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Speaker 1: Hello there, I'm Nadia Cameron, publisher and editor of Marketing

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Speaker 1: at MI three. Welcome to the MI three Audio Edition.

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Speaker 1: I've chalked up twenty five years covering marketing, B to B,

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Speaker 1: technology and business professionals and trends for publications locally and

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Speaker 1: in the UK, and I've spent the last twelve years

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Speaker 1: championing Australian cmos as the growth drivers in business. In

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Speaker 1: this series, we're going deep into the strategic customer and

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Speaker 1: growth challenges facing brands, marketing leaders and their teams and

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Speaker 1: how they harness the art and science to achieve those results.

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Speaker 1: This three Audio edition is created with commercial partners as

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Speaker 1: part of our market Voice series. Consumers have gained a

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Speaker 1: plethora of new ways to view and buy goods since

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Speaker 1: late night TV infomercials prompted us to pick up the landline,

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Speaker 1: order that new kitchen appliance and get a free knife set.

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Speaker 1: But it's clear the thrill of shopping goods we see

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Speaker 1: on screen in real time hasn't left us. Live shopping,

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Speaker 1: a dynamic blend of live video, real time interaction and

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Speaker 1: instream checkouts, is becoming a significant incremental e commerce growth

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Speaker 1: lever globally and it's an emotional way to shop, tapping

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Speaker 1: dominant consumer behaviors and preferences such as self care, treating yourself, fandom,

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Speaker 1: and the thrill of gamification, while bringing the point of

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Speaker 1: commerce directly into entertainment. Live shopping is already revolutionizing retail

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Speaker 1: in Asian markets. Of the quarter of all goods sold

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Speaker 1: online in China, live shopping share of the pie by

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Speaker 1: gross merchandise value is now sitting around twenty four percent,

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Speaker 1: and it accounts for eighty percent of the incremental growth

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Speaker 1: in the e commerce sector. Global figures, meanwhile, suggest live

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Speaker 1: shopping will tip an eyewatering US two trillion by twenty

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Speaker 1: thirty and crack one trillion by the end of this year.

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Speaker 1: That's a huge rise from the six hundred and eighty

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Speaker 1: two billion reported in twenty twenty three. In Australia, research

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Speaker 1: shows there's untapped opportunity, with forty percent of Australian's keen

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Speaker 1: to shop live. That's driven by the burgeoning social commerce market,

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Speaker 1: valued at twenty seven point seven billion Perkins In research data.

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Speaker 1: It's now estimated nearly two thirds of Australian consumers will

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Speaker 1: purchase goods directly via social channels. One of the top

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Speaker 1: reasons for this commerce phenomenon Fomo. Per new eBay research,

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Speaker 1: which we'll hear more about today, almost half of Australians

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Speaker 1: are driven by a fear of missing out when it

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Speaker 1: comes to their shopping habits, and one in two say

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Speaker 1: they've missed out on coveted, limited edition or rare items

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Speaker 1: they would have liked to have purchased. So, with all

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Speaker 1: that insight to hand, eBay Live launched in Australia just

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Speaker 1: in time for Christmas, coupling the live streaming broadcasting format

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Speaker 1: with its goods marketplace first port of call. The growing

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Speaker 1: collectibles audience of buyers and sellers on its platform, a

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Speaker 1: reflection of the growing fandom phenomenon that we are seeing today.

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Speaker 1: Joining us on the Mics today to talk about this

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Speaker 1: live shopping approach and importantly how it's building the market

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Speaker 1: for it is eBay's Head of Marketing and Communications for Australia,

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Speaker 1: Zarni Abbott, plus Eric Chen, eBay Lives category Manager. We're

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Speaker 1: also joined by Marcel Hoyk, national MD of eBay's digital

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Speaker 1: first media agency I Prospect, which is part of the

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Speaker 1: Densu stable, to find out how their working relationship is

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Speaker 1: helping fuel momentum and bring this new innovation to market.

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Speaker 2: Thank you all very much for joining me.

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Speaker 3: Eric.

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Speaker 2: Let's start with you. Why live shopping in Australia and

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Speaker 2: why now?

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Speaker 4: A lot of the times we're here talking about live

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Speaker 4: shopping is going to be the future of shopping and

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Speaker 4: e commerce in Australia, and I think that's very true.

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Speaker 4: But when we look at China, when we look at

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Speaker 4: Southeast Asia and these markets where it's really started and

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Speaker 4: blown up, like, it hasn't been the future for a

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Speaker 4: very long time now, it's been the present for quite

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Speaker 4: a while. It's just this is the reality of how

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Speaker 4: people are shopping, how people are engaging with e comm

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Speaker 4: Like you said, it's going to be like over trillion

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Speaker 4: dollars in China this year. It's eighty percent of online

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Speaker 4: shoppers in China are brought via live. I was in

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Speaker 4: China over the holidays for three weeks actually, and you

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Speaker 4: can really see it like physically everywhere. In person. We've

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Speaker 4: got like my aunties and uncles, my grandparents who they

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Speaker 4: don't know how to connect to Wi Fi, but buying

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Speaker 4: from a live from a second nature for them. My

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Speaker 4: mom wanted to buy some fruit and she went on

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Speaker 4: the food delivery up and you're into a live stream

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Speaker 4: and there's someone cracking open some fruit showing you how

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Speaker 4: juicy it is. She buys it, it arrives at a

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Speaker 4: hotel and then like it was that juicy. So you

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Speaker 4: see it like it really is next level there, and

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Speaker 4: then you look at the US and the US is

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Speaker 4: probably like a couple of years behind China, but it's

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Speaker 4: growing super faster, like Eba Live there is really taken

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Speaker 4: off that it's just really where the US is moving

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Speaker 4: now as well, similar trends in like UK and across Europe,

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Speaker 4: and so we see Australia then really quite ready to

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Speaker 4: kind of be next up. And so we have this

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Speaker 4: really unique opportunity of being the ones to really drive

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Speaker 4: that and bring it to the mainstream as well. And

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Speaker 4: I guess for eBay, it kind of comes to like

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Speaker 4: we know this is going to be the future, but

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Speaker 4: we have a really unique opportunity and privilege to kind

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Speaker 4: of be the ones bringing that to life. So like

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Speaker 4: when we launch, we're getting headlines like oh, eBay launches

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Speaker 4: HbA Live, but also headlines like Eba is delivering live

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Speaker 4: shopping to Australia and so it's like, we know this

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Speaker 4: is going to be the future, but we have the

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Speaker 4: opportunity to make sure that's a future that's kind of

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Speaker 4: built on like trust and safety, that's built on connecting

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Speaker 4: our buyer and seller communities and just letting Ossie's experience

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Speaker 4: things that they haven't been ableted before. So it's really exciting.

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Speaker 1: That probably leads very nicely into my question as to

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Speaker 1: how this ties into Eva's own brand and business proposition

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Speaker 1: because to your point there, you're talking very close about

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Speaker 1: trust and so on, So Zarni talk us a little

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Speaker 1: bit about how that fits with the consumer sweet spot

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Speaker 1: that you guys have been building.

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Speaker 5: Yeah, probably over the last three or four years. We

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Speaker 5: took a position from a global standpoint, but also kind

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Speaker 5: of bringing it locally that we weren't going to be

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Speaker 5: a marketplace for everyone and everything.

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Speaker 3: You know, there are other.

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Speaker 5: Places where you can buy your tissues and your nappies,

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Speaker 5: but we really are the place to go to for

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Speaker 5: the things that you love, and we really have doubled

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Speaker 5: down in specific focus categories where we know we have

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Speaker 5: a right to win.

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Speaker 3: Here locally in Australia.

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Speaker 5: That's around car parts and accessories, pre love, fashion and

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Speaker 5: of course the kind of.

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Speaker 3: Growing and ballooning category of collectibles and cards.

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Speaker 5: It is about finding those consumers who are really passionate

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Speaker 5: and feel a kind of sense of identity within those

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Speaker 5: focus categories and leaning into that sense of fandom and

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Speaker 5: consumers wanting to come around something running to connect around

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Speaker 5: something that they love.

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Speaker 3: And this is a kind.

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Speaker 5: Of perfect synergy around kind of community, commerce and culture

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Speaker 5: as an opportunity that really.

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Speaker 3: Is ripe for us.

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Speaker 1: So I mentioned a couple of stats at the beginning. Obviously,

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Speaker 1: you guys have dived into some pretty significant insights and

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Speaker 1: research to really understand this. You're able to share a

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Speaker 1: little more around the sort of data points and the

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Speaker 1: insights that are really fueling how you're looking at live shopping.

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Speaker 5: We've really looked at what the other regions have done

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Speaker 5: as well. There's lots of opportunity, and we've launched in

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Speaker 5: the US probably three years ago, and we're rapidly launching

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Speaker 5: around the world, so there's lots of opportunity to learn

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Speaker 5: from the other regions and see what's worked for them

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Speaker 5: and what's haven't. But there was also a real need

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Speaker 5: for us to understand Theseustralian market and the Australian consumer

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Speaker 5: is different in many ways. You know, we're actually very

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Speaker 5: digitally savvy. We see from our own data compared to

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Speaker 5: other regions, and we could see that there was an

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Speaker 5: interest in live streaming at live shopping, and it was

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Speaker 5: forty percent of people were interested in diving into live shopping.

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Speaker 5: In about half of those it was driven by a

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Speaker 5: sense of fomo, so what am I going to miss

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Speaker 5: out on? And that comes back to that sense of

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Speaker 5: an event and something that we can all gather around.

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Speaker 5: But there is also a kind of a bit of

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Speaker 5: a misconception of actually what live shopping was, and there's

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Speaker 5: a massive job for us to do in terms of

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Speaker 5: awareness around live shopping but also education.

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Speaker 1: So what is it in eBay's terms? I mean, I

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Speaker 1: think we sort of exactly to your point, you sort

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Speaker 1: of grasp the concept of what this might be. But

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Speaker 1: how is eBay defining live shopping? What exactly are you

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Speaker 1: going to offer?

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Speaker 4: There's kind of like two parts of this anest like

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Speaker 4: one is what is email? How does that kind of work?

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Speaker 4: Like what is live shopping there? And then what makes

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Speaker 4: that different from I guess other ways to sort of

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Speaker 4: shop live People have been wanting to shop live for

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Speaker 4: a long time, and like people have been doing it

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Speaker 4: in hackey ways for a long time. Even if you

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Speaker 4: go back to like QVC commercials and you know, dialing

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Speaker 4: up what you're seeing on TV and you're buying that live,

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Speaker 4: or you know people doing before on social media like

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Speaker 4: trying to run auctions on a live stream there, but

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Speaker 4: there's no way to like buy directly in those methods,

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Speaker 4: and it's like you literally have people typing in a

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Speaker 4: comment like I've bid sixty dollars, and then afterwards you've

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Speaker 4: got to sort out payment and all this kind of stuff.

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Speaker 4: So where eBay Live kind of changes, that is, it's

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Speaker 4: all built into the eBay sort of ecosystem. It's within

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Speaker 4: the eBay app, within the eBay website, and so you

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Speaker 4: have the live streaming component and the purchasing, the e

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Speaker 4: commerce shopping component all kind of together in the truly

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Speaker 4: kind of native solutions. So like you can go into

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Speaker 4: the eBay Live section and the app, you're going straight

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Speaker 4: into a live stream and you can just start bidding

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Speaker 4: star buying straight away with like as simples like a

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Speaker 4: swipe to bid. You've got the live stream and there's

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Speaker 4: like the chat in there. With all the viewers. Everything's

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Speaker 4: happening in real time. The seller and the buyers can

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Speaker 4: really engage. Like if I'm a buyer and I see

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Speaker 4: something in the background the seller is selling that looks

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Speaker 4: really cool, I can just ask, hey, can you run

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Speaker 4: that next? So they can put that up on auction

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Speaker 4: straight away. And it's that really cool part of it.

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Speaker 4: But also it's like you can do buy now in there,

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Speaker 4: like kind of more traditional, but also auctions, which is

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Speaker 4: really exciting. And this is like you know, traditionally but

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Speaker 4: we have seven day actions, but on eba Live it

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Speaker 4: can be seven seconds, like ten seconds, fifteen seconds and

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Speaker 4: so really fast paced. And we have what we call

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Speaker 4: the popcorn auctions, so if someone bids into the last

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Speaker 4: five seconds the time it goes back up to ten.

