This case study examines eBay’s evolution from a pioneering online auction platform to a global e-commerce firm operating in over 25 markets. Using strategic tools such as SWOT, PESTLE, value chain, Porter’s Five Forces, and entry-mode theory, students analyse how eBay built competitive advantage through its C2C model, trust-based community, and global scalability.

Special focus is given to its failed expansion in China, where misjudged entry mode, weak localisation, and strong local competitors (e.g., Taobao) led to its withdrawal . Students evaluate eBay’s international architecture, marketing, pricing, supply chain, and global–local tensions, comparing its strategies with Amazon and Alibaba. The exercise develops skills in strategic analysis, teamwork, and applied international business.

Target Audience: Undergraduate International Business, Management, Marketing, or Strategy students. Suitable for group-based workshops, seminars, and assessment activities.

Materials Included :
Ebay related group task or report writing
Ebay marketing strategies and Marketing Mix
Ebay culure change
Case study reading
Ebay international expansion and sites
Ebay organisational structure
Ebay compare to Alibaba and Amazon
Ebay and EachNet Parternship
eBay SWOT Analysis
Porter’s Five Forces Analysis
eBay Entry Mode & China Case (Ofili, 2016)
Case Study Assignment Requirements (structure & marking)
Group Marking Scheme (poster/report)
Advanced Oral Presentation Rubric
Many reading materials