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eBay has become a household name and global phenomenon since its founding in 1995. It was originally known for auctioning collectibles but now over a third of goods are sold at fixed prices. Retailers are warned not to underestimate eBay and should view it as a key competitor and additional sales channel. eBay has also started serving business-to-business sales by enabling transactions between small businesses for items like office and manufacturing equipment. Marketers are advised to incorporate online strategies like eBay into their marketing plans to avoid missing opportunities from the shift to digital advertising and retail.
eBay has become a household name and global phenomenon since its founding in 1995. It was originally known for auctioning collectibles but now over a third of goods are sold at fixed prices.…