Ebay Inc. is building a new division to woo developers and attract more merchants as the company tries to emulate the success of Apple Inc’s iOS platform in the e-commerce world.

Mengerink reckons X.commerce can be more attractive for developers than iOS because merchants are willing to spend more money on useful e-commerce apps.

Mengerink said he will measure X.commerce’s success partly on how much money developers make selling apps.

"Apple’s iOS isn’t profitable for most developers," he said. "On Magento, for every $1 we make, the developer makes $15."

"If developers are making the money, you can’t shake the platform," he added. "We believe we can create the largest ecosystem."

(Source: reuters.com)