We also let you buy a name and we hook it up to your store for you. So if you wanted to be: http://mystoresname.com you can be.
That option is on our stores tab. Click the "Store Domain" link on the Stores tab.
http://www.auctiva.com/stores/managedomains.aspx
This option also lets your buyer email you at an email address at the domain you purchase. Such as: yourname@yourstore.com