Consisting of over 88 million active users in 39 global markets (see Exhibit 2 for eBay marketplace locations), eBay offers anyone the opportunity to ntrepreneur.6 The company's marketplace segment operates online auctions, classified ad sites, and other sites where people can conduct commercial transactions. Unlike other e-commerce companies, eBay does not operate the online equivalent of a store; it is more like an online mall or flea market. Its payment segment provides ways for individuals to transfer money to complete an e-commerce transaction. Its third segment, communications, offers technology that enables voice and video communications between computers, and from a computer to an ordinary telephone. The e-commerce industry is attractive because it is relatively simple to enter. Most of the major players in the industry, including Yahoo!, Google, and eBay, began s small entrepreneurial ventures with little more than an Internet connection and lines of code. Despite relatively low entry barriers, growth is difficult due to strong industry rivalry