EBay mugs are seen on sale at eBay Inc. headquarters in San Jose, Calif., Wednesday, Oct. 17, 2007. EBay Inc. said Tuesday it will cut by up to 50 percent the fees it charges sellers to list their goods online, in an effort to boost listings and keep pace with other burgeoning e-commerce sites.

SAN FRANCISCO - Vendors who sell their goods on eBay are scratching their heads after the company unveiled a new fee structure in effort to boost listings and maintain its share of the online auction market it helped start a decade ago.

While eBay Inc. says more than 60 percent of its sellers will save money with the new plan, several sellers have crunched their numbers and consider the rejigging a fee hike.

"We call it eBay math, it's a different math than most other people's math," said Randy Smythe, who used to sell music and movies on eBay from Southern California.

Under the old rules, for example, selling a purse at auction for $25 would have cost the seller $1.91, including 60 cents for listing the item plus eBay's commission of $1.31. Under the new structure, the seller would pay $2.74, including 55 cents to list the item plus a higher commission of $2.19.