Aliso Viejo-based ecommerce site Buy.com said this morning that it is going beyond the industry-standard, 30-day return policy and extending out a new, 45-day return policy on its items. The firm said it has extended out the return policy to become a "more customer-friendly option" than competitors Amazon, Best Buy, Barnes & Noble, NewEgg and others. Buy.com also said it will also offer the 45-day return option for its Marketplace partners, the firm's network of third-party e-commerce providers who list items through the site. Buy.com explained that those partners who also support the 45-day return policy will get more prominent site placement and a special badge. Buy.com was recently acquired by Japanese ecommerce firm Rakuten, Inc., and continues to be headed by Neel Grover.