Case Study

Alexandra Lewis 

Project Lead

•  C A S E   S T U D Y  •


The 2016-2017 BCITMA case study team’s objective is to increase consideration and trial use of eBay among Millennials and Generation Z non-users. E-commerce has grown rapidly over the past few years, creating increasingly overwhelming and fierce competition. eBay must find a way to differentiate itself and create a competitive edge that drives non-users to the website.

eBay has made many improvements to keep up with competition to create better online purchasing/selling experiences and ensure buyer satisfaction. As a marketplace that deals in items ranging from new to vintage, everyday to rare and unique, eBay hopes to be able to attract a large audience of buyers and sellers.

Committee Meeting Times: Wednesday 2:30-3:30, Room SW 1 2590