EBay brands itself as a place to 'shop the world'

October 9, 2014

NEW YORK (AP) - E-commerce site eBay is kicking off a global branding campaign that aims to draw attention to the wide array of goods it has available ahead of the holiday shopping season.

It's the first time eBay has created a campaign with the same message across four of its biggest markets: the U.S., Australia, Germany and the U.K., with more countries expected to be added in 2015. And it comes as eBay preps for a split next year with payments unit PayPal, its fastest growing segment.

In addition to the holiday sales push, the company wants people to understand the "real eBay" as it works to shed its image as an auction site and become known globally as an overall e-commerce retailer.

The ad starts running on TV and online Monday.