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Speaker 4: So it's a really sort of exciting, kind of really

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Speaker 4: fun way to shop and there's a lot of you know,

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Speaker 4: momentum for the sellers and kind of buyers there. And

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Speaker 4: then I guess like when it comes to then eBay

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Speaker 4: Live in the US, we've been ABA Live. There's other

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Speaker 4: competitors and kind of things like that in the market there,

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Speaker 4: and we've learned a lot from that of how we

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Speaker 4: want to approach it here and so like we're having

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Speaker 4: all this fun with you know, the gamification and the auctions,

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Speaker 4: but trust is also at the heart of it. So

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Speaker 4: every seller we have is like vetted, they trusted, so

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Speaker 4: we know it's like quality content that a buyers are

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Speaker 4: getting as we move into this kind of new world

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Speaker 4: of live shopping.

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Speaker 1: Well, this is it, isn't it, Because I mean, if

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Speaker 1: you're a seller on eBay, it doesn't necessarily follow that

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Speaker 1: you're going to perform on TV or perform in a broadcast.

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Speaker 1: Very well, so I did wonder how you were sort

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Speaker 1: of educating that part of your base, because clearly that

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Speaker 1: is key to this working and that talent aspect of it.

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Speaker 1: So yeah, so you've actually got a whole program that

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Speaker 1: you're trying to work through with those sellers handkicking.

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Speaker 4: So we have a whole I guess like onboarding journey

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Speaker 4: of like we'll take we give white Glove supports to

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Speaker 4: all of the sellers. We take them through how to

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Speaker 4: use all the tools and stuff, but also like how

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Speaker 4: to you know, be live, how to be on screen

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Speaker 4: and like have that kind of presence like a main

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Speaker 4: onboarding manager. She's a livestreamer herself. She's got like one

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Speaker 4: hundred and twenty thousand followers on some of the Chinese platforms,

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Speaker 4: and she's got a lot of experience from there that

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Speaker 4: she's able to like give to our sellers. But also

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Speaker 4: some of these guys are like naturals as well, right like,

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Speaker 4: and I think that's the beauty of Live is so

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Speaker 4: one of our first sellers, this guy Kota Sif who

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Speaker 4: runs PCA Mart. He was selling before on eBay, but

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Speaker 4: you know, on a traditional ebail listing, it's like there's

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Speaker 4: a product, there's like the title, there's a price. You

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Speaker 4: don't really get to showcase your own brand, your own

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Speaker 4: personality and really differentiate on things other than like price

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Speaker 4: and like the quality of that listing. But now he's

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Speaker 4: got this huge personality. He can really bring that to

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Speaker 4: hundreds or thousands of people and use that to build

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Speaker 4: a platform and build an audience and build a community.

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Speaker 4: And that's like what Live really, I guess makes possible.

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Speaker 2: How do you find them?

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Speaker 1: Just as you were saying that, I'm thinking, you know,

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Speaker 1: how do you guys actually find them? Is it a

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Speaker 1: combination of you know, they've got a great following base,

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Speaker 1: is it put the hand up. I mean, it's an

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Speaker 1: interesting one to actually spot the talent.

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Speaker 2: I put it that way.

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Speaker 4: I think there's like there's you know, we look at

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Speaker 4: things like Eba IQ Live IQ, and some people will

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Speaker 4: have both. Some people might have one or the other,

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Speaker 4: and we can train them on the other parts. So

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Speaker 4: some of it is like we have our top sellers

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Speaker 4: already on eBay who have extensive knowledge about the platform,

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Speaker 4: and some of them have great personalities able to hop on.

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Speaker 4: Some of them were able to help teach them how

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Speaker 4: to go live and they can kind of come out

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Speaker 4: of their shell and really find their niche there. But

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Speaker 4: also there are sellers who haven't been on Eba before

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Speaker 4: but are live on maybe social media or other platforms,

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Speaker 4: and this is an avenue for them to really scale

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Speaker 4: the business and reach our millions of buyers on eBay.

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Speaker 4: And so we're able to kind of bring on the

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Speaker 4: existing talent and live ability they have and combine that

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Speaker 4: with like the scale and reach of eBay.

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Speaker 1: I can hear from everything you're saying that there's clearly

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Speaker 1: a lot of different functions coming into play here in

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Speaker 1: order to bring something like this to life. I think

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Speaker 1: we've already touched on a couple of people and various

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Speaker 1: talents inside the organization. Again, I'm wondering how you spotted those,

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Speaker 1: but clearly it is a product innovation as much as

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Speaker 1: a new brand play. So what are some of the operational,

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Speaker 1: cross functional steps you had to take the work that

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Speaker 1: was needed to be done, Because I also understand this

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Speaker 1: came to life very quickly in Australia off the learnings

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Speaker 1: from overseas, So talk to us a little bit about

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Speaker 1: like how you actually make this kind of product innovation

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Speaker 1: come to life as a as an organization.

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Speaker 4: Yeah, Sored, it came about probably the fastest I've ever

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Speaker 4: seen anything come about at Evay. We from when we

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Speaker 4: turned it on and we had our first stream, so

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Speaker 4: when we had our official public launch was about six

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Speaker 4: weeks and time we onboarded, you know, all of our

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Speaker 4: launch sellers. We went to market with Zanni and a

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Speaker 4: team from a marketing standpoint. We got the product up

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Speaker 4: and running and continuing to improve and been a really

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Speaker 4: good place. And there is really a lot of people

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Speaker 4: that come together to make that possible. Like our actual

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Speaker 4: live team at the start was very small and scrappy,

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Speaker 4: but we had some amazing kind of collaboration from a

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Speaker 4: lot of the global teams, and we're working in a

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Speaker 4: much more global wave than we have and you know,

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Speaker 4: we launched in the UK a month before US, so

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Speaker 4: six months before, Germany a month before, and so we

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Speaker 4: have all those learnings that those teams are able to

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Speaker 4: kind of bring to our launch, and we know add

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Speaker 4: on obviously market specific things like that, and then we've

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Speaker 4: already built up really strong relationships with different teams locally

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Speaker 4: across the years, and it's just taking that into live

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Speaker 4: and adapting it to this faster pace that we're all

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Speaker 4: moving at.

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Speaker 5: I think it's a really interesting observation of how dynamic

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Speaker 5: and low ego culture can bring something together really quickly.

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Speaker 5: Like Eric said, we have incredible relationships internally, and it

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Speaker 5: meant that the size of our team could move really fast,

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Speaker 5: and you plug in a kind of global knowledge and

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Speaker 5: superpowered team behind that, and we'd have weekly scrum meetings

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Speaker 5: where you'd have someone from a global team that represented

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Speaker 5: every single function that we needed to access, which meant

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Speaker 5: the communication flow is really quick. And that's I think

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Speaker 5: bringing in that global function with all the learnings and

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Speaker 5: kind of from a much wider network to a small

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Speaker 5: team that was really passionate and had kind of brought

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Speaker 5: everyone on board very quickly, and we could all see

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Speaker 5: the huge opportunity that there was there. Eric and his

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Speaker 5: person he works with, Al had done a long and

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Speaker 5: strong journey of you know, we need this, this is

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Speaker 5: the future of e commerce, we need to bring it

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Speaker 5: to Australia. So when we kind of got the we're

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Speaker 5: ready to go, we all just jumped on board, and

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Speaker 5: we all brought that kind of deep knowledge that we

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Speaker 5: have of eBay and the marketing and the product and

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Speaker 5: the legal and everyone that we'd ever worked with within

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Speaker 5: the business. Everyone jumped on board and moved really fast.

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Speaker 5: I think if you have kind of process barriers or

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Speaker 5: limitations around what we think the priorities are, or people

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Speaker 5: who are not really there to problem solve and move forward,

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Speaker 5: that's where you can't move at speed. But we had

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Speaker 5: this incredible culture of let's make it happen and make

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Speaker 5: it go big and it was a huge success.

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Speaker 1: Was there a lot of local autonomy as well? Given

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Speaker 1: this was something that is global, Like how did you

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Speaker 1: balance those two things? Because clearly you have a very

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Speaker 1: unique Australian market to deal with, But at the same time,

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Speaker 1: this is the same product as overseas.

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Speaker 5: It's definitely a balancing act, I think, and I think

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Speaker 5: there is a huge amount of respect within eBay to go.

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Speaker 5: Here is what we've learned from the other regions. But

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Speaker 5: you know your market the best. We've done a lot

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Speaker 5: of work in the collectibles category, which is where we launched,

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Speaker 5: so we had a lot of credibility and knowledge. And

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Speaker 5: you talk about the sellers and how did we know

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Speaker 5: that they would be good on Live.

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Speaker 3: It's because we personally know them. It's because we use

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Speaker 3: them as.

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Speaker 5: Case studies for comms or Eric goes out for dinner

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Speaker 5: with them. You know, we have very close relationships with

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Speaker 5: our core sellers who mean a lot to us. So

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Speaker 5: we knew who would be great talent, We knew who

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Speaker 5: was already on board, and we had that just kind

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Speaker 5: of culmination of everyone coming together.

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Speaker 1: I do want to ask you a little bit more

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Speaker 1: about the sort of good, bad and ugly of that,

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Speaker 1: but before I do, I think we should probably just

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Speaker 1: talk about the first launch and the secret lime stream

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Speaker 1: that kicked this off in Australia and featured AFL superstar

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Speaker 1: Buddy Franklin, and you went secret. You didn't go with

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Speaker 1: big fan fare. You kind of went secret. So talk

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Speaker 1: me through what you did, what was on sale? Why, Buddy,

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Speaker 1: how did you sort of arrive at the decision that

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Speaker 1: that was going to be a good way to start

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Speaker 1: things off in Australia.

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Speaker 2: Who wants to go first on that one?

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Speaker 4: Yeah, I can chat about I guess like Buddy and

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Speaker 4: sort of the stream there. So, like I mean, Buddy

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Speaker 4: Franklin is a legend, right and we often you know

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Speaker 4: a lot of our global colleagues might not know him.

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Speaker 4: When we describe him, he's like he's a Michael Jordan

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Speaker 4: of AFL basically. And he's also someone that doesn't come

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Speaker 4: up too much sort of in the public. You know,

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Speaker 4: he's got a very nice, kind of relaxed lifestyle. Now

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Speaker 4: I think like selling honey and things like this, and

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Speaker 4: so having him on and kind of in this livestream

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Speaker 4: environment is like super exciting for the community and for

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Speaker 4: the fans there and so and also just for media

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Speaker 4: and everyone in general. And so I think that secret

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Speaker 4: approach kind of worked really well there, and with you

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Speaker 4: know what Zannie was talking about earlier, with like Fauxmo

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Speaker 4: and sort of really making it clear of like Eba

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Speaker 4: Live streams or something you don't want to miss out on,

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Speaker 4: because anything can like this can happen, and these things

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Speaker 4: can really only happen on Eba Live. So during the stream,

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Speaker 4: we did a lot of things of like auctioning off

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Speaker 4: a lot of different cards of his throughout the years,

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Speaker 4: he signed a few cards. The highlight was we opened

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Speaker 4: up a box of cards from his rookie year and

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Speaker 4: he pulled a signature draft card of his. So he

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Speaker 4: signed this in his very first year of playing, and

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Speaker 4: it's an incredibly rare and we had happened to pull

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Speaker 4: that out and it was like this huge moment. He

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Speaker 4: was stoked about it. Everyone lost their minds and like

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Speaker 4: that's one of those things where it can only happen

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Speaker 4: on eBay Live, and that was a really awesome thing.

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Speaker 4: We did also what we call penny drops, which are

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Speaker 4: basically one or two second auctions starting at one cent,

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Speaker 4: and so we penny dropped a few thousand dollar cards

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Speaker 4: which people ended up walking away from with like paying

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Speaker 4: in a couple cents. And so that's some really cool

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Speaker 4: moments that we can do on eBay Live as well.

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Speaker 4: And then that stream stream itself goes really amazing. It's

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Speaker 4: incredibly exciting for everyone tuning in at the moment, but

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Speaker 4: that also then turns into content afterwards that kind of

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Speaker 4: reaches a much bigger audience, and we're building that back

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Speaker 4: into kind of all I guess the programming we're doing

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Speaker 4: throughout the year. So we just had a stream last

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Speaker 4: week with Veronica Taylor, who was the original voice of

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Speaker 4: ash Ketchum for the Pokemon thirty fo anniversary and so like,

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Speaker 4: these kind of moments are something that we're able to

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Speaker 4: build through eBay Live, which previously we didn't have a

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Speaker 4: platform for ourselves, didn't really have a platform for to

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Speaker 4: create these special moments, and that's really cool.

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Speaker 2: Marketing is content.

