eBay Live Reports Eightfold GMV Increase, Expands to More International Markets

Record Growth in Live Shopping

eBay announced that its live shopping feature, eBay Live, experienced an approximate eightfold increase in gross merchandise volume (GMV) year-over-year across seven markets during its second-quarter earnings. The company also noted increases in viewers, watch time, and items sold through the platform.

Strategic Expansion and Seller Benefits

Following these results, eBay plans to expand eBay Live to additional international markets in the coming weeks and months. The company reported that over 90% of sellers who regularly stream on the platform have seen their GMV grow, and these sellers sell approximately three times more than those who do not use Live. First-time buyers in the collectibles category spent around 70% more than non-Live shopping counterparts.

Platform Evolution and Product Improvements

eBay Live launched as invite-only in the U.S. in 2022 and expanded internationally, including a beta in the U.K. in 2024, followed by rollouts in Germany, Australia, France, Italy, and Canada. The company recently moved beyond the invite-only model, offering self-service onboarding for eligible sellers across over 300 categories. Recent product improvements include enhanced discovery features on the homepage and mobile app, simplified event creation, inventory preparation, and live item management for sellers, alongside improved bidding responsiveness.

Industry Context

This growth occurs as live shopping gains traction beyond a niche trend in the U.S., with more companies, including resale giant StockX, introducing similar capabilities. Competitors like Whatnot continue to succeed, and TikTok Shop is reportedly testing a paid membership with shipping benefits.