UK Volume 20 eBay Superbrands UK Annual Vol.20 Fast-forward to 2018 and eBay is still driving new developments: embracing artificial intelligence and partnering with PayPoint, making its Collect+ parcel shop network available to use as eBay Click & Collect collection points. eBay’s social media presence was bigger than ever in 2018. Focusing on mobile-first creative bespoke to each social platform, eBay worked with over 100 influencers, from YouTuber Colin Furze to comedian Katherine Ryan, to shout about its brand offering and increase consideration. Promotion In 2018, eBay launched its latest brand proposition – ‘It’s Happening’. The campaign holds a mirror up to modern culture, positioning eBay’s diverse, vibrant and dynamic marketplace as a reflection of modern mindsets and what customers are into. For Christmas 2018, eBay brought the campaign to central London, using the Piccadilly Lights as an opportunity to exclusively promote its best Cyber Monday deals. The brand used this opportunity to show how it empowers entrepreneurs, shining the spotlight on one of its SMB sellers, Velocity Electronics. eBay regularly partners with other high-profile brands who understand the power of the marketplace in bringing products to life. In November 2018, eBay teamed up with Warner Brothers for the release of Fantastic Beasts: The Crimes of Grindelwald, taking five Wizarding World superfans on a Wizarding Workshop, using wands and merchandise sold on eBay. eBay also partnered with YouTuber DanTDM, Disney and Make-A-Wish to place Dan in Disney’s latest animation, Ralph Breaks the Internet. Dan’s personalised Disney character was used on exclusive eBay merchandise, sold to raise money for Make-A-Wish. Brand Values eBay’s vision for commerce is one that is enabled by people, powered by technology and open to everyone. eBay focuses on providing opportunity for all, allowing charities, businesses and individuals to participate in – and benefit from – global commerce. This is bolstered by eBay for Charity, allowing buyers and sellers to donate. The original disruptor of the e-commerce world , eBay has come of age – but it’s still shaking up traditional retail with a global marketplace that welcomes big brands, empowers entrepreneurs and serves 25 million customers a month in the UK alone Market eBay was the first online marketplace. Today, it’s a household name. A regular feature in lists of best-loved brands, it connects millions of buyers and sellers, helping customers to find the item they’re looking for from its 1.2 billion listings. With buyers in 190 markets, trade is fast. The 2018 World Cup had us bringing home a waistcoat a minute in July due to Southgate fever and eBay reported nearly two searches for ‘Chesterfield Sofas’ every minute following the debut of BBC One’s hit TV show, McMafia. This incredible interest directly benefits the small businesses who trade on eBay, giving them access to an audience once unthinkable for a small shop on the high street. Unlike other online platforms, eBay does not compete with or undercut its sellers. Product Whether an item is new, luxurious or rare, fashionable or one-of-a-kind, it’s probably for sale on eBay The brand’s mission is to be the place where the world shops first and a continued focus on its powerful search gives strength to that promise. While eBay remains true to its marketplace roots, 89% of the items for sale on eBay are now offered at a fixed price and 84% are brand new. The UK’s big retail brands also continue to gravitate towards the marketplace, setting up their own eBay stores to be where British consumers are shopping. All sellers on eBay benefit from one of the most popular mobile apps in the market – downloaded more than 440 million times and counting – along with a ready-made web presence that is fast, mobile and secure. Achievements Throughout its 24-year history, eBay has helped many thousands of small businesses to succeed. Small British firms regularly rank in the top five grossing sellers on eBay’ s biggest trading days like Black Friday, and more than a thousand British sellers who started with a shop on eBay are now running million-pound businesses, providing jobs to people in their communities. Each year eBay champions the best of its sellers through the eBay for Business Awards: a nationwide hunt for the best and brightest innovators on the marketplace. As a hub of retail in the UK, the marketplace also continues to welcome top brands to the site – including Joules, Currys, Halfords, Argos, BooHoo and more. eBay also makes it easy for customers to give to charitable organisations. Using eBay for Charity, sellers can donate a portion of their sales and buyers can shop while supporting their favourite causes – adding to the £135m that eBay has raised for UK charities to date. In September 2018, eBay expanded its Retail Revival programme to the UK, partnering with the City of Wolverhampton to help local retailers make the most of the online opportunity. For 12 months, experts from eBay will be providing exclusive support to 64 businesses in the city, growing the local economy and demonstrating that online and high street retail can survive and thrive together. Recent Developments With a wealth of ‘firsts’ to its name, eBay remains at the forefront of online retail. The marketplace created one of the first-ever mobile apps, and today over 60% of international buyers shop on eBay through their mobile device, putting the products of small businesses directly into the hands of consumers whenever they want to shop. Thanks to the 200,000 small businesses who make unique. And the 25m UK buyers who found just the right thing in 2018. B R I T A I N ’ S C H O I C E 2019 • A W A R D E D F O R - Q U A L I T Y - R E L I A B I L I T Y - D I S T I N C T I O N • From small business to big. It’s happening on eBay. Brand History 1995 eBay founder, Pierre Omidyar, launches AuctionWeb. By the following year, US $7.2m worth of merchandise is sold. 1997 Feedback is introduced, allowing members to rate their transactions – a first for the web that’s now an industry staple. 2000 Buy It Now, allowing users to buy an item instantly at a set price, is introduced. 2002 eBay purchases PayPal, followed by Gumtree three years later. 2008 eBay is one of the first companies to launch an iPhone app, featuring in the Apple App Store launch. 2009 eBay receives a 100% rating from the Human Rights Campaign – and has received it every year since. 2016 In partnership with Myer, eBay launches the first-ever virtual reality department store as well as a smart, personal shopping assistant, powered by artificial intelligence. 2017 eBay’s 22nd year in the UK sees Image Search and Find It On eBay launching, allowing shoppers to search using a picture. 2018 eBay’s Retail Revival programme moves to the UK city of Wolverhampton. Small businesses involved in the programme reach £1m in sales in just three months of the scheme. m