What Is Rakuten Shopping Marathon? How Shop-Hopping Gets You Up to 10x Points (2026)

The Shopping Marathon explained in 30 seconds

The name "Shopping Marathon" (お買い物マラソン) can sound intimidating, but there's really only one thing to do: spend at least ¥1,000 (tax included) at each of several different shops on Rakuten Ichiba. The more shops you buy from, the higher your points multiplier. That's the whole system. The "marathon" name comes from the idea of visiting shop after shop on the way to the finish line (completing your shop-hopping, or 買いまわり).

The event looks complicated because several very different things are running at the same time: the multiplier, coupons, the Rakuma bonus, SPU and the point cap. Once you separate out what each one does, there's very little to get confused about. In this article we'll follow how things actually play out: first, the exact multiplier math, then how to shop by working backward from the cap, how to time coupons released right after the start, and finally Rakuma and SPU as separate lanes.

Your multiplier depends on the number of shops: getting the math right

If you go by gut feeling with the shop-hopping multiplier, you'll lose out. The rules are simple, so make sure you get this part exactly right.

The table makes two common misunderstandings clear.

First, of the "up to 10x," only 9x is added later as a bonus. The 1x (1%) you get on every normal purchase comes even without shop-hopping, so it isn't part of the shop-hopping bonus. If you see "up to 10x" in an ad and assume you'll get a full 10% back later, your numbers will be off.

Second, the multiplier tops out at 10x even if you buy from 11 or more shops. Adding "just one more shop" does nothing once you pass 10. Aim for 10 shops; anything beyond that is shopping just for the multiplier.

Let's also check the finer rules. The condition is ¥1,000 (tax included) or more per shop, judged on the amount after coupons, excluding shipping. Buying twice at the same shop is combined and still counts as one shop, so to raise your count you need to buy from different shops. The order you visit shops in doesn't matter.

Check before you buy whether an order will count as one shop

The most common stumble in shop-hopping isn't misreading a price. It's "I bought it, but it didn't count toward my shop total." Like buying an appliance without measuring and finding it doesn't fit, this is the kind of mistake you can almost always prevent by checking in advance. You've already seen the multiplier formula, but keep in mind that the "number of shops" plugged into it isn't the number you counted. It's the number of orders that meet the campaign's conditions.

The threshold is judged after subtracting what?

To qualify for shop-hopping, your purchase at one shop has to exceed a certain amount. What's easy to miss is that the amount being judged isn't your total payment. Generally it's based on the item price alone, excluding extras like shipping, gift wrapping, noshi paper and cash-on-delivery fees. So your total may be over the line with shipping included while the items themselves fall short.

Coupons are another tricky part. Applying a shop coupon or a limited-time coupon naturally lowers the item price. Since the threshold is generally judged on the discounted amount, using a coupon can occasionally knock an order out of the count. It's especially risky when you stack a large coupon on a purchase that's right at the line.

• In the cart, check the item subtotal excluding shipping and fees
• Check again that the subtotal after coupons hasn't dropped below the line
• How points used as payment are treated varies by campaign, so check the "eligible purchases" (対象となるお買い物) section of the terms
• If you're right at the line, adding one more item from the same shop for some margin is the safer bet

"Different" shops that are the same, and the "same company" that's different shops

Shops are counted per shop within the mall, not per operating company. This is where intuition fails. Even for the same brand, the official shop and a select shop carrying that brand are separate shops, so each counts as one. On the other hand, different product pages in the same shop, or splitting your order into two, still count as one shop. Buying twice at the same shop doesn't make two shops.

The easy way to tell is to look at the shop name shown at the top of the product page or in your cart. The cart is divided into blocks by shop, so the number of blocks is a good guide to how many shops will count. Get into the habit of counting the blocks when you open your cart, and you'll avoid a lot of duplicate buying based on wrong assumptions.

