Auction house giant eBay Australia has launched an update for its iPhone application in Australia which combines its existing features with barcode scanning technology from an app it acquired last year, allowing users to pre-fill selling information by just taking pictures.
The development comes as eBay is focusing more on mobile commerce, as shoppers begin using technologies including barcode scanning and price comparison sites to find better deals on the internet, even while shopping in bricks-and-mortar stores.
Telsyte senior research manager Sam Yip says these types of technologies have altered consumer behaviour, to the point where people will search on their smartphone in a store for better deals at a competing retailer.
“What this does is add another layer of investigation past just the purchase, which can be seen as a complexity. If you’re talking about retail environments where the attitude is self-serve, then this technology could really flourish.”
The use of barcode scanning technology has also exploded into other areas – various advertisements for films and other products contain barcodes able to be scanned by Android phones, which often link to more information.
eBay announced in a statement the new app allows users to sell items in less than 60 seconds. Users just take a photo of a barcode using the RedLaser technology, and then the app automatically lists some information.
The company brags that not only will users be able to take advantage of auctions using the app, but consumers will be able to compare in-store prices with prices on other sites, such as eBay.
eBay Australia spokesperson Jenny Thomas said in a statement there was a “rapid” increase in mobile commerce on eBay, with 5-10% of iPhone owners logging in every day.
“Nearly 25% of Australians use their mobile phone to shop and the growth of eBay sales through mobile devices in Australia is among the fastest in the world,” the company said.
This comes just days after eBay subsidiary PayPal released a report showing mobile commerce is exploding in Australia, with the total amount of mobile transactions hitting $155 million during 2010.
Analysts say the growth of mobile commerce is definitely changing consumer behaviour – users are able to search for prices in-store on their smartphones, and then go to a competing retailer if they are able to get a better deal.
PayPal Australia managing director Frerk-Malte Feller told SmartCompany last week that retailers need to start thinking and responding to how customers will use their smartphones to find better deals.
“They could be scanning the barcode and finding a better price, or they could be researching other products. They may not want to buy something on the mobile, but use the mobile to do things in-store. The mobile platform doesn’t necessarily have to be a website,” he said.
But Yip says while the mobile commerce market is definitely moving in that direction, he doesn’t believe Australians will start using barcode scanning technology in a widespread manner just yet.
“I don’t think we’re seeing this widespread at the moment. Marketing agencies have tried to put codes on bus stops, shelters, and so on, but it hasn’t become too big.”
“If you look at countries like Japan, where everyone uses NFC or location-based services a lot more, it’s more prevalent there. I think it’s good but we’ve got some ways to go with barcode scanning technology in Australia.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
