eBay is the latest web giant to add a social networking side to its website. The auction site's text-based discussion boards have been replaced by a more vibrant, interactive system that they hope will provide a better community environment for every user.eBay Neighbourhoods was launched yesterday and will have over 600 niche social networks based around product categories and brands.
Jamie Lannone, eBay Vice President in charge of buyer experience said:
"People who are passionate about certain brands, trends, celebrities or products have been discovering and trading with one another for years. Neighbourhoods' makes this even easier."
While users cannot create their own networks, there is a facility for suggesting new networks. Some have been critical that eBay's attempt falls short of what they could have achieved or what users expect, however it will no doubt prove a success amongst eBay enthusiasts.
As well as discussions centred on products, users can also read blogs, post reviews and guides and upload pictures. The leading groups on the website currently consist of Coffee Lovers, Jewellery and Dogs, but the networks range from mp3 players to American Football teams and car brands.
The addition of this networking capability by eBay has been likened to a high street business adding a café to their business in order to keep customers in the store for longer. Karsten Weide from research company IDC noted, "The idea is this will provide more 'stickiness' so a user will come back more often, spend more time there and will more likely purchase items."
The company has recently seen a slowing of growth and hopes to stimulate more activity in the coming months through changes to the site. Product listings have dropped six percent from the first quarter and are two percent down on this time last year. John Donahoe, Marketplaces President, is behind a structural shift that saw a number of employees move from function based teams into a buyer experience team and a seller experience team. This has allowed for a more concentrated and engaging view that has seen the development of new ideas for eBay users.
'Neighbourhoods' is the beginning of a number of upgrades and changes at eBay. Future developments that we could see soon include an improvement to their checkout procedure that will make the process quicker and easier, improved one-click bidding, window shopping and an enhanced 'My eBay' interface that allows for easier monitoring of your account.
