Internet auction website eBay is introducing social communities in a bid to make the buying experience more appealing.
Known as 'Neighbourhoods', the forums gather features from eBay blogs, guides and reviews into topic areas such as footwear, Battlestar Galactica, and Beyonce, the Associated Press reports.
Photos and tips on certain subjects will enhance the experience for buyers and sellers at a time when eBay auction listings are beginning to fall off.
"People who are passionate about certain brands, trends, celebrities or products have been discovering and trading with one another for years," said eBay's Jamie Iannone.
"Neighbourhoods makes this even easier."
Listings on eBay during the second quarter of this year were down by six per cent compared to the previous three-month period, and it is hoped that the Neighbourhoods will increase the website's stickiness.
Other features the company is testing include 'Snapshot View', a kind of online retail version of window shopping, and 'Countdown', which makes it easier to monitor auctions and track bids.
Meanwhile, eBay's sellers have complained that its online advertising tie-ups with Google and Yahoo are taking customers away from the site.
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