eBay is increasing its focus on live shopping following what it describes as record results for its eBay Live platform. The company announced during its second-quarter earnings call on Wednesday that eBay Live's gross merchandise volume (GMV) jumped approximately eight times year-over-year across seven markets.
The online marketplace also noted increases in viewers, watch time, and items sold through the live shopping feature. eBay plans to expand eBay Live into additional international markets in the coming weeks and months.
CEO Jamie Iannone stated that these results reinforce confidence that Live can deepen engagement, broaden discovery, and increase velocity across the broader eBay marketplace. The company also reported that over 90% of sellers who stream regularly have seen their GMV grow, and those using Live sell about three times more than those who do not. First-time shoppers in the collectibles category are reportedly spending around 70% more than their non-Live shopping counterparts.
eBay first launched Live as invite-only in the U.S. in 2022, expanding internationally with a beta in the UK in 2024, and has since rolled it out in countries including Germany, Australia, France, Italy, and Canada. Last month, the company moved beyond its invite-only model, now offering self-service onboarding for eligible sellers in over 300 categories.