ALISO VIEJO, Calif. , Jan. 10, 2013 /PRNewswire/ -- Today Rakuten Buy.com has announced its official rebrand to Rakuten.com Shopping. The U.S.-based e-commerce site originally known as Buy.com was acquired by Rakuten Inc, the third largest online marketplace in the world, in May 2010 and has since undergone a gradual, successful transition that will continue the company's efforts to empower the online shop owner and connect the online shopper. The new site will launch on January 31, 2013 .

Over the coming months and year, Rakuten.com Shopping will be rolling out a series of innovative e-commerce features that will allow shoppers …