eBay Rebrands GSI Commerce to eBay Enterprise
By Ina Steiner
eBay has rebranded its GSI Commerce unit to eBay Enterprise. eBay had acquired GSI Commerce in 2011 for $2.4 billion. Chris Saridakis, who joined GSI Commerce in 2010 and took over as President of the unit after the acquisition, announced the news on the eBay Enterprise blog.
Saridakis said the new name "best captures our business today: a strong enterprise commerce partner of choice for retailers and brands, backed by the full capabilities of eBay Inc., a global commerce platform and payments leader." He emphasized the need for technology to assist retailers in innovating in order to drive consumer engagement and loyalty. "Commerce today is omnichannel - able to occur seamlessly across any connected screen or physical store environment. Competing and winning requires integrated solutions and new tools and approaches."
Why rebrand now? "The name highlights the enormous synergies between eBay Inc.'s portfolio of businesses and the solutions we are uniquely able to provide," according to the announcement.
eBay Enterprise, as GSI Commerce will now be called, has over 1,000 retail and brand customers that enabled $4 billion of ecommerce transactions in 2012. It offers clients marketing, fulfillment, supply-chain solutions and call center services directly and operates TrueAction Network and e-Dialog.
Saridakis said he expected that by the end of 2013, more than 30 clients would have stores on the eBay Marketplaces platform, and PayPal coverage would extend to over 90 percent of its client volume. "With great PayPal integrations, our clients are seeing increased conversion at checkout - another way eBay Enterprise helps retailers and brands grow."
eBay's New Identity
In 2008, CEO John Donahoe set out to change eBay's image from that of an auction site (or "flea market") to a company that offered "a more retail-like experience" and his strategy was to focus on large merchants on the eBay Marketplace and extend PayPal and BML to offline retailers. The acquisition of GSI Commerce was part of that effort and handed eBay major retail brands including Calvin Klein, ToysRUs and Dick's Sporting Goods.
Last year, eBay rolled out a new logo to further move away from its auction roots. In announcing the redesign, eBay Marketplaces President Devin Wenig said, "Auction-style listings, used goods, vintage items and quirky, one-of-a-kind finds are still a big part of what makes buying and selling on eBay special. We hope that's always true. But we've evolved a lot in the past few years, and eBay is much more than auction-style listings today."
The rebranding its GSI Commerce unit to eBay Enterprise is a sign that Donahoe is satisfied with his attempt to transform the eBay brand away from an auction site to a more retail-like organization.
A spokesperson told EcommerceBytes via email today, "eBay Enterprise is the only company that offers retailers and brands integrated solutions across all touch points of the consumer purchase lifecycle - from demand generation and conversion to fulfillment and customer service. They help clients grow faster than the industry or on their own."
He noted that today marks the two-year anniversary of eBay Inc.'s acquisition of GSI Commerce.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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