There's a new way to get to Overstock.com - simply type O.co into your browser. Overstock.com announced it purchased the domain name O.co from .CO Internet S.A.S, the official .CO domain registry. According to the company, the new web address will "enhance its brand recognition and retention, align with current marketing initiatives, and make it easier for shoppers to find the company's products and services online."

What Overstock understated in its announcement is that the new domain will be a convenient shortcut for shoppers using mobile devices, which lack full-sized keyboards.

Overstock.com purchased the registration rights to secure the single-letter domain O.co and related URLs for $350,000. The O.co domain is live and redirects visitors to the Overstock.com home page.

'The O is such an important and recognizable part of our brand," said Overstock.com Chairman and CEO Patrick Byrne. "In the new era of the Internet, where short and memorable web addresses are critical for capturing the attention of mobile and socially connected Internet users, our O.CO web address will help to reinforce our brand and expand our business among these audiences."