eBay Live Could Become a Major Growth Engine
eBay's Authenticity Guarantee, advertising monetization, and managed payments have helped drive its recent performance. A Morgan Stanley analyst reportedly sees eBay Live as a hidden growth lever behind strong gross merchandise volume growth. The author believes live commerce can lift eBay's core business and help transform the platform into a more habitual product-discovery destination.
eBay introduced its first Live shopping event in June 2022. After that format gained traction in the United States, the company extended it to other markets. Morgan Stanley analyst Nathan Feather reportedly described eBay Live on October 12 as an overlooked driver of strong gross merchandise volume growth. The article also notes that Authenticity Guarantee, ad monetization, and managed payments have supported eBay's performance since 2021.
The author argues that live commerce can do more than add direct sales. It may strengthen eBay's core marketplace and help shift the site from a place people visit mainly to buy specific items into a more regular product-discovery destination.
If live commerce expands, consumers may spend more time in interactive shopping formats, which could make product discovery more engaging but also encourage impulse purchases. Small and independent sellers might gain broader reach and new ways to demonstrate authenticity, while platforms could face greater scrutiny over trust, returns, and moderation. The overall effect may depend on whether eBay balances entertainment value with reliable buyer protections and transparent seller practices.