eBay is planning some major changes to its site in a bid to make it more appealing to buyers and boost its auction revenues.

The changes, announced at the eBay Live event in Boston by chief executive Meg Whitman, will focus on improving eBay’s homepage and search results.

Whitman told the New York Times:

“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.”

The alterations to the search results may prove to be controversial for some sellers, however. Instead of just displaying results showing the auctions that are ending soonest, eBay may display results according to seller reputations.

The company controls 95% of the online auction market, and its revenue totalled $6bn (£3bn) last year, with $1.1bn (£555m) in profit. However, growth in US revenue has started to slow, and eBay is looking for ways to bring more buyers into the site.

It has already introduced some new features, with more detailed seller feedback and a new ‘bid assistant’ tool, which lets buyers bid on several items in a wish list – if the user misses out in one auction, it will enter them in the next one.

The Telegraph is reporting that eBay may link up with MySpace to give the social network’s members access to its auctions through the site.