Cover Story: Making a Name for Itself

"The partnership was a win-win for both us and the manufacturers to drive more sales and exposure for their listings," said McGuire of the Buy.com deal.

Alice.com is continuing to look at CPG partnerships, marketing partnerships and other strategic alliances going forward to extend the reach and awareness of its site. With that goal in mind, the company created an iPhone app earlier this year. McGuire notes that a substantial percentage of the company's sales each day come from the iPhone app.