Rakuten to Allow XRP to Be Used as Payment Method by Its 44 Million Customers

Why It Matters

Embedding XRP in Rakuten’s massive loyalty and payment network gives Ripple a real‑world retail use‑case and could accelerate mainstream crypto adoption in Japan’s regulated market.

Key Takeaways

• 44 million Rakuten users can now spend XRP at 5 million merchants
• XRP can be bought with Rakuten Points, tying $23 billion of loyalty value
• Spot‑trading of XRP is built into the Rakuten Pay app
• Integration follows Rakuten’s support for Bitcoin, Ether, and Bitcoin Cash

Pulse Analysis

Rakuten’s latest rollout adds XRP to its Rakuten Pay platform, instantly giving its 44 million customers the ability to spend Ripple’s token at more than 5 million merchant locations across Japan. The integration also lets users purchase XRP directly with Rakuten Points, converting a portion of the roughly $23 billion worth of points in circulation into a tradable digital asset. By embedding XRP into one of the country’s largest loyalty ecosystems, Rakuten creates a seamless bridge between traditional reward programs and blockchain‑based payments. The feature is set to launch on April 15, aligning with Rakuten’s broader push into fintech services.

For Ripple, the partnership represents a tangible use‑case that could drive on‑chain volume and reinforce XRP’s positioning as a bridge currency for retail transactions. Japan’s relatively clear regulatory framework for cryptocurrencies, combined with Rakuten’s reputation for compliance, reduces operational risk and may encourage other Japanese firms to follow suit. Analysts estimate that even a modest uptake—say 1 % of the $23 billion point pool—could generate several hundred million dollars in XRP turnover, bolstering liquidity on major exchanges. Such activity could also improve XRP’s market perception, potentially narrowing the price gap with Bitcoin and Ether.

The move also signals a broader shift where loyalty points are being tokenized, offering consumers a more liquid and versatile reward medium. Retailers worldwide are watching Japan’s experiment, as tokenized points could unlock new revenue streams and cross‑brand collaborations. However, success will depend on user education, seamless UX, and the ability to manage price volatility without eroding the perceived value of traditional points. Early adopters will likely benefit from promotional incentives, further accelerating transaction frequency. If Rakuten can deliver a frictionless experience, it may set a template for the next generation of digital‑payment ecosystems.