今年Ebay將啟動(dòng)新的增強(qiáng)現(xiàn)實(shí)功能，讓在線(xiàn)購(gòu)物和出售商品更有趣，還在研究賣(mài)家信貸項(xiàng)目，鼓勵(lì)賣(mài)家將資金留在平臺(tái)上。

總部位于加州圣何塞 Ebay表示，正研究一套增強(qiáng)現(xiàn)實(shí)工具。舉例來(lái)說(shuō)，汽車(chē)愛(ài)好者購(gòu)買(mǎi)之前就可以通過(guò)工具看到新車(chē)輪實(shí)際裝上的效果。另一種應(yīng)用場(chǎng)景是，賣(mài)家可以用箱子的影像與商品比對(duì)，從而選擇尺寸合適的箱子。

剛過(guò)去的假日購(gòu)物季里Ebay業(yè)績(jī)亮眼，平臺(tái)上聚集了1.7億買(mǎi)家，商品總銷(xiāo)售額增長(zhǎng)了10%，達(dá)到244億美元。這是判斷Ebay在線(xiàn)商城商品和票務(wù)銷(xiāo)售情況的關(guān)鍵指標(biāo)。

不久前，在舊金山一場(chǎng)高盛贊助的科技論壇上，Ebay首席執(zhí)行官戴文·維尼格表示，購(gòu)物者喜歡在Ebay購(gòu)買(mǎi)特惠商品，送貨速度快不是影響購(gòu)物決策的唯一因素。維尼格努力說(shuō)服投資者的是，即便亞馬遜占據(jù)絕對(duì)優(yōu)勢(shì)，Ebay也還有發(fā)展空間，因?yàn)槟承┢奉?lèi)能做到一小時(shí)送貨。

“很多人說(shuō)電商其實(shí)關(guān)鍵就一點(diǎn)：物流。其實(shí)不對(duì)，”維尼格表示。“成本、便利和存貨管理都很重要。”

維尼格預(yù)計(jì)，由于此前存在產(chǎn)能過(guò)剩，互聯(lián)網(wǎng)又能更迅速打通買(mǎi)家與商品，零售業(yè)整合和實(shí)體店倒閉情況還會(huì)繼續(xù)。他表示，這一趨勢(shì)對(duì)Ebay來(lái)說(shuō)是新機(jī)會(huì)，Ebay可以跟實(shí)體零售店合作，協(xié)助提升在線(xiàn)銷(xiāo)售。

維尼格表示，Ebay打算增加服飾和家居商品來(lái)吸引更多年輕人和女性，平衡消費(fèi)者人群分布。他表示，此前上Ebay購(gòu)物的以年級(jí)較大的男性居多。

“品牌遷移需要數(shù)年，不是幾個(gè)季度能完成的，”維尼格說(shuō)。

Ebay負(fù)責(zé)買(mǎi)家體驗(yàn)的副總裁莫汗·帕特表示，公司保持增長(zhǎng)的核心策略包括，利用人工智能和數(shù)據(jù)實(shí)現(xiàn)個(gè)性化主頁(yè)，向用戶(hù)介紹增強(qiáng)現(xiàn)實(shí)工具等功能以提升購(gòu)物體驗(yàn)等。莫汗稱(chēng)，目標(biāo)是拓展用戶(hù)群，不僅要囊括購(gòu)物目標(biāo)明確的用戶(hù)，還要吸引喜歡四處逛挑選喜愛(ài)商品的用戶(hù)。

“個(gè)性化的目標(biāo)是，幫助用戶(hù)買(mǎi)到之前不知道自己需要的東西，”他表示。

兩周前，Ebay宣布，已聘請(qǐng)數(shù)據(jù)科學(xué)家簡(jiǎn)·彼得遜負(fù)責(zé)人工智能部門(mén)，為網(wǎng)站開(kāi)發(fā)新的購(gòu)物功能。彼得遜之前在社交媒體平臺(tái)Twitter的擔(dān)任數(shù)據(jù)科學(xué)部門(mén)副總裁。

帕特稱(chēng)，Ebay還在考慮為賣(mài)家提供信貸服務(wù)，鼓勵(lì)賣(mài)家用在Ebay收到的資金購(gòu)買(mǎi)其他商品。他表示，由于Ebay與PayPal保持長(zhǎng)期合作關(guān)系，Ebay已轉(zhuǎn)型成為新的支付提供商，所以能開(kāi)展這項(xiàng)業(yè)務(wù)。（財(cái)富中文網(wǎng)）

譯者：馮豐

審稿：夏林

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EBay Inc. will roll out new augmented reality features this year to make buying and selling goods on the website more engaging, and is exploring a credit program for sellers to encourage them to keep their money on the platform.

The San Jose, California-based marketplace said it’s working on an AR kit that, for example, will let car enthusiasts see how the images of new wheels would look on their vehicles before making a purchase. Another feature will help sellers select the correct box size for an item by overlaying an image of the box on the merchandise.

EBay had a strong holiday quarter with 170 million buyers on the platform and a 10 percent increase in gross merchandise volume to $24.4 billion. That is a key metric of the value of all goods and tickets sold on the company’s marketplaces.

Shoppers look to EBay for unique items at good prices and quick delivery is not the only factor that influences their spending decisions, Chief Executive Officer Devin Wenig said Tuesday in San Francisco at a technology conference sponsored by Goldman Sachs Group Inc. Wenig sought to convince investors there is room for EBay in a market dominated by Amazon.com Inc., which offers delivery of some items in as little as an hour.

“A lot of people say e-commerce is about one thing: logistics. That’s not true,” Wenig said. “Cost, convenience and the inventory itself matters a lot as well.”

Wenig predicted retail consolidation and brick-and-mortar store closures will continue due to overcapacity created before the internet connected buyers with the merchandise they want. This trend will open new opportunities for EBay to become partners with physical retailers looking to enhance their online presence, he said.

The marketplace plans to add more apparel and home goods, which is helping to balance its customer base by attracting younger shoppers and women, Wenig said. EBay has traditionally skewed toward older men, he said.

“Moving a brand takes years. It doesn’t take quarters,’ Wenig said.

EBay’s key strategies to maintain growth include improving the way artificial intelligence and data are used to personalize what visitors see on the home page and introducing features such as the AR tools to make online shopping more fun, Mohan Patt, EBay’s vice president of buyer experiences, said in an interview. The goal is to expand EBay’s customer reach beyond mission-shoppers who know precisely what they want to enthusiasts in different categories seeking inspiration, Patt said.

“Personalization is all about getting you to buy things you didn’t know you wanted,” he said.

EBay announced Tuesday that it hired data scientist Jan Pedersen to run its artificial intelligence efforts that will bring new shopping experiences to the marketplace. Pedersen most recently worked as vice president of data science at social media platform Twitter Inc.

The company also is considering a program to give sellers credits to entice them to use the money they make on EBay to buy additional items on the marketplace, Patt said. That feature will become possible as EBay transitions to a new payment provider after its relationship with long-time partner PayPal Holdings Inc., he said.