It's eBay Live!, a consumer convention and trade show that brought together the experts and the rookies who sell and trade merchandise on eBay, the Internet marketplace phenomenon founded in 1995 that is now believed to have nearly 193 million registered buyers and sellers.

This week's eBay Live! at the Mandalay Bay Convention Center was a convention first for Las Vegas and, based on the company's success, isn't likely to be the last.

"It's the first sell-out we've ever had for the show," said Dean Jutilla, a spokesman for eBay. "We had to close registration (at 15,000 participants) two weeks before the event."

Participants and observers have different theories on why this year's show was such a success.

One is clearly the Las Vegas factor — conventions and tradeshows that rotate from city to city often exceed attendance expectations when the event is scheduled in the city because of the attraction of other amenities.

Others say it's the growth of the eBay network, while some say it's the passion of the community, which, not unlike Trekkers, stand up for the concept.

"We have two houses full of inventory that we can't load and unload fast enough," said Dolly Housner of Phoenix, who partners with Mark Anthony to sell old toys and models on the Internet.

Anthony, who wore an umbrella hat adorned with pins and banners from this and other shows, said he has used the headpiece for the last three years' shows.

Housner and Anthony were typical of eBay Live! entrepreneurs who came from all 50 states and 23 countries to learn how to better market their small businesses and products they sell online.

The event included more than 130 exhibitors — including several eBay rivals and competitive companies — and 173 classes, panels and forums to discuss strategy and advice on e-commerce.

"This is an opportunity for people who know and work with each other every day online to meet face-to-face," Jutilla said.

Mark Anthony of Phoenix has attended every eBay Live convention and worn the same hat to several of them. The show at Mandalay Bay features exhibitors with products and suggestions to help the online auction’s buyers and sellers. Photo by R. Marsh Starks

Classes were scheduled for every level of eBay user, from beginners to experts. The tradeshow floor included companies that are part of the eBay process — shippers, online financial transfer companies and authors who explain the eBay way. The title sponsor for the event was the U.S. Postal Service and other major sponsors included Entrepreneur magazine, Hewlett-Packard, Pitney Bowes and United Parcel Service.

"This is Mecca," said free-lance writer Phil Dunn of Costa Mesa, Calif., who co-wrote "The Seven Essential Steps to Successful eBay Marketing." "All the indoctrinated come and worship here."

Dunn's book, which was co-written with Janelle Elms and Amy Balsbaugh, recommends the development of a business plan, using eBay resources to market products, sharpening copywriting skills and customer satisfaction and retention techniques.

"This show is more than having fun in Vegas," Dunn said. "It's people taking home ideas to make their businesses work better."

On opening night of the conference, delegates packed one of Mandalay Bay's halls to hear eBay Chief Executive Meg Whitman discuss her company's progress and what's on the horizon for the e-commerce site.

Whitman and Bill Cobb, president of eBay North America, announced that next week eBay would integrating its Skype phone calling system into 16 merchandise categories. Skype uses voice-over-Internet protocol to transmit information.

The company also is launching a mobile alert service that will notify potential buyers when a bidding deadline is approaching to allow buyers to up their bids by telephone.

The company also is making strides to tighten payment rules, including policing excessive shipping charges and raising verification requirements for merchants who want to sell internationally. Payment for goods sold on eBay is one of the biggest concerns regular users of the company have and eBay has created a sister company, PayPal, in 1998 that enables businesses with e-mail addresses to receive payments online securely by using a bank account, credit card or stored balance in transactions.

PayPal has 105 million accounts and is available in 55 markets.

EBay Live! also was an opportunity for the company's fans to have fun and Whitman's presentation also included an appearance by Davy Jones, a former member of a '60s singing group, The Monkees.

The group's "Daydream Believer" is used in eBay's "It'' advertising campaign.

The site of the next eBay Live! convention was scheduled to be announced at the end of the show and wasn't available at press time.

"We're probably due to go somewhere on the East Coast," Jutilla said.

The event had been staged in Anaheim, Orlando, New Orleans and San Jose, Calif., prior to the Las Vegas appearance. Jutilla wouldn't rule out a return to Las Vegas based on the success of this year's show.