Is eBay in need of a refresh?

Not necessarily, according to RJ Pittman, the company's newly hired chief product officer, who recently left Apple after helping design the company's popular online storefront.

But, speaking to Yahoo! Finance, Pittman said his new employer is set on expanding its mobile presence, and he plans to focus initially on its storefront and particularly on mobile, the fastest growing segment of online commerce.

While it's easy to think in terms of single channels, customers are now likely to research a purchase on their phone, he said, then browse search results on a tablet and complete a transaction on a desktop computer.

That points to the need for software that remembers what the customer was doing on each device, he said, such as mobile apps that let you start watching a movie on your phone, then pick up where you left off when you switch to a tablet or smart TV.

"It should all feel completely unified," Pittman said.

According to Yahoo!, citing eBay CFO Bob Swan's remarks on an Oct. 17 analysts call, the company expects 20 percent annual growth in e-commerce over the next three years. Within that total, Swan predicted mobile e-commerce will grow 65 percent a year.

Pittman is also thinking about how to improve the payments process, Yahoo! said, relying on deeper use of eBay's PayPal unit. Last month, PayPal paid $800 million for Braintree, the payments platform used by mobile apps such as Uber, Airbnb and Fab.

And eBay is also looking at how mobile can help it participate in the world of physical stores as well. With a goal of "fusing online and offline," Pittman said, the company is aiming to "create breakthrough customer experiences that blur the lines between online and going into a store."

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