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Speaker 1: Content's marketing, right Zannie, get your feedback on that, And again,

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Speaker 1: talent and the way this went, how you.

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Speaker 2: Dealt with that from a marketing perspective.

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Speaker 5: Yeah, it's interesting because we went in with the view

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Speaker 5: that we would go with a large celebrity that would

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Speaker 5: be a wow moment, but we wouldn't tell anyone and

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Speaker 5: we would only tell everyone afterwards, So kind of justifying

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Speaker 5: that big cost of a celebrity when you're looking at

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Speaker 5: view and you have to remind everyone it's Okay, this

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Speaker 5: is the plan. We're sticking to it because it's going

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Speaker 5: to allow us to tell that story afterwards of hey,

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Speaker 5: look who was on what's going to happen next?

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Speaker 3: So it was really about building that.

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Speaker 5: Momentum and using that content of Buddy and that kind

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Speaker 5: of exciting moment to go hey, and now we're launching

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Speaker 5: at oz Comic Con, which was just before Christmas, and

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Speaker 5: it gave us a moment to show up in person

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Speaker 5: with more celebrities. You know, we had another AFL player,

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Speaker 5: we had Chloe Hayden, who's renowned kind of collectible Pokemon collector.

438
00:20:34,600 --> 00:20:36,639
Speaker 3: So it was really just about that first.

439
00:20:36,400 --> 00:20:38,720
Speaker 5: Moment and then building the momentum, and that gave us

440
00:20:38,720 --> 00:20:41,439
Speaker 5: a media hawk to tell stories within earned media, and

441
00:20:41,480 --> 00:20:43,919
Speaker 5: then more content that just kind of kept rolling out

442
00:20:44,119 --> 00:20:46,520
Speaker 5: and then it builds the kind of all, what's going

443
00:20:46,560 --> 00:20:50,520
Speaker 5: to be next. So we had another live stream in

444
00:20:50,640 --> 00:20:54,040
Speaker 5: January with Alan Iverson which was another kind of wow moment,

445
00:20:54,080 --> 00:20:56,480
Speaker 5: and then we've had Veronica Taylor recently, so you know,

446
00:20:56,520 --> 00:21:00,920
Speaker 5: we'll be looking for beats that kind of profiles something

447
00:21:00,960 --> 00:21:03,720
Speaker 5: that's happening in culture, which gives our audience something to

448
00:21:03,800 --> 00:21:04,879
Speaker 5: kind of rally around.

449
00:21:05,080 --> 00:21:08,679
Speaker 1: Yeah, yeah, so just going back from an overseas perspective

450
00:21:08,800 --> 00:21:11,480
Speaker 1: and as I indicated that sort of good, bad and ugly.

451
00:21:11,720 --> 00:21:14,320
Speaker 1: So how did that inform what you did there? Or

452
00:21:14,359 --> 00:21:16,399
Speaker 1: did it inform what you did there and importantly what

453
00:21:16,480 --> 00:21:19,880
Speaker 1: you didn't do when this came to Australia, either from

454
00:21:19,920 --> 00:21:22,000
Speaker 1: a first launch point of view, or how you've sort

455
00:21:22,040 --> 00:21:25,000
Speaker 1: of set up the product and how you've wanted to say, Okay,

456
00:21:25,040 --> 00:21:27,960
Speaker 1: this is our first runway for live shopping.

457
00:21:28,320 --> 00:21:31,240
Speaker 4: Yeah, so we definitely have learned so much from a

458
00:21:31,280 --> 00:21:33,280
Speaker 4: sort of global colleagues and like you were kind of

459
00:21:33,280 --> 00:21:37,280
Speaker 4: talking before of like they have the trust of us

460
00:21:37,320 --> 00:21:40,359
Speaker 4: to lead a market, but also the support for us

461
00:21:40,400 --> 00:21:42,679
Speaker 4: to kind of enable that, And there's a lot of

462
00:21:42,680 --> 00:21:44,840
Speaker 4: things there. I think like the biggest thing we probably

463
00:21:44,840 --> 00:21:47,120
Speaker 4: don't think about it too much is like so many

464
00:21:47,160 --> 00:21:49,480
Speaker 4: of those learnings already baked into the product. So the

465
00:21:50,040 --> 00:21:51,840
Speaker 4: EBA Live's been live in the US for a couple

466
00:21:51,880 --> 00:21:54,879
Speaker 4: of years now, and it's very similar in nature to

467
00:21:54,920 --> 00:21:57,080
Speaker 4: when I first started, but there's been so many just

468
00:21:57,119 --> 00:21:59,400
Speaker 4: small improvements that and big that are built up over

469
00:21:59,440 --> 00:22:02,119
Speaker 4: the years. So the product we've launched with isn't a

470
00:22:02,200 --> 00:22:05,639
Speaker 4: much more better kind of place. It's very smooth and

471
00:22:05,680 --> 00:22:07,760
Speaker 4: kind of optimized compared to where it was a couple

472
00:22:07,720 --> 00:22:10,520
Speaker 4: of years ago, and so we've got all of that

473
00:22:10,600 --> 00:22:12,479
Speaker 4: kind of baked in as well. But then there are

474
00:22:12,480 --> 00:22:14,520
Speaker 4: all these learnings that we've gotten from the other markets

475
00:22:14,560 --> 00:22:17,119
Speaker 4: of big and small, so like from a big perspective,

476
00:22:17,240 --> 00:22:20,640
Speaker 4: things like how important trust has been in overseas, and

477
00:22:20,760 --> 00:22:23,119
Speaker 4: you know, when you've seen live shopping really scale up

478
00:22:23,119 --> 00:22:25,560
Speaker 4: in the US and in China and in these other markets,

479
00:22:26,280 --> 00:22:27,720
Speaker 4: it can be a little bit like the world wisest

480
00:22:27,720 --> 00:22:29,880
Speaker 4: And that's why it's really important for eBay that we

481
00:22:29,920 --> 00:22:32,959
Speaker 4: are that trusted and safe destination when it comes to life,

482
00:22:33,080 --> 00:22:35,320
Speaker 4: and that's something that we've carried through in quality and

483
00:22:35,359 --> 00:22:38,520
Speaker 4: everything like that. And then like there's all the small

484
00:22:38,560 --> 00:22:40,600
Speaker 4: things of like when you're at an event, like make

485
00:22:40,640 --> 00:22:43,199
Speaker 4: sure you have like internet wired in, and like all

486
00:22:43,240 --> 00:22:45,000
Speaker 4: these kind of things that we might not think about.

487
00:22:45,400 --> 00:22:48,160
Speaker 4: We're not a content business traditionally, right like, and now

488
00:22:48,200 --> 00:22:50,040
Speaker 4: we kind of in a way like, oh, we're like

489
00:22:50,080 --> 00:22:52,840
Speaker 4: producing and programming all these shows and things like that,

490
00:22:54,560 --> 00:22:56,120
Speaker 4: so where there's a lot we can learn from there.

491
00:22:56,200 --> 00:22:58,600
Speaker 4: For our launch event at oz Comic Con, we're very

492
00:22:58,680 --> 00:23:01,119
Speaker 4: lucky we got our executive juicer from the US to

493
00:23:01,160 --> 00:23:03,480
Speaker 4: come over. He has he would be perfect on this.

494
00:23:03,480 --> 00:23:06,680
Speaker 4: He's got like a voice made for radio. But also

495
00:23:06,800 --> 00:23:08,760
Speaker 4: he knows all about like the ins and outs of

496
00:23:08,760 --> 00:23:12,560
Speaker 4: producing shows and kind of hosting the moments in between

497
00:23:12,600 --> 00:23:14,840
Speaker 4: and everything like that. So we've been able to learn

498
00:23:14,960 --> 00:23:17,639
Speaker 4: so much from there. And like, you know, they've done

499
00:23:18,480 --> 00:23:21,800
Speaker 4: all these different activations there with like all these big celebrities,

500
00:23:21,800 --> 00:23:24,240
Speaker 4: and like they'ven't got like the Backstreet Boys on in

501
00:23:24,280 --> 00:23:26,399
Speaker 4: the US and things that, So there's so much.

502
00:23:26,560 --> 00:23:28,679
Speaker 2: When the Backstreet Boys are right.

503
00:23:28,800 --> 00:23:31,760
Speaker 4: Yeah, yeah, so yeah, we can definitely take so much

504
00:23:31,800 --> 00:23:32,520
Speaker 4: from what they've done.

505
00:23:32,800 --> 00:23:34,760
Speaker 2: Yeah, yeah, yeah, fair enough.

506
00:23:35,640 --> 00:23:37,679
Speaker 1: I think that's probably a good opportunity to bring you

507
00:23:37,760 --> 00:23:40,840
Speaker 1: in Mussel on this one because it'd be you know,

508
00:23:41,040 --> 00:23:43,040
Speaker 1: just just to this point. This is a very different

509
00:23:43,080 --> 00:23:46,040
Speaker 1: sort of product proposition and go to market proposition for eBay.

510
00:23:46,119 --> 00:23:50,120
Speaker 1: So how is the partnership between you guys and eBay

511
00:23:50,200 --> 00:23:53,479
Speaker 1: and the way you work together, the operating rhythm that

512
00:23:53,520 --> 00:23:56,600
Speaker 1: you've built, how's that helping to bring this proposition to

513
00:23:56,680 --> 00:23:57,400
Speaker 1: life in Australia.

514
00:23:57,480 --> 00:24:00,400
Speaker 6: Yeah, So we've been working together about eighteen months now

515
00:24:01,600 --> 00:24:04,280
Speaker 6: and from our perspective, we definitely aim to move at

516
00:24:04,320 --> 00:24:08,320
Speaker 6: the pace of eBay. It is an agile, dynamic, fast

517
00:24:08,320 --> 00:24:11,520
Speaker 6: paced business with really big growth ambitions, and you know,

518
00:24:12,000 --> 00:24:15,040
Speaker 6: from our perspective, we really need to match that energy

519
00:24:16,240 --> 00:24:18,000
Speaker 6: to make sure that we're the right growth partner for

520
00:24:18,040 --> 00:24:21,199
Speaker 6: them now but also into the future. And so for

521
00:24:21,320 --> 00:24:24,720
Speaker 6: us in terms of bringing live to life in this market,

522
00:24:25,640 --> 00:24:28,199
Speaker 6: I guess it all starts with audience. And that's I

523
00:24:28,200 --> 00:24:31,280
Speaker 6: guess the biggest role we play in helping eBay when

524
00:24:31,280 --> 00:24:35,000
Speaker 6: they're launching something new into market. So who's the audience,

525
00:24:35,040 --> 00:24:38,600
Speaker 6: Who are they, what are they into, what are their drivers,

526
00:24:38,680 --> 00:24:39,800
Speaker 6: and what's the opportunity?

527
00:24:39,800 --> 00:24:40,080
Speaker 1: For us?

528
00:24:40,240 --> 00:24:43,760
Speaker 6: Is like away in from a kind of comms and

529
00:24:43,840 --> 00:24:48,160
Speaker 6: marketing perspective, and we definitely start the work before the brief.

530
00:24:48,320 --> 00:24:51,640
Speaker 6: So you know, we've talked about this example right kind

531
00:24:51,640 --> 00:24:54,800
Speaker 6: of launched to market in December. We were having conversations

532
00:24:54,840 --> 00:24:58,480
Speaker 6: in like June July to kind of start this process

533
00:24:58,960 --> 00:25:02,960
Speaker 6: and so we don't necessarily start with media. We start

534
00:25:03,000 --> 00:25:06,879
Speaker 6: with behavior. So really understanding the audience is the first step,

535
00:25:07,240 --> 00:25:08,879
Speaker 6: and you know, we've got a plethora of tools at

536
00:25:08,880 --> 00:25:12,280
Speaker 6: our disposal to do that, and you know, we knew

537
00:25:12,320 --> 00:25:15,520
Speaker 6: that from our research that the awareness of life was there.

538
00:25:15,520 --> 00:25:17,679
Speaker 6: We've talked a lot about it today in terms of,

539
00:25:17,760 --> 00:25:21,520
Speaker 6: you know, it's not an unfamiliar concept. Forty two percent

540
00:25:21,560 --> 00:25:24,600
Speaker 6: of people know about it, but that habit wasn't ingrained.

