Challenge

eBay wanted to create a new revenue stream and elevate its brand by entering the $20B online luxury resale + consignment market. The luxury market was growing by double digits each year and competitors were niche, so eBay saw an opportunity to gain market share.

However, eBay faced challenges to market entry: it was viewed as “down market” and needed to build its brand, inventory, and credibility.

Solution

• I helped launch “eBay Collective,” a new elevated, luxury shopping experience within eBay’s core global platform.

• Created buzz and established credibility for the brand by partnering with Architectural Digest on brand launch activations.

• Co-built the brand’s launch campaign including the partnership with Conde Nast.

• Prepared to launch the business by conducting customer research, leading site experience design, and advising on merchandise assortment.

Impact

• Introduced eBay Collective to the world and created a new revenue stream for eBay.

• Surpassed launch growth goals by 2x in the first year.

• The highest priced items bought on eBay were sold through eBay Collective.

• Media: Robb Report, Forbes, Tech Crunch, Retail Dive, YouTube, Architectural Digest, C-Net, Yahoo News, Furniture Today, Design Week, MarTech Today