Online retail marketplace eBay has this week launched its new iPad app, which the company says has been designed with an emphasis on content and set up in an agile manner to quickly respond to evolving consumer needs.

In a statement announcing the unveiling, eBay promised an "elevated design aesthetic, personalisation, and easier shopping from the start page to checkout".

The tablet app features simplified navigation and checkout, a refined photography gallery, and what eBay describes as a more user-friendly 'My eBay' experience – with inspiration arguably taken from social media sites such as Pinterest.

More than half of eBay users (59%) are multi-screen shoppers, according to the e-tailer, and to mark the launch of the app the business has created exclusive deals in the US for iPad-centric accessories, and 'app-cessories' in a set of collections that are only available through the new app.

RJ Pittman, chief product officer at eBay, commented: "Our aspiration is to make eBay the most inspiring place to shop.

"The eBay for iPad app is an important step on our journey. It delivers a better shopping experience for buyers and better merchandising capabilities for sellers. We approached the development the new iPad app in a more agile way than ever before. We want to bring more improvements to our customers faster, and solicit their feedback early in the product lifecycle."

Pittman added that the company will use its customers' feedback to "improve the quality and pace of innovation" within eBay, and the business is set to introduce additional new features that it says will benefit buyers and sellers in the coming months. 

The aim is to take the thinking behind the new app and apply it on desktops and other devices.

Global technology analyst company CCS Insight said recently that it expects more than 50% of UK retail sales this Christmas to be conducted on a mobile device, making mobile-optimised devices a key differentiator for retailers during the festive season.

Shaun Collins, CEO at CCS Insight, remarked: "Mobile retail has become a staple component of retailers offerings.

"As the smartphone and tablet markets reach saturation point retailers have recognised buying on smartphones and tablets will be mainstream and drive significant revenues."

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CCS Insight