541
00:25:25,160 --> 00:25:28,000
Speaker 6: So a few people have tried it, some don't know

542
00:25:28,040 --> 00:25:30,639
Speaker 6: if it's for them, but there's also this huge audience

543
00:25:30,640 --> 00:25:36,560
Speaker 6: who's quite interested, and so for us, we we looked at, well,

544
00:25:36,560 --> 00:25:39,679
Speaker 6: what is that opportunity. We've focused very much on the

545
00:25:39,720 --> 00:25:42,440
Speaker 6: passion categories, and we've talked a little bit about community

546
00:25:42,480 --> 00:25:46,560
Speaker 6: already today, in particular the trading cards and pre love

547
00:25:46,600 --> 00:25:51,360
Speaker 6: fashion and their spaces where scarcity already exists, but there's

548
00:25:51,400 --> 00:25:55,240
Speaker 6: also this great community that exists around those I guess

549
00:25:55,280 --> 00:25:58,600
Speaker 6: passion points as well. And so for us, the strategy

550
00:25:58,640 --> 00:26:01,080
Speaker 6: really came to life when we realized that the live

551
00:26:01,119 --> 00:26:05,959
Speaker 6: opportunity wasn't just retail shopping. It's really about obsession of

552
00:26:05,960 --> 00:26:08,040
Speaker 6: culture in motion and so huge.

553
00:26:08,320 --> 00:26:12,280
Speaker 1: Yeah, it's just astounding to see the phenomenon growing and growing.

554
00:26:12,320 --> 00:26:14,800
Speaker 1: I did see the cues of people buying Oasis at

555
00:26:14,880 --> 00:26:15,440
Speaker 1: adask Gear.

556
00:26:15,480 --> 00:26:18,600
Speaker 2: I mean that just visualized it to me.

557
00:26:18,920 --> 00:26:21,840
Speaker 6: Yeah, it's that the thing that anchors the community right,

558
00:26:21,920 --> 00:26:24,800
Speaker 6: that shared passion and really talks to the fomo we've

559
00:26:24,800 --> 00:26:26,560
Speaker 6: talked about a few times already today.

560
00:26:26,840 --> 00:26:27,040
Speaker 5: Yeah.

561
00:26:27,080 --> 00:26:31,080
Speaker 1: Absolutely, And was there a natural synergy between the eBay

562
00:26:31,119 --> 00:26:33,840
Speaker 1: audience and what you're talking about there? I mean, given

563
00:26:33,880 --> 00:26:36,520
Speaker 1: that the platforms built such a reputation and base for

564
00:26:37,240 --> 00:26:39,359
Speaker 1: the fan and the collectibles and so on, but was

565
00:26:39,359 --> 00:26:41,640
Speaker 1: it a natural fit that that was the curiosity from

566
00:26:41,680 --> 00:26:42,879
Speaker 1: the live shopping as well.

567
00:26:43,000 --> 00:26:43,640
Speaker 6: Absolutely.

568
00:26:43,840 --> 00:26:43,919
Speaker 1: So.

569
00:26:44,000 --> 00:26:46,200
Speaker 6: There are a few categories that kind of came up

570
00:26:46,680 --> 00:26:49,240
Speaker 6: in terms of, you know, where people had more of

571
00:26:49,280 --> 00:26:53,840
Speaker 6: an appetitial interest to live shop. Electronics was one of them, actually,

572
00:26:53,920 --> 00:26:57,840
Speaker 6: but that isn't kind of one of our core categories.

573
00:26:57,880 --> 00:27:03,680
Speaker 6: But definitely the fashion, Definitely collectibles. You know, it's those

574
00:27:03,760 --> 00:27:08,360
Speaker 6: unique money can't buy items that you know, people want

575
00:27:08,359 --> 00:27:09,120
Speaker 6: to get their hands on.

576
00:27:09,280 --> 00:27:10,960
Speaker 2: Yeah, Zani have it.

577
00:27:11,040 --> 00:27:13,879
Speaker 1: From your perspective working with the agency, what was different

578
00:27:13,920 --> 00:27:16,159
Speaker 1: about this or what was necessary to make sure that

579
00:27:16,200 --> 00:27:18,800
Speaker 1: partnership was cooking so to speak.

580
00:27:20,680 --> 00:27:23,320
Speaker 5: I think a partnership with any of our agencies, but

581
00:27:23,400 --> 00:27:25,439
Speaker 5: especially with Eye Prospect, it's about being able to have

582
00:27:25,520 --> 00:27:28,879
Speaker 5: kind of honest conversations about what's coming up. Having early

583
00:27:28,960 --> 00:27:32,120
Speaker 5: conversations and not kind of derailing what's happening at the time,

584
00:27:32,160 --> 00:27:34,159
Speaker 5: but going, hey, you've got a team or a person

585
00:27:34,280 --> 00:27:36,280
Speaker 5: or a couple of people who can have a look

586
00:27:36,320 --> 00:27:38,800
Speaker 5: at this. We know what's coming, we're not quite sure when,

587
00:27:39,520 --> 00:27:41,320
Speaker 5: but we need to do some learning around it. We

588
00:27:41,400 --> 00:27:43,800
Speaker 5: need to do some research around it. We need your

589
00:27:43,800 --> 00:27:46,359
Speaker 5: thinkers to have a think about actually where it fits

590
00:27:46,359 --> 00:27:48,879
Speaker 5: and what are the challenges, where are the behaviors that

591
00:27:48,920 --> 00:27:51,639
Speaker 5: we need to shift. So kind of having that capacity

592
00:27:51,680 --> 00:27:54,720
Speaker 5: within the team and some really strong strategic thinking is

593
00:27:54,760 --> 00:27:59,119
Speaker 5: really important for us. Where a busy, dynamic team that

594
00:27:59,200 --> 00:28:01,240
Speaker 5: gets things thrown at us all the time and being

595
00:28:01,760 --> 00:28:03,560
Speaker 5: having a couple of people who can quietly go and

596
00:28:03,640 --> 00:28:05,280
Speaker 5: sit in the corner and think for.

597
00:28:05,320 --> 00:28:06,480
Speaker 3: Us is really helpful.

598
00:28:06,960 --> 00:28:10,119
Speaker 5: And then once we're ready to go, because often we

599
00:28:10,240 --> 00:28:13,159
Speaker 5: get a kind of all right, well, where it's going

600
00:28:13,200 --> 00:28:14,840
Speaker 5: to be switched on and you'll have it in six

601
00:28:14,880 --> 00:28:16,960
Speaker 5: weeks and we need to be able to have everything

602
00:28:16,960 --> 00:28:19,600
Speaker 5: in place. Then we need a tame that can really

603
00:28:19,640 --> 00:28:23,240
Speaker 5: move fast and like us, kind of drop something that

604
00:28:23,280 --> 00:28:24,960
Speaker 5: they may have been working on for a couple of

605
00:28:24,960 --> 00:28:27,880
Speaker 5: months and go okay, this is now the main focus

606
00:28:27,880 --> 00:28:31,240
Speaker 5: we're going after something really big and fun and cool.

607
00:28:32,440 --> 00:28:34,840
Speaker 5: We've got a whole kind of global team that's rallying

608
00:28:34,880 --> 00:28:36,879
Speaker 5: around us and giving us what we need. Now we

609
00:28:36,960 --> 00:28:39,000
Speaker 5: need you to give us your best team and your

610
00:28:39,000 --> 00:28:42,640
Speaker 5: best thinking. So it's kind of that longer term, don't

611
00:28:42,720 --> 00:28:45,680
Speaker 5: panic have this thing to think about and then quick, okay,

612
00:28:45,760 --> 00:28:49,600
Speaker 5: let's go. And we need to be agile in our

613
00:28:49,640 --> 00:28:52,120
Speaker 5: thinking and not just give it a traditional thought. You know,

614
00:28:52,120 --> 00:28:56,480
Speaker 5: we've got stuff that's coming for eBay that challenges one

615
00:28:56,560 --> 00:28:59,600
Speaker 5: our relationships with our agencies and two our relationships with

616
00:28:59,640 --> 00:29:04,920
Speaker 5: our our buyers and sellers, and that needs partners that

617
00:29:04,960 --> 00:29:08,160
Speaker 5: are happy to challenge the status quo and think about

618
00:29:08,240 --> 00:29:09,280
Speaker 5: things in a different way.

619
00:29:09,440 --> 00:29:12,040
Speaker 1: Well, and indeed the way you have been taking this

620
00:29:12,040 --> 00:29:13,800
Speaker 1: to market is different as well. I mean, this is

621
00:29:13,840 --> 00:29:17,920
Speaker 1: not your traditional buyer TV ad and go promote something.

622
00:29:18,040 --> 00:29:19,040
Speaker 2: This is very different.

623
00:29:19,160 --> 00:29:21,680
Speaker 1: So let's go through some of the steps that you

624
00:29:21,720 --> 00:29:24,560
Speaker 1: actually took from a marketing and comm's perspective to bring

625
00:29:24,560 --> 00:29:27,840
Speaker 1: this to life. We've touched on the first secret Fomo

626
00:29:28,480 --> 00:29:31,160
Speaker 1: and the content that came from that, but understand, there

627
00:29:31,160 --> 00:29:33,920
Speaker 1: were a lot of very deliberate choices made in terms

628
00:29:33,920 --> 00:29:36,360
Speaker 1: of owned and earned to make this happen, and a

629
00:29:36,360 --> 00:29:37,640
Speaker 1: lot of events along the way too.

630
00:29:38,000 --> 00:29:39,680
Speaker 5: Yeah, And I think that's one of the key things

631
00:29:39,680 --> 00:29:41,760
Speaker 5: we've learned from the other regions is that it's been

632
00:29:41,800 --> 00:29:44,120
Speaker 5: in the US for a while. And I talked to

633
00:29:44,160 --> 00:29:47,560
Speaker 5: the kind of global brand director and I was like, so,

634
00:29:47,720 --> 00:29:48,480
Speaker 5: where are your ads?

635
00:29:48,520 --> 00:29:51,400
Speaker 3: And she's like, actually, we haven't done advertising.

636
00:29:51,480 --> 00:29:54,760
Speaker 5: We've gone very much from the ground up, from the community.

637
00:29:55,520 --> 00:29:56,920
Speaker 3: It's a behavior that people.

638
00:29:56,760 --> 00:30:00,400
Speaker 5: Don't understand and really know, like even where do you

639
00:30:00,440 --> 00:30:03,640
Speaker 5: go on the app to find it? And then what

640
00:30:03,800 --> 00:30:07,000
Speaker 5: happens and how do I interact with it? And so

641
00:30:07,040 --> 00:30:10,239
Speaker 5: it's a massive education piece. So last year we've done

642
00:30:10,280 --> 00:30:13,880
Speaker 5: a big community piece around collectibles. So we'd been at

643
00:30:14,520 --> 00:30:16,760
Speaker 5: four events I think before we'd got to this one.

644
00:30:16,880 --> 00:30:19,360
Speaker 5: So we had a playbook that we could roll out

645
00:30:19,400 --> 00:30:23,000
Speaker 5: for a community event, but adapting and changing it from

646
00:30:23,040 --> 00:30:26,600
Speaker 5: a light to a live format was amazing to have

647
00:30:26,680 --> 00:30:29,640
Speaker 5: Joe from the US who came and kind of educated

648
00:30:29,760 --> 00:30:32,440
Speaker 5: us in how to run an event and then kind

649
00:30:32,480 --> 00:30:35,680
Speaker 5: of showed us, walked through it with us for the weekend.

650
00:30:36,600 --> 00:30:39,320
Speaker 5: So very much like even from a granular level, being

651
00:30:39,360 --> 00:30:42,520
Speaker 5: on the ground at the launch event at Oskomecon, and

652
00:30:43,160 --> 00:30:45,200
Speaker 5: you know, you work really hard and fast towards something

653
00:30:45,280 --> 00:30:48,000
Speaker 5: like that, and then you're like, is it actually going

654
00:30:48,040 --> 00:30:50,760
Speaker 5: to work? Are people actually going to be interested in?

