Sainsbury’s has bought online digital entertainment business Global Media Vault, which supplies the supermarket’s entertainment ecommerce platform.

Sainsbury’s group development director Luke Jensen said the acquisition would allow the grocer to develop its digital entertainment offer further, saying that its customers will soon be able to buy, rent or stream content from Sainsbury’s.

Sainsbury’s - which is GMV’s main client - has paid £1m to take control of the business, which creates white-label websites. GMV began trading in January 2009 and has a digital database of over 3 million pieces of music, films and games all of which can be browsed and bought via the web, mobile, television and kiosks.

Jensen added that the deal “represents a significant time saving when compared to building a platform from scratch ourselves.”