The updated version not only lets fashion-savvy consumers browse by brand, but also features an image swatch functionality for consumers in Britain. The app is available for free download in Apple’s App Store.

“As mobile commerce continues to grow, eBay is staying ahead of the curve by creating tailored and personalized shopping experiences for consumers – leveraging user insights to give shoppers exactly what they want,” said Steve Yankovich, vice president of mobile at eBay, San Jose, CA.

“We’re using our mobile and tablet innovations to empower people to shop and find the best deals – anytime, anywhere, any way they want – from the comfort of their couch or on the go,” he said. “For example, we know shopping on smartphones occurs in short bursts, of less than two minutes, throughout the day – we call this activity snacking.

“To satisfy this trend, eBay Fashion added browse by brand allowing shoppers to pinpoint exactly what they want in a shorter amount of time by searching for brands within the category – a functionality eBay mobile fashionistas requested.”

EBay lets users buy and sell on its platforms around the world.

Update features
The company decided to roll out new features, after consumer demand.

By letting consumers browse by brand, eBay is helping users find what they are specifically looking for in a much easier way.

Additionally, the image swatch functionality lets consumers in Britain take a photo that inspires them or use one in their iPhone library and discover items on eBay Fashion with similar colors.

The updated mobile app also features enhanced visual displays along with streamlined sharing capabilities options to share via SMS, email, Twitter and Facebook.

“Mobile shopping has grown exponentially over the past several years and continues to remain a priority for us,” Mr. Yankovich said.

Payments success
In 2011, eBay mobile announced $5 billion in mobile volume transacted – more than double what the company did in 2010 and five times what its revenue was in 2009.

This year, eBay predicts $8 billion in mobile volume transactions.

“EBay platforms present new opportunities for eBay to deliver seamless shopping experiences,” Mr. Yankovich said.
“EBay will continue to innovate on behalf of its customers, creating personalized commerce features that benefit their on-the-go lifestyle,” he said.

Final Take
Here is a demo of the eBay Fashion iPhone app