Where it differs from other online purchasing services, such as Amazon Prime, for example, is that it provides customers with a digital download as well as a DVD copy of the TV show or movie in the post, so it can still be watched without the need for a data connection.
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The service is available as of today (Thursday) and will be available on all Sky boxes by September.
Non-Sky TV customers can watch on their main TV via a NOW TV Box, Roku or YouView box, while those in Ireland can watch via a Roku box.
Users will be able to buy Box Sets like House of Cards in three ways: on their TV, on their devices, and on DVD.
Prices start from £13.99 for movie box sets, and £22.99 for TV box sets.
As well as getting the DVD in the post you also get a permanent digital copy of the movie or box set on your sky box, this can be stored there or can be downloaded again at a later date.
Brand new shows will be available for purchase on the service a day after the last episode is broadcast on linear TV, making them accessible before the DVD reaches shops.
Sky said it has launched box sets to buy and keep in the United Kingdom and Ireland, supplying customers with video content in three formats: for TV sets, for handheld devices and on DVD. Movies include Fast & Furious, Toy Story and Pitch Perfect.
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Launched nearly two years ago, the Sky Store Buy and Keep service previously offered movie downloads.
