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EBay Modernizes Its Brand and Approach, Including Site Redesign
EBay Modernizes Its Brand and Approach, Including Site Redesign

By Jennifer LeClaire
October 10, 2012 1:43PM

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Analyst Greg Sterling said notwithstanding eBay's strong traffic, the site had grown stale for many consumers. "It seemed stuck and out of step," he said of eBay's site. The new eBay logo and site design are "an attempt to refresh and reintroduce the brand to people and get them to think of the site much more broadly as a general-purpose Amazon competitor."

Shopping Web site eBay has announced a redesign along with several new features to modernize its brand and go head-to-head with Amazon, including offering same-day delivery service.

It all starts with a site redesign and a new logo that offers a cleaner, more contemporary look and feel. The new eBay offers what many are calling a more intuitive, convenient way to browse, decide and buy, as well as a new personal way to curate custom shopping experiences somewhat like Pinterest.

"The future of commerce is personal, driven by data. Search results and recommendations are no longer enough. Consumers want insight. And they want personal, curated selection that is relevant to them, controlled by them," said Devin Wenig, president of eBay, in a blog post.

"Consumers want experiences that are not intrusive but inspiring, experiences that don't dictate but guide and assist, in ways that feel authentic and natural. We want to make moments of inspiration instantly shoppable. This is what eBay is poised to deliver."

The 21st-Century Consumer

Wenig sees the future of commerce as global. That's not a new idea, but eBay is evolving to better meet the demands of customers in a world where technology has revolutionized the way people shop. Wenig predicts the $10 trillion global retail market will be transformed in the next few years.

"In a connected commerce world, consumers shouldn't care whether the product they want is at a neighborhood store, or in a shopkeeper's window halfway around the world," Wenig said. "Large and small merchants and consumers together will create nearly infinite selection and choice. If it is a product they want, consumers should be able to get it, anytime, anywhere. And the buying and selling experience should be easy, convenient and simple."

To that end, the company has begun offering same-day delivery service from retailers like Finish Line, GNC, Home Depot, Macy's, Office Depot, RadioShack, Target, Toys"R"Us and Walgreens in the San Francisco Bay area, with more cities to follow.

Wenig sees the future of commerce as mobile and increasingly multichannel via any connected screen. From his perspective, consumers want to move seamlessly across devices, through any shopping environment. He expects customers to move from a laptop, a phone, a tablet or TV, to store window, kiosk, or fitting room, to a shopkeeper or sales associate who knows who they are and what they want.

An Amazon Competitor

Greg Sterling, principal analyst at Sterling Market Intelligence, said notwithstanding eBay's strong traffic, the site had grown stale for many consumers.

"It seemed stuck and out of step with the current state of the Web. PayPal has been a much stronger and more dynamic part of the company," Sterling told us.

"The new logo and site design is an attempt to refresh and reintroduce the brand to people and get them to think of the site much more broadly as a general-purpose Amazon competitor."

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