Is Selling on eBay Worth It in 2026? Pros & Cons Explained

As we head into 2026, eBay remains one of the world’s largest online marketplaces – with roughly 18.3 million sellers and 134 million active buyers globally. In the U.S., eBay holds about a 3% share of retail e-commerce, behind Amazon’s ~37%. The platform’s 2024 results show annual revenue of about $10.3 billion (up 2% YoY) and gross merchandise volume (GMV) of $74.7 billion. This stability – with consistent growth in GMV and advertising revenue (e.g. $434 million in Q4 2024, +18% YoY) – suggests eBay will still be a major destination in 2026, especially for sellers of electronics, fashion, collectibles, and used goods. However, Amazon, Walmart, and even Apple outpace eBay in scale. The rest of this guide breaks down eBay’s fee structure, audience reach, tools, and protections in 2026, and compares it to other channels (Amazon, Etsy, Shopify) so you can decide if eBay is right for you.

eBay Marketplace Overview: Size, Buyers & Sellers

• Buyer base: ~134 million active global buyers (2024). eBay users skew older and male: 49% of shoppers are age 35–64 and over 60% are male. Heavy users spend ~$3,000/year on eBay, and roughly half of purchases on eBay involve free shipping (71% in 2024) – making shipping policies crucial. eBay’s U.S. platform remains very popular: roughly one-third of its sellers and buyers are in the US.

• Seller base: ~18.3 million active sellers worldwide. About 31% of sellers are U.S.-based and 29% in the UK. This includes hobbyists (“accidental entrepreneurs”) and small businesses: roughly 76% of sellers say eBay helped them expand their business. Many long-time eBay users appreciate that 80% of products on eBay are new (only 12% via auction), reflecting eBay’s shift to mostly fixed-price listings.

• Traffic & engagement: eBay gets ~722 million visits per month, with an average session ~6.8 minutes. Over 60% of GMV involves a mobile touchpoint, so mobile-friendly listings are essential. eBay’s app is the 4th most-downloaded shopping app in the US. In 2024 eBay was the 4th most-visited e-commerce site (after Amazon, Walmart, Craigslist), showing strong site traffic.

• Top categories: Electronics & accessories (16.4% of sales) and Fashion (clothing, shoes, jewelry) are largest categories, along with Auto parts and Collectibles. Collectibles (trading cards, memorabilia) have boomed, aided by eBay’s expanded authenticity services. Over three-quarters of eBay sales are now fixed-price, not auctions.

Together, these stats show eBay’s niche: a large, global audience, especially strong in mid-aged and male demographics. It’s often the go-to for electronics, fashion, used goods, and niche collectibles. If your products fit those categories and U.S./UK/Europe markets, eBay’s reach can be valuable.

eBay Fees and Selling Costs (2025 Update)

Selling on eBay involves insertion fees and final-value fees, plus any optional fees (upgrades, advertising). In 2025 eBay adjusted fees upward to fund platform improvements. Key points:

• Free listings allowance: Every seller gets 250 free “Good ‘Til Canceled” listings per month (more if you have a Stores subscription). After that, insertion fees are $0.35 per listing. Free listings reset monthly. This is generous for casual sellers or small inventories. (If you relist or use multiple categories, additional insertion fees apply.)

• Final Value Fees (FVF): For most categories, eBay charges 13.6% of the sale price on items up to $7,500, plus 2.35% on any portion over $7,500. There’s also a $0.30 per-order fee (for orders up to $10) or $0.40 (over $10). Some categories differ slightly: for example, books/music/TV carry 15.3%, and women’s handbags 15% (up to $2,000 sales). Overall, expect FVF ~13–15% on most items (plus the flat per-order fee).

• Fee increases: In early 2025 eBay raised FVF by up to +0.35% in many categories. For example, the 13.25% rate went to 13.6%. This increase is a mild headwind for sellers; eBay says it’s to fund new tools and protections. Keep in mind: sellers with an eBay Store pay lower rates – e.g. a Basic Store final-value fee might be ~12.7% instead of 13.6% on the same item. For high-volume sellers, subscribing to a store (even Starter or Basic) can offset some of the fee bump.

• Other fees: eBay has a small “regulatory fee” on some items in the US, and cross-border selling can add 2% international fees. Optional upgrades (e.g. gallery plus, bold title) cost extra. Unlike Amazon or Shopify, eBay does not charge extra for payment processing – eBay’s Managed Payments covers that (with a ~2.5–3% processing fee included in the FVF). Overall, eBay’s total take rate (~12–15%) is similar to Amazon’s average referral fees, but higher than Etsy’s ~6.5% (though eBay offers a much larger audience).

Fee impact: eBay fees can add up, especially on big-ticket or high-volume items. Remember to factor ~14% (plus $0.30) into pricing. For big sellers, the Store subscription fees ($8–$60+/month) may be worthwhile to reduce FVF. For casual sellers, the 250 free listings are a boon, but watch out for insertion fees after that. If you need a fee calculator, see our Guide to eBay Selling Fees for details.

