Detailed Analysis of eBay's Digital Business Strategies and Growth

This assignment analyzes eBay's digital business strategies, focusing on its growth in the competitive market. It examines eBay's approach to customer experience, including trust, safety, and payment options, and its use of vertical formats like Classifieds and Daily Deals. The analysis explores eBay's marketing strategies, such as search marketing and SEC filing notes, and its expansion in Australia. The assignment also discusses eBay's online auction website, pricing strategies, and the use of software tools and artificial intelligence to enhance the shopping experience. References include insights from industry professionals and academic publications on eBay's market position and digital marketing practices. The document provides a comprehensive overview of eBay's digital business strategies and their impact on its market share and customer engagement.

Digital Business
Answer 1:

EBAY
It has been observed that eBay focuses on using their site to attain growth in the
competitive business world. EBay has designed vertical formats such as Classifieds, Fashion,
Daily deals and Electronics. Mainly, eBay considered “Growth Strategy” that helped to
improve the experience by maintaining trust and safety and also by extending the product
assistance into the new formats, categories and also by fulfilling innovative pricing and buyer
retention strategies. By considering this activity, the company has grabbed the attention of
customers as it is convenient for them to purchase the products. The company also
emphasized on improving the payment option on their site by considering PayPal as a
partner. The payment option part of their site as improved credibility and trust among
customers and due to this the overall sales has been enhanced (Chaffey & Ellis-Chadwick,
2019). On the site, EBay also provided a small column “HELP” from which customers can
easily resolve their queries. The “Help column” on their site is available through which
customers can easily provide feedback and can also take information which is needed.
Search Marketing is also one of the approaches which are considered by the company to
fulfil its aim to influence the day to day online experience of the customers. If customers
search for “low cost hair curlers” then EBay features its results with the help of their site.
Also, SEC Filing notes is one of the options considered by the company through which
“customers and merchants can use their sites to sell goods” (Chaffey & Ellis-Chadwick,
2019). This has enhanced the range of products on the sites which has directly attracted the
customers towards their site. So, it can be said that in this way EBay uses various factors of
their site to emphasize on actions and this due to this the company has attained large market
share among the competitors.
Answer 2:
The director “Jooman Park” said that “We are proud that how company has come in the past
15 years and has positively affected the lives of the Australians. There are over 8 million
people who are interacting with the company in each month. It is examined that eBay
changed the scenario in terms of retailing in Australia. The company considered the
approaches to improve the performance. Firstly, eBay emphasized on category growth in
which the quantity and categories within the market is enhanced. For instance: Art, Books
and Antiques. Secondly, the company also considered formats for interaction. In relation to
format, eBay considered traditional format auction listings and now it also considered “Buy-
it –now” fixed price format. The fixed price format considered by the company has helped in
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EBAY
maintaining large market share among the competitors. Presently, 85% off the products on
eBay.com.au are brand new products and also it is sold by the companies at the set Buy- It
now price (Chaffey & Ellis-Chadwick, 2019).
The company emphasized on updating brand positioning by using traditional media such
as Television. There are various television commercials which are introduced by the
company to promote its products and services in the competitive business world. So, it can be
said that in this way eBay changed retailing in Australia (Blake, 2020).
Answer 3:
EBay is considered as the largest online market on the global platform. It has been
examined that the company created online auction website which is one of the largest online
market. Only because of pricing revolution company attained growth in the market. In this,
eBay allowed the customers to fix what they would give for the particular goods and due to
this the consumers gained control and attained best price and the sellers also made good
margins because of site’s efficiency and global reach (eBay, 2020).Presently, there are
companies who first check the products on eBay before fixing the price they will charge from
customers. There are also software tools that are offered specifically for the particular traders
such as Turbo Lister, Selling manager and seller’s assistant. In the present scenario, 60% of
the listings are done by software which shows worth of automating the posting for the
trading. One of the best examples is of new shopper feature that is one of the essential parts
of OVP Shop Bot on Messenger. Artificial intelligence has also offered the personalised
shopping experience to the individuals to search for attractive deals from eBay one Billion
listings (Chaffey & Ellis-Chadwick, 2019). In this way, it is observed that eBay achieved
growth in relation to auction marketplace.
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EBAY
References
Blake, D. (2020).” You have to focus on what customers want”: eBay, 20 years
later”.Retrieved from: https://insideretail.com.au/news/you-have-to-focus-on-what-
customers-want-ebay-20-years-later-201909
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
eBay. (2020).Press room.Retrieved from:
https://www.ebayinc.com/stories/press-room/au/ebay-celebrates-15-years-in-australia/
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