Aliso Viejo’s Buy.com is unveiling a new service today that will let people integrate a store into their own web site.

Called Garage Sale, the new service will initially be available to members of the social-neteworking site Facebook. But Buy.com plans to roll this out to bloggers, web sites and advertisers.

The service is similar to Amazon’s “Sell Your Stuff” and a bit like eBay, where you pay a transaction fee to auction off goods. But with Garage Sale, shoppers don’t have to leave the Facebook page in order to complete the purchase.

Garage Sale is Buy.com’s entry into the individual seller market. It will eventually promote the Garage Sale service on its own site before the end of the year, said Neel Grover, Buy.com’s chief executive.

“We’ve been rounding out our site for sometime now,” Grover said. “We created a third-party marketplace so we’ve got a lot of retailers selling on our site. Our next step was to allow individuals sell on our site and we we wanted to take a different route from Amazon.”

Garage Sale has been in the works for the past year, Grover said. Buy.com liked how it so much, it bought Shoperion Inc., the Santa Barbara e-commerce developer for an undisclosed price last quarter. The unit is now part of Buy.com’s Aliso Viejo staff, which numbers nearly 130 employees.

Facebook users can embed their own Garage Sale service into their profile page. Shoppers can complete the transaction without leaving the Facebook page. Garage Sale technology takes care of the credit card transactions, while the seller must handle the shipping. Garage Sale also charges a 5 percent commission fee to use its service.

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