eBay……. and how they evolved their online brand proposition

The eBay marketplace is outstanding for its centre administration, which empowers venders to list things available to be purchased on a closeout or a fixed-value premise, giving customers and numerous purchasers the alternative to offer and buy things of intrigue (Chaffey & Ellis-Chadwick 2019).

eBay’s objectives and Strategy:

the overall aim for eBay is to increase the gross merchandise volume and net revenues from the eBay marketplace. There defined aims are:

1. Acquisition – which is aiming to increase the number of new registered member and users on the eBay marketplace. (Chaffey & Ellis-Chadwick 2019). Some of eBay’s acquisitions were: Skype, Paypal, Craigslist and more (Business dictionary, 2019).
2. Activation – aiming to target the new users of the eBay marketplace to increase users who become bidders, buyers or sellers (Chaffey & Ellis-Chadwick 2019).
3. Activity – which is focusing on increasing more transactions through the eBay marketplace  (Chaffey & Ellis-Chadwick 2019).

By having these objectives and strategies it will increase the company’s overall reputation as they have straight forward business goals that the eBay business can oblige by.

eBay’s growth Strategy:

eBay’s main focus to grow as a company was to:

• Ability to attract buyers and sellers
• Volume of transactions and price selection of goods
• Customer service
• Brand recognition

eBay’s growth strategy is focussed on reinvesting in our customers by improving the buyer experience and seller economics by enhancing their products and service towards customers. As well as improving customer safety and implementing innovative pricing  (Chaffey & Ellis-Chadwick 2019).

In terms of eBay’s security over online transactions, the online business has now evolved their security systems with a trust and safety program. they did this to fix there previous issues of fraud and scams within the online marketplace. with this trust and safety program it helps customers and potential buyers help and justify if trustworthy buyers and sellers by providing qualification whenever a transaction or purchase takes place.

With these objectives, main focuses and strategies eBay was able to evolve with online propositioning and achieve a well popular and flowing online shopping marketplace.

References:

eBay Impact 2018 Progress Update. (2018). [pdf] Available at: https://static.ebayinc.com/assets/Uploads/Documents/eBay-Impact-2018-Progress-Update.pdf [Accessed 12 Aug. 2019]. 

Fierro, I., Arbelaez, D. and Gavilanez, J. (2019). Digital Marketing: a New Tool for International Education. [online] Available at: https://search-proquest-com.ezproxy.canberra.edu.au/docview/1984527647?rfr_id=info%3Axri%2Fsid%3Aprimo 

[Accessed 13 Aug. 2019]. 

eBay Fast Facts. (2019). [pdf] Available at: https://static.ebayinc.com/assets/Uploads/PressRoom/eBay-Q22019-FastFacts.pdf [Accessed 11 Aug. 2019].