The owner of Currys and PC World is terminating Dixons.co.uk as it attempts to harmonise its online presence with its walk-in stores.
Dixons Retail (DSGi) removed Dixons from the high street six years ago in an attempt to take on cheaper online competitors, such as Amazon, and leave the path clear for Currys and PC World.
The website will close on Tuesday but the Dixons brand will continue through the company's travel shop business, often located in airports.
"We don't see a place for Dixons.co.uk where we have our Currys.co.uk and PC World UK," Katie Bickerstaff, chief executive of Dixons UK, told The Times on Monday. "We have done fantastic amounts of work to make sure we have fantastic pricing. I'm confident it's the right thing to do."
Currys and PC World are expected to reduce the cost of in-store products so they are closer to those offered on their own websites.
"In very simplistic terms, we're flicking off a couple of buttons and the teams that are involved in Dixons.co.uk are turning their focus even more to multi-channel" — Mark Webb, Dixons
No redundancies are being made and existing stock that would have been sold through Dixons.co.uk will now be sold through Currys or PC World.
"Currys and PC World sites grew by 48 percent in the last quarter while Dixons.co.uk shrank," Mark Webb, head of media relations for Dixons Retail told ZDNet. "In very simplistic terms, we're flicking off a couple of buttons and the teams that are involved in Dixons.co.uk are turning their focus even more to multi-channel."
Visitors to the Dixons website over the past two weeks have been provided with voucher codes to purchase products on Currys and PC World.
Dixons Retail said in June that it would be axing or consolodating more than 100 of its stores across the Currys and PC World brands as part of its ongoing business transformation.