655
00:30:51,280 --> 00:30:53,880
Speaker 5: And we had that kind of first moment where we

656
00:30:53,960 --> 00:30:57,000
Speaker 5: had a whole weekend of live streams set up, and

657
00:30:57,040 --> 00:30:59,520
Speaker 5: we'd had it all set up and it was ready

658
00:30:59,520 --> 00:31:02,640
Speaker 5: to go, and I went, oh God, there's no one

659
00:31:02,720 --> 00:31:05,520
Speaker 5: sitting in the seat watching. No one knows what it is,

660
00:31:05,560 --> 00:31:07,320
Speaker 5: no one knows what to expect. And so we all

661
00:31:07,400 --> 00:31:09,480
Speaker 5: ran around and took our eBay t shirts off and

662
00:31:09,520 --> 00:31:13,200
Speaker 5: sat in the audience, and pretty quickly, after a couple

663
00:31:13,240 --> 00:31:15,600
Speaker 5: of hours, people started to understand what it was and

664
00:31:16,080 --> 00:31:18,280
Speaker 5: started to kind of get excited, and you saw people

665
00:31:18,360 --> 00:31:20,520
Speaker 5: start to sit down, and by the end of the

666
00:31:20,600 --> 00:31:23,360
Speaker 5: day you had a kind of a full arena, and

667
00:31:23,520 --> 00:31:25,640
Speaker 5: you know, whenever someone stood up, somebody else sat down

668
00:31:25,640 --> 00:31:27,640
Speaker 5: because I was standing and waiting, and that was really

669
00:31:27,640 --> 00:31:31,200
Speaker 5: exciting to see the consumer adoption and excitement around it

670
00:31:31,240 --> 00:31:33,479
Speaker 5: there on the ground. And then you know, and then

671
00:31:33,520 --> 00:31:35,080
Speaker 5: we had Sunday and I was like, oh god, we're

672
00:31:35,080 --> 00:31:36,560
Speaker 5: going to have to start again, Like we're all going

673
00:31:36,600 --> 00:31:39,240
Speaker 5: to have to wear our normal shirts but in actual

674
00:31:39,320 --> 00:31:42,040
Speaker 5: fact word had got round even within that kind of

675
00:31:42,040 --> 00:31:45,400
Speaker 5: small ecosystem that quickly that there was something to be

676
00:31:45,480 --> 00:31:47,520
Speaker 5: sitting there waiting for. It was going to be exciting

677
00:31:47,520 --> 00:31:49,240
Speaker 5: you when to get some free product. It was going

678
00:31:49,320 --> 00:31:53,239
Speaker 5: to be entertaining, and there was hype and excitement around it.

679
00:31:53,320 --> 00:31:55,240
Speaker 3: So that was really exciting to see.

680
00:31:55,240 --> 00:31:58,120
Speaker 5: And I think the scale that we're seeing it grow,

681
00:31:59,200 --> 00:32:01,440
Speaker 5: you know, we just have to kind of hold on

682
00:32:01,520 --> 00:32:04,960
Speaker 5: and keep up with it. Really, So yeah, lots of

683
00:32:04,960 --> 00:32:09,600
Speaker 5: grassroots activity to begin with partnerships within the communities has

684
00:32:09,640 --> 00:32:12,240
Speaker 5: been an important part of it. Being able to tell

685
00:32:12,280 --> 00:32:15,400
Speaker 5: our story through content, and I think that's also been

686
00:32:15,400 --> 00:32:17,040
Speaker 5: a bit of a mind shift for us as well,

687
00:32:17,080 --> 00:32:20,320
Speaker 5: because normally we produce the content that we put out

688
00:32:20,320 --> 00:32:24,720
Speaker 5: in our channels, and actually our agencies have gone, ah, well,

689
00:32:24,760 --> 00:32:27,760
Speaker 5: actually you've got the content. We just how do we

690
00:32:27,800 --> 00:32:31,280
Speaker 5: then turn that into something that we can put out

691
00:32:31,320 --> 00:32:32,080
Speaker 5: into the world.

692
00:32:32,160 --> 00:32:33,120
Speaker 3: So, you know, what.

693
00:32:35,360 --> 00:32:39,960
Speaker 5: Platforms do we have to be able to scan ten

694
00:32:40,000 --> 00:32:42,480
Speaker 5: hours of content to be able to find the highlights

695
00:32:42,520 --> 00:32:45,760
Speaker 5: to turn it into a social media post. Those kinds

696
00:32:45,800 --> 00:32:50,880
Speaker 5: of kind of martech and operational things are things that

697
00:32:50,960 --> 00:32:54,480
Speaker 5: we're still working towards. And that's where globally we can

698
00:32:54,560 --> 00:32:57,600
Speaker 5: partner and really get scale, which is exciting, but it

699
00:32:58,120 --> 00:33:01,360
Speaker 5: is challenging everyone in how they think about the job

700
00:33:01,440 --> 00:33:01,880
Speaker 5: that they do.

701
00:33:01,960 --> 00:33:04,120
Speaker 1: It's as you were saying that, I was reflecting on

702
00:33:04,160 --> 00:33:06,680
Speaker 1: the fact that those conversation, early conversations I had with

703
00:33:06,720 --> 00:33:10,160
Speaker 1: people as influencers and creators grew the in terms of

704
00:33:10,200 --> 00:33:14,320
Speaker 1: becoming a channel, but also the content generators. You have

705
00:33:14,400 --> 00:33:16,640
Speaker 1: to let go of some of that control, right, which

706
00:33:16,680 --> 00:33:19,600
Speaker 1: is not only as easy as marketers to let go

707
00:33:19,680 --> 00:33:21,600
Speaker 1: of the brand control, but at the same time, they

708
00:33:21,640 --> 00:33:23,880
Speaker 1: are making this product for you, aren't they They are

709
00:33:23,920 --> 00:33:25,560
Speaker 1: the product really, and.

710
00:33:25,560 --> 00:33:27,480
Speaker 5: I think that's where the piece comes in around the

711
00:33:27,520 --> 00:33:30,280
Speaker 5: sellers that we choose to, you know, in the selection

712
00:33:30,360 --> 00:33:32,640
Speaker 5: and the white glove approach that we have in terms

713
00:33:32,680 --> 00:33:36,040
Speaker 5: of knowing who the seller is, being able to tell

714
00:33:36,080 --> 00:33:39,200
Speaker 5: whether they're good content creators, and then being able to

715
00:33:39,280 --> 00:33:41,440
Speaker 5: educate them if they're not, and then partnering them with

716
00:33:41,480 --> 00:33:45,160
Speaker 5: somebody else because you know, we are a content producer now,

717
00:33:45,880 --> 00:33:49,040
Speaker 5: and that is a definitely massive different mind shift for

718
00:33:49,160 --> 00:33:52,680
Speaker 5: us internally. And the new team that they have kind

719
00:33:52,680 --> 00:33:55,640
Speaker 5: of leaned into, the new eBay Live team is really

720
00:33:55,680 --> 00:33:58,480
Speaker 5: exciting with the broader eBay team because we've got these

721
00:33:58,520 --> 00:34:01,040
Speaker 5: new people who have different ways of thinking, who come

722
00:34:01,080 --> 00:34:04,760
Speaker 5: from exciting platforms that are bringing different skills to the team.

723
00:34:04,960 --> 00:34:08,840
Speaker 1: Yeah, macell Habu from your side, and as the tactics

724
00:34:08,880 --> 00:34:11,840
Speaker 1: and the executions have been delivered, what's the sort of

725
00:34:12,120 --> 00:34:14,360
Speaker 1: how have you seen those as it defined roles differently

726
00:34:14,440 --> 00:34:17,600
Speaker 1: in terms of paid, owned, earned, how you think about

727
00:34:17,640 --> 00:34:19,840
Speaker 1: the content, how you take Ebaya market.

728
00:34:20,239 --> 00:34:22,160
Speaker 2: How have you guys sort of respond to that?

729
00:34:22,400 --> 00:34:24,960
Speaker 6: Yeah, So I think, as I said earlier, we definitely

730
00:34:25,040 --> 00:34:29,680
Speaker 6: led with behavior first. So it wasn't about media channels

731
00:34:29,960 --> 00:34:32,000
Speaker 6: or how we want to go to market, but definitely

732
00:34:32,320 --> 00:34:36,480
Speaker 6: the behaviors of the customer and potential customers, and then

733
00:34:36,520 --> 00:34:38,600
Speaker 6: how do we tap into that. So there were probably

734
00:34:38,680 --> 00:34:42,759
Speaker 6: kind of I guess three areas that I'll talk to

735
00:34:42,719 --> 00:34:46,319
Speaker 6: you about. One, I think having that first mover advantage.

736
00:34:46,360 --> 00:34:48,879
Speaker 6: You know, we've talked a lot already about, you know,

737
00:34:49,239 --> 00:34:54,680
Speaker 6: the opportunity around awareness versus habit, the broader uptake that

738
00:34:54,719 --> 00:34:57,960
Speaker 6: we're seeing in other markets, but just here it's obviously

739
00:34:58,280 --> 00:35:01,880
Speaker 6: not that developed. So for us, having the opportunity to

740
00:35:02,200 --> 00:35:06,400
Speaker 6: pursue that first mover position and shape the category narrative.

741
00:35:06,440 --> 00:35:08,879
Speaker 6: There's definitely a category job that needs to be done

742
00:35:09,239 --> 00:35:11,960
Speaker 6: as well, so it's not just about eBay, but broader

743
00:35:12,000 --> 00:35:15,960
Speaker 6: live shopping category and that's a really interesting opportunity to

744
00:35:15,960 --> 00:35:18,719
Speaker 6: be able to do that while you've got that awareness there,

745
00:35:18,719 --> 00:35:20,840
Speaker 6: but you can still influence habits and that's where the

746
00:35:20,880 --> 00:35:26,200
Speaker 6: opportunity is for eBay. As I said, behavior signals. Looking

747
00:35:26,239 --> 00:35:29,880
Speaker 6: at those, you know, how do we then get media

748
00:35:29,920 --> 00:35:32,480
Speaker 6: to fit in with that? And so for us, it

749
00:35:32,560 --> 00:35:36,799
Speaker 6: was really that led us down that path around the

750
00:35:36,800 --> 00:35:39,520
Speaker 6: obsession culture and we've talked a little bit about that

751
00:35:39,600 --> 00:35:43,640
Speaker 6: already and the fandoms and just capitalizing on where that

752
00:35:43,800 --> 00:35:47,759
Speaker 6: is a native kind of mindset and behavior and attitude.

753
00:35:48,440 --> 00:35:51,120
Speaker 6: And then the other part is really around building trust.

754
00:35:51,440 --> 00:35:54,680
Speaker 6: So you know, eBay is a trusted brand already, It's

755
00:35:54,719 --> 00:35:59,080
Speaker 6: well established from a trust and customer perspective, but translating

756
00:35:59,120 --> 00:36:03,360
Speaker 6: that into something new for customers, I think is a

757
00:36:03,400 --> 00:36:06,920
Speaker 6: really interesting challenge and so that's where partnerships plays a

758
00:36:06,960 --> 00:36:11,200
Speaker 6: really important role for us. So, right, partners what are

759
00:36:11,239 --> 00:36:14,120
Speaker 6: those kind of cultural platforms and credible voices that we

760
00:36:14,160 --> 00:36:18,120
Speaker 6: can leverage off to translate that trust into this new

761
00:36:18,400 --> 00:36:24,000
Speaker 6: kind of wave shopping and ultimately turning that awareness into

762
00:36:24,480 --> 00:36:26,879
Speaker 6: action at the end of the day is what we want.

763
00:36:27,760 --> 00:36:29,680
Speaker 1: And I understand there were five events as you went

764
00:36:29,840 --> 00:36:33,080
Speaker 1: through as well. Those again taking advantage of those opportunities

765
00:36:33,120 --> 00:36:36,400
Speaker 1: to keep reconnecting with that culture and obsession and so

766
00:36:36,520 --> 00:36:39,560
Speaker 1: on as you went through, and possibly a little bit

767
00:36:39,560 --> 00:36:42,879
Speaker 1: of push from the organization to keep going faster and faster. Right,

768
00:36:43,560 --> 00:36:46,680
Speaker 1: let me see more and more in terms of what

769
00:36:46,719 --> 00:36:49,759
Speaker 1: you're delivering, which I can appreciate as a marketer, might

770
00:36:49,760 --> 00:36:53,399
Speaker 1: be an interesting challenge in itself, proving the budget, proving

771
00:36:53,440 --> 00:36:55,360
Speaker 1: the worth, proving the spend, and then everybody wanting to

772
00:36:55,360 --> 00:36:56,280
Speaker 1: go even faster.

