eBay Live is experiencing explosive growth with gross merchandise volume jumping 8x year-over-year. The company expands internationally as live shopping becomes mainstream.
By Adam Makins · 
eBay is doubling down on live shopping, and the numbers suggest it’s paying off. During its second-quarter earnings call, the company revealed that eBay Live’s gross merchandise volume jumped approximately 8 times year-over-year across seven markets, alongside increases in viewers, watch time, and items sold. It’s a bold move in an increasingly competitive space where tech platforms are racing to capture the live commerce trend.
The company plans to expand eBay Live to additional international markets in the coming weeks and months. CEO Jamie Iannone told investors that these results demonstrate the platform’s ability to “deepen engagement, broaden discovery, and increase velocity across the broader eBay marketplace.” But here’s the catch: eBay didn’t share the exact GMV number, which makes it harder to assess just how significant this growth truly is.
What we do know is encouraging. Over 90% of sellers who stream regularly on eBay Live have seen their GMV grow. Even more striking: sellers using Live sell about three times more than those who don’t. That’s not a marginal improvement; that’s a fundamental shift in how these sellers operate.
Buyers are also spending more. First-time shoppers in the collectibles category are dropping around 70% more when they shop through Live compared to traditional browsing. That gap is massive and suggests live shopping isn’t just entertainment, it’s a legitimate sales driver.
EBay first launched Live as an invite-only feature in the U.S. back in 2022, then expanded internationally with a UK beta in 2024. It has since rolled out across Germany, Australia, France, Italy, and Canada. Last month, the company made a significant move: it opened self-service onboarding for eligible sellers in over 300 categories, ranging from electronics to fashion and collectibles. This democratization of access is crucial for scaling.
The platform has also invested in making the experience smoother for everyone. Discovery features now appear across eBay’s homepage and mobile app, making it easier for shoppers to find live events. For sellers, the company simplified event creation, inventory preparation, and live item management. They even improved “bidding responsiveness” to create faster, more responsive livestreams.
This matters because friction is everything in e-commerce. Remove barriers to entry, and more sellers participate. Streamline the experience, and more buyers stick around.
eBay’s push comes as live shopping moves beyond niche territory in the U.S. market. What was once an experimental side project is now a strategic priority for major retailers. Resale giant StockX recently launched live shopping capabilities. Whatnot, the live marketplace platform, continues thriving with a valuation exceeding $11 billion. TikTok Shop is reportedly testing a paid membership model offering free shipping and exclusive discounts.
The competition is fierce, but eBay has some advantages. It already has a massive user base and decades of e-commerce infrastructure. The challenge is execution and making sure sellers and buyers actually want to use Live rather than feeling forced into it.
What’s particularly interesting is how this trend validates a shift in consumer behavior. People aren’t just buying stuff anymore; they want an experience, interaction, and discovery. Live shopping delivers all three. It’s shoppable entertainment, and that’s a powerful combination.
EBay clearly believes Live is the future of its platform, and early metrics suggest they might be right. Whether this momentum continues as the platform scales internationally will determine if eBay can keep pace with newer competitors or if this is just another flash in the e-commerce pan.
Source: TechCrunch
