Buy what.com you ask? E-tailer Buy.com sells books, cell phones and services, computer hardware and software, electronics, DVDs, jewelry, music, toys, and just about everything else. Buy.com initially made a splash by selling products below cost. It has since raised its prices, but maintains an edge by offering to match any qualified competitor's price. In all, the company stocks more than 11 million products on its virtual shelves. It sells about half its products directly and the rest are sold by other e-commerce businesses that use its online store. Buy.com ships to customers in Europe, North America, and the Pacific Rim. Founded in 1997, Buy.com is now owned by the Japanese Internet shopping giant Rakuten.