At first glance Buy.com Inc.’s home page might seem a bit cluttered, but it looks that way with good reason: The e-retailer uses numerous images in a powerful way to sell in different fashions. A vertical bar on the right travels from top to bottom showing what other customers are viewing at that moment. Horizontal areas start with Buy.com Recommendations at the top, which presents product picks based on a shopper’s web site behavior. Then comes What’s Shakin’, featuring products with the highest change in sales rank over the past 24 hours, and Watch BuyTV, showcasing videos from the merchant’s extensive library. Elsewhere, consumers can log in to their Facebook accounts and shop together with friends. And product pages are deep, offering various ways to drill through the myriad products.

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