eBay Doubles Down on Live Commerce After Growth Spurt

CEO Jamie Iannone confirmed the expansion during Wednesday’s second-quarter earnings call, citing improved discovery tools and streamlined event creation as catalysts for the growth. While the company withheld specific dollar figures, internal metrics suggest the strategy is paying off: over 90% of frequent streamers report increased sales volume, with participants moving three times more inventory than non-streaming sellers. First-time shoppers in the collectibles category are proving particularly lucrative, spending approximately 70% more than those sticking to traditional listings.

Since its 2022 debut in the U.S., the feature has migrated from an invite-only experiment to a self-service tool available in over 300 categories across seven global markets, including Germany, Australia, and the UK. This pivot places eBay in direct competition with aggressive rivals like Whatnot, which maintains an $11 billion valuation, and TikTok Shop. As resale platforms like StockX also integrate live features, eBay’s infrastructure improvements—ranging from faster bidding responsiveness to better homepage integration—mark a transition from experimental niche to a core operational pillar.