eBay’s competitors, as its own annual report lists them, are the large ecosystems Amazon, Alibaba, Alphabet (Google), Apple and Meta; social and classified selling such as Facebook Marketplace, Instagram and TikTok; comparison sites such as Google Shopping; seller tools such as Shopify; specialist marketplaces in its focus categories; and, newly, AI agents and chatbots that can send shoppers elsewhere. eBay itself reported $11.1 billion of net revenue and $79.6 billion of gross merchandise volume (GMV) in fiscal 2025, with 135 million active buyers at the end of 2025.
eBay says it competes on price, selection, services, technology and reach, against retailers, marketplaces, search engines, social media and AI tools (eBay 10-K, fiscal 2025).
02
Competition for sellers
Sellers can list on general marketplaces such as Amazon and Alibaba, use multichannel tools such as Shopify, sell through social media or run their own sites.
03
Competition for advertising
Promoted Listings, eBay's first-party ads, earned $1,993 million in fiscal 2025. eBay warns sellers may shift spend to off-platform options, including AI agents and chatbots.
04
Low barriers
The 10-K says rivals can launch platforms at nominal cost with off-the-shelf software or by partnering with large search, social or ecommerce firms.
What changed in 2025-26
Buying a Gen Z rival
eBay completed the purchase of Depop, the C2C fashion resale marketplace, on 30 July 2026 for $1.4 billion in cash including a preliminary price adjustment (eBay 10-Q, Q3 2026). In 2025 it also bought Tise, a C2C social marketplace in Oslo, and Caramel, an online car-transaction service.
In its fiscal 2025 10-K eBay added AI-powered tools, such as agents and chatbots, to its list of competitors, and warned that if its platforms are not optimised for AI agents it could see less traffic.
Growth while cutting staff
Third-quarter 2026 GMV rose 15% to $23.2 billion and net revenue 14% to $3.2 billion (eBay 10-Q, Q3 2026). On 20 October 2026 eBay announced a restructuring that cuts about 9% of its global workforce, with $130-150 million of expected charges (eBay 8-K).
Trade rules reshuffle cross-border selling
The US ended the de minimis exemption for all parcels from 29 August 2025, which eBay says raises cost and compliance for cross-border sellers. Platforms built on cheap direct imports face the same rule.
eBay's competitors, grouped as eBay describes them (10-K, fiscal 2025)
Large ecosystems
Named examplesAlibaba, Alphabet (Google), Amazon, Apple, Meta
Why eBay sees a threatBigger, more resources, and ecosystems that keep users locked in
Social and classifieds
Named examplesFacebook Marketplace, Instagram, TikTok
Why eBay sees a threatYounger buyers may prefer these formats to fixed-price and auction listings
Search and comparison
Named examplesGoogle Shopping, horizontal search engines
Why eBay sees a threatCan divert shoppers to other destinations
Seller channels
Named examplesShopify, sellers' own sites
Why eBay sees a threatSellers can sell and advertise without eBay
AI tools
Named examplesAI agents and chatbots
Why eBay sees a threatShape product discovery and can move ad spend off eBay
What it means for you
Sellers: list in eBay's focus categories (collectibles, motor parts, refurbished, luxury) where it invests most, and keep a second channel.
Builders: niche communities are where eBay admits specialists can beat it; depth in one category is a real wedge.
Marketers: make listings readable by AI agents, with clean titles, attributes and prices, since agents increasingly choose the shop.
Investors: watch take rate and GMV together; eBay's fiscal 2025 take rate was 13.94%.
Everyone: track how Depop's integration goes; it is eBay's biggest bet on younger resale buyers.
The Business Engineer lens
eBay’s own filing now lists AI agents next to Amazon as a competitor, which shows where marketplace power is moving: from the destination to whoever controls the shopper’s query. The Business Engineer view is that marketplaces must win inside agentic funnels, not just on their own home page.
eBay's fiscal 2025 10-K names Alibaba, Alphabet (Google), Amazon, Apple and Meta as larger rivals, plus Facebook Marketplace, Instagram, TikTok, Google Shopping, Shopify and AI agents and chatbots.
The complete explainer, cleaned up and reformatted for mobile.
eBay’s competitors include leading online marketplaces like Amazon, Walmart Marketplace, and Etsy, offering a wide range of products. Auction and bidding platforms such as ShopGoodwill and DealDash provide unique shopping experiences. Consumer-to-consumer marketplaces like Craigslist and Facebook Marketplace facilitate local trading, while specialty and niche marketplaces like Reverb, StockX, and Newegg cater to specific product categories.
eBay competitor groups. GMV ($73.2B) is for fiscal 2023, from eBay’s 10-K; fiscal 2025 figures are in the guide above. Analysis by The Business Engineer.
Description. A multinational e-commerce and technology company that offers a wide range of products, services, and online marketplace operations. Amazon competes with eBay in the e-commerce market.
Key Insights.Amazon provides an extensive online marketplace where users can buy and sell new and used items, alongside its other retail and tech services.
Competitive Overlap. Both compete in the e-commerce market, offering platforms for buying and selling products, but Amazon has a broader range of services and products.
Differentiation. Amazon’s vast product catalog, Prime membership, and fulfillment services.
Description. A Chinese multinational conglomerate specializing in e-commerce, retail, internet, and technology. Alibaba competes with eBay in the global e-commerce market, with a strong presence in China.
Key Insights. Alibaba operates various e-commerce platforms, including Taobao and Tmall, connecting buyers and sellers in China and globally.
Competitive Overlap. Both compete in the global e-commerce market, but Alibaba has a significant focus on the Chinese market and cross-border e-commerce.
