Just as many shoppers embarked on their annual Thanksgiving weekend shopping spree, Buy.com gave them a new way to shop online via mobile commerce.

The new app, features an updated design, voice recognition and bar code scanning. Other additions include consumer product reviews, weekly top product countdowns and videos, daily deals and top sellers. Buy.com rolled out the new app on Friday,

“With the rapid growth in mobility, the shopping experience is continuous and should be seamless–whether online or offline, in a store or at home–consumers want shopping convenience any place and any time,” says Buy.com CEO Neel Grover. “To show consumers the convenient ways they can use the Buy.com mobile app, we are literally paying people to try our mobile shopping experience.”

To drive downloads of its revised mobile app, which works on iPhones and handheld devices built on the Android operating system, Buy.com, No. 32 in the Internet Retailer Top 500 Guide, is offering marketing incentives.

For shoppers who download the app in time to use for shopping on the Friday after Thanksgiving, also known as Black Friday, Buy.com is offering a reward of $500 in customer loyalty points. New users of the app also received $1 in rewards for each scan for up to a maximum of five scans.

With the app, Buy.com mobile shoppers can view price comparison and purchasing options for nearly 12 million products, including items from outside retailers that sell on the Buy.com Marketplace. “Consumers can see how competitive Buy.com is with pricing and selection this holiday season,” says Grover.