Dive Brief:

• EBay is establishing pop-ups in Westfield shopping malls nationwide where people can sell unwanted holiday gifts.

• For the two days after Christmas, eBay will waive its usual “valet” fees of 20% to 40% so that sellers can have the marketplace do the work of estimating prices, taking photos of their items, listing the items, and dealing with shipping.

• The service is ideal for consumers who can’t return their gifts for full price and enables eBay to sign up a slew of new sellers in the process.

Dive Insight:

EBay is under pressure to step up its growth and sales after its spinoff of payments unit PayPal and in the face of Amazon’s own formidable marketplace. The company has been shifting its rules and incentives to encourage more fixed-price sales—now 84% of its sales—and fewer auction-style sales.

EBay says it usually sees a spike in new sellers and listings just after Christmas, so it’s making it easier for shoppers to sell their gifts on Dec. 26 and 27. Some 79% of products on eBay, which says it has 159 million active buyers, are new, unused items.

To further compete against Amazon and omni-channel efforts by other retailers, the company is also testing an Amazon Prime-like free shipping service in Germany.