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eBay continues to bet on live shopping after record quarter
eBay is doubling down on live shopping following a record quarter, with its live platform's gross merchandise volume surging 8x year-over-year. The company plans further international expansion, citing increased engagement and sales among sellers. Live shopping is becoming mainstream, with eBay's competitors also investing in this trend, showcasing its growing importance in the online marketplace.
Key points
- eBay's live shopping gross merchandise volume (GMV) increased 8 times year-over-year.
- Significant growth in viewer engagement, watch time, and items sold on eBay Live.
- Plans to expand eBay Live internationally to reach more markets.
- Over 90% of sellers using eBay Live report GMV growth, with those sellers achieving three times the sales.
- First-time buyers in the collectibles category are spending 70% more via live shopping.
- Live shopping initially launched in the U.S. in 2022, later expanded to the UK and other countries.
- eBay simplified onboarding for sellers and improved features for live event discovery and management.
- Live shopping is gaining traction in the U.S., becoming more mainstream with major competitors enhancing their platforms.
Why it matters
- The rise of live shopping aligns with the trend of interactive e-commerce, increasingly relevant as online shopping evolves.
- Competitors like TikTok Shop and Whatnot showcase a growing market interest in live shopping, indicating a shift in consumer purchasing behavior.
- The transition of live shopping from niche to mainstream reflects broader changes in digital marketing and customer engagement strategies.
eBay's strategic investment in live shopping underscores its significance in modern e-commerce, as competition intensifies and consumer preferences shift towards interactive shopping experiences.