Differentiation. Alibaba’s dominance in the Chinese e-commerce market and cross-border trade.
Walmart
Description. A multinational retail corporation that offers a wide range of products, both in physical stores and through its e-commerce platform. Walmart competes with eBay in the online retail and marketplace space.
Key Insights. Walmart offers an e-commerce platform where customers can purchase products directly from Walmart or from third-party sellers.
Competitive Overlap. Both compete in the online retail and marketplace space, providing a platform for third-party sellers, but Walmart also has physical stores.
Differentiation. Walmart’s hybrid approach with physical stores and online marketplace.
Etsy
Description. An online marketplace known for its focus on handmade, vintage, and unique products created by independent artisans and sellers. Etsy competes with eBay in the niche market for handmade and vintage items.
Key Insights. Etsy specializes in connecting artisans and sellers with customers seeking unique, handmade, and vintage products.
Competitive Overlap. Both compete in the online marketplace space, but Etsy’s niche is focused on handmade and vintage items.
Differentiation. Etsy’s niche marketplace for unique and artisanal products.
Rakuten
Description. A Japanese e-commerce and online retail company that operates a diverse range of services, including an online marketplace. Rakuten competes with eBay in the global e-commerce market.
Key Insights. Rakuten offers an online marketplace where users can buy and sell products, along with various other services, including e-books, streaming, and financial services.
Competitive Overlap. Both compete in the global e-commerce market, offering online marketplaces, but Rakuten has a broader range of services.
Differentiation. Rakuten’s diverse ecosystem of online services and entertainment.
Overstock.com
Description. An online retailer and marketplace that offers a variety of products, including furniture, home decor, and electronics. Overstock.com competes with eBay in the online marketplace space.
Key Insights. Overstock.com provides an online marketplace for sellers to offer various products to customers, with a focus on furniture and home goods.
Competitive Overlap. Both compete in the online marketplace space, offering a platform for sellers, but Overstock.com has a specific focus on home goods and furniture.
Differentiation. Overstock.com’s specialization in furniture and home decor.
Mercari
Description. A Japanese e-commerce company and mobile marketplace app that allows users to buy and sell a wide range of products. Mercari competes with eBay in the mobile marketplace and resale market.
Key Insights. Mercari operates a mobile marketplace app that enables users to list and purchase a variety of products, including electronics, clothing, and collectibles.
Competitive Overlap. Both compete in the mobile marketplace and resale market, offering platforms for buying and selling used items.
Differentiation. Mercari’s mobile-centric approach and focus on simplicity.
Craigslist
Description. An online classified advertisements platform that allows users to post listings for various goods and services. Craigslist competes with eBay in the online classifieds and local marketplace space.
Key Insights. Craigslist provides a platform for users to post local classified ads for items, services, housing, and jobs.
Competitive Overlap. Both compete in the online classifieds and local marketplace space, but Craigslist focuses on local listings and transactions.
Differentiation. Craigslist’s simplicity and emphasis on local listings.
Facebook Marketplace
Description. An online marketplace integrated with the Facebook platform that allows users to buy and sell products locally and nationally. Facebook Marketplace competes with eBay in the online marketplace and classifieds space.
Key Insights. Facebook Marketplace provides a platform for users to list and discover products for sale within their local communities and beyond.
Competitive Overlap. Both compete in the online marketplace and classifieds space, with Facebook Marketplace leveraging the social network’s user base.
Differentiation. Facebook Marketplace’s integration with the Facebook social network.
OfferUp
Description. An online mobile marketplace app that enables users to buy and sell a variety of products locally and nationally. OfferUp competes with eBay in the mobile marketplace and local resale market.
Key Insights. OfferUp operates a mobile app that facilitates the buying and selling of used items, with an emphasis on local transactions and user ratings.
Competitive Overlap. Both compete in the mobile marketplace and local resale market, offering platforms for buying and selling secondhand items.
Differentiation. OfferUp’s mobile-first approach and focus on local transactions.
General Online Marketplaces:
Amazon: A leading global online marketplace for various products.
Walmart Marketplace: Walmart’s online marketplace for sellers.
Etsy: An online marketplace for handmade and vintage items.
Auction and Bidding Platforms:
ShopGoodwill: An online auction platform operated by Goodwill Industries.
DealDash: An auction-based shopping site offering deals on various products.
Listia: An online marketplace for trading and auctioning goods.
Consumer-to-Consumer (C2C) Marketplaces:
Craigslist: A classified advertisements website for various local services and items.
Facebook Marketplace: A platform for buying and selling items within Facebook.
Letgo: A mobile marketplace for buying and selling secondhand items.
Specialty and Niche Marketplaces:
Reverb: An online marketplace for musical instruments and gear.
StockX: A marketplace for sneakers, streetwear, and collectibles.
Newegg: An online retailer specializing in electronics and computer hardware.
Key Highlights
General Online Marketplace Competition: eBay competes with Amazon, Walmart Marketplace, and Etsy, which offer a wide range of products and services to online shoppers.
Auction and Bidding Platforms Rivals: Auction-based platforms like ShopGoodwill and DealDash provide unique shopping experiences, engaging users in bidding and securing deals.
Consumer-to-Consumer (C2C) Marketplaces Challengers: Craigslist and Facebook Marketplace are competitors in the C2C marketplace space, enabling local trading and exchanges between individuals.
Specialty and Niche Marketplaces Alternatives: Specialty platforms like Reverb (musical instruments), StockX (sneakers and streetwear), and Newegg (electronics and hardware) cater to specific product categories and enthusiast communities.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
