eBay Live Bets on Teleshopping 2.0 and the Data Bets Against It

Bored at the airport and switching on eBay Live for the first time? Ever wondered whether this format is actually working?

Here’s ECDB’s take, backed by data.

The Development: eBay Live Launches in 2022

eBay Live first launched in the US in 2022, aimed at giving eBay’s stagnating marketplace a modern twist. Livestream shopping is all the talk right now and the idea had its roots in the explosive growth of livestream shopping in Asia.

The format came to Europe via the UK in 2024 and was soon followed by Germany. eBay Live is now available in the UK, Germany, Australia, France, Italy and Canada, with more international markets planned. Livestream selling was a showcase at eBay OPEN 2026 in Berlin.

What the Data Says: Liveshopping Has a Hard Time in the West

The short answer: we don’t see live shopping going mainstream in Europe. Here is why:

1. The Evidence in the USA Does Not Support a Major Rise

Three years after launch, eBay’s US GMV is only about 4% above its 2022 level. Live hasn’t changed eBay’s trajectory.

US consumers on pertinent forums reflect real-life opinions on the format:

• Pressure selling: Users describe ten-second bidding windows, hosts begging for bids and constant countdowns, and many call the format predatory or built on impulse and FOMO.

• Overpricing: Users report items selling for well above their retail or resale value: common coins, cheap Barbies, Pokémon cards and handbags. Some suspect shill bidding or bots driving prices up.

• Pervasive marketing: Many people are annoyed by how hard eBay is pushing Live. They describe it taking over the homepage, notifications they can’t switch off, and AI-generated thumbnails cluttering the app.

• Trust issues: Users worry about bait-and-switch sales, poor product descriptions and having no listing to refer back to after a live sale.

• Collectible advantage: A few users see real value in collectibles. One mentions a coin seller who now sells almost exclusively through Live with a solid following. Others name coins, sports cards, Pokémon and comics as categories where it works.

On top of that, one should not forget: Livestreaming has been done before. It's called teleshopping.

2. Teleshopping Formats Are on the Decline in Germany

We indexed GMV to 2021, a good year for teleshopping. The pandemic was still in full swing, and consumers spent much of their time at home in front of a screen. But the picture has changed. German e-commerce recovered and grew past its 2021 level. The teleshopping channels did not.

Note that eBay has every reason to try something new in Germany: Its sales have been going down since 2021 and a fresh format could help win back some of that lost ground.

3. Livestreams Trail Well Behind Shoppable Videos on TikTok Shop

TikTok Shop is the clearest measurable example of live shopping in Europe, and it has the modern twist eBay Live is aiming for. Yet in all four markets, livestreams trail the leader:

It works marginally better in France and Italy than it does for product cards, but the conclusion remains the same: Shoppable videos generate about two-thirds of GMV on all measured European platforms.

What It Means: Europe Is a Tough Nut to Crack for Liveshopping Formats

Live shopping will find a home in Europe. A small one. Collectors already use it, and coins, trading cards and comics are where the format makes sense: rare items, knowledgeable sellers and buyers who know the price before the timer starts.

For most brands, shoppable video is the format to watch. On TikTok Shop, short videos bring in about two-thirds of GMV across all four markets. They give shoppers time to look, compare and decide. A live auction gives them ten seconds.

For eBay, Live is a bet on reaching shoppers it currently misses. Its GMV has shrunk in Germany since 2021 while the market grew. Whether a format with teleshopping’s reputation can win those shoppers back remains doubtable.