E-tailer Buy.com (dba Rakuten.com Shopping) sells books, cell phones and services, computer hardware and software, electronics, DVDs, jewelry, music, toys, and just about everything else. Buy.com 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, it stocks more than 17 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 some 18 million customers in North America, and Japan. Founded in 1997, Buy.com is owned by Japan's Internet shopping giant Rakuten.