Rakuten changes name of its US site Buy.com, acquired in 2010, to Rakuten.com, plans Jan. 31 relaunch

ALISO VIEJO, California , January 10, 2013 (press release) – Today Rakuten Buy.com has announced its official rebrand to Rakuten.com Shopping. The U.S.-based e-commerce site originally known as Buy.com was acquired by Rakuten Inc, the third largest online marketplace in the world, in May 2010 and has since undergone a gradual, successful transition that will continue the company's efforts to empower the online shop owner and connect the online shopper. The new site will launch on January 31, 2013.

Over the coming months and year, Rakuten.com Shopping will be rolling out a series of innovative e-commerce features that will allow shoppers to connect and discover new products, brands and shop owners from wherever they happen to be, from whatever device they own.

New features will include:

A growing product selection
More of the best shop owners in the world
New customized discovery and search options
More videos for product reviews and comparisons
Easy navigation across mobile and PC websites

Roger Andelin, President and CTO comments: "Rakuten.com Shopping is for the online shopper who expects quality over quantity and enjoyable shopping experiences over ambiguous transactions. We are very excited about raising the bar for online shopping and continuously improving to meet the modern shopper's wants and needs."

For any immediate enquiries, please email: pr@buy.com

About Rakuten.com Shopping
Rakuten.com Shopping is a global e-commerce site that connects buyers and sellers in a dynamic marketplace and thinks of shopping as entertainment—complete with sharing and discovery functions, great prices, fun experiences and convenience for 18 million customers. Rakuten.com Shopping provides over 16 million products in 24 categories and includes a network of over 5,500 small and large business shop owners. Rakuten.com Shopping was founded as Buy.com in 1997 and acquired by Rakuten Inc. in May 2010. Its 175 employees are headquartered in Aliso Viejo, California.

For media enquiries, please contact Dan Gamble, +1-415-971-7938, dan.gamble@hotwirepr.com.

SOURCE Rakuten.com Shopping

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