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eBay Australia Dismisses Threat Of Amazon

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Newly appointed eBay Australia managing director Tim MacKinnon has claimed Amazon may not live up to expectations when it launches in Australia.

MacKinnon, who was previously eBay Australia’s chief marketing officer, told The Australian he couldn’t see how Amazon will match the strength of the 40,000 Australian retailers currently on the eBay platform, including 80 of the top 100 and two thirds of the top 10,000.

“There’s a lot of hype around Amazon and it’s going to be difficult for them to match expectations,” MacKinnon said.

In an interview with CMO, MacKinnon also said that, “in some ways”, eBay offered the best of Australian retail by combining small and big retailers with traditional consumer sellers.

“It’s going to be hard for Amazon to replicate that in the beginning. We have 60 million Australian listings on the site and I know how hard it is to get that supply. So I think Australian consumers will be a bit disappointed with Amazon in the beginning that they won’t have the wide selection of offerings they expect, compared to us,” MacKinnon told CMO.

eBay Australia recently launched a new marketing campaign called ‘Fill Your Cart with Colour’ highlighting the unique community and product selection of eBay.

When asked if the campaign was linked to Amazon’s impending arrival, MacKinnon told AdNews:

“Competition is healthy and it drives the pace of innovation. But when I speak to small businesses and retailers, they are worried about the way Amazon might compete with them if they sell on the platform. Here, eBay is a true marketplace, we don’t succeed unless our sellers succeed. We will continue to grow the 40,000 Australian retailers on our platform.”

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