In response to rivals like Whatnot and TikTok Shop, eBay is enhancing its live shopping initiative following impressive performance results. 

During the earnings call for the second quarter held on Wednesday, eBay indicated that the gross merchandise volume (GMV) from eBay Live surged nearly eightfold year-over-year across seven regions, accompanied by rises in viewer counts, watch durations, and items transacted. The company intends to broaden eBay Live’s availability to additional international regions in the upcoming weeks and months.

“These outcomes bolster our belief that Live can enhance user engagement, expand discovery, and accelerate transactions throughout the wider eBay marketplace,” stated CEO Jamie Iannone to investors. 

Nonetheless, it’s significant to highlight that eBay did not disclose the precise GMV figure, which complicates the assessment of the growth’s magnitude. 

That being said, eBay clearly identifies Live as a crucial growth sector, and the reactions from sellers and buyers appear favorable. eBay reports that more than 90% of sellers who frequently stream have observed an increase in their GMV, and those utilizing Live are selling approximately three times as much as those who do not. 

Moreover, buyers are increasing their expenditures. First-time purchasers within the collectibles bracket are spending roughly 70% more than those participating in non-Live shopping.

eBay introduced Live as invitation-only in the U.S. in 2022, later expanding internationally with a beta launch in the U.K. in 2024, subsequently introducing it in nations such as Germany, Australia, France, Italy, and Canada. 

Last month, the company transitioned from its invite-only model to providing self-service onboarding for qualifying sellers across over 300 categories, spanning from electronics to fashion and collectibles. 

The organization also highlighted recent enhancements to its offerings, including improved discovery features on its homepage and mobile application to facilitate easier access to live events. Iannone noted that eBay has also streamlined the processes of event creation, inventory setup, and live item management for sellers, while enhancing “bidding responsiveness” for smoother, quicker livestreams.

This growth occurs as live shopping in the U.S. evolves beyond a super niche trend, with more companies beginning to regard it more seriously rather than as a mere experimental side project. Even the resale giant StockX has recently unveiled live shopping features. Whatnot continues to thrive, boasting a valuation exceeding $11 billion. Additionally, TikTok Shop is reportedly testing a subscription model that includes free shipping and exclusive discounts.