Advantage Partners has entered into a strategic partnership with Rakuten Holdings to enhance its growth through targeted investments and operational support in the BtoB e-commerce and financial services sectors.

Target Information

Advantage Partners, Inc. has announced that its AA Growth Support Fund will invest through a special purpose vehicle in a non-guaranteed convertible bond with stock acquisition rights issued by Rakuten Holdings, Inc. (hereinafter referred to as 'Rakuten HD'). In addition to this investment, the company will enter into a business partnership to support Rakuten HD in planning and executing various strategies for its future growth.

Rakuten HD operates under the corporate philosophy of 'making corporate activities efficient and convenient.' It is a pioneer in the BtoB marketplace focusing on apparel and miscellaneous goods, offering e-commerce services as well as financial services, including payment processing and accounts receivable guarantees. Recently, the company has set forth its long-term vision under the 'Rakuten BtoB Network Initiative,' aiming to provide services that enable even small new companies to conduct secure and convenient transactions while enhancing the efficiency and convenience of group customer business activities.

Industry Overview

The BtoB e-commerce market in Japan is experiencing significant growth, driven by the increasing demand for digital transformation among businesses. Companies are seeking more efficient ways to manage their supply