EBay Inc. (EBAY) Chief Executive John Donahoe said Wednesday that the ecommerce company would focus on the global "secondary market," selling low-volume and liquidation products as part of its effort to transform its core marketplace business.

"We are not a retailer," he said during a presentation at the company's analyst meeting in San Jose, Calif. "We will focus on the secondary market."

Donahoe didn't immediately provide details of the company's plans to capture the lead in the "global secondary marketplace," but indicated that the process of transforming eBay's core business would "take time."

He predicted that eBay's marketplace revenue would grow more slowly than the ecommerce market in 2009, track market growth in 2010 and surpass market growth in 2011.

Donahoe, appearing at his first analysts day meeting since becoming CEO last year, also declared that the company viewed online auctions and fixed-price sales as formats, not strategies, adding that shoppers want to buy things in various formats.

Donahoe also declared that online payments unit PayPal was a second core business for the company with "an enormous potential."

Growth at the Internet auction pioneer has waned in recent years as online shoppers began shifting away from auctions to fixed-price purchases on sites such as market leader Amazon.com Inc. (AMZN). Investors have fled in droves, driving eBay shares down 66% in recent trading from their 52-week high.

Ebay last year launched a series of initiatives to promote fixed-price transactions aimed at attracting top-quality sellers and creating a shopping experience that is more similar to Amazon's. The company has so far failed to reverse the erosion in its auction business, but Donahoe's comments suggest more dramatic changes may be in store.

-By Scott Morrison, Dow Jones Newswires; 415-765-6118; scott.morrison@dowjones.com