Buy.com this week launched the second generation of its mobile commerce site, adding checkout and advanced search capabilities and what it describes as a faster, simpler platform that delivers an improved mobile shopping experience. Since the beta m-commerce site went live in May, Buy.com has seen traffic increase more than nine times previous levels under an earlier version of the mobile site.

Consumers can shop Buy.com from any web-enabled mobile phone, browse 5.3 million products and make purchases using one of several payment methods. Mobile shoppers also can watch thousands of BuyTV product videos and Top 10 countdowns.

Previously the mobile site only offered limited product search capabilities and pricing information. Buy.com built the new site in-house in Microsoft Corp.’s .Net web technology evironment, a spokeswoman says.

“The rapid growth we’ve seen in mobile shopping in such a short period of time shows that people want to shop when they want, where they want,” says Buy.com president and CEO president Neel Grover. “To meet this demand, we made our mobile platform more robust and faster, yet very simple to use, giving shoppers easy access to the best deals online wherever they may be—car, restaurant or physical store.”

In addition to Buy.com’s product selection, mobile shoppers also can access the company’s retail marketplace, which features more than 11.5 million product listings from thousands of retailers.