Today, eBay is far more than an
auction site. Behind the growing brand is a rapidly evolving company. Now
partnering with top merchants and launching collections by both professional
and everyday sellers, eBay, with an inventory of more than 800 million live
listings, has turned into a discovery destination and a leader in the
omnichannel e-commerce landscape.
The brand experience includes major technology and retail
partnerships with other leading brands such as Macy's, Kate Spade, and Home
Depot. Recent efforts to improve internal clarity, refresh brand identity, and
strengthen consistency demonstrate that eBay is embracing change in order to further
differentiate itself and increase brand relevance in a rapidly changing (and
increasingly crowded) category. With major online players like Amazon,
traditional retailers like Nordstrom, and breakthrough brands like Warby Parker
all entering eBay's domain, eBay is focusing intently on how its brand is
perceived on a global scale.
Following a strategic review of the company's growth
strategies and structure in late September 2014, eBay's Board of Directors announced
that it would separate
the eBay and PayPal businesses into independent publicly traded
companies in 2015. It was also announced that Devin Wenig, an eBay
veteran, would shift into the role of CEO of the new eBay.
Since its earliest days, eBay has been a brand deeply rooted
in its commitment to connecting consumers and establishing a strong sense of
community-and that does not appear to be changing now. As the Age of You
approaches, those very same values could, once again, prove to be instrumental in
driving eBay-and its brand value-to even greater heights.