Headquartered in Aliso Viejo, California, Rakuten.com was founded by Scott Blum in 1997. Rakuten.com equal to Rakuten.com Shopping and formerly Buy.com, is one of the world's largest online retailers mainly selling computer, electronics and other products. Rauten.com supports over 38,500 global shop owners and now has 24 product categories beyond originally computers and electronics. Rakuten.com emphasizes on setting up individual relationships with shop owners and customers. Believing shopping is fun and entertainment, Rakuten.com helps consumers to find their favorite products through word, picture and video reviews, and often offers seasonal sales and promotions.