eBay reported that its live shopping feature, eBay Live, saw gross merchandise volume jump roughly 8x year-over-year across seven markets in Q2 2026. Over 90% of regular streamers saw GMV growth, and sellers using Live sell about three times more than those who don't. First-time collectibles buyers via Live spend around 70% more than non-Live shoppers. eBay has moved past its invite-only model to self-service onboarding for eligible sellers in 300+ categories and plans to expand to more international markets. The push comes as live shopping gains mainstream traction in the U.S., with competitors like Whatnot (valued at $11B+), TikTok Shop, and StockX all investing in the format.
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