Overview
eBay is one of the world's largest online marketplaces, with dedicated sites in many countries, including ebay.com in the US and ebay.co.uk, ebay.de, ebay.fr, ebay.it and ebay.es in Europe, plus Australia, Austria, Belgium and Poland. Businesses and private sellers sell new, used, refurbished and collectible items to buyers in more than 190 markets. For a brand, eBay is an open marketplace that can reach shoppers in Europe and beyond, especially in enthusiast and value-driven categories.
Who is behind eBay
eBay was founded in California in 1995 and is listed on Nasdaq. In 2025 it generated nearly USD 80 billion in gross merchandise volume, 51% of it outside the United States, and had 135 million active buyers and 2.5 billion live listings. eBay's focus categories include collectibles, motors parts and accessories, luxury, and refurbished goods, and it is growing live shopping through eBay Live in markets such as Germany, France and Italy. For more on eBay's US business, see our eBay US page.
eBay in Europe
eBay's biggest European markets are the UK and Germany. To compete with second-hand apps, eBay removed selling fees for private sellers in Germany in March 2023 and in the UK in October 2024, except for vehicles. In the UK it introduced a buyer protection fee on items from private sellers in 2025. Business sellers still pay fees, and from February 2026 eBay raised final value fees and the per-order fee for business sellers in the UK and Germany. eBay UK has more than 20 million users.
How selling on eBay works for businesses
- Business seller account on each country site, with VAT registration where required.
- Fees. A final value fee on each sale, which varies by category and country, plus a per-order fee and listing fees above a free allowance. Shop subscriptions lower some costs.
- Promoted Listings. Paid advertising to boost visibility in search. eBay has changed how it attributes sales to these ads in Europe, which affects costs.
- Cross-border selling. Sellers can reach buyers in other eBay markets, with international selling fees for some destinations.
- Local-language listings with good titles, item specifics and photos for each country site.
- Seller performance standards on shipping, returns and buyer experience.
Why eBay matters for brands
eBay reaches a very large and loyal audience across Europe, the US and Australia, including buyers who don't shop on other marketplaces. It is especially useful in categories where eBay is strong, and for selling outlet, refurbished or end-of-line stock through a separate channel.
How eBrands looks at eBay
eBrands works with brands on marketplaces across Europe and North America. If you want to see how eBay could sit alongside the channels you already use, we are happy to talk it through.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.