Note: This article covers Marutto Shukyaku, an advertising app developed in Japan, along with the Japan-only affiliate networks and LINE-based advertising channel it integrates with. Signing up also requires a Japanese corporate registration number. The information below will not be directly relevant if you are not selling in Japan.
An e-commerce site is a store that exists on the internet. Attracting customers tends to be a challenge for every site, and many store owners are considering running ads.
"I want to know how to run ads even as a beginner."
"I want to start affiliate marketing, but I'm not sure how."
"What kind of app is Marutto Shukyaku, and what are its benefits?"
Reading this article will answer questions and needs like these.
Generally speaking, advertising involves setup fees and monthly costs, and many sites struggle to get a good return on that investment. By using Marutto Shukyaku ("All-in-One Customer Acquisition"), you can run cost-effective advertising.
If you're considering running ads for your Shopify store, use this article as a reference when deciding whether to adopt it.
What Is Marutto Shukyaku, Shopify's Advertising App?
Image source: Marutto Shukyaku | Shopify App Store
Marutto Shukyaku ("All-in-One Customer Acquisition") is an advertising app that helps drive traffic to Shopify stores, provided by the Japanese company Huckleberry Inc.
The app's biggest feature is that it lets you start running web ads—which usually involve fixed costs—with zero setup fee and zero fixed cost. Ad spend is entirely performance-based, tied to actual sales, so it can be used safely even by small stores or advertising beginners.
It's also a one-stop service that lets you manage click-based ads and affiliate ads together, with no complicated tag setup required. With just a few simple steps, you can start using a variety of advertising channels.
Advertising Methods Available Through Marutto Shukyaku
Here's an overview of the advertising methods available through Marutto Shukyaku.
Pay-per-click advertising (PPC)
Pay-per-click advertising is a method where a cost is incurred each time a visitor clicks the ad. Well-known examples of PPC advertising include Google Ads and Facebook Ads.
The advertiser sets a budget and a bid amount (the maximum they'll pay per click), then runs the ad. The ad is then shown in Google search results, on social media, and elsewhere, and the advertiser is charged whenever someone clicks it.
Normally, cost is incurred simply from clicks regardless of whether a sale results, so the return on ad spend tends to be low. Marutto Shukyaku can convert this pay-per-click advertising into a performance-based model (where you're only charged after a sale occurs), achieving a much higher return on investment.
Affiliate advertising
Affiliate advertising is a performance-based method where ad spend is only paid out when a product actually sells.
The advertiser sets the commission terms, and affiliates (bloggers, influencers, etc.) promote the product on their own websites or social media. When a visitor makes a purchase through that referral and the sale is confirmed, the affiliate receives their commission. Because payment is tied to actual results, there's no wasted ad spend. And because products get promoted across websites and social media in a wide range of genres, you can reach a broad range of audiences.
Affiliate advertising is introduced to affiliates through an ASP (Affiliate Service Provider).
The blog article below covers the pros and cons of running affiliate advertising on Shopify, along with recommended apps. Feel free to check it out.
Other advertising methods
Marutto Shukyaku also supports LINE Brand Catalog (formerly LINE Shopping), an advertising method that lets you run ads on LINE.
LINE Brand Catalog normally costs ¥50,000 per month plus a performance-based fee (4% or more), but by using Marutto Shukyaku you can run these ads on a purely performance-based basis.
Key Features and Capabilities of the Marutto Shukyaku Shopify App
Here are the key features and capabilities of Marutto Shukyaku.
Easy integration with major advertising platforms
Marutto Shukyaku makes it easy to integrate with the following advertising platforms:
- LINE
- A8.net
- ValueCommerce
- AccessTrade
- Ameba Pick
Normally, you'd need to apply and configure settings separately with each platform or ASP, but with Marutto Shukyaku you can easily access all of them from a single dashboard. This lets you reach a wide range of customers with minimal effort, efficiently boosting awareness and sales for your Shopify store.
Unified, performance-based management of all ad types
With Marutto Shukyaku, you can manage all your ads and affiliate programs together on a "performance-based" model—including Google Ads and Facebook Ads, which are normally pay-per-click. In other words, cost is only incurred when a product sells, so there's no upfront investment or monthly fixed cost. (Depending on the ASP you contract with, some setup fees and monthly fees may apply.)
