The service is expanding beyond eBay.com, with partnerships with Facebook and others, and into international markets.

FORBES: Earnings Preview

"Chinese consumers are increasingly coming to eBay and we have seen a 40% year on year increase of goods bought by Chinese consumers navigating eBay.com in English, " she said.

BBC: eBay targets growth in China with a new partnership

At home in China, Mr. Ma is trying to stay ahead of the game as competition rises for the first time against his massive online shopping sites, Taobao Marketplace and Taobao Mall, which rival eBay.com in terms of transaction value.

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