eBay was a relative latecomer to Taiwan. They discovered upon arrival that they were not as well known as they hoped, and that name recognition was concentrated among white-collar workers who had been online for many years. Therefore, eBay launched intensive TV advertising as well as various promotional activities in order to attract new members.
由於 eBay 在台灣屬於後進，品牌知名度沒有想像中高，過去多集中在上網多年的白領菁英，因此進軍台灣後，開始推出密集曝光的電視廣告，以及「出價就送」的促銷活動，以提升會員數。