For 15 years, eBay.com was known as an auction site. But it wasn't just an auction site. Customers have been logging on to the site for first-hand products as well, buying straight from retailers. Pushing itself to formally adapt to being an e-retailer, eBay is marketing its 94-million-strong active user-base to brands.

BMW is the first brand to utilise eBay as a retail partner, selling automobile parts and accessories under BMWDirect on eBay UK. According to BMW, this move comes as they want their consumers to have the comfort of buying car parts online rather than going to the showroom; eBay itself receives 600,000 searches every month for the automobile company. Along with car parts and accessories, BMW will also be selling merchandise on the website.

This move, for eBay UK, is being touted to all brands in an effort to strengthen their business activities by getting more brands to advertise and market their products on their website. But this is currently in UK; online shopping is a huge market in India too to invest in and brands would want to seize this opportunity. The Internet And Mobile Association of India (IAMAI) has estimated the ecommerce market size to be worth a whopping Rs.31,500 odd-crore in 2010, and has predicted a 47% growth in 2011. This could be a major breakthrough if eBay makes use of this opportunity and brands would definitely benefit considering India's growing internet-enabled population.

Have you made purchases online? Are you a frequent e-shopper, or do you need to feel a product before you buy it? Let us know in the comments below.