eBay’s Comparison Shopping Site Shopping.com Rebrands As Ad Platform eBay Commerce Network

Comparison shopping network Shopping.com, which was purchased by eBay back in 2005 for $620 million in cash, is officially rebranding as the eBay Commerce Network.

eBay says that the site has evolved from being a comparison shopping site to an actual commerce ad network, and this shift in title reflects that. The network aims to connect retailers with buyers across sites like eBay, CNET and Bing. The company says that 4,000 merchants already work with the eBay Commerce Network to acquire new customers via advertising.

The comparison shopping market is a competitive space, and Shopping.com hasn’t been the go to destination for buyers to comparison shop online. eBay says that the current state of ecommerce necessitates merchants to advertise across multiple channels to reach consumers when they are shopping and researching online.

No word yet on what eBay is doing with Shopping.com. It appears the site will remain as is for the time being.