You can also freely set your commission rate, letting you build a customer acquisition strategy that fits your budget (note that LINE Brand Catalog has a fixed commission rate). Performance approvals are also handled in one place, cutting down on the effort of managing multiple advertising platforms separately.
One-click setup for all tags
Web advertising normally requires installing "tags" (tracking code), and managing tags becomes cumbersome as you advertise across more platforms. With Marutto Shukyaku, this tag setup is completed with a single click.
Various tags—including conversion tags for Google Ads and Facebook Ads, and tracking tags for affiliate programs—are automatically placed in the right locations, so you can easily start running ads even without an engineer.
Unified sales analytics
The Marutto Shukyaku dashboard lets you manage a variety of marketing metrics in one place. You can easily check important figures such as the share of sales driven by ads, CVR (the percentage of visitors who take an action such as making a purchase), CPA (customer acquisition cost), and ROAS (return on ad spend).
Analysis that would normally require going back and forth between multiple dashboards to tally up is instead done automatically in real time and displayed in an easy-to-compare format.
Benefits of Adopting Marutto Shukyaku on Shopify
Here are three benefits of adopting Marutto Shukyaku on your Shopify store.
Start attracting customers with zero setup fee and zero fixed cost
For example, LINE Brand Catalog costs a fixed ¥50,000 per month. And with click-based advertising, costs vary by product category, but you can expect to pay tens of yen per click, adding up to a monthly ad spend of anywhere from tens of thousands to hundreds of thousands of yen.
The biggest appeal of Marutto Shukyaku is that you can get started without any of these monthly fixed costs or per-click charges. This is a major benefit especially for newly launched stores or small stores with limited advertising budgets.
Even store owners who worry "I'm not sure ads will actually work, so I can't commit to them" can get started with peace of mind.
*When running ads through an ASP, setup fees or monthly fees may apply depending on the platform.
Low risk thanks to the sales-linked, performance-based model
Normally, Google Ads and Facebook Ads are pay-per-click, so you incur ad costs even if the product doesn't sell. But if you run ads through Marutto Shukyaku, you can make them performance-based, so cost is only incurred when a product actually sells.
You can also freely set your commission rate to match your business's profit structure. For example, you could set a lower commission rate for lower-margin products and a higher one for higher-margin products, letting you run efficient marketing while protecting your profits. Because ad spend scales with sales, this is a safe design that lets you grow sales while limiting the risk of a loss.
Easy setup and operation with no engineer required
Marutto Shukyaku can be set up with a simple application process, with no specialized knowledge of web advertising or marketing required. Setup itself is completed with a single click.
Because the intuitive dashboard lets you check ad performance at a glance, even small stores without a dedicated web marketing person can run ads efficiently.
Things to Watch Out for When Using the Marutto Shukyaku Shopify App
Marutto Shukyaku has many benefits, but let's also cover some things to watch out for when using it.
Setup fees or monthly fees may apply depending on the platform
Marutto Shukyaku itself has zero setup fee and zero monthly fee. However, depending on the ASP you integrate with, setup fees or monthly fees may apply once your application is approved. Some ASPs also require prepaying 6-7 months of the monthly fee along with the setup fee. Be sure to check the fee structure for each platform in advance.
In addition, performance-based fees and ASP commissions apply per advertising platform. It's a good idea to understand the fee structure fully and roll out ads in stages.
For the detailed fee structure, see the "Marutto Shukyaku Fee Structure" section below.
You may not pass the review process
Depending on the platform you apply to, review criteria can be strict, and in some cases your application may not pass. The review criteria and reasons for rejection aren't published, but common factors likely include inadequate disclosures under Japan's Act on Specified Commercial Transactions, insufficient site credibility, or handling of prohibited product categories.
Before applying, thoroughly preparing your store's basic information, product descriptions, and legal disclosure page can improve your chances of passing review. Even if you don't pass the first time, you may be able to apply for re-review after making corrections to your content. However, note that if you receive an "ASP review rejected" status, re-review is not possible.
You need to carefully design your performance-based fee structure
With Marutto Shukyaku, you can freely set your performance-based commission rate (the percentage fee paid when a product sells), but this setting has a major impact on ad performance.
If the commission rate is too low, affiliates will be less motivated to promote your products, resulting in insufficient exposure. On the other hand, if it's too high, it can eat into your profit margin. The right commission rate varies depending on the product category, price range, and profit margin, so you need to set it after thoroughly analyzing your own profit structure.
