EBay Australia is mailing its first-ever printed catalogue to two million Australian households on Tuesday to remind customers that 90 per cent of the products on its platform are brand new.
The 16-page catalogue contains over 100 items from the 40,000 Australian retailers that sell on the online marketplace, which is by far the most visited e-commerce site in the country.
It features items from a range of categories, including electronics and technology, men’s and women’s fashion, heating, bedding, kitchen and cleaning, appliances, liquor, glassware, toys and gaming, entertainment, backyard and garage.
EBay selected items to reflect the range and value it offers compared to bricks-and-mortar retailers.
“We partnered with our sellers to get the best deals on a variety of items including brands like Dyson, KitchenAid and Apple – reflecting the unbeatable range and value on eBay,” Julie Nestor, chief marketing officer at eBay Australia, told Inside Retail.
“The product selection is also seasonal, showcasing our top picks for the winter months,” she said, hinting at the possibility of more seasonal catalogues to come.
The catalogue provides a way for eBay to reach customers offline. It’s another example of the growing trend of pureplay retailers branching out into the physical world, as they come to understand that shoppers don’t stick to a single channel.
“We’re adopting a similar strategy many traditional bricks-and-mortar retailers have – by having both a physical and online presence,” Nestor said in an email announcing the catalogue.
EBay is also launching a shoppable digital catalogue from May 21.
Nestor declined to say whether the printed catalogue is a precursor to other offline initiatives, such as a pop-up or bricks-and-mortar store, in future.
“As Australia’s number one online shopping destination, eBay is always looking for new ways to engage with buyers and empower its seller community,” she said.
“Both online and physical channels will continue to be important. “
The two million households receiving the catalogue are located across metro Sydney, Melbourne, Brisbane and Perth and include existing buyers as well as those who may not have considered eBay before, Nestor said.