The London Organising Committee of the Olympic Games and Paralympic Games has launched its official online shop at London2012.com/shop.

The website launches with about 250 lines of product, including clothing, collectibles and pin badges. This summer, there will be 500 lines of product and it will eventually grow to sell thousands of London 2012, TeamGB and ParalympicsGB products in the coming months and years.

Retail of official Olympic-related merchandise plays a vital role in funding of the 2012 Games, contributing to LOCOG's £2 billion ($3 billion) budget. LOCOG has signed more than 30 licensees to produce London 2012, TeamGB and ParalympicsGB products, including the Royal Mail, Royal Mint, Hornby, Letts Filofax and Links of London. The online shop marks the first stage of LOCOG's retail plans, which will eventually see London 2012 products sold at dedicated London 2012 shops and via other retail outlets.

The online shop was developed and built by London 2012 licensee eCommera.