If e-commerce platforms were cities, eBay would be a historic metropolis with diverse commercial ecosystems. It hosts both Amazon-like skyscrapers and numerous niche boutiques. But how vibrant is this "old city" today? What new characteristics define its marketplace? This analysis examines eBay's user demographics, sales trends, and seller dynamics based on recent Oberlo data.
I. eBay User Base and Shopping Behavior
1. User Base
As of Q3 2022, eBay maintains 135 million active buyers across 190 markets—defined as users completing at least one purchase in the past 12 months. However, quarterly and annual declines of 2.2% and 11.2% respectively suggest intensifying competition and consumer diversification.
2. International Market Dominance
Over half of eBay's Gross Merchandise Value (GMV) originates from cross-border transactions. The platform is enhancing international seller tools with multimedia features to attract global buyers.
3. Mobile Engagement
eBay's U.S. mobile app outperforms competitors with 367,000 monthly active users. Its Android version ranks as Google Play's fourth-most popular shopping app, boasting 160,000 daily users. Despite launching in 2008, the app gained 1 million new downloads in October 2022 alone, confirming mobile's critical role in user acquisition.
II. Top-Performing Product Categories
1. Electronics & Accessories
Leading at 16.4% of total sales, this category reflects search behavior patterns. Notably, five of eBay's 12 best-selling electronics feature Bluetooth connectivity.
2. Apparel & Accessories
Accounting for 16% of sales, this segment demonstrates sustained fashion demand. Sellers must track trends to refresh inventories accordingly.
3. Other Key Categories
Automotive parts (11%), health/beauty (9%), and sports/outdoor gear (9%) complete the top five, indicating strong demand for maintenance, self-care, and recreational products.
III. Marketplace Inventory and Sales Volume
With 1.7 billion active listings—averaging 12+ options per buyer—eBay's competitive landscape requires optimized product pages and superior service. Q1 2021 saw $27.5 billion GMV (62.2% internationally), achieving 29.2% annual growth despite modest quarterly gains. Platform revenue exceeded $3 billion, marking the fastest growth since 2005.
IV. Mobile Commerce Impact
Mobile contributes 63% of GMV, with over half of transactions involving pre-purchase mobile browsing. This underscores mobile optimization as a priority for sellers.
V. Advertising Adoption
940,000 sellers utilize eBay's Promoted Listings across 250 million products. This feature generated $89 million in Q2 2019 (130% YoY growth), proving its effectiveness for visibility.
VI. Free Shipping Strategy
While 71% of listings offer free shipping, sellers must weigh logistics costs—particularly for bulky or remote deliveries—against conversion benefits.
VII. New vs. Used Goods Performance
Though 80% of listings are new, used items sell better globally (50% vs. 33% sell-through). The U.S. reverses this trend (56.3% new vs. 39.8% used), highlighting regional preferences.
VIII. Seller Geographic Distribution
U.S. (28%) and U.K. (25%) sellers dominate, followed by China (17%) and Germany (16%). These four markets represent 86% of eBay's seller base, with Australia contributing just 3%.
IX. Strategic Recommendations
Key takeaways for sellers:
- Leverage international tools to expand cross-border sales
- Enhance listings with high-quality visuals and SEO-rich descriptions
- Prioritize mobile-friendly store design
- Utilize Promoted Listings judiciously
- Monitor category trends and regional preferences
- Differentiate through exceptional customer service
Despite market pressures, eBay remains a viable marketplace for sellers who adapt to its evolving dynamics and diverse buyer needs.