Amazon and eBay are increasingly at odds with each other in the e-commerce space. In response to Amazon's drone dreams, eBay CEO John Donahoe practically scoffed, saying, "We're not really focusing on long-term fantasies, we're focusing on things that will change consumers' experience today." Thus, while Amazon may own more mindshare online, eBay is aiming higher by building e-payments into its vision of a frictionless, real-world shopping experience.

The New York Times reports that eBay, through PayPal, eBay Now, and the numerous acquisitions the company has made in the last five years, is making moves to bridge the gap between online shopping and real-world commerce through a digital wallet system. The system is meant to function like Uber: shoppers will be able to find an item they want based on recommendations from companies, pay with the PayPal app, pick up said item at the brick-and-mortar shop of their choice, and go on their way. This kind of personalization is already being chipped away at by Square and even Walmart. The only problem is if people even want it yet.