Rakuten generates revenue through multiple diversified business models. Its primary e-commerce division earns money via marketplace transaction fees, advertising, and merchant-side marketing support services. The fintech division captures revenue through interest income, credit card transaction fees, brokerage service commissions, and payment processing fees. Additionally, the telecommunications arm earns recurring subscription revenue from mobile plans. Finally, the rewards portal business operates on an affiliate marketing model, earning performance-based commissions from retail partners when users complete purchases, which serves as a consistent source of top-line revenue across its global operations.