Rakuten.com Shopping is an online retailer based in Aliso Viejo, California, USA. Previously known as Buy.com, it was founded in 1997 by Scott Blum. The company originally sold computers and electronics. and has since expanded into many other categories. Initially Buy.com sold items below cost and intended to make up the losses "from the sale of advertising and ancillary services like warranties and equipment leases." Buy.com sold $111 million worth of goods and services in 1998, its first full year, beating Compaq's record for most first-year sales of any company.
Contributions by Knowingis, Emccsm, and White 720.