eBay Live’s GMV Surges 8x Year-over-Year in Q2, with Plans to Expand to More International Markets

According to foreign media reports, in the second quarter of 2026, eBay's live shopping service eBay Live posted an approximately 8-fold year-over-year increase in GMV across the seven markets where it is already available, with concurrent growth in viewership, watch time, and units sold.

eBay management revealed during the Q2 earnings call that the strong growth performance of the live commerce business has reinforced the company's confidence in the sector, noting that live streaming can deepen user engagement, expand product discovery pathways, and accelerate inventory turnover across the entire platform.

Operational data shows that over 90% of sellers who stream on a regular basis have achieved GMV growth, and sellers using the live streaming feature generate roughly three times the sales of those who do not. Among collectibles categories, first-time live shopping consumers spend approximately 70% more than comparable non-live shoppers, with around half of that additional spending taking place outside of live streaming sessions.

eBay Live first launched in the U.S. in 2022 on an invitation-only basis, and began its international expansion in 2024 with an initial pilot in the U.K. It is now available in markets including Germany, Australia, France, Italy, and Canada. In July 2026, the service eliminated its invitation requirement and opened self-service onboarding to eligible U.S. sellers across more than 300 categories, covering electronics, fashion, collectibles and other segments. The platform has maintained its existing trust and safety standards throughout the rollout to protect the transaction experience.

On the product iteration front, eBay recently rolled out live content discovery features on its homepage and mobile app, streamlined sellers' workflows for live stream creation, inventory preparation, and in-stream product management, while also optimizing bid response speeds to improve live stream performance smoothness.

eBay plans to expand eBay Live to more international markets in the coming weeks and months. Live shopping has now moved beyond a niche trend in the U.S., with multiple platforms rolling out related offerings. Resale platform StockX recently launched its live shopping feature, Whatnot holds a valuation of over $11 billion, and TikTok Shop is reportedly testing a paid membership system that includes perks such as free shipping and exclusive discounts.