eBay has some 72 million active shoppers worldwide and 78 million daily listings. The company has found out that not everybody likes auction, which can take weeks to close. More and more customers would like everything happening quicker.

They have also noticed that very often e-commerce starts at search engines, mostly at Google, and not directly from eBay. Customers want first look at the wider market seeking new offers or lower prices. This change in consumer behavior gives search engines an edge over others, which they have also noticed, especially Google.

The nature of e-commerce is that it must be quick, as a matter of facts, it is becoming quicker all the time. eBay Express, starting in April 2006, is entirely new e-commerce site for busy consumers, who want just click and buy. The company already offers fixed priced items from individuals, small businesses and retailers.

A new service opens via link from eBay.com and has a site with picture - rich design. It is like Amazon.com or other online shops. A customer can pay with credit card or PayPal ( owned by eBay ).

The launch is not a simple issue. eBay means two things at the moment: auctions and second hand items. In order to be able to stretch the brand to fixed priced, new product marketing needs a massive launch of this new site. It can and must change also the brand image of the present brand, which will partly lose it