773
00:36:57,640 --> 00:37:00,720
Speaker 5: Yeah, I mean, it's definitely a privilege and a curse

774
00:37:00,760 --> 00:37:04,000
Speaker 5: at the same time that the company has very ambitious

775
00:37:04,000 --> 00:37:08,160
Speaker 5: growth ambitions. You know, there's not a lot of times

776
00:37:08,160 --> 00:37:09,959
Speaker 5: where you go, oh, well, I've got too much money

777
00:37:10,040 --> 00:37:13,920
Speaker 5: to spend. But I think it is kind of holding

778
00:37:14,000 --> 00:37:16,760
Speaker 5: on to the doing the right thing with the money

779
00:37:16,800 --> 00:37:19,080
Speaker 5: that you've got and the right job that you need

780
00:37:19,120 --> 00:37:22,879
Speaker 5: to do for the consumers. So I think, yeah, it's

781
00:37:22,960 --> 00:37:28,279
Speaker 5: an exciting opportunity, but being purposeful and making sure we're

782
00:37:28,320 --> 00:37:32,840
Speaker 5: growing supply and demand at the same time, but also

783
00:37:32,920 --> 00:37:37,160
Speaker 5: not holding yourself back with kind of beliefs that maybe

784
00:37:37,640 --> 00:37:39,759
Speaker 5: you know, we're not doing the right thing, and I

785
00:37:39,760 --> 00:37:42,200
Speaker 5: think testing and learning as we're going along. You know,

786
00:37:42,239 --> 00:37:45,799
Speaker 5: we're definitely taking that approach with our creative We know

787
00:37:45,880 --> 00:37:48,080
Speaker 5: there's a couple of different ways in so how can

788
00:37:48,120 --> 00:37:51,000
Speaker 5: we quickly create an ad, get it out into market,

789
00:37:51,080 --> 00:37:53,560
Speaker 5: do some testing around it, and at the same time

790
00:37:53,600 --> 00:37:56,520
Speaker 5: produce another ad, which is you know, leaning into a

791
00:37:56,520 --> 00:37:59,239
Speaker 5: different element. Maybe it's trust, maybe it's community, maybe it's

792
00:37:59,400 --> 00:38:02,800
Speaker 5: as you know, kind of celebrity moments, and very quickly

793
00:38:03,239 --> 00:38:05,240
Speaker 5: kind of over a couple of months or three months,

794
00:38:05,360 --> 00:38:08,560
Speaker 5: getting a view on what's getting traction, what's making a difference,

795
00:38:08,600 --> 00:38:11,360
Speaker 5: so that we can then when we do want to

796
00:38:11,400 --> 00:38:13,279
Speaker 5: go bigger and there is the demand there that we

797
00:38:13,400 --> 00:38:16,239
Speaker 5: have some learnings that are really kind of well documented

798
00:38:16,280 --> 00:38:19,800
Speaker 5: and understood to do something bigger.

799
00:38:20,200 --> 00:38:22,400
Speaker 1: I just wanted to touch on that influencer or create

800
00:38:22,440 --> 00:38:25,280
Speaker 1: a side because we've sort of talked in and around

801
00:38:25,320 --> 00:38:27,600
Speaker 1: it a few times, as if we've talked through what

802
00:38:27,640 --> 00:38:30,160
Speaker 1: you're doing, and clearly the role of these sellers is

803
00:38:30,200 --> 00:38:33,360
Speaker 1: becoming that creator for you. But you know there is

804
00:38:33,360 --> 00:38:36,919
Speaker 1: a whole dialogue in the marketing community around how increasingly

805
00:38:36,960 --> 00:38:40,120
Speaker 1: the creators are less influence in terms of a specific

806
00:38:40,200 --> 00:38:43,279
Speaker 1: channel and more your actual content generation that people you

807
00:38:43,320 --> 00:38:46,960
Speaker 1: can leverage across your marketing rather than just behind the

808
00:38:47,000 --> 00:38:49,640
Speaker 1: screen itself. So again, I just wanted to touch a

809
00:38:49,640 --> 00:38:52,359
Speaker 1: little bit on that and how that fits with how

810
00:38:52,440 --> 00:38:55,600
Speaker 1: I guess eBay had thought about influencers as a strategy

811
00:38:55,640 --> 00:38:58,120
Speaker 1: in marketing prior to this, versus how you're thinking about

812
00:38:58,120 --> 00:38:58,520
Speaker 1: them now.

813
00:38:59,760 --> 00:39:02,960
Speaker 5: Yeah, there's I mean, it's an ever evolving space, which

814
00:39:03,000 --> 00:39:05,880
Speaker 5: we can see with this very product that is changing.

815
00:39:06,920 --> 00:39:10,040
Speaker 5: We previous to launching Live, we had a kind of

816
00:39:10,040 --> 00:39:13,480
Speaker 5: ongoing influencer strategy where we created the cast, which was

817
00:39:13,560 --> 00:39:15,760
Speaker 5: a you know, I think about ten to twelve different

818
00:39:15,800 --> 00:39:18,520
Speaker 5: influencers that we had a relationship with for a year

819
00:39:18,560 --> 00:39:23,040
Speaker 5: and they would either be car influencers or fashion influencers

820
00:39:23,080 --> 00:39:26,600
Speaker 5: or collectible influencers, and we created content with them on

821
00:39:26,640 --> 00:39:29,319
Speaker 5: a regular basis and push it out into channels. This

822
00:39:29,400 --> 00:39:31,560
Speaker 5: product doesn't mean we wouldn't do that anymore, but it

823
00:39:31,640 --> 00:39:36,600
Speaker 5: definitely disrupts who becomes an influencer and what their role is.

824
00:39:36,760 --> 00:39:40,080
Speaker 5: And I think they have multiple ways that they can

825
00:39:40,120 --> 00:39:43,799
Speaker 5: play within this. One is the way we use some

826
00:39:43,840 --> 00:39:48,040
Speaker 5: of our cast members now who have various different deliverables,

827
00:39:48,719 --> 00:39:51,120
Speaker 5: and they can come to events, they can be part

828
00:39:51,200 --> 00:39:53,360
Speaker 5: of live streams like we did with ronnic Ka Taylor,

829
00:39:54,239 --> 00:39:57,120
Speaker 5: they can be part of our earned media interviews that

830
00:39:57,160 --> 00:39:59,960
Speaker 5: we do, and so they're kind of trusted voices and celebrity.

831
00:40:00,040 --> 00:40:01,319
Speaker 3: He's kind of in their own right.

832
00:40:01,719 --> 00:40:04,120
Speaker 5: But then I think Eric can probably talk to this

833
00:40:04,200 --> 00:40:06,279
Speaker 5: in terms of how they might be partnered with our

834
00:40:06,320 --> 00:40:10,520
Speaker 5: sellers and bring that kind of content knowledge and expertise

835
00:40:10,560 --> 00:40:11,120
Speaker 5: to a seller.

836
00:40:11,320 --> 00:40:14,600
Speaker 4: Yeah, Like I think with influencers is really interesting. There's

837
00:40:14,600 --> 00:40:17,920
Speaker 4: probably two things that I'm thinking about that changed quite

838
00:40:17,960 --> 00:40:19,920
Speaker 4: a lot. Like one is like Zanny is talking about

839
00:40:20,080 --> 00:40:23,960
Speaker 4: the way we work with influencers and sellers, especially from

840
00:40:24,000 --> 00:40:26,640
Speaker 4: a content piece, and the other was like what even

841
00:40:26,680 --> 00:40:28,919
Speaker 4: is an influencer and a seller at this point? Because

842
00:40:28,920 --> 00:40:31,120
Speaker 4: the lines are kind of changing a lot as well.

843
00:40:31,280 --> 00:40:33,880
Speaker 4: So I mean on the first piece is like, you know,

844
00:40:33,880 --> 00:40:36,040
Speaker 4: we're no longer thinking about, oh, just like which influencer

845
00:40:36,080 --> 00:40:38,080
Speaker 4: would work well for this category and things like that.

846
00:40:38,239 --> 00:40:40,320
Speaker 4: We're also thinking about like when we're creating a moment,

847
00:40:40,400 --> 00:40:42,920
Speaker 4: like a live stream in a studio or like an event.

848
00:40:43,000 --> 00:40:44,840
Speaker 4: So like when we're out, I was Comic Con. We

849
00:40:44,880 --> 00:40:47,040
Speaker 4: had full streams a day for two days, So that's

850
00:40:47,280 --> 00:40:50,280
Speaker 4: eight hours of content and programming, so basically like a

851
00:40:50,320 --> 00:40:53,640
Speaker 4: whole TV season's worth, right, And like we're pairing sellers

852
00:40:53,640 --> 00:40:55,719
Speaker 4: of influencers, and you're trying to figure out like the

853
00:40:55,800 --> 00:40:59,440
Speaker 4: chemistry and like what inventry can we bring that access

854
00:40:59,440 --> 00:41:02,080
Speaker 4: a vehicle for storytelling and kind of can bring out

855
00:41:02,239 --> 00:41:04,839
Speaker 4: the best from all of that as well? And how

856
00:41:04,840 --> 00:41:06,560
Speaker 4: do we kind of program that run of show and

857
00:41:06,640 --> 00:41:09,560
Speaker 4: like you know, not scripted, but like set up the

858
00:41:09,640 --> 00:41:12,000
Speaker 4: kind of moments that can really shine and turn into

859
00:41:12,000 --> 00:41:15,000
Speaker 4: content afterwards. So I think that's a really interesting different

860
00:41:15,040 --> 00:41:17,719
Speaker 4: way in how we're thinking about influencers and sellers. And

861
00:41:17,760 --> 00:41:20,040
Speaker 4: the other side is like there's also I think as

862
00:41:20,040 --> 00:41:23,160
Speaker 4: we move into this new world of live shopping, influencers

863
00:41:23,200 --> 00:41:26,520
Speaker 4: are becoming sellers and sellers are becoming influencers. So a

864
00:41:26,520 --> 00:41:28,400
Speaker 4: lot of our sellers, like as they're going live like

865
00:41:28,480 --> 00:41:30,960
Speaker 4: multiple times a week, they're building up their own audience

866
00:41:31,000 --> 00:41:33,440
Speaker 4: and they're following and their fans and they're tuning in

867
00:41:33,520 --> 00:41:35,840
Speaker 4: each week because they know he's doing this kind of

868
00:41:35,840 --> 00:41:37,640
Speaker 4: stream on Tuesday or she's on this kind of stream

869
00:41:37,640 --> 00:41:39,160
Speaker 4: on Thursday, and they want to be there for that.

870
00:41:39,160 --> 00:41:41,960
Speaker 4: They don't want to miss out on that. And at

871
00:41:42,000 --> 00:41:43,680
Speaker 4: the same time, like you know, at the end of

872
00:41:43,719 --> 00:41:45,960
Speaker 4: this Veronica stream, we had as part of that stream

873
00:41:46,160 --> 00:41:50,120
Speaker 4: unlistened Leave, who's the largest Pokemon influencer in Australia, and

874
00:41:50,160 --> 00:41:52,200
Speaker 4: he announced that, you know, he's going to be on

875
00:41:52,239 --> 00:41:54,759
Speaker 4: his own eBay Live streams starting soon as well, and

876
00:41:54,800 --> 00:41:56,600
Speaker 4: so he'll be a seller on eBay Live. And so

877
00:41:57,080 --> 00:41:59,400
Speaker 4: that is kind of I guess this new frontier of

878
00:41:59,440 --> 00:42:02,200
Speaker 4: now the influencers are all sort of sellers, and the

879
00:42:02,239 --> 00:42:04,719
Speaker 4: sellers have also become their own influences in a way,

880
00:42:04,760 --> 00:42:07,239
Speaker 4: and we can still work together with both sides. But

881
00:42:07,320 --> 00:42:09,080
Speaker 4: it is just like a whole new world.

882
00:42:09,120 --> 00:42:11,839
Speaker 1: I guess, Yeah, what a converging world this actually is.

883
00:42:13,120 --> 00:42:15,360
Speaker 1: And I understand there's been a couple of different just

884
00:42:15,880 --> 00:42:17,879
Speaker 1: to the point around the mix of things that you're doing,

885
00:42:17,920 --> 00:42:19,759
Speaker 1: and we touched on this a little earlier in our

886
00:42:19,760 --> 00:42:22,560
Speaker 1: previous conversations around eBay going live, but there are a

887
00:42:22,600 --> 00:42:26,759
Speaker 1: couple of examples of different sorts of activations and so

888
00:42:26,880 --> 00:42:29,960
Speaker 1: on that have happened overseas that really point again to

889
00:42:30,320 --> 00:42:34,400
Speaker 1: this confluence of culture, passion and so on. Are we

890
00:42:34,440 --> 00:42:36,680
Speaker 1: able to share a couple more of those examples.

891
00:42:37,400 --> 00:42:37,600
Speaker 6: Yes.

