eBay Statistics 2026 (Users, GMV, Revenue & Sellers)

eBay enabled $79.6 billion in gross merchandise volume across 190 countries in 2025, its best annual result in four years, on the back of 135 million active buyers and roughly 2.5 billion live listings. After a long post-pandemic slide, the marketplace returned to mid-single-digit growth in 2025 — and this page pulls together every headline eBay number that matters, with the data year on each.

All figures below trace to eBay's own Q4 and full-year 2025 earnings report (released February 2026) and SEC filings unless otherwise noted. This is the single comprehensive eBay statistics resource, covering users, GMV, revenue, take rate, sellers, listings, category mix, geography and mobile.

How many people use eBay in 2026?

eBay ended 2025 with 135 million active buyers globally — defined as accounts that bought at least once in the trailing 12 months. That is up modestly from roughly 134 million a year earlier, marking a stabilization after years of decline (eBay FY2025 results).

The active-buyer count peaked at 179 million in Q4 2018 and shed roughly a quarter of that base over the following six years as eBay deliberately shifted away from chasing low-value transactions toward higher-spending "enthusiast" shoppers (Capital One Shopping).

• 135M active buyers as of December 31, 2025.
• 16M of those are "enthusiast" buyers — accounts with six or more purchase days and at least $800 in annual spend (EcommerceBytes).
• 179M was the all-time quarterly peak, reached in Q4 2018 (Capital One Shopping).

How much does eBay sell? (GMV in 2025)

Gross merchandise volume — the total dollar value of everything sold across the marketplace — reached $79.6 billion in 2025, up 7% as-reported and 6% on an FX-neutral basis. It was eBay's strongest GMV year since 2021 and a clear inflection after three flat-to-down years (eBay FY2025 results).

Momentum built through the year. Fourth-quarter GMV hit $21.2 billion, up 10% year over year (8% FX-neutral) — the fastest quarterly growth in years (EcommerceBytes).

How much revenue does eBay make?

eBay generated $11.1 billion in net revenue in 2025, up 8% from $10.3 billion in 2024. Revenue grew faster than GMV because eBay extracts more value per transaction — through its growing first-party advertising business, payments, and new buyer-protection fees in the UK (eBay FY2025 results).

Profitability is robust for a marketplace at this scale: GAAP net income from continuing operations was $2.0 billion ($4.26 per diluted share), with a GAAP operating margin of 20.5% and a non-GAAP operating margin of 27.8%. eBay returned over $3.0 billion to shareholders in 2025, including $2.5 billion of buybacks (eBay FY2025 results).

• $11.1B net revenue in 2025 (+8% YoY).
• $2.965B in Q4 2025 alone, up 15% year over year.
• $2.0B GAAP net income from continuing operations.

What is eBay's take rate?

The take rate — net revenue as a share of GMV — measures how much of every transaction dollar eBay keeps. It reached 14% in Q4 2025, up about 60 basis points year over year, driven mainly by UK buyer-protection fees and rising advertising penetration (EcommerceBytes).

For the full year, dividing $11.1B of revenue by $79.6B of GMV implies a blended take rate of roughly 13.9% — meaning eBay captures close to 14 cents of every dollar transacted on the platform, well above its historical norm of around 11–12% (Capital One Shopping).

Advertising is the biggest lever pushing that number up. Total advertising revenue was $544 million in Q4 2025 (2.6% of GMV), of which first-party ads contributed $517 million, up 19% year over year. Across the full year, first-party advertising revenue approached $1.9 billion (eBay FY2025 results).

How many sellers and listings are on eBay?

eBay carried approximately 2.5 billion live listings as of December 31, 2025 — one of the deepest inventories in e-commerce, spanning new, used, refurbished and collectible goods (Capital One Shopping).

On the supply side, the most recent figure puts eBay's active seller base at roughly 17.6 million (latest available, 2024). eBay stopped disclosing a precise global seller count in its earnings releases after Q1 2021, when it reported 20 million sellers; the base has gradually contracted from a 2014 peak of about 25 million (Capital One Shopping, Link My Books).

• ~2.5B live listings (12/31/2025) — up roughly 9% from 2024.
• ~17.6M active sellers (latest available, 2024).
• 20M global sellers at eBay's last official disclosure (Q1 2021).

What sells most on eBay? (Category mix)

eBay's GMV skews toward electronics, fashion and parts rather than everyday consumables. Independent category estimates for 2025 put electronics and accessories at around 28% of GMV, the single largest vertical, followed by fashion (~17%), home and garden (~14%) and motors and auto parts (~12%) (Chargeflow).

eBay itself reports through a different lens. Its strategic "focus categories" — collectibles, motors parts, luxury, refurbished tech and more — grew over 12% in 2025, outpacing the overall marketplace. Recommerce (pre-owned and refurbished goods) now accounts for more than 40% of total GMV, and consumer-to-consumer trade makes up roughly 25% of GMV (EcommerceBytes). Collectible trading cards, a flagship focus area, have posted double-digit growth for nine consecutive years.

Where are eBay's buyers? (Geography)

eBay is genuinely global. About 51% of 2025 GMV was generated outside the United States, and the platform serves buyers and sellers across roughly 190 countries and territories (eBay FY2025 results).

In the fourth quarter of 2025, U.S. GMV was $10.7 billion and international GMV was $10.5 billion — an almost even split. On the revenue side, international markets contributed about 46% of Q4 net revenue, with the United Kingdom and Germany the largest non-U.S. markets (eBay FY2025 results).

How much of eBay is mobile?

Mobile is now the dominant access point. Industry estimates put the mobile share of eBay GMV at around 50%, roughly even with desktop in the first half of 2025 (Capital One Shopping).

The eBay app reaches roughly 62 million monthly active users and is downloaded about 2.7 million times per month, with cumulative downloads in the hundreds of millions (Electro IQ, citing app-store data). Mobile-driven discovery — image search, app notifications and AI-assisted listing tools — is central to eBay's strategy of converting casual browsers into repeat enthusiast buyers.

Is eBay growing or shrinking in 2026?

After a multi-year plateau, eBay is clearly re-accelerating. Quarterly GMV growth climbed from roughly 1–2% early in 2025 to 10% by Q4, and management guided to 10–12% GMV growth for Q1 2026 — its strongest outlook in years (MSN/Investing).

The turnaround is driven by focus categories, AI-powered shopping features, the rollout of UK shipping and buyer protection, and the planned acquisition of resale app Depop to deepen its consumer-to-consumer business. Whether this momentum holds through 2026 will depend on consumer spending and how much further eBay can push its take rate without alienating sellers.

Frequently Asked Questions

Sources

eBay Inc., "Fourth Quarter and Full Year 2025 Results" (Feb 2026) — PR Newswire / eBay Inc. · EcommerceBytes, "eBay Grows GMV 10% in Q4 2025" (Feb 2026) — link · Capital One Shopping, "eBay Statistics 2026" — link · Chargeflow, "eBay Statistics 2025" — link · Electro IQ, "eBay Statistics" — link · Expanded Ramblings, "eBay Statistics" — link · Link My Books, "How Many Sellers Are on eBay" — link. Figures reflect the latest available data as of June 2026; category-mix splits are independent estimates, as eBay does not publish exact category GMV.