–:–:–:– 🚨 Flash Sale 🚨 Get $100 off your Disrupt 2026 ticket Get $400 off your Disrupt 2026 ticket: REGISTER NOW. Close TechCrunch Desktop Logo TechCrunch Mobile Logo LatestStartupsVentureAppleSecurityAIAppsDisrupt 2026 EventsPodcastsNewsletters SearchSubmit Site Search Toggle Mega Menu Toggle Topics Latest AI Amazon Apps Biotech & Health Climate Cloud Computing Commerce Crypto Enterprise EVs Fintech Fundraising Gadgets Gaming Google Government & Policy Hardware Instagram Layoffs Media & Entertainment Meta Microsoft Privacy Robotics Security Social Space Startups TikTok Transportation Venture More from TechCrunch Staff Events Startup Battlefield StrictlyVC Newsletters Podcasts Videos Partner Content TechCrunch Brand Studio Crunchboard Contact Us Image Credits:Alexsl / Getty Images Commerce eBay continues to bet on live shopping after record quarter Lauren Forristal 7:17 AM PDT · August 6, 2026 As eBay tries to keep up with competitors like Whatnot and TikTok Shop, the online marketplace is making a bigger push into live shopping after seeing record results. During its second-quarter earnings call on Wednesday, the company noted that eBay Live’s gross merchandise volume (GMV) jumped about eight times year-over-year across seven markets, along with increases in viewers, watch time, and items sold. It plans to expand eBay Live to more international markets in the coming weeks and months. “These results reinforce our confidence that Live can deepen engagement, broaden discovery, and increase velocity across the broader eBay marketplace,” CEO Jamie Iannone told investors. However, it’s important to note that eBay didn’t share the exact GMV number, making it difficult to assess how significant the growth is. That said, eBay clearly sees Live as a key growth area, and the feedback from sellers and buyers looks promising. eBay reports that over 90% of sellers who stream regularly have seen their GMV grow, and those who use Live sell about three times more than those who don’t. Buyers are also spending more. First-time shoppers in the collectibles category are dropping around 70% more than their non-Live shopping counterparts. eBay launched Live as invite-only in the U.S. in 2022, then expanded internationally, starting with a beta in the U.K. in 2024, and it has since rolled it out in countries like Germany, Australia, France, Italy, and Canada. Last month, the company moved past its invite-only model and now offers self-service onboarding for eligible sellers in over 300 categories, which include everything from electronics to fashion and collectibles. The company also pointed to recent product improvements, including discovery features across its homepage and mobile app to make live events easier to find. Iannone added that eBay also simplified event creation, inventory preparation, and live item management for sellers, while improving “bidding responsiveness” to create smoother, faster livestreams. The growth comes as live shopping in the U.S. moves beyond a niche trend, with more companies beginning to treat it more seriously rather than a side experiment. Even resale giant StockX recently introduced live shopping capabilities. Whatnot continues to find success, with a valuation of more than $11 billion. Additionally, TikTok Shop is reportedly testing a paid membership that offers free shipping and exclusive discounts. Topics Apps, Commerce, eBay, live shopping When you purchase through links in our articles, we may earn a small commission. This doesn’t affect our editorial independence. Lauren Forristal Lauren covers media, streaming, apps and platforms at TechCrunch. You can contact or verify outreach from Lauren by emailing [email protected] or via encrypted message at laurenforris22.25 on Signal. View Bio October 13 – 15 San Francisco Scale faster. Grow your portfolio. Gain practical expertise. No matter your goal, Disrupt can empower you.Save up to $330 today! REGISTER NOW Most Popular Elon Musk repeatedly one-upped his execs on SpaceX’s first earnings call Sean O'Kane Bending Spoons to buy Airtable for $1.28B Ivan Mehta Influencers draw backlash for attending OpenAI’s first luxury trip Dominic-Madori Davis Sequoia’s Shaun Maguire leads $1B round for nuclear startup Valar Atomics Julie Bort Malaysia is reportedly shutting down Balaji Srinivasan’s Network School Anthony Ha YouTuber Hank Green says his AI usage is ‘not healthy’ Anthony Ha WhatsApp is testing a new folder for messages from large businesses Ivan Mehta Loading the next article Error loading the next article X LinkedIn Facebook Instagram youTube Mastodon Threads Bluesky TechCrunchStaffContact UsAdvertiseCrunchboard JobsSite Map Terms of ServicePrivacy PolicyRSS Terms of UseCode of Conduct OpenAI vs AppleNous ResearchSpace Data CentersStaya NadellaSpaceX StarshipTech LayoffsChatGPT © 2026 TechCrunch Media LLC.
