eBay recently introduced a number of features aimed at bolstering its mobile offerings.

LAS VEGAS (TheStreet) -- As consumers gradually become more comfortable with making purchases on their mobile devices, expect more change within the next three years in the way people shop and pay than in the previous decade, said eBay (NYSE:EBAY) CEO John Donahoe.

Speaking at a keynote panel at the Leaders in Technology Conference dinner on Wednesday, Donahoe called this shift towards mobile "a phenomenon being led by consumers that's enabled by technology."

eBay anticipates further growth in mobile sales, forecasting global mobile volume of $8 billion in 2012, up from $5 billion last year.

eBay has recently introduced a number of features aimed at bolstering its mobile offerings, including image recognition technology which allows shoppers to snap a photo of an item of clothing they like that the app then matches up with a similar item for sale on the site.

The company is also aggressively positioning itself as a friend to brick-and-mortar retailers in comparison to its rival Amazon (NYSE:AMZN) which drew criticism last month for giving shoppers an incentive to ditch physical stores for its own site.

Donahoe cited a number of physical retailers that eBay is working with on the mobile side including Best Buy (NYSE:BBY) to offer relevant promotions and customized offers and U.K-based restaurant chain Pizza Express for mobile payments.

eBay's PayPal arm also announced last week a pilot with Home Depot (NYSE:HD) for an in-store payments system.

"Our focus is helping retailers compete in new areas," said Donahoe. "We'll never compete with them."

--Written by Olivia Oran in Las Vegas.



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