eBay for sure needs to get back to its roots. After 20+ years, the new CEO must not sign up for changing the definition of eBay already between consumers' ears.

Unlike Amazon, Etsy, Target or Walmart, the unique space for eBay's marketplace is "inventory looking for a price."

eBay has always been a mile wide and an inch deep.

It's not the place to sell many of the same thing. How can you with so many odd lots there?

I think there are three primary things eBay needs to do:

1. Fix execution, which means fixing its leadership.

2. Get better at selling deep lots of distressed inventory. You have the most massive inventory glut in 100 years - if eBay can't be a big part of the solution, shame on them. eBay needs to continue innovating on its format.

3. Lock up more inventory. There are about a half-dozen companies that really shouldn't exist because eBay dropped the ball. From sneakers to local to luxury off-price to handbags. eBay is what TJMaxx should be doing online, but it is also missing the most significant opportunity in a generation.

What about eBay's identity issues? Doesn't it need a new mission?

I offer the opposite opinion: eBay doesn't need to clarify who it is. The consumer knows who it is.

It's eBay that never knew.