892
00:42:37,680 --> 00:42:41,600
Speaker 4: So there's just so many things in collectibles, in fashion

893
00:42:41,640 --> 00:42:43,919
Speaker 4: and kind of everywhere. So like a couple of things

894
00:42:43,920 --> 00:42:46,680
Speaker 4: that stood out, Like I was in Chicago last year

895
00:42:47,680 --> 00:42:50,520
Speaker 4: for the National which is the largest sports cards conference

896
00:42:50,560 --> 00:42:53,680
Speaker 4: in the world, and I don't know if you follow NBA,

897
00:42:53,760 --> 00:42:59,680
Speaker 4: but they had Janis from the Bus on and all

898
00:42:59,680 --> 00:43:01,560
Speaker 4: of his and he was on a live stream on

899
00:43:01,600 --> 00:43:04,120
Speaker 4: eBay Live with Ken Golden, who you know is starring

900
00:43:04,120 --> 00:43:06,919
Speaker 4: in like the Netflix series of like the Kim Collectibles,

901
00:43:08,400 --> 00:43:10,799
Speaker 4: And that was like a crazy moment. The whole kind

902
00:43:10,800 --> 00:43:12,680
Speaker 4: of flow was parked with people trying to watch that

903
00:43:12,840 --> 00:43:15,440
Speaker 4: and like signing things, giving them away, talking about the

904
00:43:15,480 --> 00:43:18,400
Speaker 4: story of like his signature and how that's changed over

905
00:43:18,440 --> 00:43:20,879
Speaker 4: the years, and like people were actually getting to get

906
00:43:20,880 --> 00:43:22,879
Speaker 4: that in real time. There's things like when we look

907
00:43:22,880 --> 00:43:26,160
Speaker 4: at fashion, like eBay Lives and really incredible things a

908
00:43:26,280 --> 00:43:29,319
Speaker 4: fashion week in the US and UK where you're getting

909
00:43:29,360 --> 00:43:32,960
Speaker 4: these shoppable runway shows basically and kind of auction in

910
00:43:33,080 --> 00:43:35,319
Speaker 4: things off there, and like the UK, the eBay has

911
00:43:35,360 --> 00:43:38,160
Speaker 4: had a really strong partnership with Love Island for a while,

912
00:43:38,600 --> 00:43:40,839
Speaker 4: and naturally now that Lives come about, that's it been

913
00:43:40,880 --> 00:43:43,680
Speaker 4: able to transition into a live partnership and you're getting

914
00:43:43,680 --> 00:43:46,040
Speaker 4: the cast there kind of auctioning off those pre loved

915
00:43:46,040 --> 00:43:49,360
Speaker 4: pieces from the show and really taking a fan engagement

916
00:43:49,400 --> 00:43:51,560
Speaker 4: to like our next level and with like the real

917
00:43:51,560 --> 00:43:54,759
Speaker 4: time engagement and and things like that, and so it's

918
00:43:54,840 --> 00:43:58,080
Speaker 4: just it opens up really so many possibilities. Like even

919
00:43:58,080 --> 00:44:01,520
Speaker 4: with the Super Bowl, eBay did a big activation there.

920
00:44:02,760 --> 00:44:05,480
Speaker 4: You had Gronk, like a really famous NFL athlete, and

921
00:44:05,520 --> 00:44:07,480
Speaker 4: a lot of other kind of big names there, and

922
00:44:07,520 --> 00:44:10,680
Speaker 4: it's just like it lets us really tap into these

923
00:44:10,680 --> 00:44:14,360
Speaker 4: cultural moments but also like elevate them and create ways

924
00:44:14,400 --> 00:44:17,120
Speaker 4: for fans and the audience to really engage with that,

925
00:44:17,400 --> 00:44:19,640
Speaker 4: like no matter where they are. So that's really cool.

926
00:44:19,800 --> 00:44:21,960
Speaker 1: Yeah, it's pretty pretty amazing when you think about those

927
00:44:21,960 --> 00:44:24,600
Speaker 1: different angles. So here's the hard question, then, how about

928
00:44:24,640 --> 00:44:26,680
Speaker 1: the data points in terms of what it delivers as

929
00:44:26,719 --> 00:44:29,160
Speaker 1: a business. So you know, we talked a little bit

930
00:44:29,160 --> 00:44:31,520
Speaker 1: at the beginning about you know, live shopping being an

931
00:44:31,560 --> 00:44:35,720
Speaker 1: incremental growth lever for e commerce. But if you guys

932
00:44:35,719 --> 00:44:37,759
Speaker 1: got some data points out of the US and UK

933
00:44:37,840 --> 00:44:40,920
Speaker 1: as to how this is actually delivering for eBay in

934
00:44:41,040 --> 00:44:43,280
Speaker 1: terms of that hard commercial result.

935
00:44:43,800 --> 00:44:46,799
Speaker 4: Yeah, there's like an element of like, yeah, in the

936
00:44:46,880 --> 00:44:49,080
Speaker 4: US and UK, but even in the short couple of

937
00:44:49,080 --> 00:44:52,360
Speaker 4: months we've been live, like we've really seen really exciting

938
00:44:52,360 --> 00:44:55,160
Speaker 4: and promising results at a total business level, but also

939
00:44:55,320 --> 00:44:59,080
Speaker 4: like an individual settle level, and they think live fundamentally

940
00:44:59,320 --> 00:45:02,800
Speaker 4: like change just the way people can run their business

941
00:45:02,800 --> 00:45:06,840
Speaker 4: and scale. Like if I'm spending three hours optimizing my

942
00:45:06,880 --> 00:45:09,600
Speaker 4: eBay listings, that's going to pay off in the long term.

943
00:45:09,640 --> 00:45:11,239
Speaker 4: It's going to be passive and I'm going to get

944
00:45:11,280 --> 00:45:13,080
Speaker 4: you know, more sales from that. But I can also

945
00:45:13,200 --> 00:45:15,560
Speaker 4: take those three hours and I can go live, and

946
00:45:15,600 --> 00:45:18,040
Speaker 4: I can move a lot of volume and have a

947
00:45:18,040 --> 00:45:20,320
Speaker 4: lot of velocity within those three hours that I otherwise

948
00:45:20,320 --> 00:45:22,560
Speaker 4: wouldn't have been able to do. And we've had sellers

949
00:45:22,560 --> 00:45:25,480
Speaker 4: in the US, for example, this watch seller called vookem

950
00:45:26,120 --> 00:45:29,760
Speaker 4: dated one million dollars US in three hours selling watches

951
00:45:29,800 --> 00:45:33,239
Speaker 4: on eBay Live, which is like it's crazy to think about,

952
00:45:33,320 --> 00:45:35,360
Speaker 4: right of like you just click live, go like click

953
00:45:35,440 --> 00:45:38,920
Speaker 4: go live, and then three hours later million dollars in sales,

954
00:45:40,160 --> 00:45:42,239
Speaker 4: even so far in a few months we've been live,

955
00:45:42,280 --> 00:45:44,920
Speaker 4: we had a stream last week. We're a seller round

956
00:45:44,920 --> 00:45:47,319
Speaker 4: one hundred thousand dollars of Pokemon cards in one night.

957
00:45:47,680 --> 00:45:50,200
Speaker 4: And that's something where like at launch, we knew that's

958
00:45:50,200 --> 00:45:52,400
Speaker 4: something we would be able to do, but probably not

959
00:45:52,440 --> 00:45:54,360
Speaker 4: this fast, right, And so we've scaled up to this

960
00:45:54,400 --> 00:45:57,280
Speaker 4: point like very quickly. We've been partnering all with sellers,

961
00:45:57,320 --> 00:45:59,799
Speaker 4: like testing different formats and figuring out what works, and

962
00:46:00,560 --> 00:46:02,760
Speaker 4: it's just every week is kind of strength to strength,

963
00:46:02,840 --> 00:46:04,560
Speaker 4: growing like more and more so.

964
00:46:04,680 --> 00:46:07,279
Speaker 1: Is that how you guys are sort of measuring success then,

965
00:46:07,320 --> 00:46:09,200
Speaker 1: in terms of the work you're doing. Is it a

966
00:46:09,280 --> 00:46:13,000
Speaker 1: velocity conversation? In terms of speed of sale? Is it

967
00:46:13,120 --> 00:46:15,680
Speaker 1: you know, basket size increases. Is that the sort of

968
00:46:15,719 --> 00:46:19,719
Speaker 1: measurement that you're using from both of your perspectives, Eric

969
00:46:19,760 --> 00:46:21,880
Speaker 1: and Zanni to understand what success looks like.

970
00:46:22,440 --> 00:46:24,680
Speaker 5: I think there's a number of metrics that we're monitoring

971
00:46:24,680 --> 00:46:28,160
Speaker 5: as a business to understand whether we're getting traction or not.

972
00:46:28,320 --> 00:46:31,319
Speaker 5: And that's everything from number of sellers to number of

973
00:46:31,360 --> 00:46:35,279
Speaker 5: live streams to sales. You know, there's a whole kind

974
00:46:35,280 --> 00:46:40,800
Speaker 5: of plethora of what makes a healthy growing ecosystem on eBay,

975
00:46:40,800 --> 00:46:42,920
Speaker 5: and it's not one thing that you can lean into

976
00:46:43,000 --> 00:46:47,120
Speaker 5: at any one time, and you know, there's no it's.

977
00:46:46,960 --> 00:46:47,920
Speaker 3: Not going to be a successive.

978
00:46:48,000 --> 00:46:50,120
Speaker 5: I've got a whole load of new buyers coming to

979
00:46:50,200 --> 00:46:52,720
Speaker 5: site and there's not enough content for them to be streaming.

980
00:46:52,719 --> 00:46:55,160
Speaker 5: And you've got to have content density and the number

981
00:46:55,200 --> 00:46:57,319
Speaker 5: of sellers to be able to fulfilling that need. So

982
00:46:57,400 --> 00:47:00,440
Speaker 5: I think you know where it's definite balance. As I've

983
00:47:00,480 --> 00:47:03,800
Speaker 5: talked about between kind of scaling sellers and getting buyers

984
00:47:03,840 --> 00:47:05,320
Speaker 5: in at the same time, there's.

985
00:47:05,120 --> 00:47:06,719
Speaker 4: A lot of different things we look at in terms

986
00:47:06,719 --> 00:47:09,799
Speaker 4: of like GMV, active sellers, buyers like and then all

987
00:47:09,840 --> 00:47:12,520
Speaker 4: the content type of metrics like watch time, viewership, all

988
00:47:12,520 --> 00:47:15,160
Speaker 4: this sort of thing as well. And from a seller level,

989
00:47:15,160 --> 00:47:18,000
Speaker 4: like there are some sellers where it's about like velocity

990
00:47:18,000 --> 00:47:20,799
Speaker 4: and moving volume, but also from other sellers, it's a

991
00:47:20,840 --> 00:47:23,719
Speaker 4: way for them to still be selling, but also connecting

992
00:47:23,840 --> 00:47:26,000
Speaker 4: and building a base. And especially you can imagine like

993
00:47:26,040 --> 00:47:28,440
Speaker 4: for larger brands, it might not be about like how

994
00:47:28,480 --> 00:47:30,520
Speaker 4: do I pump out one hundred thousand dollars in or

995
00:47:30,560 --> 00:47:32,359
Speaker 4: a million dollars in the next couple hours, but it's

996
00:47:32,400 --> 00:47:35,520
Speaker 4: more about how can I engage with my community and

997
00:47:35,520 --> 00:47:37,279
Speaker 4: my audience in a way that I couldn't before, And

998
00:47:37,360 --> 00:47:39,400
Speaker 4: so the metrics for that is going to be different

999
00:47:39,400 --> 00:47:41,720
Speaker 4: from a stream that's more about like volume.

1000
00:47:42,200 --> 00:47:44,840
Speaker 5: I think that's one thing that's interesting for people looking

1001
00:47:44,840 --> 00:47:47,680
Speaker 5: in at eBay Life and to not think about it

1002
00:47:47,800 --> 00:47:50,640
Speaker 5: just as a kind of traditional retail platform, because it

1003
00:47:50,680 --> 00:47:53,040
Speaker 5: brings so much more to that, and there's so many

1004
00:47:53,040 --> 00:47:55,440
Speaker 5: other roles that it can play within your brand, Like

1005
00:47:55,520 --> 00:47:58,040
Speaker 5: it can be just a moment to connect with your audience.

