Updated from 8 a.m. to include comments from Zulily.
The Apple Watch app store went live late on Thursday and among more than 3,000 apps in the store are ones from Amazon (AMZN), eBay (EBAY), Zulily (ZU), Target (TGT) and other retailers. Despite the fact that the Apple Watch (like other smartwatches) shrinks the screen even more than a smartphone, these retailers are betting that consumers will choose to interact with their products on that smaller platform.
"eBay's goal is to facilitate shopping whenever and wherever -- on their desk, in their pocket, or even on their wrist," said David Cheng, director of mobile products at eBay by email. "The eBay for Apple Watch app will be another step forward in driving our vision to deliver frictionless commerce by bringing simplicity while maintaining utility."
The eBay Apple Watch app will enable users to follow auctions in real time and receive notifications "so that they can react immediately and never miss a sale," Cheng added.
Such activity will take advantage of the Apple Watch's being easily accessible at all times of the day. "That's a great notice to get on my watch," Gartner managing vice president Gene Alvarez said by phone. "I can tap and boom, make my bid and I'm moving on," he said.