eBay is significantly enhancing its live shopping platform, eBay Live, following a period of substantial growth. The company reported an eightfold year-over-year increase in gross merchandise volume (GMV) across seven markets, alongside notable rises in viewership, watch time, and items sold. This success has prompted plans to extend eBay Live to additional international markets in the near future.
CEO Jamie Iannone emphasized that these results bolster eBay’s confidence in live shopping as a means to deepen user engagement, broaden product discovery, and accelerate transaction velocity across the marketplace. However, specific GMV figures were not disclosed, making it challenging to gauge the exact impact of this growth.
Feedback from both sellers and buyers has been encouraging. Over 90% of sellers who regularly host live streams have experienced GMV growth, with live sellers achieving approximately three times more sales than those not utilizing the platform. Additionally, first-time buyers in the collectibles category are spending about 70% more than their counterparts who do not participate in live shopping events.
Initially launched as an invite-only feature in the U.S. in 2022, eBay Live expanded to the U.K. in 2024 and has since been introduced in countries such as Germany, Australia, France, Italy, and Canada. Recently, eBay transitioned from its invite-only model to offer self-service onboarding for eligible sellers across more than 300 categories, including electronics, fashion, and collectibles.
To enhance the user experience, eBay has implemented several product improvements. These include better discovery features on the homepage and mobile app to make live events more accessible, as well as streamlined processes for event creation, inventory preparation, and live item management for sellers. Additionally, improvements in bidding responsiveness have been made to ensure smoother and faster livestreams.
The expansion of eBay Live aligns with a broader trend in the U.S. where live shopping is gaining traction beyond niche markets. Competitors like Whatnot have achieved valuations exceeding $11 billion, and platforms such as TikTok Shop are exploring new features like paid memberships offering free shipping and exclusive discounts. This competitive landscape underscores the growing importance of live shopping in the e-commerce sector.
eBay’s strategic focus on live shopping reflects a commitment to innovation and adapting to evolving consumer behaviors. By investing in this interactive format, eBay aims to strengthen its position in the competitive e-commerce market and offer a more engaging shopping experience for its users.