Types of orders that often fall outside shop-hopping

Depending on the product type or order format, some purchases aren't eligible at all. Conditions change each round so we can't say for sure, but these are the kinds of orders to watch out for.

It's safer not to assume this is the same every time. "It counted last time, so it will this time" is exactly where people slip up, so each time you take part, scroll down to the notes near the bottom of the campaign page and check.

Does the period count from when you order, or when payment goes through?

Right after the start and right before the end, timing can change the result. Usually the order confirmation time is what counts, but some payment methods require the payment to be completed. If you choose convenience store payment or bank transfer, your order may be within the period but the payment may land the next day, and the order could drop out. If you're rushing in at the end, a credit card, which completes payment on the spot, is the more straightforward option.

Also, the time used is the server's, not your device's clock. If you're still fiddling with your cart a few minutes before the end, the date may have already changed by the time you hit the confirm button. On the last day, give yourself a margin and finish ordering at least 30 minutes before the end. Right after the start, on the other hand, is when people most often order before entering the campaign.

A 30-second check before ordering

1. Have you entered?Entering once during the period covers later orders, but orders before entry generally don't count retroactively. Do it before shopping.
2. Are you logged in to the right account?If you share a device with family, you may be adding to the cart under someone else's account. Counting is per account.
3. Count the shop blocks in your cartThe number of blocks is your guide to the shop count. Two items from the same shop are still one block.
4. Check each block's item subtotalCheck one by one that the amount excluding shipping and fees is over the line. Use the figure after coupons.
5. Check your payment method and order timeLastly, make sure you haven't chosen a payment method that settles later, and that you have time before the deadline.

Work backward from the cap: the ceiling matters more than the multiplier

This is the trap people miss most. The bonus points from shop-hopping have a cap (paid as limited-time points), and nothing over the cap is awarded. If you only look at the multiplier and assume "the more I buy, the better," you'll later discover that anything you buy past the ceiling only earns 1% back in points.

Let's look at a concrete example. Say a round has a bonus cap of around 7,000 points (caps vary by round, so this is just to show the idea). If you hit 10 shops and get 10x shop-hopping, which is a 9% bonus, the spending that reaches 7,000 points at 9% is about ¥77,000. In other words, in this round you'd hit the cap at around "10 shops and about ¥80,000." Spend ¥200,000 and the bonus on the excess still won't be awarded.

One more thing. The bonus usually comes as limited-time points with short expiry dates. Getting a pile of points only to have them expire defeats the purpose, so think ahead about how you'll use them. That also makes it easier to decide whether going for the full cap is worth it.

How to fill 10 shops without forcing it

Ten shops sounds like a lot, but it's easy if you think of it as moving things you normally buy at different times into this period. Knowing which "easy slots" readily clear ¥1,000 per shop lets you raise your shop count without buying things you don't need.

1. Group consumables and household goodsDetergent, toilet paper, coffee, pet supplies: if you buy stock items you'll definitely use from different shops, that alone fills several slots. You're just buying ahead, so nothing goes to waste.
2. Move things you usually buy elsewhere to RakutenSupplements, contact lenses, books, printer ink: anything where you can choose when to buy, consolidate into this period. These categories also clear ¥1,000 easily.
3. Beware "filler" just to hit ¥1,000Hunting for a ¥999 item to fill one last shop tends to waste time. Keeping in mind that it's judged on the item price of ¥1,000 or more, not including shipping, there are times when it's better not to force the last one or two shops.
4. Use big purchases wisely as "one shop"Large purchases like appliances or furniture are your main tool for getting close to the cap with a single shop. That purchase itself counts as one shop, so building around your main purchase and filling in the rest makes planning easier.

The key is that the shop count is a result, not a goal. Ideally, you list what you plan to buy and it naturally comes to 7 or 8 shops. From there, deciding whether to fill the last two shops with stock items is about the right level of effort.

