cash back for the full order subtotal, not for just the one item that happened to ship separately due to availability. I received an email on 12/3 from ******** after several failed attempts to get a response by others and she said Id get the cash back within 24 hrs. It is now 12/6 and still no cash back for my full order, just for the one item. Ive since written at least 5 more times and now I am brazenly getting ignored. Furthermore, there is no valid telephone number to get a live person anymore. What a shame this company making money on hundreds of thousands affiliate companies and they now ignore. Im frustrated because I made a valid purchase, submitted my order details which were requested and Ive since had my items delivered, why cant Rakuten confirm this with Macys. This is appalling that I am chasing this company down when they can easily confirm my legitimate purchase with *****.
Business Response
Date: 12/07/2022
Hello Ladys,
Sorry for the delay in getting back to you during the peak shopping season with high volume. Your account was updated to reflect the correct subtotal for your purchase with ******.
Please be aware Cash Back typically cannot be earned when price adjustments are made, as noted under the Cash Back Terms for ****** here: https://www.rakuten.com/macys.com

Thank you.
Customer Answer
Date: 12/07/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me. In all fairness to Rakuten, I reported them in haste as I was unaware that they do not at this time have any customer service personnel that can be reached by telephone and/or live chat. Apparently, as they informed me, they are slow to respond due to the influx of emails and queries received during this busy holiday season. I am very appreciative of their effort to get back to me and resolved my delayed cash back.

Sincerely,

Ladys ******
Initial Complaint
Date:12/05/2022
Type:Service or Repair Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
On Cyber Monday 11/28, Rakuten was running 20% cash back on Lululemon Studio which is a fitness mirror. I decided to make the large purchase, $804 because of the great cash back incentive. I completed the purchase through the app and didnt use any other promo codes or do anything else to invalidate the cash back. The cash back never showed up so I filed a missing cash back form. They responded fairly quickly and I sent proof of my order, including a screen shot of the completed order inside the Rakuten app with the 20% cash back showing at the top. I received a response from ******** who said my order didnt qualify and gave examples of why sometimes orders dont qualify. None of the examples fit my purchase and she didnt give an actual reason, only examples. I bought the mirror, none of the accessories for which the cash back wouldnt have applied. For the past week *** repeatedly tried to get another response and they dont respond. I feel completely scammed and that the 20% cash back advertised was a complete bait and switch ploy.
Business Response
Date: 12/07/2022
Hello *******,

Although Lululemon Studio denied our request for credit, we updated your account to reflect this purchase as courtesy. Please let us know if you need any further assistance.

Thank you.
Customer Answer
Date: 12/07/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

