ASSIGNMENT OF DIGITAL MARKETING

ANKIT BAGDI
 Institute of Management Studies

Devi Ahilya Vishwavidyalaya, Indore

M.B.A (Marketing Management) - 2nd Sem

ASSIGNMENT OF DIGITAL MARKETING

ebay

Submitted by: Submitted to:

Ankit Bagdi (72214) Dr. Deepak Shrivastava
MM (Section – B)
 Website: eBay

 About eBay
eBay is an American multinational e-commerce company based in San Jose,
California, that facilitates consumer-to-consumer and business-to-consumer sales
through its website. eBay was founded by Pierre Omidyar in 1995, and became a
notable success story of the dot-com bubble. eBay is a multibillion-dollar business
with operations in about 32 countries, as of 2019.[1][2] The company manages the
eBay website, an online auction and shopping website in which people and
businesses buy and sell a wide variety of goods and services worldwide. The
website is free to use for buyers, but sellers are charged fees for listing items after
a limited number of free listings, and an additional or separate fee when those
items are sold.[3]
In addition to eBay's original auction-style sales, the website has evolved and
expanded to include: instant "Buy It Now" shopping; shopping by Universal
Product Code, ISBN, or other kind of SKU number (via Half.com, which was shut
down in 2017); and other services. eBay previously offered online money
transfers as part of its services (via PayPal,[4] which was a wholly owned subsidiary
of eBay from 2002 to 2015);[5] online classified advertisements (via Kijiji, or eBay
Classifieds Group); and online event ticket trading

 Business plan of eBay

The ideal success of eBay has been recognized due to its exclusive business plan.
This plan allows the customers and businesses to provide an authentic
ecommerce platform for auctioning of new or used items in a very low price.
 EBay, however, an e-Commerce Giant, initiated this sort of business plan with a
humble beginning for the first time in history at that time. They got the help
of ecommerce website builders for getting them designed an ecommerce
website. Thus, it got an appreciating success from day one.

 Session Management Schemes

Session management refers to the process of securely handling multiple requests
to a web-based application or service from a single user or entity. Websites and
browsers use HTTP to communicate, and a session is a series of HTTP requests
and transactions initiated by the same user.

It consists of following things:

 Session Time-out
Session tokens that do not expire on the HTTP server can allow an attacker
unlimited time to guess or brute force a valid authenticated session token. An
example is the "Remember Me" option on many retail websites.
 Regeneration of Session Tokens
To prevent Session Hijacking and Brute Force attacks from occurring to an active
session, the HTTP server can seamlessly expire and regenerate tokens to give an
attacker a smaller window of time for replay exploitation of each legitimate
token. Token expiration can be performed based on number of requests or time.
 Session Forging/Brute-Forcing Detection and/or Lockout
Many websites have prohibitions against unrestrained password guessing (e.g., it
can temporarily lock the account or stop listening to the IP address). With regard
to session token brute-force attacks, an attacker can probably try hundreds or
thousands of session tokens embedded in a legitimate URL or cookie for example
without a single complaint from the HTTP server.
 Session Re-Authentication
Critical user actions such as money transfer or significant purchase decisions
should require the user to re-authenticate or be reissued another session token
immediately prior to significant actions. Developers can also somewhat segment
data and user actions to the extent where re-authentication is required upon
crossing certain "boundaries" to prevent some types of cross-site scripting
attacks that exploit user accounts.
  Session management of eBay:

 Invalidate any session identifiers after a successful logout or timeout on both the
server and client sides.
 Always assign a new session ID after a successful authentication.
 For cookie-based sessions, ensure no sensitive information is added to the cookie.
Instead, always use a random session ID and ensure proper cookie security is
followed.

 Page transition of eBay

 Home page
A home page (or homepage) is the main web page of a website. The term may
also refer to the start page shown in a web browser when the application first
opens. the page typically encountered first on a website that usually contains
links to the other pages of the site.

 Home page of eBay

It might not be the only thing on their minds, but how much the home is worth is
definitely one of the first things on most sellers’ minds. 
Landing pages are ideal for this stage in the process because it’s a pretty good bet
that someone interested in knowing how much their home is worth has more
than a passing interest in selling it. 

