Online entertainment retailer has launched a marketplace where merchants will be able to open own-branded online shops., which is owned by Rakuten, will support merchants on the marketplace with a team of e-commerce consultants. It will help retailers to optimise online sales and design shop fronts as well as helping to organise online marketing.

Merchants will benefit from its Superpoints loyalty scheme, enabling retailers to reward and incentivise customers through their own campaigns.

Merchants will be able to access Rakuten’s mailing programme, allowing them to directly engage with their customer base. marketing director Adam Stewart believes a collaborative approach is “critical”.

He added: “Let’s face it, competition online is fierce. Whatever a retailer’s size, it’s crucial that they are armed with the tools to create a shopping experience that offers customers more than just the lowest price tag. Rather than competing with our merchant, at Rakuten’s we want to create lasting partnerships and help them maximise sales through the platform - it’s win, win, win.”