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Formerly Buy.com, Rakuten.com (www.rakuten.com) will continue its mission to deliver an outstanding shopping experience to over 18 million customers and offering a broad selection of goods and merchants. Rakuten.com is a true marketplace which empowers retailers to build individual relationships and go the extra mile for their customers. As opposed to the vast majority of faceless, transactional e-commerce marketplaces which also sell directly to consumers, Rakuten.com is focused on building relationships with merchants and consumers, differentiating on experience and not price alone.Rakuten.com's focus is on delivering more than just a transactional experience to consumers, instead making connections between merchants and buyers via its ‘discovery’ shopping, video content and reviews. Rakuten.com believes that ecommerce should be entertainment and fun for customers.