The Entertainment Network Store, which hosts games, music and video, has appeared online despite not having been officially announced.
© Sony
"We are testing a new web store," said PlayStation blog manager Fred Dutton. "We look forward to announcing and launching to the PlayStation/Sony community shortly."
The new service has been touted as a rival to Microsoft's Xbox.com, and has materialised shortly after Nintendo expressed an interest in making its 3DS and Wii U eShop channels available through browsers.
Sony earlier this year announced that its PlayStation Network was to become Sony Entertainment Network across PlayStation 3 and Vita devices as part of a strategy to bring its various services under a single umbrella.
An official launch date for the Entertainment Network Store is expected to be announced soon.
