The online auction and shopping website has approached agencies directly ahead of a pitch.
EBay works with a number of agencies globally, including DraftFCB, Digitas and Essence. The brand appointed Fetch to handle its creative and media business across Europe last year.
Bartle Bogle Hegarty was the incumbent on the brand’s £22 million European advertising account until the pair parted company in 2010 due to "marketing priority changes within eBay".
EBay has recently branched out into new areas, and last year signed a multi-season sponsorship deal with the British Fashion Council’s Fashion Forward initiative, which supports emerging design talent.
The digital review comes after eBay reported that its global revenue increased by 21 per cent year on year to $14.1 billion in 2012.