uk was then relaunched in October 2016 as a portal to earn 'Superpoints' from using online shops such as Topman, HMV and B&Q. uk in its existing format would no longer be available after the end of August 2016 for new purchases. On 7 June 2016 Rakuten announced plans for changes in the business in the UK. In October 2014 Rakuten launched .uk, which replaced completely on 23 March 2015. All retailers on the Marketplace have the ability to build a fully branded and customised storefront, giving them control of how their products are merchandised. Since March 2013, has operated solely as an online marketplace, where third party retailers sell products with their listings hosted on the website. In September 2011, Japan-based Rakuten purchased for £25 million. The website was closed down in February 2011. Points could then be redeemed against products bought on the website.

Cardholders received points for purchases made on the website and at other retailers. In May 2009, launched a branded Visa credit card in partnership with MBNA. On 24 February 2009, it was reported that had topped the National Consumer Satisfaction Index, ahead of .uk and iTunes. On 15 January 2009, a survey published by Verdict Research found was the UK's second favourite music and video retailer, behind first place .uk and ahead of the now defunct entertainment retailer Zavvi which was third. This event was backed by Sony, Microsoft, Ubisoft, Activision, and THQ among others. They also held a consumer games show which was open to the public, with tickets available through. In 2008, started selling DRM-free MP3s, clothing, accessories, and tickets for events, allowing customers to buy and sell tickets. was ranked second on the November 2006 UK 'Hot Shops List' compiled by IMRG and Hitwise.

The site's interface was redesigned on a number of occasions. In 2004 it began to sell books and electronics, in 2006 it started selling personal computers, posters and T-shirts and in 2007 it started selling HD DVDs and Blu-rays, with sister site selling region 1 DVDs, HD DVDs and region A Blu-ray Discs and offering sales in a range of currencies. originally sold region 1 and 2 DVDs only, but since expanded its range to include CDs and video games and other electronic items. The business was founded in 1998 under the name, but rebranded as in 2000. Former logo following its purchase by Rakuten

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