eBay is pushing harder into live shopping after its second-quarter earnings call on Wednesday revealed that eBay Live’s gross merchandise volume (GMV) jumped roughly 8 times year-over-year across seven markets. The company also reported increases in viewers, watch time, and items sold, and said it plans to roll out the feature to additional international markets in the coming weeks.
“These results reinforce our confidence that Live can deepen engagement, broaden discovery, and increase velocity across the broader eBay marketplace,” CEO Jamie Iannone told investors during the call.
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Live shopping becomes a core growth bet
eBay first launched Live as an invite-only feature in the U.S. in 2022, then expanded to the UK in beta in 2024, and has since added Germany, Australia, France, Italy, and Canada. Last month, the company moved beyond the invite-only model, opening self-service onboarding to eligible sellers across more than 300 categories, ranging from electronics to fashion and collectibles.
The company says that over 90% of sellers who stream regularly have seen their GMV grow, and those using Live sell about three times more than sellers who don’t. First-time buyers in the collectibles category are spending roughly 70% more than their non-Live counterparts.
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However, eBay did not disclose the exact GMV figure, making it difficult to assess the absolute scale of the growth. Still, the company’s decision to highlight the metric signals that Live is now a strategic priority rather than a side experiment.
Product updates and seller tools
eBay also pointed to recent product improvements, including discovery features across its homepage and mobile app to make live events easier to find. Iannone added that the company simplified event creation, inventory preparation, and live item management for sellers, while improving “bidding responsiveness” to create smoother, faster livestreams.
The timing is notable as live shopping in the U.S. gains mainstream traction. Resale platform StockX recently introduced live shopping capabilities, and Whatnot continues to grow, with a valuation of more than $11 billion. TikTok Shop is reportedly testing a paid membership that offers free shipping and exclusive discounts, further intensifying competition.
What it means for the marketplace
For eBay, live shopping represents a way to differentiate itself from traditional e-commerce rivals like Amazon and Walmart, while competing with newer social commerce platforms. The company’s focus on collectibles and niche categories, where live auctions and real-time engagement are a natural fit, could give it an edge in attracting both sellers and buyers seeking a more interactive experience.
The expansion to more international markets suggests eBay sees live shopping as a global opportunity, not just a U.S. trend. As more platforms invest in live commerce, eBay’s ability to scale the feature while maintaining seller trust and buyer experience will be key to its long-term success.
Investors and industry watchers will be watching whether eBay can sustain this momentum in the coming quarters, especially as the company faces growing competition from social platforms that have already built large live-shopping audiences.
Disclaimer: This article is for informational purposes only and does not constitute financial advice. The e-commerce and live shopping markets are volatile and subject to rapid changes; readers should conduct their own research before making any business or investment decisions.
