Overstock Overshoots in BTB

Online closeout retailer Overstock.com, Salt Lake City, announced yesterday that it has revamped its business-to-business strategy.

Two years ago, the company introduced overstockb2b.com for small businesses. The site never really caught on with small businesses, many of which continue to shop on overstock.com.

"While Overstockb2b.com served more than 9,000 customers, I don't believe it has reached its full potential," company president Patrick Byrne said in a statement. As a result, the company has folded overstockb2b.com into overstock.com and turned it into a buyers club for small businesses with the name Club O Gold.

The new BTB buying club is modeled on Overstock.com's consumer discount club, Club O. The annual fee to become a Club O Gold member is $99.95. Benefits include $1 shipping on all orders; a 5 percent discount an all items except books, music and videos, and up to 30 percent off when buying in bulk.

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