Overview
eBay is one of the world's largest online marketplaces, where businesses and private sellers sell new, used, refurbished and collectible items to buyers in more than 190 markets. Its main store is ebay.com in the United States. For a brand, eBay is an open marketplace that can be used for new products, outlet and refurbished stock, and reaching enthusiast buyers in specific categories.
Who is behind eBay
eBay was founded in 1995 in California and is listed on Nasdaq. In 2025 it generated nearly USD 80 billion in gross merchandise volume (GMV), with 51% of it outside the United States, and revenue of about USD 11.1 billion. At the end of 2025 it had 135 million active buyers and 2.5 billion live listings.
Where eBay is growing
eBay focuses on enthusiast categories such as collectibles and trading cards, motors parts and accessories, luxury fashion and refurbished goods. In 2025, these focus categories together with consumer-to-consumer selling and recommerce made up about two thirds of GMV, and focus category GMV grew more than 12%. eBay Live, its live-stream shopping format, has expanded beyond the US to Germany, Australia, France, Italy and Canada. In early 2026 eBay agreed to buy the fashion resale marketplace Depop from Etsy.
How selling on eBay works
eBay is open to business sellers. A brand considering eBay should know the following:
- Fees per sale. eBay charges a final value fee on each sale, which varies by category, and an insertion fee per listing above a free allowance. Shop subscriptions lower some fees.
- Advertising. Promoted Listings let sellers boost visibility in search. Advertising revenue was about 2.6% of GMV in the fourth quarter of 2025.
- Listings and product data. Good titles, item specifics and photos matter. eBay's AI tools can now suggest titles, categories, item specifics and prices from a photo.
- Seller performance. eBay measures sellers on shipping, returns and buyer experience, and good performance unlocks visibility and discounts.
- Cross-border reach. A US listing can reach buyers in other countries, and eBay runs separate sites in many markets, such as the UK, Germany and Australia.
Why eBay matters for brands
eBay reaches buyers who often do not shop on other marketplaces, especially in enthusiast and resale categories. For brands, it is useful for new products 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.