Auction giant launches straight e-commerce site

EBay has launched a new eBay Express website as part of its US portal, allowing shoppers to purchase items online at fixed prices.

The service mimics e-commerce stores such as Amazon.com where consumers buy new goods. EBay Express targets shoppers who shy away from auction websites because they find them too complicated or time consuming.

"EBay Express is for buyers who prefer a more conventional online shopping experience," said Bill Cobb, president of eBay North America.

"We think that eBay Express will attract new buyers to eBay and inspire existing buyers to use eBay even more."

Listings will be limited to sellers who have a sold at least 100 items on the auction website and can boast a positive feedback score of 98 per cent or greater.

EBay described the new service as a "preview" that offers full functionality, while allowing the company to collect feedback from buyers and sellers.