A.

Currency Situation
Revenue rose 1% to $2.51 billion from $2.48 billion a year earlier. EBay ranks No. 6 in the 2023
Digital Commerce 360 Online Marketplaces Database.
- Revenue of $2.6 billion, up 5% on an as-reported basis and up 5% on an FX-Neutral basis
- Gross Merchandise Volume of $20.7 billion, down 10% on an as-reported basis and down 11%
on an FX-Neutral basis
- GAAP and Non-GAAP EPS per diluted share of $(1.47) and $1.05, respectively, on a continuing
operations basis
- GAAP and Non-GAAP operating margin of 26.3% and 31.6%, respectively
- Returned $3.1 billion to shareholders in Q4, including $3.0 billion of share repurchases and
$107 million paid in cash dividends
- Completed the payments migration and vested in and exercised the first tranche of the Adyen
warrant, valued at nearly $1.1 billion as of December 31, 2021
- Completed the sale of 80.01% of eBay Korea business to Emart for approximately $3.0 billion
and recorded 19.99% retained interest, valued at approximately $725 million as of the end of the
quarter
- Completed the sale of approximately 135 million shares of eBay’s Adevinta stock to Permira for
over $2.3 billion, reducing eBay’s ownership of Adevinta to 33%
- Board of Directors declared a quarterly dividend of $0.22 per share, a 22% increase from the
prior quarterly dividend, and expanded share repurchase authorization by an additional $4.0
billion
SAN JOSE, Calif., Feb. 23, 2022 /PRNewswire/ -- eBay Inc. (Nasdaq: EBAY), a global commerce
leader that connects millions of buyers and sellers around the world, today reported financial
results for its fourth quarter and full year ended December 31, 2021.
B. Strategic Posture
1. Mission
Developed in 1995 for the eBay company “We’re on a mission to build a better, more
connected form of commerce that benefits individuals, businesses, and society. We
create stronger connections between buyers and sellers, offering product experiences
that are fast, mobile and secure.”
Updated in 2019 “ to be the world’s favorite destination for great value and unique
selection. We give sellers the platform, solutions and support they need to grow their
business and thrive. We measure our success by our customers’ success.
2. Objectives
 To be a place where people think of first for the things they love, not just the
things they need.
 To focus on creating quality interactions with eBay brand, raising brand
awareness and consideration, driving relevant traffic and eventually, generating
buyer growth sales.
 To create an forum that allows buyers and sellers to come together in an
effective manner.
3. Strategies
 A need to re-establish what its brand meant to consumers resulted in an
increased marketing investment.
  Social media, both in terms of organic post and ads is a critical lever for eBay’s
marketing and media strategies.
 A security-related password reset and web search engine optimization (SEO)
changes heavily impacted customer traffic.
 Offer a range of pricing formats, such as fixed pricing.
 To develop an effective strategy to compete in major Asian markets to mitigate
the risk of existing local competitor.
4. Policies
 No Returns (“Final Sale”)
 Free Returns
 Drop shipping policy
 The listing duration for all fixed price listings will be Good until
Cancelled.