PayPal has won repeated partnerships with large merchants for its new point of sale payment system, but it paced itself with consumer adoption — a strategy the eBay unit seeks to change in 2013.

"If 2012 was test-and-learn on the merchant side, 2013 is test-and-learn on the consumer side," said John Donahoe, president and CEO of eBay, in a Jan. 16 conference call to discuss eBay's earnings. "We'll do a variety of experiments in different retail verticals and areas to try and get consumer engagement at small retailers and large."

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