Case Study: Silver.com / Gold.com
- JM Bullion acquired domain Silver.com in 2012 for $875K
- Company became 2nd largest online bullion seller in U.S.
- In 2021, company sold business to A-Mark for $136.8M
- A-Mark purchased domain Gold.com in 2024 for $8.51M
- Company rebranded entire business as Gold.com in 2025
Silver.com acquired for $875,000 in 2012
"We decided we needed a domain name that would help us become the largest online precious metal retailer in the world and believe we have found that with Silver.com."
Kendall Saville,
Angel Investor & Board Member
JM Bullion, Inc
In 2011, Michael Wittmeyer and Jonathan Wanchalk were top affiliates for the precious metals retail giant APMEX.com. They wrote articles discussing the precious metals bull market on their website and bullion enthusiasts appreciated the insight. The two entrepreneurs covered expenses by displaying advertisements to purchase bullion directly from APMEX.com, quickly growing advertising revenue to $5,000 a month.
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The young businessmen contacted APMEX.com with an offer. APMEX could own this sales channel for just $40,000, a nice score for Michael and Jonathan and a drop in the bucket for APMEX, but the company failed to respond back.
APMEX soon found out their top online affiliates converted into their top competitor, an upstart named JM Bullion. The fledgling newcomer quickly realized they needed a competitive advantage over the retail giant they just crossed. Barely in business a year selling gold and silver directly to consumers online, JM Bullion made their first corporate acquisition.
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JM Bullion's first acquisition wasn't a business, but a domain name, Silver.com, for $875,000 in Q4 of 2012.​ Buoyed by a formidable new sales channel in Silver.com, JM Bullion promptly delivered the company's first $1 million sales day in precious metals on February 15th, 2013.
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The company's growth continued even when the precious metals market went south. In 2014, the company acquired it's 100,000th customer and by 2016 JM Bullion notched it's 1,000,000th sales order. At this time the company didn't even have 50 full time employees.
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After many more accolades, the company registered $1 billion in annual sales for fiscal year 2020. The following year, just shy of its ten-year anniversary, JM Bullion sold the business along with Silver.com for $136.8 million in cash and stock to A-Mark Precious Metals on March 19, 2021.
The JMBullion.com and Silver.com legacy brands remain an integral part of A-Mark's direct-to-consumer bullion business.​​
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Gold.com acquired for $8,515,000 in 2024
“The acquisition of the gold.com domain represents a significant investment in our direct-to-consumer growth strategy."
"The gold.com domain carries broad global appeal and is an extremely versatile asset that will be incorporated into our long-term strategy."
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"It's rare to have an opportunity to acquire a category defining asset such as this, and we are excited to add the domain to our expanding portfolio."
Robert Pacelli,
Chief Executive Officer
JM Bullion, Inc
Twelve years after JM Bullion acquired Silver.com, the A-Mark subsidiary struck again and doubled down on its category killer domain strategy by purchasing Gold.com for $8,515,000 in 2024. JM Bullion knew from its own history that category defining domain names provide a tangible return on investment and amplify online presence.
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A-Mark Precious Metals' direct-to-consumer division (which includes JMBullion.com and Silver.com) grew fiscal year 2025 sales revenue 57% over the previous year to a record $2.28 billion.
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On December 2, 2025, A-Mark fully rebranded their entire business as Gold.com, along with moving their public listing from the NASDAQ to the New York Stock Exchange under the ticker symbol GOLD.
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“Gold.com perfectly encapsulates our identity and the whitespace in front of the business as we fortify our category leadership and work to define the future of precious metals, numismatics, and other collectibles,” said Gregory N. Roberts, CEO of A-Mark.
“Gold’s history as the original store of value goes back generations, as does our heritage as a steward of this industry since our founding in 1965. We’re thrilled to continue growing and building on this foundation, now under this dynamic new name that reflects our forward-thinking and trusted approach.
"This name change is just the first step in positioning ourselves for long-term success, enhancing our operational excellence, and delivering value for our customers, partners, and shareholders.”
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With revenues of $11.9B across all divisions for the 12 months ended September 30, 2025, the rebranded Gold.com is well positioned for the future in the very competitive precious metals market.