Connecting The Dots On eBay?s Local Shopping Strategy

It's no secret that eBay has been heavily investing in a local commerce strategy. The central core of this is trying to capitalize on the $917 million online-to-offline buying market, which Forrester estimates will eventually reach $1.3 trillion (although this number seems low) and account for nearly 50% of total retail sales by 2013. Virtually every acquisition in the past year (besides the company's $2.4 billion purchase of GSI Commerce) has been of a company that is dabbling in local payments or linking to merchants (Milo, RedLaser, Where, FigCard). If you look closely, a clear strategy is emerging that positions eBay at the center of mobile shopping, local commerce, and payments (through PayPal). Let's connect the dots. eBay's first foray into the local commerce arena was though the acquisition of barcode scanning mobile app RedLaser last June. RedLaser's barcode scanning technology allows users to comparison shop on the go. Anyone can scan a barcode on an item at a store and then automatically access any eBay listings of the product on the marketplace. Sellers can also use the scanning technology to scan an item and list the product in very little time. RedLaser's technology was quickly integrated into eBay's dedicated iPhone and Android apps.

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