Buy.com Gets an E-Makeover

Global e-commerce marketplace Rakuten Inc. has rebranded Buy.com, which it acquired in May 2010, to Rakuten.com Shopping. Between now and Jan. 30, merchants and consumers will still be able to go to Buy.com to access Rakuten's U.S. subsidiary. Starting Jan. 31, however, the site URL will change to Rakuten.com. Anyone going to Buy.com will be redirected to the new URL.