The store, which sits within hmv.com, offers more than 4m tracks, including recent hits and catalogue in 320kbps MP3 files.
Single tracks are priced from 69p and albums from £6.99.
It also features the HMV Jukebox streaming service, which allows consumers to stream tracks from its 4m-strong catalogue for £5.99 a month.
The online store, which the retailer is soft launching, replaces its previous WMA-based offering. It had previously been scheduled to launch in September.
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