Generation Path operates a data-driven EC marketing business primarily under the 'Ricomendo' brand, managing 87 online stores across major Japanese e-commerce platforms including Rakuten, Yahoo! Shopping, and Amazon, handling approximately 2.49 million SKUs across diverse product categories such as furniture, home goods, fashion, cosmetics, and food. The company leverages its proprietary EPO (EC Platform Optimization) methodology, collecting and analyzing big data from across the internet to optimize keywords, product imagery, and pricing, while primarily using a drop-shipping model to minimize inventory risk. In addition, the company operates a product planning business in collaboration with manufacturers—supported by overseas bases in China, Vietnam, and Laos—as well as an EC support service for third-party merchants and software/system development and media businesses.