Abstract

eBay shifting its strategy in China for exploring opportunities for growth in the e-commerce and m-commerce markets. The strategic shift was eBay’s attempt to compete with Taobao, an online auction site run by Alibaba.com. The rising popularity of Taobao resulted in eBay losing its market share.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

eBay, EachNet, TOM Online Inc, e-commerce, m-commerce, online auctions, joint venture, strategy, Alibaba.com, Taobao, consumer buying behavior, iResearch, market research, market share, Morgan Stanley, BDA China, investment banking, brokerage, online portal, synergy, operating losses