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eBay $45 target price explained

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I don't know what is it about audio vs. text, but when I hear something, it just sounds so much more convincing than reading it. Well, here is a Morningstar video by Pat Dorsey, the firm's Director of Equity Research. Dorsey explains why he thinks eBay is very attractive at the moment and why $45 is a reasonable valuation.

Pat Dorsey claims that there are three concerns regarding eBay and he goes on to refute them one by one. The three concerns: Google, Asian and international markets, slowing U.S. listing growth.

As far as Google is concerned, Dorsey doesn't think the search company would be able to compete with eBay because eBay benefits from what he calls the network effect, or basically a large pool of existing sellers and buyers, which would make it difficult to overcome for any competitor, including Google. I do have to agree on that point.

As for the Asian market, Dorsey claims it is still young and that, despite the presence of GMarket and Alibaba, eBay's "severe competition" as he calls them, eBay will continue to invest and tweak its business model.

Even if it comes out as the number two marketplace in Asia, the market is so large that eBay's position would still be strong. Here, I'd have to say my favorite - yes, and no. Yes, eBay could become number two or even number one in the Asian market but as we've seen on many occasions, the Asian market doesn't respond well to fees (eBay's competitors offer free listings), so the upside potential in these markets would require serious "tweaking" of the business model.

The third point, slowing U.S. growth, Dorsey dismisses altogether as "nonsensical." He insists that core listings are growing at 20% a year and that overall business is growing at 38% a year. These are impressive growth numbers indeed, but I must add here concerns that other analysts have brought forth -- what about buyers' demand? Listings might be growing, but are final sales growing as well? At what rate? And can the seller boycott and sellers transferring to other auction sites eventually hurt eBay's growth and revenue?

Pat Dorsey concludes by mentioning the "nice, fat 30% operating margin," the large wad of a cash eBay has and the 25x earnings eBay shares are trading at, which he would have called high for other companies but not for eBay, "an exceptional company." Morningstar fair value of eBay shares is $45, which accounts for slower growth over the next few years, (despite the fact which they think this to be an outside chance). At $25 Dorsey then thinks eBay is "a great buy" and has a "large margin of safety" to their fair value estimation.

What can I say? Dorsey makes good points, but I don't agree with them all and have more concerns of my own he didn't address. I do think eBay has an upside potential, but $45 fair value sounds excessive to me.

Around noon, eBay Inc. (NASDAQ:EBAY) shares have shed about 1.25% of their value and are trading around $27.70.

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Last updated: November 27, 2009: 03:49 AM

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