Buy.com was founded in 1997 by Scott Blum. It was an e-commerce site whose gimmick was taking the concept of a loss leader to an extreme, trying to subsidize the low prices by selling advertising. In 2010, it was purchased by Japanese company Rakuten, rebranded as Rakuten.com, and ultimately shut down in 2020, ending a 23-year run.
Buy.com’s Feb 2000 IPO










