eBay is seeking younger buyers

A piece in the Wall Street Journal says that eBay’s current strategy is to attract more younger buyers and finally shed its image as an online auction site.

That eBay is so frequently described as an auction site in the media does strike me as lazy, not least because Fixed Price has been dominant for some time, hasn’t been a pure auction site for 15 years and now 80% of eBay sales are BIN.

Part of the push is improving the search system and putting efforts into improving the app.

Karl Isaac, eBay’s vice president of global brand said: “We asked ourselves why we exist as a brand, how we personify ourselves and what it is we offer.” And the plan is “to start closing the perception gap.”

The millennial market is an increasingly important and lucrative sector. But can eBay ever really be cool?