For seasonal products or limited-time campaigns, it can also be effective to flexibly adjust the commission rate to match the timing. Ongoing data analysis and adjustment are the key to success.
Marutto Shukyaku Fee Structure
Here's an overview of the fee structure when running ads through Marutto Shukyaku.
Note that Shukyaku Gorilla is a service provided by Huckleberry Inc., the same company behind the app. By using Shukyaku Gorilla, you can run Google Ads and Facebook Ads—which are normally pay-per-click—on a performance-based model.
To use LINE Brand Catalog (formerly LINE Shopping), a partnership with ValueCommerce is required.
| Setup Fee | Monthly Fee | Minimum Term | Performance-Based Fee | ASP Commission | Notes | |
|---|---|---|---|---|---|---|
| Shukyaku Gorilla | Free | Free | None | Flexible | 35% of performance-based fee | |
| Ameba Pick | Free | Free | None | Flexible | 35% of performance-based fee | |
| AccessTrade | Free | ¥60,000 (excl. tax) | 7 months | Flexible | 35% of performance-based fee | Corporate only |
| ValueCommerce | ¥60,000 (excl. tax) | ¥60,000 (excl. tax) | 7 months | 5% or higher, flexible *1 | 35% of performance-based fee | DNS configuration required |
| A8.net | ¥60,000 (excl. tax) | ¥60,000 (excl. tax) | 7 months | Flexible | 35% of performance-based fee | DNS configuration required |
As of March 2025
*1. The performance-based fee rate for LINE Brand Catalog is a flat 15%.
Here's an example of how ad costs are calculated, assuming a product priced at ¥10,000 with a performance-based fee rate of 5%. The performance-based fee is 5% of ¥10,000, or ¥500, and the ASP commission is 35% of ¥500, or ¥175. That comes to a total ad cost of ¥675.
For more details, check the help documentation that appears after installing the app.
How to Set Up the Marutto Shukyaku Shopify App and Apply to Ad Platforms
Here's how to set up Marutto Shukyaku and apply to advertising platforms.
First, install "Marutto Shukyaku" from the Shopify App Store.
Image source: Marutto Shukyaku | Shopify App Store
A confirmation prompt will appear in your Shopify store asking you to install it again—click "Install."
Image source: Shopify admin
The Marutto Shukyaku terms of service will be displayed. After reviewing them, click "Agree and continue."
Click "Start now for free."
First, select "Shukyaku Gorilla" and apply.
Enter your applicant information.
The main information you'll need to enter is as follows:
- Business type (corporation or sole proprietor)
- Company name (for corporations)
- Corporate registration number (for corporations)
- Representative's name
- Email address
- Location / address
- Phone number
- Name of the site you operate
- URL of the site you operate
Next, register your site administrator information.
Register your billing contact information.
Your application is now complete.
Next, activate the Marutto Shukyaku embedded app. On the home screen, click "Click here to activate the embedded app."
Click "Activate embedded app."
The store's theme customization screen will open automatically. Turn on the "Marutto Shukyaku Script" toggle, then click "Save."
Initial setup is now complete.
Finally, here's how to apply to each ASP. Click "Unpartnered ads" in the side menu to see the ASPs you can apply to. Click "Apply" next to the ASP you want to apply to, and your application will be submitted.
Using Shukyaku Gorilla as an example, here's how to create an ad (offer). Click "Partnered ads" in the menu, then click "Edit" next to Shukyaku Gorilla.
Select "Set an offer for all products," then click "Next."
Set up your offer for Google Ads and Facebook Ads. The main items to enter are "offer information," "creative registration," and "site category registration," among others. See the images below for details on each item.
Once you've entered and registered everything, click "Apply."
Once your application is approved, your ads will start running. Delivery settings and the rest are handled by Huckleberry Inc.
Use Marutto Shukyaku to Start Effective Advertising!
This article covered Marutto Shukyaku, Shopify's customer-acquisition app.
By using Marutto Shukyaku, you can run web ads—which normally come with fixed costs—on a fully performance-based model. You'll also benefit from unified management, boosting your operational efficiency. That said, you'll need to be careful when setting your performance-based commission rate, and keep in mind that fixed costs may apply when using an ASP.
Once you have a clear picture of your product's profit structure, consider giving Marutto Shukyaku a try.