 Landing page
A landing page is a standalone web page that a person "lands" on after clicking
through from an email, ad, or other digital location. Once they're on your landing
page, users are encouraged to take an action, such as joining your list or buying
your products.

Landing page of EBay

 Seller Hub
 Electronics

 Clothing, Shoes & Accessories

 Health & Beauty

 Sports

 Business and industry

  Products offered by eBay
eBay is one of the top e-Commerce marketplaces in 2022 that provides a platform
for selling items through listings and online auctions. Here people can buy and sell
products and services worldwide. eBay is the second top marketplace in the US.
Moreover, eBay is an arcade of products for sellers as well as customers.

eBay has various categories on the basis of which the items get classified:

 Books
 Business and Industrial
 Clothing, Shoes, and accessories
 Collectibles
 Consumer Electronics
 Crafts
 Dolls and Bears
 Home and Garden
 Motors
 Pet Supplies
 Sporting Goods
 Toys
 Antiques
 Computers/Tablets & Networking

 eBay Audience

With over 170M active buyers worldwide, eBay has compiled 550+ essential
audiences for you to choose from, carefully broken down to ensure your brand is
reaching the ideal shoppers. Audiences include segments based on shopper
demographics like age, occupation, income, and gender.

Our other audience segments are built around seasonal moments and holidays,
which allow you to carefully target shoppers on the hunt for specialty décor, gifts,
or post-season sale items.

eBay essential audiences can also be tailored to specific industries, targeting

shoppers in automotive categories, customers who use specific mobile phone
carriers, or insurance shoppers. These segments not only target shopper
demographics, but allow you to reach your audiences at the right time in their
journey, when they may be in the market for seasonal items, a new cellular
service, or any other item.

 Business Models in eBay

 eBay was originally merely an online auction website where sellers listed their
products for bidding and the highest bidder getting the products. With time,
eBay has evolved into an online e-commerce marketplace platform that enables
both C2C and B2C transactions.
 The platform doesn’t own any inventory. It simply acts as a mediator between
buyers and sellers – enabling people to buy or sell their items.
 eBay works for its two key players – sellers and buyers.

1. Sellers
Firstly, sellers will register on the eBay platform to begin listing their products on
the platform. While listing, the platform enables sellers to add product images,
product descriptions, price, shipping details and other related things to make
products appealing to buyers.

⦁ Auction-Style Listings
Some listings on the platform are auction-based where the item is sold to the
highest bidder. In the auction-style listing, sellers also need to mention the
minimum bidding price, the duration of the bidding window and available
payment options.

⦁ Fixed-Price Listings (Buy It Now)

The other type of product listing that exists on eBay is listing products at a fixed
price. In this scenario, sellers will list their items with the “Buy It Now” option.
Through available payment options, buyers can purchase the product.

In fact, eBay now provides the option to sellers to open their own stores on the
platform, with some additional tools to promote your brand or business.

2. Buyers
Like sellers, buyers will register on the eBay platform to start bidding or buying
the items through the platform. eBay offers two ways to buyers for buying a wide
range of products. The first one is the bidding option and the second is the Buy It
Now.

⦁ Buying via Bidding

When it comes to buying via bidding, eBay allows buyers to bid the price they are
ready to pay to purchase the product listed in auction-style listings by sellers. A
buyer with the highest bidding price acquires the item through available payment
gateways options.
⦁ Buy It Now
In this option, buyers simply pay the fixed price set by the sellers to purchase the
product. eBay marketplace platform also offers shopping features such as a
shopping cart for buyers to store their favorite items temporarily and can buy
them later.

Moreover, eBay enables buyers to keep track of their purchase history and can
save their searches as well.

 Factors responsible for success of eBay

 A great idea.
 A great business model without sales force or inventory.
 A management team that ensured eBay was at the right place at the right time.

End of era! eBay India's 14-year long first innings

comes to an end

With Flipkart deciding to pull the plug on eBay India on August 14, 2018, this will
finally bring to an end the era of one of the earliest movers in the country’s online
retail space. The San Jose-headquartered company, right after Walmart’s decision
to acquire majority stake in Flipkart on May 9 this year, had announced its plan of
trying luck in the country on its own once more.

But, the market today is no more the same as it was 14 years ago when eBay
entered the country. Back in 2004 when eBay forayed into the country with the
acquisition of online auction site...