Timing your coupons right after the start

During the Marathon, discount coupons are handed out separately from the multiplier. The most effective are the time-limited coupons right after the start. They're mostly discounts usable for just a few hours after launch, or first-come, limited-quantity ones, so the start is the moment to strike for things you really want.

• Many coupons must be claimed in advance: if you press the claim button before the event, you can use them as soon as it starts. Claiming the coupons you want by the day before means fewer misses than scrambling on the day.
• Coupons for specific shops or items: some discounts only work at certain shops or on certain products. Taking a quick look before buying to see whether your planned shops have coupons can make a difference.
• The discounted amount is what counts for shop-hopping: this is important. If a coupon brings a shop's total below ¥1,000, that shop won't count toward your shop-hopping total. "Great discount, but I lost a shop" is an easy mistake to make, so for any shop where you use a coupon, check you're still above ¥1,000.

Coupons are tempting, but you won't go wrong if you stick to the order: not "buying because there's a discount," but "applying discounts to things you were going to buy." Judge by whether a coupon matches your list, not by how big the discount is.

Think of the Rakuma bonus as a separate lane

In recent rounds, purchases on the flea market app Rakuma have sometimes joined the shop-hopping circle, with a Rakuma bonus such as +1x for a Rakuma purchase. But treating it the same as "one more shop" gets confusing. It's easier to think of it as an independent bonus with its own conditions and its own cap, separate from shop-hopping.

The point is not to use Rakuma because there's a bonus, but to meet the conditions along the way when there's already something you want on Rakuma. Whether a Rakuma bonus is offered, and what its conditions and cap are, changes by round. Keep it in the back of your mind as a separate lane, and check on the official page whether it's available and what the conditions are before you take part.

Stacking with SPU and shop-specific point boosts

The nice thing about the shop-hopping multiplier is that it adds up with other point boosts. For the same purchase, the higher your base multiplier, the more you get back.

• SPU (Super Point Up Program, スーパーポイントアッププログラム): your Ichiba multiplier increases based on how you use Rakuten services such as Rakuten Card, the Rakuten Ichiba app and Rakuten Mobile. Some eligible services may need a separate entry.
• Shop-specific point boosts: multipliers set by individual shops apply on top, separately from shop-hopping. The same product can earn different points if you buy from a shop with a point boost.
• "Up to ◯x" is a theoretical figure when every condition is met: the huge multipliers in ads are the maximum when shop-hopping, SPU, shop-specific boosts and so on are all satisfied. Not everyone gets that multiplier automatically.

The smart move is to use as your base the SPU you naturally achieve with services you already use. Signing up for services you don't normally use just for the multiplier can cost more each month than you gain. Reading how SPU works and how to benefit without forcing it as well makes it easier to raise your base without spending more. Not letting a "maximum multiplier" lure you into extra spending is, in the end, the way to keep the most money in your pocket.

Easy-to-miss points and safety warnings

Even if you understand the system, it's easy to lose out through simple slip-ups. Here are the misses that actually happen most.

• Forgetting to enter: you need to enter to take part. In many rounds, entering during the period makes purchases before entry eligible retroactively, but if you forget, you're not eligible. Entering on the campaign page before shopping is the sure way.
• Dropping below ¥1,000 with a coupon: as mentioned, if a shop's total falls below ¥1,000 after discounts, it doesn't count toward your shop total.
• Feeling good about hitting 11+ shops: the multiplier tops out at 10x. Shops from the 11th on don't raise it, so don't let increasing the count become the goal.
• Buying in bulk without thinking about the cap: the bonus has a cap, and anything over it only gets 1% back. Compare the cap with your planned spending first.
• Counting ineligible services: some services, like furusato nozei donations, aren't eligible for shop-hopping. Watch out for thinking you've added a shop when it didn't count.
• Going by old information: dates, caps, multipliers and eligibility are revised every round. Don't rely on how it worked last time; check the official page every time.

