eBay will be making some changes as it tries to attract brands to its marketplace, according to CEO Devin Wenig during a presentation at the Citi 2017 Global Technology Conference on September 6th. He said details would be coming a little later in the year, but he hinted that it might provide a Store format just for brands, something its rival Amazon is now doing.
eBay could be planning on providing an improved Store for the brand to sell from directly as well as an option for brands to highlight products sold by authorized resellers.
"Brands want a couple of unique things," Wenig told the Wall Street audience. "They may want a store that says this comes directly from the brand. It's an authorized reseller, it carries the warranty. Those are things we can provide them, and we'll talk more about that probably a bit later in the year."
This may be another case of eBay following the lead of Amazon, which is increasingly offering brands of all sizes more tools to showcase their wares on its marketplaces, such as their own stores, as we reported last month
Take a look at the Ethan Allen Store on Amazon
for example to see what eBay may be planning. Amazon allows brands to customize the look of their store and use it to showcase a handpicked assortment of products. A video on its Amazon Store allows Ethan Allen to tell a visual story about its brand with the help of its employees.
On its dedicated Amazon store, Ethan Allen is selling products directly, with no other sellers vying for a Buy Box. Interestingly we found plenty of Ethan Allen products on eBay sold by third-party sellers, but we found no indication the company is selling there directly.
We also found it interesting that eBay is turning to Facebook for help in wooing brands. Last month, we reported that eBay is using Facebook ads to reach them where it is promising brands some of the following:
- the ability to curate buying experiences for shoppers, with the ability to aggregate products from authorized sellers.
- data on more than 280 million hours of unique search, browsing and purchases each month;
- help reaching shoppers off eBay through the implementation of a single, universal login for users, allowing brands "to reach and effectively influence laser-targeted consumers, even when they are not shopping on eBay."
eBay also enticed brands with the following pitch: "Increase your market share and drive sales lift by curating consumer interactions towards authorized sellers, or strengthen an existing storefront. We will guide shoppers down your brand's sales funnel with promotional elements, traffic drivers and relevant content."
Wall Street generally likes moves eBay makes that imitate Amazon, but this initiative could give sellers cause for concern.