Ebay: Creating Customers on the Move

1007 Words Oct 11th, 2012 5 Pages
eBay: Creating Customers on the Move

The advent of mobile commerce (m-commerce) has begun to create significant changes in the way consumers make purchasing decisions. The introduction of online shopping first began to draw customers away from brick-and-mortar retailers, changing the location of where they made their purchases. The use of mobile devices has expanded the location of purchase decisions even further, so now consumers can make purchases from almost anywhere, so long as they have a mobile device with them. It also has leveled the playing field for consumers in many cases, as it allows them to comparison shop on prices of products that they might find in stores.

In 2009, the mobile commerce market generated $18.3 billion
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If nothing else, the new trends in m-commerce move very quickly, and eBay must continue to innovate if it wants to stay ahead of the game. Says Yankovich, “Nobody knows what’s going to happen in mobile. We need to be ready to spin on a dime.”

1. Which stages of the consumer decision-making process are affected most by comparison shopping on mobile platforms? Explain. All stages can be considered affected less or more. In my opinion, most affected stages are: Internal information gathering – eBay application provides consumer with basic information like brand name, color, price, size, location, shipping cost, etc. After comparing this information consumer supposedly will make a rough choice to get more info or refine search by certain criteria. Evaluation of alternatives – is the most affected and difficult stage for consumer. At this point all options needs to be compared: one seller can be more competitive pricewise but shipping will take longer time due to location of the product, another has a better feedback and accepts every known method of payment but has lower amount of days after product will be accepted back or do not accept returns, etc. Purchase of product also can be considered as affected stage. Before actual payment, some sellers can only ask for desired quantity and get consumer directly to the payment page but some can ask for available coupons or gift cards. However, I think this stage has
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