eBay has announced a name change for its former price comparison service, Shopping.com. The website has been re-dubbed the eBay Commerce Network (ECN) to reflect its new focus as an advertising network business. Should consumers care?
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The ECN focuses on product listing ads, which drive traffic directly to merchant website and link to immediate buying opportunities. According to eBay, the business reaches more than 250 million consumers monthly across the web.
"eBay Commerce Network is the only advertising network that allows merchants to engage consumers on eBay and other websites in a single campaign," the company explained in a statement. "This re-brand more accurately reflects the value that we deliver to merchants and supports our current and future integration within eBay Inc.”
This is the second time eBay has re-branded Shopping.com -- it originally went under the moniker DealTime.com. However, this latest re-launch clearly reflects a move away from a customer-facing website. (Shopping.com will still continue to operate as a website within the network.)
Personally, we've never been big users of Shopping.com when it comes to online shopping so its re-branding doesn't really bother us. Click here to see a list of our favourite online deals sites.