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In October, eBay's then-CEO telegraphed that the company's same-day delivery service, eBay Now, was on the chopping block. Today, the company finally made it official.
In a blog post, eBay said it was discontinuing the service and shutting down a pilot test in Brooklyn, the only remaining remnant of a multiyear delivery initiative that at one point included a standalone eBay Now app. (Tweet This)
The company positioned the move as part of a broader push to simplify eBay's buying experience, which will include folding several standalone apps such as eBay Motors and eBay Fashion into the company's main shopping app.
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Either way, the initiative seemed like a stretch for eBay, since it had little experience in delivering goods to customers' doors.
It acquired a startup called Shutl to help lead the project, but it still struggled to compete in the space as Amazon, Google and well-funded startups such as Instacart and Postmates spent hundreds of millions of dollars to get orders in customers' hands as quickly as possible.
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EBay said it will continue to experiment with customer options for ordering online and picking up at stores, where it has seen some success.