In a presentation at the Internet Retailer Conference and Exhibition in San Jose, Gary Briggs, chief marketing officer at eBay said online retailers should think more outside the box.
Mr.Briggs pointed out that online spending is often less than traditional retail spending. He also said retailers need to create their own ideas and mimic what others have done.
"There is a lot more to offer than just free shipping," Mr. Briggs said. "Free shipping is important but when I go to Web sites and look at how the marketing is done, there has to be more than free shipping to compete."
Mr. Briggs said that brands should give up control and listen more to the consumer in order to innovate.
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