eBay will remain one of the strongest global resale and auction marketplaces in 2026.
While many e-commerce platforms focus on private label dominance and new retail, eBay continues to be a leader in collectibles, refurbished goods, recommerce, auto parts and consumer-to-consumer sales.
The latest data available (from the 2024-2025 earnings reports and trailing twelve month results) shows:
- 134 million active buyers
- 18.3 million active sellers
- Over 2.1 billion live entries
- ~$75 billion annual gross merchandise volume (GMV)
- Annual sales of over $10 billion
- Over $2.5 billion in quarterly revenue
This updated 2026 guide breaks down buyer trends, seller data, financial performance, traffic insights, competitive analysis, and actionable strategies – with explanations after each key section so you can actually use the numbers to grow.
Also read about: Amazon seller statistics
Active eBay buyers in 2026
eBay currently serves 134 million active buyers worldwide. After peaking during the pandemic with over 142 million buyers in 2022, the platform experienced a normalization period.
However, the 2024-2026 period shows stabilization and consistent commitment.
Active buyers by recent quarters
| quarter | Active buyers |
|---|---|
| Q1 2025 | 134 million |
| Q4 2024 | 133.5 million |
| Q3 2024 | 133 million |
| Q2 2024 | 132 million |
| 1st quarter 2024 | 132 million |
What that means
The platform is no longer in hypergrowth mode – but it is stable.
This is good news for sellers:
- You are not fighting against explosive new competition.
- Buyer demand is stable.
- Returning users lead to repeat purchases.
eBay buyers are highly intent-driven. Many people visit the platform looking for specific products – vintage items, rare collectibles, refurbished electronics or discounted branded items.
This means that optimized offers can convert very well.
Also Read About: Sellerboard Review 2026: A Simple Tool to Grow Your Amazon Business
eBay sellers in 2026
eBay has 18.3 million active sellers worldwide.
The platform peaked in 2014 with around 25 million sellers and saw a peak during the 2020 pandemic. Since then, the marketplace has consolidated into more reputable, professional sellers.
Seller by year
| Year | Salesperson |
|---|---|
| 2026 | 18.3 million |
| 2024 | 18.1 million |
| 2022 | 18.3 million |
| 2021 | 19 million |
| 2020 | 20 million |
| 2014 | 25 million |
What that means
The decline from 2020 levels has pushed out many hobby sellers.
Today’s seller base is more professional, resulting in:
- Offers with higher average quality
- Better buyer experience
- Greater competition in certain niches
But the opportunities remain huge, particularly in:
- Refurbished electronics
- sneakers
- Luxury resale
- Auto parts
- Trading cards
- Niche collectibles
New sellers can still list up to 250 articles per month for free before insertion fees apply (varies by region).
eBay listings and marketplace size
They are currently over 2.1 billion live entries on eBay.
This huge inventory is one of the platform’s greatest strengths. Unlike traditional e-commerce stores, eBay does not rely on centralized inventory, but rather scales across sellers.
Why this is important
Further entries mean:
- Better visibility in long-tail searches
- Shoppers are more likely to find niche items
- Strong SEO presence on Google
For sellers, this means you can win by targeting specific keywords rather than competing broadly.
For example:
Instead of “laptop” as the target:
- “Refurbished Dell Latitude 7490 i7 16GB RAM”
- “Vintage 1998 Holographic Pokémon Card PSA 9”
Specificity converted.
Mobile Usage and Demographics (Trends 2026)
Mobile continues to dominate shopping behavior on eBay.
Approximately:
- 75% of users aged 18-34 shop on mobile
- 39% are between 18 and 24 years old
- 35.9% are between 25 and 34 years old
- 14%+ are over 55
Younger demographics often use the app for:
- sneakers
- Technical gadgets
- Streetwear
- Gaming items
- Trading cards
Older populations tend to:
- Collectibles
- Antiques
- Spare parts
- Memorabilia
Seller strategy
If you’re targeting Generation Z:
- Use strong images
- Offer fast shipping
- Use Buy Now
- Activate offers
When targeting older buyers:
- Provide detailed descriptions
- Clear condition information
- Authenticity guarantee
eBay traffic and global reach
eBay operates in over 190 markets worldwide.
Traffic disruption:
| country | Traffic share |
|---|---|
| United States | ~69% |
| Mexico | ~1.7% |
| United Kingdom | ~1.4% |
| Brazil | ~1.3% |
| Canada | ~1.2% |
Exceed monthly visits 700 million worldwide.
Organic search drives massive traffic – especially for high-intent keywords like:
- “Ebay Motors”
- “used iPhone on eBay”
- “Vintage Watch Auction”
Cross-border opportunity
eBay’s Global Shipping Program makes selling internationally easy.
In 2026, cross-border e-commerce will continue to grow. Sellers that enable international shipping often increase sales by 15-30%.
eBay sales statistics 2026
eBay generates via $10 billion in annual sales.
