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eBay has moved to expand it automotive offering by acquiring WHI Solutions, a provider of software and digital catalogue solutions for auto parts distributors and retailers.

A blog post said that the move will help the auction site extend its catalogue "from auto replacement parts to specialty equipment".

Motors is one of eBay’s most important sales categories and it currently sells around 2,800 vehicles worldwide each week through its mobile platform.

eBay's Clare Moore-Bridger said it is the most popular sites for online car sales in the UK, largely due to motor enthusiasts and those renovating cars, searching for deals or spare parts.

Alongside the expanded catalogue, the integration of WHI’s technology will provide sellers with “an easier way to list inventory, with automatically populating listing fields including description, image and vehicle application data”.

The acquisition is part of a wider strategy by eBay to increase automotive sales. It recently upgraded its Motors app to include visual search and a new video section.

The auction site’s emphasis on motoring is one of several examples we have seen recently of digital media being incorporated into automotive sales.

YouTube has sought to capitalise on the popularity of the car industry by adding two new motoring channels to its ever increasing range of original content, and Auto Trader announced that 2.2m people used it mobile platform in January.

Meanwhile Ford recently launched a new tool that allows its US franchises to show real time vehicle inventory through their own social media profiles.

David Moth

Published 22 February, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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