EBay Extends its Reach

EBay Inc. on Monday released an API allowing other Web site operators to include EBay auctions on their sites. Announced in conjunction with a new developer program, the API is an effort by San Jose, California-based EBay to extend itself beyond its own site, and cement its position as the leading auction company on the Web.

Although many sites have already integrated EBay auctions, according to EBay, the API will standardize the way in which this is done. The company added that it will have the additional benefit of making it easier to bring the auctions to new types of device, such as handhelds and mobile phones.

Widespread adoption of the API by other Web sites would undoubtedly bring EBay's auctions to a much bigger universe of buyers and sellers, but EBay said that the reverse is also true, in that those other Web sites would gain access to its 19 million registered users.

EBay said that initially it will work with a limited number of licensed partners and developers on the program. Additional information about the program is available at http://developer.ebay.com

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