Beginning with 31st of January 2013, Buy.com will redirect to Rakuten.com and do business only as a marketplace where merchants can list their wares for sale and pay Rakuten a commission on each product they sell through the website.
Rakuten has purchased Buy.com in 2010 for USD 250 million and since then Rakuten has worked to apply its own marketplace business model to the website. Rakuten launched its pioneering Japanese e-commerce platform, Rakuten Ichiba, in 1997. Since then, the company offers a business to business to consumer (B2B2C) model, enabling merchants to build online storefronts on the marketplace and sell directly to consumers.
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