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eBay Banks on Time to Deliver Online Glory

We live. And then we die.

Time is of the essence.

The public, understandably, hates waiting for anything. We want our food fast, our deliveries now and the transactions in our lives to be instantaneous. Money comes with many benefits, but perhaps the greatest power money holds is that it can save us time. eBay, the once darling and maverick of the Internet, has now entered the time game.

The brand has just launched the eBay Now app where customers can order anything carried by partners such as Best Buy, Macy’s, REI and Target, and have it delivered within an hour. Yes, 60 minutes. The time it takes you to remember you forgot that digital camera with which you were supposed to film your interview with the star of the documentary you’ve been working on for six years. Time changes everything, and eBay is hoping that time with compel customers to pay for convenience.

Saving customers time is a marketing strategy as old as time, and has worked well for every business endeavor from convenience stores to pizza delivery. Anyone in the public who has been to a funeral knows the importance of time, and so we’re guessing eBay Now will be a popular app with consumers—particularly those consumers experiencing a moment of weakness upon discovering they’ve forgotten something important, something they need now.

Is the eBay Now app enough to catapult the brand back into the online superstardom? We’ll have to wait and see as the public decides. But we all have a friend addicted to eBay, and if addicts like one thing, it’s instant gratification.

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