AI for international expansion: How Rakuten enables retailers to conquer new European markets without operational complexity?
In September 2025, Rakuten France open its marketplace to Spain in record time.
Where such a project could have taken years, AI has accelerated this internationalization while ensuring a very high-level customer experience. A few months later, Rakuten expanded into several other strategic European countries.
The success of the marketplace launch in Europe illustrates how the scalable and replicable platform developed by Rakuten, combined with automatic catalog translation, allows merchants to expand internationally without operational complexity. Catalog integration and adaptation, multi-country distribution, commercial performance: discover how Rakuten enables retailers to quickly access multiple European markets, with concrete results from the very first major commercial events, such as Black Friday.
Matthieu Denime
Matthieu Denime joined Rakuten France in January 2012 and has since built an impressive 14-year career within the company.
Starting as an E-commerce Consultant High Tech Manager, he quickly climbed the ranks, becoming Head of E-commerce Consultant. His expertise then led him to the position of Commercial Director, where he took charge of the company's sales strategy.
Today, Matthieu Denime holds the strategic position of VP of Sales and New Business, demonstrating his leadership and ability to innovate and develop new opportunities for Rakuten France. His journey illustrates a continuous ascent and deep commitment within the company.
