Platforms are increasingly shaping the global circular economy, and few have done so as effectively as eBay, according to research from Peter C. Evans. Once known primarily as an online auction site, eBay has transformed into one of the world’s largest circular platforms. In 2024, its total gross merchandise volume reached around € 70.4 billion, with approximately 40% linked to circular commerce. That equals nearly € 28 billion in resale, refurbished, used, and overstock goods traded annually, underlining eBay’s major role in promoting reuse and extending product lifecycles.
From auctions to circular business
Since its founding in 1995, eBay’s evolution has mirrored shifting market trends, consumer preferences, and leadership priorities. Originally launched as AuctionWeb, it quickly became a trusted destination for second-hand and collectible goods. The introduction of features like the feedback system and PayPal helped scale international growth.
From 2005 to 2015, eBay expanded toward new products and business sellers, introducing “Buy It Now” listings that shifted its identity from auctions to fixed-price commerce. However, after spinning off PayPal in 2015, eBay began refocusing on its original strength: resale and reuse. Under current CEO Jamie Iannone, appointed in 2020, eBay has doubled down on sustainability and circular economy initiatives, positioning recommerce at the heart of its long-term strategy.
Refurbished programs build buyer confidence
eBay’s Certified Refurbished Program enables selected business sellers to list high-quality refurbished goods that meet strict standards. Buyers benefit from warranties provided by Allstate (SquareTrade) and product grading systems labelled as Certified, Excellent, Very Good, or Good. These measures have improved trust, reduced returns, and encouraged repeat purchases in categories such as electronics, smartphones, and auto parts.
eBay also incentivizes refurbished and used sellers through discounted advertising, promotional events, and enhanced search visibility. The company supports sustainable listings by rewarding sellers who use recyclable packaging or promote circular practices.
Smartphone resale fuels growth
The secondary smartphone market has become one of eBay’s key circular growth segments. In 2025, eBay captured a significant portion of the €12.7 billion U.S. secondary smartphone resale market. The platform’s appeal lies in its wide range of pre-owned and refurbished devices, including certified Apple iPhone models with warranties, as well as premium and budget-friendly options.
eBay’s advanced AI tools have enhanced efficiency for wholesale suppliers and retailers by automating bulk listings, improving product data accuracy, and providing dynamic pricing insights. These innovations reduce operational costs while improving buyer satisfaction and transaction speed. The combination of technology and sustainability-driven branding continues to strengthen eBay’s position in the used electronics sector.
Financial momentum supports sustainable growth
eBay’s circular initiatives are reflected in its strong financial performance. The company’s stock gained over 47% in 2025 and rose from € 40 to € 84 per share in two years. In Q2 2025, eBay reported € 2.54 billion in revenue, a 6% increase year-over-year, with total gross merchandise volume up 4% to €18.4 billion.
Although circular commerce is not the sole driver of this performance, its contribution is increasingly significant. By blending sustainability with innovation, eBay continues to outperform expectations and reinforce its reputation as a global recommerce leader.
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