Shoppers using eBay's marketplace can now earn Nectar points, after the online shopping site teamed up with the customer loyalty programme scheme.

Both companies have a similar large share of their respective markets; 18.5 million people have a Nectar card, while eBay gets 17 million visitors a month.

Previously, Nectar had worked with eBay on an affiliate basis, whereby card holders earned points if they clicked through to eBay via Nectar's own website.

Now, users will be able to link their eBay account with their Nectar card, and earn points on goods bought both in auctions and 'buy it now' transactions.

eBay European vice-president of marketing Alex Von Schirmeister said: “Half of all UK online shoppers visit eBay each month and this new partnership will allow us to reward their loyalty and keep them coming back to the site even more often.”

Customers will be able to take advantage of the tie-up from the middle of next month. They will earn points only for transactions made through PayPal.