Does eBay (NASDAQ: EBAY) still have the image of a popular and friendly place to sell and buy everything from cars to beanie babies to cell phones to wrapping paper? The sheer amount of stuff on eBay for sale (from junky coffee cups to Hummers) still makes the company's website exceedingly attractive to millions of Americans, as well as millions of other consumers and sellers across the globe. But not all has been rosy for the world's largest online auction house in recent years. Rising fees, growing customer dissatisfaction, and an exodus of certain sellers all have been highly publicized and have given eBay a few large black eyes. The auction website keeps on churning though, and listings seem to be as plentiful as ever. Yahoo! (NASDAQ: YHOO) even announced that is would discontinue its Yahoo! Auctions website soon. My guess? All auction customers were using eBay instead.

For a "newbie," trouncing around eBay looking for things can be a somewhat daunting experience. Does this make it likely that a transaction may not take place? After all, there are hundreds of Nintendo Wii accessories on eBay right this second -- what makes one better than the other? Are customers shopping on price alone, or opting to not shop at all? The auction juggernaut is reaching middle age, and it seems the stagnant strategy that was once darling to its customers and visitors is getting an overhaul. It's time for that midlife-crisis Corvette to spruce up its image, yes? What can eBay do in the next twelve months to grow beyond its past as an "online auction?" Meg Whitman, eBay's CEO, has a cryptic answer for that one.

A recent point Meg tried to make is that the company she leads needs to provide an easier experience when buying products from its auctions and make inroads (and off-ramps) to the online marketplace seem more like a physical shopping experience. Remember, eBay does not make money from browsers and lookers, but from transactions and listings. Anything that ups the number of transactions (which drives more listings) is a good thing for eBay and its investors. With that, eBay CEO Meg Whitman recently said "'Our user experience has always been fantastic, but it didn't keep up, in my view, as well as it should have ... you will see more changes to eBay's buyer experience in the next 12 months than you probably have seen in the past three or four years.'' Let's hope so.