eBay claims that its customers are losing out on potential savings because of EU trading laws.

The online auction site is now lobbying European authorities over their "last century" trading rules.

In particular, the eBay team is criticising restrictions on cross border trading, which it says are costing its customers money, and the only winners are traditional manufacturers who it says are exploiting the laws to limit the impact of online trading.

"Entrenched manufacturers want to continue making money as they did in the 1950s, but the business models have to adapt for the new economy", said eBay's head of EU liaison Paloma Castro.

She added that changing the rules could really help customers: "Currently it is estimated that online shopping puts 17% of savings in the average household basket. Looking at these rules could make those savings even better", she said.