***********************
Initial Complaint
Date:12/05/2022
Type:Delivery Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
Made purchase via Rakuten. Per the website Macys did not pay the cash back. I spent over $500 (see below receipt) I did everything I was supposed to do and did not get cash back. I wrote to Rakuten with receipts and still nothing. I want the cash back owed to me as I did everything I was supposed to do. This is false advertising.Rakuten Website 11/11/22******2547438986$534.52$0.00 ****** did not provide Cash Back for this purchase.Still need help?***** receipt Hi ******************, Thanks for your order! We'll send you more details as soon as it's processed. Get ready for something great.Order #: 2547438986Order date: 11/11/2022Payment Method: Star Money ****** **************** Processing Parisian Pet I Love Mommy Dog T-shirt $12.59 Qty: 1 ************** Gray ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/16/2022 fabdog Floppy Camel Pet Toy, Large $14.00 Qty: 1 Color: Brown ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 ********** Women's Off-The-Shoulder Top, Created for ****** Last Act $12.64 Qty: 1 ************** Bright White ***** TOP Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Last Act items are final sale, no returns allowed. ********** Women's Off-The-Shoulder Top, Created for ****** Last Act $11.03 Qty: 1 ************** Dry Grass ***** TOP Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Last Act items are final sale, no returns allowed. ********** Women's Printed Embroidered Tassel-Tie Top, Created for ****** Last Act $8.86 Qty: 1 ************** White Sound Wave ***** TOP Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Last Act items are final sale, no returns allowed. *********** Celtic Knot Rope Dog Toy $9.10 Qty: 1 Color: Other ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Parisian Pet Santa Claus Dog ******* $12.59 Qty: 1 Size: XXL Color: Red ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/16/2022 Fringe Studio I Get Kick Out of You 3-Pc. Dog Toy Set Last Act $6.43 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Last Act items are final sale, no returns allowed. *********** Heart Rainbow Rope Dog Toy $11.20 Qty: 1 Color: Other ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Bocce's Bakery Ghost Bites Biscuits Dog Treats $3.85 Qty: 1 Size: 5 oz Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Tahari Women's Faux-Leather-Trim Belted Wrap Coat $151.99 Qty: 1 Size: XL Color: Black ***** COAT Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 **** spade new york ******** Pebbled Leather Tote $149.00 Qty: 1 Color: Grenache ***** HANDBAG Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Parisian Pet Dog Raincoat $24.49 Qty: 1 Size: XXL Color: Orange ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/16/2022 Fringe Studio Dashin' Through Merlot Squeaky Pet Toy $7.70 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Fringe Studio Deck the Halls Squeaky Drink Dog Toy $7.70 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 fabdog Floppy ****** Pet Toy, Large $14.00 Qty: 1 Color: Black ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Bocce's Bakery 25 Day Advent Calendar Dog Treats $12.95 Qty: 2 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Bocce's Bakery Fireside Apple Pie Dog Treats $4.55 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Bocce's Bakery Campfire S'mores Dog Treats $4.55 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Bocce's Bakery Good Hair Dog Treats $4.55 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Bocce's Bakery PB Banana Chip Dog Treats $4.55 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 fabdog Floppy Llama Pet Toy, Large $14.00 Qty: 1 Color: Beige Khak ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 fabdog Reindeer Floppy Dog Toy, Large $14.70 Qty: 1 Color: Brown ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Fringe Studio Sloth on a Plush and Rope Dog Toy $9.10 Qty: 1 Color: No Color ***** PET Shipment ***** FREE Standard Shipping Estimated ship date: 11/15/2022 Pending points for this order: ***** Current points: 324 Points until next reward:676 Star Money redeemed:-$10.00 Star Rewards | ****************** Subtotal$539.07ShippingFreeSales tax$45.19Star Money -$10.00 Total$574.26Please note:You can make changes to most orders up to 30 minutes after theyve been placed.See Details Billing address:*************************** ******************************************************** Shipping address:************************* ************************************************************* Shipping method:Standard Shipping till did not get the cash back owed
Business Response
Date: 12/07/2022
Hello ********,
Although we have yet to receive credit from ******, we went ahead and updated your account to reflect this purchase. You can view the Cash Back in your account at this time. Please let us know if you need any further assistance.

Thank you.
Initial Complaint
Date:12/05/2022
Type:Product Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
On 11/28, Rakuten was offering 10% cashback if you used their app/site to shop at Academy ****************** I made two purchases, using their app/site, on this day. Academy ***************** had to cancel our first order, so we made a second order. Both orders are verified purchases with shopping numbers in my account with Rakuten. The subtotal was $799.99. I should have received $179.99 from Rakuten. I received a confirmation email from Rakuten on 11/28 stating my shopping trip was a success. As of yesterday, we have picked up our order from Academy Sports. I have tried to submit a "self help" claim on Rakuten's website and I continuously get an error message. When I use their chat feature it shows that both shopping trips with Academy ***************** are for $0.00, which is incorrect.
Business Response
Date: 12/06/2022
Hello ******,

Although we have yet to receive credit from Academy Sports & Outdoors, your account has been updated to reflect this purchase.

If an order is missing from your account again in the future, please be aware that we may need to investigate the order with the store. It can take up to 45 days to reach a resolution. Your patience and understanding in this matter is appreciated.

If you need any further assistance, you can reach out to us here: https://www.rakuten.com/help or here: https://www.rakuten.com/help/other-questions

Thank you.
Customer Answer
Date: 12/06/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

*******************************
Initial Complaint
Date:12/05/2022
Type:Delivery Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
I placed an order through Rakuten on 10/30/22 for $580.24 with Viator, booking #**********. On 10/31/22, I received an email from Rakuten stating I earned $46.42 from this purchase and will receive the reward 21 days after travel which was 11/4/22. I have not received my reward.I sent Rakuten an email about my missing credit on 11/26/22. Received an auto reply from them asking for confirmation. I emailed back confirmation same day.11/29/22 - no response, from Rakuten; I sent follow up email 12/1/22 - no response from Rakuten; I sent another follow up email.I have received no communication from Rakuten as of 12/5/22.I complied with the terms of the purchase and want the $46.42 credited to my account.
Business Response
Date: 12/06/2022
Hello *******,

Sorry for the delay during the peak shopping season. Rakuten has yet to receive credit for this Viator - A ******************* order, but we went ahead and added the Cash Back for this purchase to your account.
Please let us know if you need any further assistance.

