eBay shifts focus as recommerce hits 40% GMV

eBay has carved out a distinctive position in the e-commerce world by focusing on niche markets, second-hand and used goods, and artificial intelligence. While its 3% share of the U.S. e-commerce market may appear modest next to Amazon’s 37.8%, eBay dominates in specific high-value segments. Trading cards, luxury watches, and collectibles account for 34% of its Gross Merchandise Volume (GMV), protecting it from the price wars of mass-market retail.

Recommerce now 40% of total GMV

Used and refurbished goods now represent 40% of eBay’s GMV. The company is betting heavily on this trend, with a goal to create € 22 billion in positive economic impact through recommerce by 2025. Over 86% of eBay users engage with resale, and programs like Certified Open Box in the U.S. and buyer protection in Japan reinforce confidence in secondhand purchases.

The company continues to expand in these areas, with the recent acquisition of automotive platform Caramel and increased attention on certified pre-owned jewelry and high-end fashion. These verticals align with eBay’s strengths in trust, authenticity, and community.

Artificial intelligence improves seller performance

eBay’s AI investments have helped boost marketplace efficiency. Tools like Magical Listings, now live across the U.S., U.K., and Germany, and its Operator shopping assistant are simplifying listing processes and improving buyer discovery. This tech enables small sellers to compete with larger operations.

In Q1 2025, eBay’s GMV increased by 2% on a currency-neutral basis. Operating margins in Q2 stood at 29.8%, reflecting a disciplined cost approach in the face of rising inflation and logistics costs.

Strategic payment integrations with Klarna and Riverty further remove entry barriers for both buyers and sellers in the recommerce space.

Smart move

As global recommerce heads toward a projected € 1.1 trillion value by 2030, eBay’s early and strategic positioning may provide significant long-term benefits. The focus on specialized communities, seller tools, and circular commerce could prove more valuable than scale alone.