rakuten.com website review

Not measured in this review.

• Fails Core Web Vitals for real visitors

  Real Chrome users on phones do not pass Google's Core Web Vitals on your site (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

• Real-user LCP: 2.5 s

  2.5 s

  Real visitors wait 2.5 s for the largest content to appear (75th percentile). Good is under 2.5 s.

• Real-user INP: 282 ms

  282 ms

  Real visitors wait 282 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

• Real-user CLS: 0.11

  0.11

  For real visitors the layout shifts by 0.11 (75th percentile). Good is under 0.1.

• Tap response (INP) got 24% slower for real visitors

  +24%

  Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 218 ms to 275 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

• Largest content (LCP) got 20% slower for real visitors

  +20%

  Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 2.1 s to 2.5 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

• Real-user FCP: 1.9 s

  1.9 s

  Real visitors see the first content after 1.9 s (75th percentile). Good is under 1.8 s.

• Real-user TTFB: 1.5 s

  1.5 s

  Real visitors wait 1.5 s for your server to start answering (75th percentile). Good is under 800 ms.

• 1 image far larger than shown

  20 KiB

  1 image is downloaded at several times the size a phone draws it, for example lifestyle-image-online.jpg at 940 px wide, shown at 252 px. Resized copies would save about 20 KiB.

  Elements (1)

• 1 image in older formats

  1 image (57 KiB) is JPEG, PNG or GIF. The same pictures as WebP or AVIF are usually much smaller at the same quality, and every current browser shows them.

  Elements (1)

• About 0.5 g of CO₂ per visit

  0.46 g

  By the Sustainable Web Design model, a visit to your homepage emits about 0.46 g of CO₂e: 55.3 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

• Hidden but focusable

  1 element hidden from screen readers can still receive keyboard focus.

  Elements (1)

• <html> element must have a lang attribute (1 element)

  <html> element must have a lang attribute: 1 element on the page fails this check, rated serious by axe-core.

  Elements (1)

• Links look like plain text

  1 link inside paragraphs relies on colour alone to stand out.

  Elements (1)

• All page content should be contained by landmarks (27 elements)

  All page content should be contained by landmarks: 27 elements on the page fail this check, rated moderate by axe-core.

  Elements (3)

• No main landmark

  The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

  Elements (1)

• Zoom is disabled

  The viewport tag blocks pinch-zoom, which low-vision visitors rely on.

  Elements (1)

• 1 form field without a label

  1 form field has no label, so screen readers announce an empty box and autofill guesses.

• No page language

  The <html> element has no lang attribute, so screen readers may read the page in the wrong voice and accent.

  View source

• 140 internal links, 31 external

  The homepage links to 140 pages on rakuten.com and 31 external pages.

• No Organization structured data

  There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.

  View source

• No llms.txt

  There is no https://www.rakuten.com/llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

• 11 linked pages hidden from search

  https://www.rakuten.com/apple_4289-xfas, https://www.rakuten.com/temu_21176-xfas, https://www.rakuten.com/macys_8333-xfas, https://www.rakuten.com/target_5246-xfas, https://www.rakuten.com/ultabeauty_4207-xfas and https://www.rakuten.com/bestbuy_4767-xfas and 5 others are marked noindex but linked from your homepage. If they are meant to be found, remove the noindex.

  Elements (8)

• 14 pages share 2 titles

  /, https://www.rakuten.com/apple_4289-xfas, https://www.rakuten.com/temu_21176-xfas, https://www.rakuten.com/macys_8333-xfas, https://www.rakuten.com/target_5246-xfas and https://www.rakuten.com/ultabeauty_4207-xfas and 6 others all use the title “Coupons, Promo Codes & Cash Back | Rakuten”, and 1 other title repeat too. Search engines can't tell which page to show for a search, so each competes with the others.

  Elements (8)

• 13 pages share a meta description

  https://www.rakuten.com/extension and https://www.rakuten.com/mobile use the same meta description. A description written for each page earns more clicks.

• 1 link to non-canonical URLs

  Your homepage links to 1 page by a URL that isn't its canonical one, for example https://www.rakuten.com/amazon.htm, whose canonical is https://www.rakuten.com/shop/amazon. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

  Elements (1)

• 13 pages without an H1

  https://www.rakuten.com/extension, https://www.rakuten.com/mobile, https://www.rakuten.com/apple_4289-xfas, https://www.rakuten.com/temu_21176-xfas, https://www.rakuten.com/macys_8333-xfas and https://www.rakuten.com/target_5246-xfas and 7 others have no <h1> headline, so visitors and search engines get no clear main topic.

• 15 internal pages checked

  We fetched 15 pages linked from your homepage (of 88 found) and read each the way a search engine does.

• 2 JavaScript errors while loading

  2 errors were logged to the browser console while the page loaded, for example “Access to XMLHttpRequest at 'https://static.rakuten.com/assets/ac/_next/static/css/ee629d30129a87df.css' from origin 'h…”.

• No direct contact details

  No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

• No form on the homepage

  There is no form on the homepage, so every lead has to click through to another page first.

• No risk reducer

  No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

• About 982 words of copy

  The homepage carries about 982 words of visible text.

• 2 trackers load before any consent

  2

  Before a visitor clicks anything, the page loads Google Analytics and Meta Pixel (measured from a US location before any click). No consent tool was detected. Visitors from the EU, UK and several US states must be asked first.

• 22 cookies set on arrival

  22

  Opening the homepage sets 22 cookies (measured from a US location before any click).

• No consent tool detected

  No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

• 7 other companies contacted

  Loading the homepage contacts 7 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.