Accelerated adoption of high-margin first-party advertising could expand operating margins and offset marketplace take rate pressures faster than we forecast.
Bears
Niche platforms like Vinted, Chrono24, and StockX, which pair lower seller fees and deeper category-specific tools with tighter enthusiast communities, could siphon listings away from eBay, pressuring liquidity.
Founded in 1995, eBay operates one of the world’s largest online marketplaces, connecting buyers and sellers across more than 190 markets. In 2025, the firm generated $11.1 billion in revenue on nearly $80 billion of gross merchandise volume, serving 135 million active buyers and 18 million active sellers (users who closed at least one transaction in the past year). The firm monetizes its marketplace primarily through transaction fees and advertising, with 52% of revenue derived from the US and the remainder from international markets. In a bid to expand its reach among Generation Z and in the recommerce sector, eBay announced the $1.2 billion acquisition of fashion resale app Depop from Etsy in early 2026.