Japanese internet giant Rakuten has launched a new marketplace to rival eBay, Amazon and Etsy in the UK.

Rakuten.co.uk will provide a new sales channel for the UK’s online retailers across a broad range of product categories while consumers will also be able to access Rakuten’s digital businesses including on-demand TV, movies and books.

“With the launch of Rakuten.co.uk we are making it easier for shoppers to discover what they want and empowering merchants to provide it,” said Kenji Hirose, CEO of Rakuten Europe.

“Over the next 12 months we will pioneer a new era of borderless retail and entertainment by integrating our e-commerce offering with our global ecosystem of Internet services, to make shopping more fun.”

To publicise the launch Rakuten has created a competition to create a “Rakuten millionaire”. Every customer making a purchase in November will be entered into a competition to win one million Rakuten Super Points, equivalent to £10,000, to spend on the site.

Mike Bishop, managing director of Rakuten.co.uk, said: “The launch of Rakuten.co.uk will empower retailers to truly take advantage of the internet and everything that is has to offer, to drive sales and reach new shoppers.

“With access to our merchant services team and e-commerce consultants, who can advise on how to adapt to the changing shopping habits of consumers and provide training, merchants can grow their businesses and build a recognisable brand.”