Thank you.
Customer Answer
Date: 12/07/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

*************************
Initial Complaint
Date:12/05/2022
Type:Delivery Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
On 11/28/2022, I logged into Rakuten, and then Contacts Direct to place an order. The subtotal for my order was $527.92. Rakuten shows I will receive 15% cash back, or $79.19. On 11/29/2022, I did not see the cash back in my Rakuten account, so I contacted the Help Desk. I received the following reply:We're currently waiting for ContactsDirect to confirm your purchase with us before we add Cash Back to your account. We'll reach out to ContactsDirect directly to get this resolved for you. Most stores get back to us in about 10 business days, but some stores may take up to 45 days...Rest assured we're doing everything we can and will send you an update as soon as we have one!On December 2, 2022, I received the following email:We are unable to add Cash Back to your account for the order from ContactsDirect. When we investigated this order, we found that the order did not qualify for Cash Back.Here are a few examples of why this happens: If you used a coupon or promo code that is not found on Rakuten but found on another site, that site will be credited for that order. If you returned, cancelled, or exchanged your merchandise or reservation, the order will not qualify for Cash Back If you purchased any excluded items as outlined on our store page under Exclusions or Special Terms. If you visit any other site during your shopping trip (especially other sites that offer rewards, coupons, or discounts), that site will be credited for that order. If you have a toolbar, plug-in, add-on, etc. installed on your browser (especially for other sites that offer rewards, coupons, or discounts), that site will be credited for that order. If you have a content blocker or tracking protection enabled on your browser, then your order cannot be tracked back to Rakuten and you will not be able to earn Cash Back.None of these instances apply to my order!
Business Response
Date: 12/06/2022
Hello ********,

As a courtesy to a valued member, your account has been updated to reflect this purchase with ContactsDirect.
Please keep in mind, Cash Back is awarded on the net purchase amount. The net subtotal amount excludes such things as taxes, fees, tips, shipping, gift-wrapping, discounts or credits, returns or cancellations, insurance, and extended warranties.

Thank you.
Customer Answer
Date: 12/06/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

*****************************
Initial Complaint
Date:12/03/2022
Type:Product Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
Activated the Rakuten Cash Back Button for 15% back on JBL.com on 11/25/22 with shopping trip number ********** for a subtotal purchase of $719.97 and haven't received cash back to this date (12/3/22) even though on their terms page for JBL.com it says I should receive cash back the next day. I have submitted two separate support tickets (one on 11/26/22 and another one on 11/30) and have had zero response from Rakuten. There are no exclusions on terms (per screenshot) and I have already received cash back for a previous purchase from JBL.com from Rakuten.com (shopping trip **********) previously so I know everything is working correctly with my account.I'm simply asking Rakuten.com to honor their terms and to receive Cash Back of 15% for $719.97 equaling $108.Thank you!
Business Response
Date: 12/05/2022
Hello ****,

Rakuten has yet to receive credit for this JBL order, but we went ahead and added the Cash Back for this purchase to your account. Please let us know if you need any further assistance.

Thank you.
Customer Answer
Date: 12/05/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

*********************
Initial Complaint
Date:12/03/2022
Type:Service or Repair Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
I made a VERY large purchase going through Rakutens website as they were offering a 12% back. I used PayPal to pay for my purchase. There were no exclusions. I did not use a promo code nor did I have a coupon. They did not give me a clear explanation as to why. I feel they just want to not give it to me because it was $51 and change. Ive included a photo of my purchase on the exact date and time shown that I was on Rakuten.
Business Response
Date: 12/05/2022
Hi ******,

When we looked into this order, we found that the order was not attributed to the Rakuten link. However, as a courtesy we have updated your account with Cash Back for this order.
Please visit the following link for reasons orders can be deemed ineligible: https://www.rakuten.com/help/article/why-didn-t-i-earn-cash-back-360036367393

Thank you.
Customer Answer
Date: 12/05/2022
Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

***********************

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