The revamped mobile shopping site is generating nine times the traffic as the previous Buy.com search-only site. The new site offers full search and checkout capabilities and a faster, simpler platform that delivers an improved mobile shopping experience.

“We’ve seen very positive adoption thus far,” said Neel Grover, president/CEO of Buy.com, Aliso Viejo, CA. “We’re seeing sales up among all categories on the Buy.com mobile site.

“The strategy behind the site is to give customers the flexibility to seamlessly shop from anywhere,” he said. “It’s already proven to be an additional sales channel for Buy.com.

“The sales are incremental.”

Online shoppers can now visit Buy.com from any mobile phone, browse 5.3 million product selections and make purchases.

Shoppers also can watch thousands of BuyTV product videos and Top 10 countdowns in popular categories to have the richest shopping experience prior to purchase.

Previously, the mobile site only offered limited product search capabilities and pricing information.

Despite the partial offering, Buy.com already was ranked as one of the top 10 mobile commerce players, according to Nielsen Co. and Internet Retailer.

In addition to Buy.com’s large product selection and low prices, mobile shoppers also can access the company’s retail Marketplace, which currently features more than 11.5 million product listings from thousands of qualified third-party retailers.

“Mobile has the greatest potential out of all avenues for significant growth,” Mr. Grover said. “We’ve found that many customers want to buy when they are away from the computer.

“We increased the number of searchable products to our entire catalog, made the platform significantly faster and added full checkout capabilities,” he said.