EBay Inc reported a 3.1 percent rise in revenue for the fourth-quarter holiday period, offering signs of improvement at the company's traditional marketplace business and sending shares up more than 8 percent in extended trading on Wednesday. EBay, once synonymous with online auctions, has been revamping its platform to help it compete better with Amazon.com Inc , the world's largest online retailer, as well as with brick-and-mortar sellers. "It is a turnaround process for the company," said BGC Partners analyst Colin Gillis.