Repositioning eBay France Through User-Driven Local Commerce
Original 3-page seller form included a lengthy, complex step that overwhelmed local sellers and contributed to drop-off during onboarding.
Streamlined 1-page form designed with user input, it felt intuitive and easy to use, reducing friction and increasing seller activation.
Focus:
Turnaround Strategy | Market Repositioning | Local Commerce
Approach:
Mixed | Generative | Exploratory
Methods:
Field Visits | Concept Testing | Product Tracker Survey
Challenge:
eBay France was struggling traffic was flat, purchases were down, and sellers were leaving. I was brought in to lead a fast-paced 8-week research sprint to uncover root causes and shape a new strategy. While the internal team pushed an “Inside-Out” model based on assumptions, I proposed an “Outside-In” approach grounded in user needs. Both were approved for testing, and the challenge became clear: which model would better re-engage French buyers and sellers and rebuild trust in the marketplace?
Process:
Over 8 weeks, I led a mixed-method study across multiple regions in France including ethnographic field visits, interviews, and participatory design workshops with buyers and sellers. Insights surfaced trust barriers and unmet local needs, informing an “Outside-In” concept focused on visibility and ease of use. We then ran a competitive usability test comparing both models, observed by executive leadership from the U.S. and France. This approach enabled stakeholder alignment and user validated direction.
Impact:
The user-driven “Outside-In” strategy was selected emphasizing local visibility, simplified seller onboarding, and regionally relevant features. It repositioned eBay France as a trusted local marketplace and resolved key friction points.
Post-launch results confirmed success: +25% traffic, +43% local purchases, +26% GMV YoY, and a 30% rebound in seller participation.