In a previous post entitled “Listings Want To Be Free,” I discussed how “up front” pricing and “fixed fees” will soon be business models of the past.

This morning, another key chapter of this story unfolded — eBay announced it is reducing its fee structure on “buy it now” listings

• Upfront listing fees will be $.35 in September (a 70% decrease).

• Listings will now be online for 30 instead of 7 days.

While press discussion has largely focused on eBay’s move into fixed pricing from the auction business, what’s more important is their transition to monetizing their business through the back-end transaction fees.

In short, eBay’s model is aggressively moving from a pay-to-publish to a pay-for-performance model. Given that eBay is such a large player in the market, we expect that this move will accelerate how pay per performance models are adopted – not just in merchandise (eBay’s mainstay), but in other listings categories as well.