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While eBay and Amazon battle for first place in the ecommerce industry, eBay is the clear winner when it comes to personalization. In this year’s Index, the brand comes in 75 spots higher than its competitor—jumping 11 spots from last year’s #18 position.


The 25 year-old ecommerce giant is still very much a leader in innovation. And what makes it unique is its consideration of both buyer and seller experiences. After a recent expansion of its mobile app capabilities, eBay users now have the power to run a digital store from the smartphone sitting in the palm of their hand. Shoppers can leverage smart technology, such as image search, to use photos to shop eBay’s inventory and click on the popular ‘looks like this’ feature to find similar items that may pique their interest more than the original search result.


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Why we love eBay

Personalized homepage

eBay allows users to keep an eye on various deals, items, and even sellers through the My eBay homepage. In addition to a traditional watchlist, users can save their searches to revisit products frequently, track real-time price changes, or to repurchase items. Shoppers can also save specific items that they’re interested in bidding on or purchasing to better keep track of specific price fluctuations that can impact their wallet. If customers are loyal fans of a specific seller, eBay allows buyers to set them as a favorite to receive updates about new products and active auctions.

my ebay home page

Curated email messaging

Email communications feature personalized product recommendations and deals specific to every customer’s interests. eBay’s AI tracks customer searches on the platform, purchases made, and frequently browsed items to recommend similar and related products that complement each shopper’s individual interests. Subject lines are personalized to the user both by name and username, and emails often offer personalized discount codes to users who have not recently engaged to drive repurchase.

ebay email messaging example

Intuitive app design

eBay offers over a billion items on its platform, so how do shoppers not get so lost that they never make it to checkout? eBay has cracked the code of digital design for user experience so shoppers feel comfortable browsing and buying from their phones. The eBay app displays recently viewed products and highlights the same items that customers would see on the website. And if someone’s looking to sell something, a phone’s camera tool can be used to take a picture of an item or scan a barcode.

ebay intuitive app design example

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