Japanese ecommerce services conglomerate Rakuten is understood to be phasing out its UK play.com brand in favour of migrating current play.com traders to its rakuten.co.uk website which will be live early in 2015. This follows a similar process in the USA where the Buy.com acquisition made by the business was rebranded in its own name and will see Rakuten operate a single global marketplace to facilitate and support cross-border trading.
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