Shop Victoriously


Bold ways to Win More for eBay
ebay shop victoriously

The Challenge

eBay became a unique business by offering people a whole new way of buying and selling at the intersection of commerce and community. The brand enjoyed meteoric success with enviable growth rates and an enormously profitable business model.

Twelve years in they hit a bump in the road: poor financial performance, loss of member interest, and an unsustainable buyer attrition rate. They had become followers, not leaders. Customer loyalty was diminishing, and team spirit was low.

Rallying the troops to get back in the game, they partnered with Signature to develop a bold and distinctive brand platform.

“We are the one-of-a-kind, people-powered marketplace where amazing stuff meets amazing people, and hot deals find cool homes.”

Our Contribution


Product Recommendations and Roadmap
User Stories


Consumer Profiling
Competitive Analysis
Market research/Trends


Internal Stakeholder Alignment
Internal Vision Roadmap
Brand/Marketing/Comms Strategy
Information Architecture


Marketing/Brand/Content Audit
Current User Metrics and Analytics Review


Brand Sentiment Analysis
Brand Positioning and Persona Development
Customer Experience Design


Original Creative Concepts
Digital Design
3-D Animation
Motion Graphics
Programming Development


Systems Integration
Partner Agency Management
The Solution

Gamifying the Shopping Experience

We developed the brand platform “Shop Victoriously” around the excitement you feel when shopping and winning an auction. This feeling was supported with an immersive, content-rich interactive platform with a gamified shopping experience, and episodic videos by top comedian Andy Richter.

Richter hit the road in a “Winner-bago,” preaching the “Winner’s Guide to Winning.” All the action was captured via a continual web series, with each episode comprising the “7 Principles of Winnervators.” 

ebay shop victoriously ecommerce website mockup
eBay TV


To further extend the platform and provide the community with more inspiration to shop, we developed a dynamic content destination and syndication across social channels to further dimensionalize winning.

ebay shop victoriously ecommerce website mockup
eBay Users Telling Their Story

Let Them Post

eBay is about people selling to people. By giving merchants the tools to become influencers and connect more directly with their customers, we fostered a people-powered marketplace. “Let them post” gives eBay users the ability to post videos to tell their story and sell their hearts out.

ebay shop victoriously ecommerce website mockup
ebay social media
Make it Yours


Building personalization into the core of the product was key to connecting with our shoppers. At the heart of the overhaul was a curated recommendations engine and personalized catalog based on shopping behavior and psychographics.

ebay magazine

30% Increase in Revenue

Revenues surged with a higher conversion rate of “window shoppers” to eBay members.

Millions of New Users

Our new, personality-driven onsite marketing strategy far outperformed previous campaigns.

Industry Praise

Even The Motley Fool deemed it a winner: “eBay lived up to its new ‘Shop Victoriously’ ad campaign by coming through with better-than-expected earnings." 

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2004 - 2021