The website replaced Play.com, which was originally established in Jersey as an online retailer of entertainment products.

Rakuten.co.uk was relaunched in October 2016 as a portal to earn loyalty "Superpoints" from UK online shops such as Topman, HMV and B&Q.

Play.com originally sold region 1 and 2 DVDs only, but since expanded its range to include CDs and video games and other electronic items.

Play.com was ranked second on the November 2006 UK "Hot Shops List" compiled by IMRG and Hitwise.

[10] From March 2013, Play.com operated solely as an online marketplace, where third party retailers sold products with their listings hosted on the website.