Observed Signal · Aug 6, 2026 · Earnings Report · Source: techcrunch · Impact: 4/5 · Sentiment: Positive
eBay doubles down on live shopping after record quarter
eBay said during its second-quarter 2026 earnings call that eBay Live’s gross merchandise volume (GMV) increased roughly eightfold year-over-year across seven markets, with upticks in viewers, watch time, and items sold. The company plans to expand eBay Live to more international markets and recently moved from invite-only to self-service onboarding for eligible sellers across 300+ categories. eBay reported that over 90% of regular streamers saw GMV growth, live-streaming sellers sell about three times more than non-streaming sellers, and first-time collectibles buyers spend ~70% more via Live. eBay also highlighted product improvements to discovery, event creation, inventory prep, and bidding responsiveness. The company faces competition from players such as Whatnot, StockX and TikTok Shop as live shopping gains traction in the U.S.
eBay’s strong live-shopping growth disclosed in its quarterly earnings call signals acceleration of live commerce as a retail/media channel and affects retailers, platforms and advertisers planning commerce-driven ad strategies.
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Key Takeaways & Evidence Grounding
- eBay reported eBay Live’s gross merchandise volume (GMV) jumped about eight times year-over-year across seven markets.
- eBay plans to expand eBay Live to more international markets in the coming weeks and months.
- Over 90% of sellers who stream regularly on eBay have seen their GMV grow, and sellers who use Live sell about three times more than those who don’t.
- First-time shoppers in the collectibles category via Live spend around 70% more than non-Live shoppers.
- eBay moved past invite-only and now offers self-service onboarding for eligible sellers in over 300 categories.
Connected Companies & Entities
5 Entities mapped“As eBay tries to keep up with competitors like Whatnot and TikTok Shop, the online marketplace is making a bigger push into live shopping af...”
“As eBay tries to keep up with competitors like Whatnot and TikTok Shop, the online marketplace is making a bigger push into live shopping af...”
“Even resale giant StockX recently introduced live shopping capabilities....”
“Lauren covers media, streaming, apps and platforms at TechCrunch....”
“Additionally, TikTok Shop is reportedly testing a paid membership that offers free shipping and exclusive discounts....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
eBay Posts Strong Q2 2026 Revenue and Profit Growth
eBay reported a strong second quarter 2026 with double-digit growth across revenue, gross merchandise volume (GMV) and profits. Revenue rose to $3.1 billion (+15% year-over-year) while GMV increased 15% to $22.4 billion. Net income improved to $552 million with GAAP earnings per share of $1.21 and adjusted EPS of $1.60. The company cited improved operating margins, stronger cash flow and continued shareholder returns via buybacks and dividends. eBay highlighted investments in AI-driven seller tools (automated listings, image scans), expansion in categories such as collectibles and luxury, growth of its live-shopping format (eBay Live), and the completed acquisition of Depop to strengthen second-hand fashion. Management raised its outlook for the year, expecting continued revenue and GMV growth in Q3.
Livestream shopping gains steam in US via TikTok, Whatnot
Livestream shopping is gaining traction in the U.S., driven by TikTok and Whatnot. TikTok's live shopping sales doubled in H1 2026, and Whatnot reached a $20 billion valuation. U.S. live shopping sales are forecast to reach $20 billion in 2026. Established retailers like QVC are embracing TikTok for live commerce. Beachwaver, a haircare brand, attributes about a quarter of its TikTok Shop sales to livestreams. Legacy platforms like Amazon, Walmart, and eBay also offer live shopping. Challenges include counterfeits, fees, and visibility algorithms.
StockX Debuts Live Shopping Auctions
StockX announced the upcoming launch of StockX Live, a live-shopping/social-commerce feature slated for this summer per a June 9 company announcement. StockX Live will host real-time auctions, giveaways and direct seller-buyer engagement with auction formats including standard timed bidding, sudden-death auctions, pre-bidding and max-bidding, plus live chat within each show. The company also reopened a permanent retail location in New York’s SoHo. StockX says it attracts more than 30 million unique monthly visitors. The move puts StockX into a growing live-shopping market led by platforms like TikTok Live and follows broader retailer experiments in live commerce, including Walmart’s recent partnerships.
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