The Shopping Marathon isn't over until you've used your points

Talk about shop-hopping tends to stop at "how to earn," but only the points you actually use make a difference to your budget. On top of that, most points from campaigns like this are limited-time points, with much shorter expiry dates than regular points. If you join every month without a plan, you may feel like you're saving, only to find points have expired. Think through the whole after-purchase process as one flow: when points arrive, where to use them, and how to deal with the deliveries and hassle.

Points arrive later in a batch, and expire quickly

Campaign points don't arrive the moment you buy. They usually come in one batch around the middle of the following month. That means you can't use points from today's shopping to discount another purchase today. Because of this lag, it's easy to jump into the next month's Marathon without knowing what's coming, and only later notice last month's points are about to expire.

The fix is unglamorous: once a month, check the "points to be awarded" (獲得予定) and "limited-time point expiry" on your points history screen. Check how many points are close to expiring first, then decide what to buy this month. Just doing it in that order prevents most expirations. Set one calendar or reminder notification for the week after points are due, and it'll become routine without you having to think about it.

Decide where to use points first, and you'll buy less you don't need

Limited-time points can sometimes be used in fewer places than regular points. They may not work for service top-ups or investment-type uses, so "save them up and use them however I like later" isn't an option. It's more practical to decide in advance where you'll use them.

• Paying at physical stores: use them for groceries and household goods at local stores that accept Rakuten Points. It's easy to match odd amounts, so points rarely go unused.
• Points payment via code payments: you can put them toward small everyday payments, making this a handy outlet for points about to expire.
• Your next mall purchase: but how points used as payment affect the campaign's threshold depends on the terms, so it's safest to avoid using them on orders right at the shop-hopping line.
• Paying for related services: some can be paid with points and some can't, so try once to find out and you won't have to wonder again.

What you want to avoid is "buying in order to use points" because you're racing an expiry date. Buying things you don't need just to use up points means spending more. Applying points to money you'd spend anyway, like household goods or food, is the least painful option.

Where to store bulk buys, and the monthly by-product: cardboard boxes

Because shop-hopping is about raising your shop count, it naturally pushes you to buy ahead things you'll use eventually but don't need now. That's where storage costs come in. Detergent, toilet paper and cases of drinks take up a lot of space and take a while to use. As stock piles up, it doesn't just squeeze your storage; you lose track of what you have and how much, which leads to buying things twice.

Some things lose value over time: best-before dates for food, use-by periods after opening for cosmetics and sunscreen, self-discharge for batteries. As a rule of thumb, cap your stock at "what you can use up before the next event," and it won't balloon. If you think of the event coming around roughly once a month, one month's worth is your benchmark.

Another thing people overlook is receiving deliveries and dealing with packaging. Each shop ships separately, so several boxes arrive in the same week. If you're often out during the day, redelivery requests add up, and after delivery you need somewhere to keep flattened boxes until recycling day. Set up drop-off delivery (置き配), check your delivery box capacity, and see whether a shop offers convenience store pickup. Sorting these out in advance makes the monthly burden much lighter.

Keep up multiplier conditions only as far as you can sustain

Systems like SPU, where using multiple services raises your multiplier, flip around into a requirement to keep using them. That's fine for services you'd use anyway, but if you add monthly fixed costs just to meet conditions, your spending can outgrow the extra points. Services with monthly fees keep costing you until you cancel.

A good test is "Would I use this service even with no campaign at all?" If yes, keep it. If no, leave it out of your calculations. Looking at a multiplier table makes you want to tick every box, but judging by the money you actually kept minus the effort you put in, rather than the number of conditions you met, gives results you'll be happier with over the long run.

