BERLIN: eBay, the online auction service, is placing an increased emphasis on forging partnerships with brand owners in Germany, offering them the chance to sell their goods directly to consumers via  bespoke pages on its website in the country.

A variety of companies are now utilising the eBay Markenshops platform for this purpose, and in many cases are making exclusive discounts and special offers available on the portal.

Bosch is using Markenshops to sell its in-car multimedia systems, while Medion is offering a wide range of computers and audio-visual equipment, and Sigma is promoting its cameras and related accessories.

In the apparel category, Speedo, the swimwear manufacturer, Triumph, the lingerie specialist, and Einhorn, the male fashion retailer, have all established a presence on the website.

Saeco, Bauknecht, Dualit, Hark and Lentz are among the household electronics firms which have pursued a similar strategy since the launch of the system in May.

This approach is argued to help eBay attract new users interested in buying branded goods from trusted sources, while manufacturers are also able to tap in to its sizeable user base.

Wal-Mart, the US discount giant, has recently added 1 million products from smaller retailers to its own website, a move seen as placing it in direct competition with eBay and Amazon.

Procter & Gamble is also planning to add links to the online services operated by various retailers to its brand websites around the world, in an effort to boost its internet sales.

Data sourced from Tamebay; additional content by WARC staff