Take the first digit of the longer number. Multiply it by the shorter number and store the result. Take the second digit of the longer number. If it matches the first digit, do a lookup of the last result and use that, else multiply and store. Repeat.
There will be a maximum of 10 * (length of the shorter number) multiplies, because there are only 10 unique digits. After that every operation is a lookup.
You could even do a tiny optimization by skipping the multiplication for the zero digit.
Worst case, the two numbers are the same length, in which case it's O(n/2 * 10), which is a heck of a lot better than O(n log n).
What am I missing here?
EDIT to respond to the comments: in the article, they are only counting the number of multiplies in the O() value. They are not including the adds.