Top Story


Home >> Digital >> Article

eBay plans to foray into offline world too in India

Font Size   16
eBay plans to foray into offline world too in India

eBay, dubbed as the online marketplace, is trying out new ventures including moving into the offline world. In this conversation with exchange4media, Rathin Lahiri, Head of Marketing, eBay India, points out that the rate of growth of Internet users is close to 25 per cent of the population, and that there are close to 2 million eBay users from among the 30 million Net users in India.

Stressing that the availability of better brands and deals on the site has helped them improve customer satisfaction and thereby stickiness, he added that word-of-mouth publicity has helped them tremendously. Speaking on the various marketing initiatives from eBay, Lahiri cited the examples of ‘Dreamhouse’ and ‘Bid for a Buck’ as two 360-degree marketing events that helped them publicise the website. While Mandira Bedi was the face of the former one, the ‘Bid for a Buck’ is an ongoing activity.

For the latter, eBay continues to use the online medium as its primary promotional channel. “We prefer to promote the offerings online as it’s extremely ROI focussed. But, now we are beginning to experiment and look at media which can get us saliency – like radio,” Lahiri said. eBay already has tie-ups with portals like Yahoo! and MSN to power their shopping sections.

Speaking on future plans, Lahiri talked about eBay’s plans to go offline. “eBay has already started the offline initiatives, albeit in beta phase, by converting cybercafés to trading posts, where users can come and list their products to be sold through the website,” he divulged. eBay plans to roll out this feature completely by late 2007.

Elaborating more on the branded sub-sections available on the site, Lahiri observed, “This is an opportunity for brands to use it as a channel of distribution. They can use it as an alternate channel of selling as the entry barrier is minimised for brands to come online through us.”

When asked about the role of local languages in India for eBay, he observed that language was not a barrier as of now, but by 2010 local languages would be vital for any dotcom.

All these online and offline initiatives from eBay further establish the growth of Internet in India. With Net users discovering more options other than email, transactional activities over the Internet is bound to increase manifold in the coming years or even months.


Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

“Hate speech targeting journalists is shared and amplified on social networks, often by troll armies,” the report read while stating the reason for drop in India’s rank.

We take a look at travel company, MakeMyTrip’s ad with its brand ambassadors – actors Ranveer Singh and Alia Bhatt which has garnered the brand 4,239,789 views on YouTube