1006
00:47:58,320 --> 00:48:00,360
Speaker 5: It can be a moment to stand up around a

1007
00:48:00,360 --> 00:48:04,319
Speaker 5: cultural moment like Pokemon thirtieth birthday recently, or it can

1008
00:48:04,360 --> 00:48:06,400
Speaker 5: be a moment to shift a whole lot of volume

1009
00:48:06,440 --> 00:48:07,839
Speaker 5: that you need to get out of the door. So

1010
00:48:07,920 --> 00:48:09,960
Speaker 5: it's you know, think about it in an interesting and

1011
00:48:10,040 --> 00:48:12,920
Speaker 5: dynamic way rather than just a kind of Oh, it's

1012
00:48:12,920 --> 00:48:15,640
Speaker 5: a retail platform and it's for one thing only.

1013
00:48:16,000 --> 00:48:17,600
Speaker 1: So what are the next couple of cabs off the

1014
00:48:17,680 --> 00:48:20,840
Speaker 1: rank in terms of the milestones locally To further build

1015
00:48:20,880 --> 00:48:22,799
Speaker 1: out this propositions, an't I'll start with you.

1016
00:48:23,360 --> 00:48:26,880
Speaker 5: Yeah, we've got an exciting array of events coming up

1017
00:48:26,880 --> 00:48:29,319
Speaker 5: for the rest of the year, so we'll be at Collectfest.

1018
00:48:30,080 --> 00:48:33,280
Speaker 5: There's three collect firsts coming up, so City, Melbourne, Brisbane,

1019
00:48:34,040 --> 00:48:37,200
Speaker 5: some other events later in the year which we have slated,

1020
00:48:37,520 --> 00:48:40,879
Speaker 5: and just really around kind of building that demand, about

1021
00:48:41,040 --> 00:48:45,840
Speaker 5: educating Australians about what live commerce is and kind of

1022
00:48:45,880 --> 00:48:49,640
Speaker 5: scaling that offering and really kind of matching where Eric

1023
00:48:49,680 --> 00:48:52,879
Speaker 5: and his team are broadening out the offering.

1024
00:48:52,560 --> 00:48:53,759
Speaker 3: To the rest of Australia.

1025
00:48:53,880 --> 00:48:55,480
Speaker 4: Yeah, so I guess kind of off of that from

1026
00:48:55,560 --> 00:48:58,320
Speaker 4: us side, like we're really looking to expand, Like obviously

1027
00:48:58,320 --> 00:49:01,239
Speaker 4: we've launched in training cards collect which is very much

1028
00:49:01,320 --> 00:49:04,720
Speaker 4: hotline for eBay, but we've got a first few fashion sellers.

1029
00:49:04,719 --> 00:49:06,960
Speaker 4: Now that's a category we're actively trying to build out,

1030
00:49:07,160 --> 00:49:09,040
Speaker 4: and then it's like the next category after that, the

1031
00:49:09,040 --> 00:49:11,600
Speaker 4: next category after that. We've got a home and guidence

1032
00:49:11,600 --> 00:49:14,600
Speaker 4: seller this week actually selling like slushy machines on live

1033
00:49:14,680 --> 00:49:17,200
Speaker 4: and that's like a very different area. And there are

1034
00:49:17,239 --> 00:49:19,560
Speaker 4: all those kind of week to week milestones and the

1035
00:49:19,640 --> 00:49:22,680
Speaker 4: new record is being set every week. But then also

1036
00:49:22,760 --> 00:49:25,719
Speaker 4: we're very ambitious right of like we're in a very

1037
00:49:25,760 --> 00:49:28,640
Speaker 4: unique place of being the first mainstream live shopping platform

1038
00:49:28,680 --> 00:49:31,080
Speaker 4: in Australia, and like from my own. I would love

1039
00:49:31,160 --> 00:49:33,239
Speaker 4: like at the end of this year, you walk down

1040
00:49:33,239 --> 00:49:35,640
Speaker 4: a street and you talk to someone, they know what

1041
00:49:35,680 --> 00:49:38,200
Speaker 4: eBay Live is like they've been on a Live brought

1042
00:49:38,239 --> 00:49:40,880
Speaker 4: from it, and experienced this new way of shopping. And

1043
00:49:40,920 --> 00:49:42,440
Speaker 4: there's a lot of exciting things we're going to do

1044
00:49:42,480 --> 00:49:43,600
Speaker 4: in the meantime to get to that.

1045
00:49:43,680 --> 00:49:46,759
Speaker 1: Basically, Yeah, I'm all like, my head's spinning of the

1046
00:49:46,760 --> 00:49:49,359
Speaker 1: products that we're going to see coming up in this

1047
00:49:49,520 --> 00:49:50,279
Speaker 1: in this mix.

1048
00:49:51,000 --> 00:49:52,240
Speaker 3: Marcell, how about from your.

1049
00:49:52,200 --> 00:49:54,279
Speaker 1: End and how this continues to be pushed through as

1050
00:49:54,280 --> 00:49:55,360
Speaker 1: a proposition in market?

1051
00:49:55,360 --> 00:49:56,120
Speaker 2: What's the next step?

1052
00:49:56,239 --> 00:49:58,799
Speaker 6: Yeah, you know we've been talking about. This is not,

1053
00:49:59,000 --> 00:50:01,560
Speaker 6: you know, just a launch plan. It's a three year

1054
00:50:01,800 --> 00:50:05,799
Speaker 6: plus plan. So for us, it's you know, not necessarily

1055
00:50:05,840 --> 00:50:08,000
Speaker 6: just about the hype. It's about the habit and how

1056
00:50:08,000 --> 00:50:11,920
Speaker 6: do we build that over time? You know, for us,

1057
00:50:12,239 --> 00:50:16,920
Speaker 6: it's behavior change for some consumers ultimately, and you know

1058
00:50:17,000 --> 00:50:20,320
Speaker 6: that doesn't happen through singular moments. It happens through repetition.

1059
00:50:20,800 --> 00:50:23,560
Speaker 6: And I guess the ultimate ambition I would say is,

1060
00:50:23,640 --> 00:50:26,160
Speaker 6: you know, we don't want to grow Live just as

1061
00:50:26,160 --> 00:50:28,440
Speaker 6: a feature of eBay. It's about making it part of

1062
00:50:28,680 --> 00:50:32,600
Speaker 6: the way Aussie shop and the way they are entertained

1063
00:50:32,600 --> 00:50:35,120
Speaker 6: as well. So you know, we want it to feel

1064
00:50:35,160 --> 00:50:38,799
Speaker 6: as natural as tuning into your socials every day. You know,

1065
00:50:38,840 --> 00:50:41,759
Speaker 6: we want people to be tapping into live every day

1066
00:50:41,800 --> 00:50:42,160
Speaker 6: as well.

1067
00:50:42,840 --> 00:50:43,800
Speaker 2: Yep, big goals.

1068
00:50:43,880 --> 00:50:47,640
Speaker 1: Now it sounds like, at least overseas, that that's definitely

1069
00:50:47,640 --> 00:50:50,520
Speaker 1: starting to happen, particularly if people are buying rock melon

1070
00:50:50,520 --> 00:50:55,160
Speaker 1: and vegetables of live streams. So any final remarks around

1071
00:50:55,160 --> 00:50:57,719
Speaker 1: what this opportunity is then for eBay, if we sort

1072
00:50:57,760 --> 00:51:01,160
Speaker 1: of close off with any sort of final either unexpected

1073
00:51:01,320 --> 00:51:04,640
Speaker 1: positioning or remarks on how this how this is really

1074
00:51:04,640 --> 00:51:05,680
Speaker 1: going to work for eBay?

1075
00:51:06,239 --> 00:51:10,560
Speaker 5: Eric Zarni, I just think it's an amazing opportunity to

1076
00:51:10,600 --> 00:51:13,800
Speaker 5: bring together. You know, we've got millions of buyers on site,

1077
00:51:13,840 --> 00:51:17,480
Speaker 5: that we have a huge owned channel's kind of activity

1078
00:51:17,760 --> 00:51:21,319
Speaker 5: and a number of audiences. You ask, just about every

1079
00:51:21,360 --> 00:51:25,040
Speaker 5: year Australian will know who eBay is. We have an

1080
00:51:25,040 --> 00:51:29,040
Speaker 5: incredible opportunity to really kind of capitalize on that awareness

1081
00:51:29,200 --> 00:51:32,720
Speaker 5: and kind of habit that we have within Australian consumers already.

1082
00:51:33,400 --> 00:51:36,040
Speaker 5: It's just about how quickly we can unlock it and

1083
00:51:36,200 --> 00:51:39,840
Speaker 5: that bringing together of content and culture and a moment

1084
00:51:39,920 --> 00:51:43,120
Speaker 5: in time and commerce all around that I think is

1085
00:51:43,600 --> 00:51:44,720
Speaker 5: going to be super exciting.

1086
00:51:45,800 --> 00:51:48,120
Speaker 4: Yeah, I think there's just so much of my head

1087
00:51:48,120 --> 00:51:50,080
Speaker 4: about like what we can do this year and kind

1088
00:51:50,080 --> 00:51:53,520
Speaker 4: of going forwards. It's every week we're basically doing things

1089
00:51:53,520 --> 00:51:56,440
Speaker 4: we haven't done before, and like we're kind of changing

1090
00:51:56,440 --> 00:51:59,520
Speaker 4: what's possible on eBay but also just in terms of

1091
00:51:59,520 --> 00:52:03,440
Speaker 4: shopping and e commerce in Australia, and I think like

1092
00:52:03,680 --> 00:52:06,640
Speaker 4: every week we're basically approaching a new frontier of like

1093
00:52:06,920 --> 00:52:09,400
Speaker 4: what's next and what can we do bigger and better

1094
00:52:09,520 --> 00:52:12,680
Speaker 4: or like different, And that's really exciting, not just Freebay,

1095
00:52:12,719 --> 00:52:15,960
Speaker 4: but for our sellers and also for brands and for

1096
00:52:16,040 --> 00:52:18,680
Speaker 4: other partners that we're able to use this platform forward

1097
00:52:18,719 --> 00:52:21,319
Speaker 4: to kind of let them engage with audiences and let

1098
00:52:21,360 --> 00:52:25,040
Speaker 4: them you know, take their products or take their kind

1099
00:52:25,040 --> 00:52:28,160
Speaker 4: of brand into like really new directions. And like there's

1100
00:52:28,200 --> 00:52:30,319
Speaker 4: just so much potential and possibility this year and I

1101
00:52:30,400 --> 00:52:32,320
Speaker 4: just can't wait to see it or come to life

1102
00:52:32,320 --> 00:52:34,480
Speaker 4: and for everyone to be able to tune in and

1103
00:52:34,520 --> 00:52:36,520
Speaker 4: actually like be part of it themselves.

1104
00:52:36,640 --> 00:52:38,920
Speaker 1: And you'll end up buying more trading cards and you

1105
00:52:39,000 --> 00:52:40,279
Speaker 1: ever thought you would, right.

1106
00:52:40,880 --> 00:52:44,479
Speaker 4: Will apparently I was someone sent me a slide of

1107
00:52:44,560 --> 00:52:48,400
Speaker 4: the outside of the US the top buyers within the

1108
00:52:48,480 --> 00:52:53,759
Speaker 4: eBay employees, and I was ranked number two. And so

1109
00:52:54,040 --> 00:52:58,160
Speaker 4: I've started tracking my eBay live spend and like making.

1110
00:52:57,880 --> 00:52:59,719
Speaker 2: Sure you're well.

1111
00:52:59,800 --> 00:53:02,640
Speaker 1: I've I think that obviously has a lot of great

1112
00:53:02,680 --> 00:53:04,880
Speaker 1: promise for the ebair business. Well, thank you all very

1113
00:53:04,960 --> 00:53:07,440
Speaker 1: much for joining me on the podcast today, Eric, Shanni

1114
00:53:07,520 --> 00:53:10,680
Speaker 1: and Marcel. It's been very interesting hearing the new opportunity

1115
00:53:10,719 --> 00:53:12,600
Speaker 1: and maybe we'll catch up in twelve months and see

1116
00:53:12,600 --> 00:53:13,160
Speaker 1: where it's all at.

1117
00:53:13,239 --> 00:53:15,359
Speaker 6: Awesome, Thanks so much, thank you, thank you.

1118
00:53:15,960 --> 00:53:19,440
Speaker 1: This MI three Audio edition was presented by Nadia Cameron,

1119
00:53:19,520 --> 00:53:24,000
Speaker 1: producer Alyssa Partington. Music by Matt Dwyer. For more episodes,

1120
00:53:24,080 --> 00:53:27,480
Speaker 1: download the iheartapp and search I three Audio Edition, or

1121
00:53:27,520 --> 00:53:30,200
Speaker 1: do the same for any of the major podcast networks.