EBay brands itself as a place to 'shop the world'

NEW YORK (AP) — E-commerce site eBay is kicking off a global branding campaign that aims to draw attention to the wide array of goods it has available ahead of the holiday shopping season.

It’s the first time eBay has created a campaign with the same message across four of its biggest markets: the U.S., Australia, Germany and the U.K., with more countries expected to be added in 2015. And it comes as eBay preps for a split next year with payments unit PayPal, its fastest-growing segment.