A monthly check-up routine

1. Check points close to expiringCheck your limited-time point balance and expiry dates. This is your starting point.
2. List what you need to buySeparate consumables you're about to run out of from things you've wanted for a while.
3. Check where stock will goLook at what you already have before deciding how much to order. Adding bulky items just to raise the count is a last resort.
4. Plan how you'll receive deliveriesDecide in advance which week things arrive and how you'll receive them if you're out.
5. Note when points will arriveSet a notification for next month's award date and make it the starting point for the next month.

Living alone, sharing with family, or just a few times a year: plans for your situation

Shop-hopping strategy is often discussed on a single scale: how high you can push your shop count. In reality, the best approach depends on how much you buy each month and how much storage space you have. Copying the same method under different conditions leaves you with different results. Here we'll look at four common patterns, with approaches that suit each and choices to avoid.

Living alone, with little room in your storage or fridge

In this case the biggest constraint isn't money or the multiplier: it's space. Trying to raise your shop count tempts you toward large household packs because "it's cheap and I'll use it eventually," but without room, they become a burden. The longer it takes to use something up, the more likely your tastes change or you struggle to take it with you when you move.

What works is filling shop slots with small items you'll definitely use. Supplements, contact lenses, cosmetic refills, batteries, stationery, phone cables: anything that fits in one drawer is a reasonable way to add shops. On the other hand, avoid adding bulky things like cases of drinks, big packs of paper goods or futons just for the shop count.

Receiving deliveries is also a bigger issue in this situation. If there's little room by your door and your building's delivery boxes fill up fast, three or four packages on the same day becomes unmanageable. Decide when ordering whether to spread out delivery dates or prioritize shops that offer convenience store pickup, and things will be easier later.

Buying things for the whole family at once

With more to buy, your shop count rises naturally. Where families lose out is when each person buys on their own account, splitting the shop count. Counting is per account, so concentrating orders on one account builds the multiplier more than two people each buying from a few shops.

In practice, it works well to create a shared note or chat where everyone adds "things to buy in the next Marathon," and close it around the day before the event. If you go around asking what everyone needs on the day itself, you'll miss the coupon window right after the start. Purchases with fixed timing, like school supplies, club gear and seasonal clothes, can be listed ahead of time.

On the other hand, buying for the whole family makes each round's spending large. Given the cap, in months with one expensive item it's safer to first check whether you'll stay within the cap than to chase shop count. What you want to avoid is cramming in every family member's wishes until payments pile up and squeeze your budget. Once you've made your list, always add a step to remove "things that don't need to be this month."

Joining a few times a year, only for big purchases

If you don't plan to join every month, there's little point in pushing your shop count. If you don't normally buy much and add shops just to make up numbers, you spend more than you need to, and with fewer chances to use limited-time points before they expire, you can't make the most of what you're awarded.

In this situation, time your participation around your shopping plans. Target a month when you already have a big purchase planned, like replacing an appliance, updating bedding or getting seasonal appliances ready. Then add just a few small items you can take care of along with it. A modest increase in shop count is plenty.

Also, the less often you join, the better your results if you prioritize the product's terms over the points multiplier. Even for the same product, warranty length, handling of initial defects and shipping terms differ by shop. When buying something you'll use for a long time, comparing those is a better use of your time. If you can't think how to use your points, try using them at a physical store first so you know you can put them toward household shopping.

Buying just one expensive item

This pattern interacts with shop-hopping in an unusual way. Because there's a cap on points, with a large purchase you'll hit the cap even as you add shops to raise the multiplier, and further shops stop helping. Working backward from the cap, as covered earlier, matters most here.

What makes the difference is coupons that shops issue themselves and shop-specific point boosts. These often apply separately from the shop-hopping multiplier, and the more expensive the item, the bigger the difference in yen. Rather than putting effort into adding one more shop, comparing coupons across several shops selling the same item can sometimes make a bigger difference.

There's also the fact that expensive items often have unpredictable delivery times. If ordering in or made-to-order means payment falls outside the period, the order won't be eligible at all. Before ordering, check the shipping time shown and whether payment will be finalized within the period.

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