From online auction pioneer to curated marketplace for today’s generation: transformed eBay’s iconic marketplace into a destination for discovery, individuality, and sustainable shopping.

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The Industry: e-Commerce

The Rub: Remember that old-school vintage-selling marketplace that launched in 1995? It revolutionized the auction, selling, trading and buying experience for collectors and niche buyers. Fast forward to today, almost 30 years later, eBay has become the most popular consumer marketplace on earth – right behind Amazon. It’s known for its consumer to consumer sales and auctions. There are about 1.6M live listings right now. About $11.9B of it its gross merchandise were bought using mobile devices as of 2022. The most expensive item ever sold was a gigayacht for $168M. Electronics and accessories are the most popular category 16.4%. About 53% of the company’s GMV involves interaction with a mobile device. And eBay relies on its users to self-regulate the trading community through a feedback system allowing buyers to rate sellers on transactions. Kind of like you rating your Uber driver after a transaction. But despite its overwhelming success over the years, eBay® still struggles with wrangling its social communities around a relevant brand voice, and improving its mobile app. Its become a generational debate among conflicting viewpoints.

The Mindset: The Boomers and GenXers know it as a reliable, long-standing, trustworthy place to buy and sell anything. But the Millennials and GenZs only know it as a vintage selling platform for old people.

The Urgency: Getting in the minds of young people has never been more critical as this group divers more sales than any other audience. You just heard the long list. 

The KPIs: Product sales. Social reviews. Audience engagement.