It’s hard to believe, but it’s been nearly 8 years since eBay acquired Shopping.com. After all that time, eBay has decided to rebrand the property as the eBay Commerce Network in a move the company says will “better reflect its evolution from a single-destination” site to a “robust commerce network”.

The company said in an announcement:

Consumers’ shopping habits have drastically changed since 1997, when Shopping.com first launched. Originally, buyers had fewer online options to research and ultimately buy their products. Today, consumers can access many more options, with the average shopper visiting 10.4 websites during their purchasing process.

To keep pace with the changing nature of buying and shopping, the eBay Commerce Network has evolved into an active commerce ad network capable of connecting retailers with buyers at any stage of the shopping experience – from awareness to purchase.

Kristy Troup, GM of the U.S. Business at the newly branded eBay Commerce Network, says, “We are committed to enhancing and scaling our network so that we can deliver new customers and drive meaningful sales by offering our merchants the broadest reach across the web at the right ROI. As an eBay company, we are focused on connecting buyers and sellers through relevant digital advertising.”

There are already 4,000 merchants working with the eBay Commerce Network. Merchants who partner with the network get placements on eBay, Bing and CNET, according to the announcement.

So far, the shopping.com homepage doesn’t have much in the way of new branding.