The brokerage noted eBay wants to offer the best choice for customers by adding new brands and products. Furthermore, the company is focused on managing inventory more efficiently through its structured data initiative. To provide a better shopping experience, it is launching fresh browse nodes and product based interfaces on the platform. Lastly, eBay wants to make the platform a more powerful choice for sellers by making it easier to do business on the platform (Seller Hub has been well received) and making it more profitable for sellers.
The analysts feel that marketing is focused on Millennials, where the brand enjoys a strong patronage, as eBay Senior Vice President of North American Marketplaces Hal lawton highlighted the different ways the online auctioneer plans to bring Millennials to the platform. EBay is active on 16 different social channels, including Snapchat and Facebook Inc FB's Messenger.
Stifel pointed out that the company is concentrated on video (Hulu, YouTube, ESPN) and TV marketing channels. Additionally, eBay has increased focus on seasonal promotions over the last nine months.
The brokerage talked about enhancing logistics with asset light model. It said, "eBay relies on sellers to be its logistics platform. The company has worked with sellers to reduce delivery times [...] When items are shipped using eBay's shipping label platform sellers save 15–20 percent off retail rates, get credit for being part of the standard system, and gain access to better tracking data."
At time of writing, eBay was up 0.06 percent at $24.25.
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