During a conference call with Wall Street analysts today, eBay CEO Devin Wenig said he was satisfied with the company's brand campaign that kicked off in June. It was still very early to definitively evaluate the results, he said, but several times during the call, eBay executives used the phrase "moving in the right direction" to describe the company's performance. Wenig also revealed eBay it would expand the marketing campaign internationally in the second half of the year.
eBay spoke to analysts after releasing the results of its 2nd quarter performance (April, May, June). eBay Marketplace platforms (not including StubHub) saw Gross Merchandise Volume, or GMV (the value of goods sold by eBay sellers), rise 6% after taking out the effect of foreign currency exchange. eBay said performance was "driven by the continued expansion of new user experiences and marketing efforts."
eBay added two million active buyers across all of its platforms, for a total of 171 million global active buyers.
During Thursday's call, Wenig indicated eBay is now more interested in the number of *products* versus the number of *listings* - that makes sense given its Structured Data approach where it's trying to build a catalog more like Amazon than the traditional eBay. And he mentioned "working with sellers" to eliminate duplicate listings.
eBay is also very interested in attracting big brands, with Wenig mentioning a collaboration with Disney and adding brands such as Nest. But he was adamant that eBay still cared about small sellers, pointing to its partnership with Shopify that allows small- and medium-sized sellers to list on eBay through the Shopify interface.
"We're seeing a really nice acceleration of the number of sellers on eBay." He said there were a lot of small and medium sized businesses selling on eBay for the first time; "We're really happy about that."
"We're also starting to acquire brands at an increasing pace, which is excellent," Wenig continued. "We're really pleased about that."
Another indication of eBay's focus on brands and commodities was when an analyst asked about which categories were driving growth: Wenig said eBay had seen "nice progress" in the fashion, electronics, and home & garden categories, and was "particularly excited" about those categories going into the holiday shopping season.