NEW YORK ( TheStreet) -- eBay ( EBAY) and Amazon ( AMZN) have been considered the barometers for online commerce. It's rare to discuss one without the other, but in the coming quarters it could be time to disassociate the two. In recent weeks, both Internet giants have laid out plans for growth in a rapidly evolving retail landscape, and their futures look nothing alike. At eBay's X.commerce conference last week in San Francisco, the company introduced a new technology platform geared toward developers. The X.commerce platform allows developers to build applications for retailers to give them a presence on social networks, online and on mobile phones. This puts eBay in an interesting new market as a back-end-developer. The X.commerce division will utilize eBay's PayPal, Red Laser and Megento technologies, among other recent acquisitions, to build services like virtual shopping carts, inventory control and tax management. eBay is also looking to partner with brick-and-mortar retailers with the hopes of bringing mobile payments offline. Of course, eBay remains in the consumer business, as its marketplace continues to turn around, but it seems its biggest focus will be on creating these back-end technologies. This could be a smart move, as Wall Street continues to question the vitality of eBay's marketplace. The third quarter will be a big test for this segment as investors question whether recent momentum can continue as comparisons become more difficult. In comparison, Amazon is gung-ho in becoming the go-to retailer for digital content, competing directly with consumer brands like Netflix ( NFLX), Apple ( AAPL) and Barnes & Noble ( BKS).
The company has been beefing up its digital music, books and video offerings. Amazon has partnered with television networks and movie studios to stream content via its Prime Instant and is wooing authors for its own publishing program. Amazon will publish more than 100 books this fall. Amazon is also creating the consumer gadgets to house its digital content, launching its Kindle Fire earlier in the month and introducing three new e-reader devices. E-commerce companies are not content with simply selling goods online. To keep up it seems like everyone needs to become a technology company in some form. -- Reported by Jeanine Poggi in New York Follow TheStreet.com on Twitter and become a fan on Facebook.