eBay bets on live shopping after strong quarterly results

eBay is intensifying its focus on live shopping following a strong second quarter, aiming to compete with platforms like Whatnot and TikTok Shop. The company reported that eBay Live's gross merchandise volume (GMV) surged approximately eight times year-over-year across seven markets, accompanied by increases in viewer numbers, watch time, and items sold. CEO Jamie Iannone stated that these results bolster confidence in live shopping's ability to enhance engagement and discovery on the platform.

While eBay did not disclose the exact GMV figures, the company indicated that live shopping is a key growth area. Feedback suggests positive seller and buyer reception, with over 90% of regular streaming sellers seeing GMV growth and those using Live selling about three times more than their counterparts. Buyers are also increasing their spending, with first-time shoppers in the collectibles category spending around 70% more.

Initially launched as an invite-only service in the U.S. in 2022, eBay Live has expanded internationally and recently moved beyond its invite-only model. Eligible sellers can now access self-service onboarding for over 300 categories, ranging from electronics to fashion and collectibles. eBay has also implemented product improvements, including enhanced discovery features and simplified event creation for sellers, alongside better bidding responsiveness for smoother livestreams.

The push into live shopping occurs as the trend gains broader traction in the U.S., with companies like StockX also introducing similar capabilities. Competitors such as Whatnot have achieved significant valuations, and TikTok Shop is reportedly exploring paid membership options.