Overstock.com has rebranded as O.co, a change that reflects the constant evolution that keeps this early e-commerce entrant among online’s top sellers.

O.co’s offerings now span merchandise from clothes to cars to insurance, served up with slick new tools and ways to shop. Its BuzzBuy feature combines promotion, loyalty rewards and social media—shoppers can earn added points when they share an item with a friend who then buys one herself. A Window Shopping feature lets shoppers browse categories by product photos rather than words, while a new navigation feature reads shoppers’ IP location and allows them to filter by best-sellers in their area.

“We’re no longer just an online liquidator,” CEO Patrick Byrne says. The new O.co offers an upgraded shopping experience to match.   

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