June 24, 2010, 2:07 PM

Buy.com launches a ‘Households Essentials’ store

Alice.com is selling consumer packaged goods in the new shop.

Lead Photo

Buy.com has launched a new Households Essentials section of its e-commerce site that will offer consumers such everyday items as toothpaste and laundry detergent. The goods will be sold by Alice.com, a startup that works with consumer goods manufacturers to sell their products directly to consumers via the web.

Alice.com, which launched its own site in January, handles warehousing and fulfillment for its client manufacturers, thought it does not own the inventory.

Buy.com’s Households Essentials store will offer nearly 8,000 SKUs. And shoppers who buy any six items from the Alice.com selection will receive free shipping. Shoppers on Alice.com receive free shipping on any order.

“The new store and partnership with Alice.com adds a great level of ease for customers who need to shop online, especially with free shipping, to get more done in their busy lives,” says Neel Grover, CEO and president of Buy.com, No. 32 in the Internet Retailer Top 500 Guide.

Buy.com is featuring the new Household Essentials store at the top of its home page today. At the center of the Household Essential store landing page is a video explaining the new service.

Buy.com notes that the Household Essentials store is evidence of its growth as a multi-category marketplace platform. In the past year, the marketplace has added thousands of products in categories such as pet supplies, musical instruments, health and beauty, toys and baby goods. Marketplace orders grew 146% in 2009, compared to 2008, Buy.com say.

Rakuten, the operator of a major online marketplace in Japan and similar properties elsewhere in Asia and France, bought Buy.com in May. Company officials indicated at the time that Buy.com would focus on developing its online marketplace, through which other retailers can sell to visitors to Buy.com.

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