Annual sales trend
| Year | revenue |
|---|---|
| 2024 | $10.3 billion |
| 2023 | $10.1 billion |
| 2022 | $9.8 billion |
| 2021 | $10.8 billion |
| 2020 | $10.2 billion |
Quarterly sales remain stable at around $2.5-2.6 billion per quarter.
What that means
Sales stability signals:
- Strong retention
- Predictable fee structure
- Sustainable market economy
For sellers, this means that the platform is financially stable in the long term.
Gross merchandise volume (GMV) 2026
eBay’s annual GMV is approx $74-75 billion.
GMV trend
| Year | GMV |
|---|---|
| 2024 | $74.7 billion |
| 2023 | $73.2 billion |
| 2020 | 100 billion dollars |
| 2019 | $85.5 billion |
While GMV has not returned to pandemic highs, it remains solid and consistent.
High GMV categories
The top performing categories include:
- electronics
- Auto parts
- Luxury handbags
- sneakers
- Trading cards
- Outdated technology
Collectibles have seen steady growth due to authentication programs and appraisal partnerships.
Market share vs. competitors (2026)
In the US e-commerce market:
| Retailer | Market share |
|---|---|
| Amazon | ~37% |
| Walmart | ~6% |
| Apple | ~3-4% |
| eBay | ~3% |
| Goal | ~2% |
eBay lasts approximately 3% of the US e-commerce market share.
While that may seem small compared to Amazon, eBay dominates in the following areas:
- Auctions
- Used goods
- Peer-to-peer selling
- Rare stock
Unlike Amazon, eBay does not require ownership of inventory or storage.
Seller fees and monetization in 2026
Typical fee structure:
- Final Value Fees: ~12-15% depending on category
- Sponsored Listings: 2-20% additional ad rate
- Insertion fees after the free threshold
Sponsored listings can increase visibility by up to 30% in highly competitive niches.
Strategy tip
If margins allow:
- Take advantage of promoted offers on high-demand items.
- Avoid excessive promotion of low-margin items.
- Test ad pricing gradually.
AI and technology integration (2026)
eBay continues to integrate AI into:
- Dynamic price suggestions
- Listing Recommendations
- Fraud detection
- Search personalization
Tools like Terapeak provide market insights to help sellers achieve competitive prices.
AI-driven listing support reduces the time required to create optimized listings.
This makes eBay more accessible to new sellers.
Opportunities for buyers in 2026
Buyers benefit from:
- 20-50% off used/refurbished items
- Negotiation through “Best Offer”
- Access to rare inventory
- Auction-based pricing
Many buyers use eBay to:
- Flip items to make a profit
- Source inventory for resale
- Buy discontinued products
Timing purchases after the fourth quarter (holiday season) often results in deeper discounts.
Opportunities for sellers in 2026
Sellers can:
- Start with minimal capital
- Test niches cheaply
- Scale through reinvestment
- Expand internationally
A realistic growth path:
- Start with 50-100 entries.
- Identify the best-selling categories.
- Strengthen profitable niches.
- Introduce promoted offers strategically.
- Optimize titles for search.
The dynamics increase with the listing volume.
eBay workforce and company size
eBay busy over 12,000 employees worldwide.
After separating from PayPal years ago, the company streamlined its operations and focused exclusively on market innovation.
Support infrastructure remains strong for:
- Seller disputes
- Fraud management
- Global compliance
- Payment processing
Future Prospects for eBay (2026 and Beyond)
Key trends shaping the future of eBay:
- Growth in recommerce (second-hand economy)
- Sustainability-focused resale
- AI-driven personalization
- Authentication extension for luxury and collectible items
- Cross-border e-commerce growth
The resale economy is predicted to grow faster than traditional retail.
eBay is positioning itself directly in this trend.
Frequently asked questions
1. How many active buyers will eBay have in 2026?
eBay has approx 134 million active buyers worldwide based on the latest quarterly data.
2. What is eBay’s annual GMV?
The annual GMV is around $74-75 billionwhich reflects a stable market volume.
3. How much sales does eBay generate?
eBay generates via $10 billion per yearwith quarterly revenue averaging $2.5 billion to $2.6 billion.
4. How many sellers are there on eBay?
There is approximately 18.3 million active sellers worldwide.
5. Is eBay still profitable for sellers?
Yes – especially in the niche categories of collectibles, refurbished electronics and auto parts. Strategic pricing and volume are important.
Also read:
eBay in 2026 isn’t a hyper-growth story – it is one stable, mature and highly specialized marketplace.
It is characterized by:
- Resale
- Auctions
- Collectibles
- Cross-border trade
- Refurbished goods
With 134 million buyers and a GMV of $75 billion, it remains one of the most powerful platforms for entrepreneurs adept at niche positioning.
By tracking eBay stats quarterly, adapting to category trends, and strategically optimizing listings, the platform still offers significant profit potential in 2026 and beyond.
Source: Business of Apps, Statista