Buyer Demographics & Market Reach on eBay

eBay’s customer base is quite distinct from other platforms:

• Age and gender: Roughly 49% of eBay shoppers are age 35–64 – a slightly older audience than Amazon’s. Only about one-quarter are Millennials/Gen Z. Over 60% of users are male, compared to ~50/50 on Amazon. This means if your products appeal to middle-aged or male buyers (collectibles, tools, electronics), eBay is attractive. For teen or trend-driven goods, Amazon or social marketplaces might be better.

• Geography: eBay’s largest markets are the US, UK, Germany, and Australia. Notably, eBay is the biggest online marketplace in Australia. About a third of sellers/buyers are U.S.‍-based. If you’re shipping globally, eBay’s built-in Global Shipping Program (for international sales) can simplify cross-border orders (you ship to a US hub, eBay handles customs).

• Customer spend: eBay features many “power sellers” – super-users who spend ~$3,000/year each. These heavy buyers often seek high-value items and collectibles. In fact, nearly 80% of eBay sellers said they find unique groups of customers on eBay. If your niche appeals to dedicated hobbyists or collectors, eBay’s audience can be very valuable.

Reach vs competitors: By active user count, Amazon (~310M) dwarfs eBay (~132M). However, eBay remains ahead of many retailers like Costco or Best Buy in US e-commerce. Compared to Etsy, eBay’s audience is much larger but less specialized. Shopify stores have no built-in audience – you have to drive all traffic yourself – whereas eBay provides instant marketplace exposure.

(For a deeper dive on how eBay stacks up, see our eBay vs Amazon 2026 Review and Etsy vs eBay Guide which examine user demographics and reach.)

Trust Signals & Seller Protections

eBay has built strong trust and safety features for buyers and sellers, which can influence performance and risks in 2026:

• Buyer trust: eBay Money Back Guarantee covers most transactions, assuring buyers they’ll get a refund if an item never arrives or is “not as described”. eBay also offers Guaranteed Delivery (promising on-time delivery dates to buyers) and has expanded Authentication programs (for sneakers, watches, handbags) to bolster confidence in expensive purchases. The legacy feedback system is still active: sellers with Top Rated Status get a green checkmark and more visibility. These trust signals help buyers feel safe buying from lesser-known sellers, which can benefit new eBay merchants.

• Seller protections: eBay’s seller policies protect against unfair buyer behavior. If a buyer acts abusively or files fraudulent claims, eBay may remove related negative feedback or defects. Sellers can also deduct up to 50% from refunds if a returned item is damaged by the buyer. Importantly, eBay adjusts seller metrics for issues outside the seller’s control: on-time tracking scans will negate “late shipping” defects, even if the package arrived late. For international sales via eBay’s programs, sellers are protected from lost/damaged claims once the item reaches the U.S. hub. In short, eBay tends to side with the buyer on “item not as described” issues (encouraging better listings), but also shields honest sellers from defective policies and buyer misuse.

These trust and protection policies mean new sellers don’t carry as much risk as on some platforms – disputes can be resolved in the seller’s favor if they follow eBay’s rules. (See also our Seller Protection & Policy Guide for details.)

Advertising and Marketing Tools

eBay has expanded its promotional features to help sellers increase visibility:

• Promoted Listings: This pay-per-sale ad program lets you boost listings for a percentage fee (usually 1–20%) when items sell. In late 2024 eBay said advertising revenue grew sharply (Promoted Listings and other ads brought in $445M in Q4). Most sellers use standard Promoted Listings, but if you’re a high-volume seller you may also qualify for Offsite Ads (adverts on external sites or in apps). These cost 5–12% of the sale if the buyer clicks through, but there’s no upfront fee.

• Other seller tools: eBay’s Seller Hub offers built-in analytics (traffic, sales, keyword performance) free of charge. Sellers often use third-party tools as well (e.g. Turbo Lister, InkFrog, ZIK Analytics) to optimize listings and titles. eBay also supports promotions like markdown sales, coupons, and “My eBay Rewards” badges for good sellers.

• Marketing insights: eBay’s Product Research (formerly Terapeak) provides 3 years of sales data and pricing trends – free in Seller Hub. This helps you find hot products and price competitively.

In short, eBay’s advertising ecosystem is robust (and growing), but costs can eat margins. Balancing ad spend with organic reach (through SEO-friendly titles and images) is key. If you plan to heavily promote listings, incorporate those costs into pricing.

Shipping & Fulfillment Options

Shipping reliably and affordably is crucial. eBay offers multiple fulfillment options:

• Carrier integrations: eBay’s platform lets sellers buy USPS, FedEx, or UPS labels at discounted rates. You can also use eBay’s own shipping centers or drop-ship from suppliers. Because eBay now controls the checkout (Managed Payments), shipping fees (even third-party labels) are included in FVF calculations. eBay’s global logistics offers like eBay Standard Envelope (for media items) and International Shipping Program simplify bulky or cross-border orders.

• Guaranteed Delivery: Sellers in the US can opt in to eBay’s Guaranteed Delivery program, promising 1–3 day delivery. eBay then guarantees the date or reimburses shipping if late. Early tests show it boosts conversion, though faster shipping may require carriers like USPS Priority or UPS.

• Global Shipping Program: For international buyers, eBay’s Global Shipping Program (GSP) handles customs and returns. You ship to a US shipping center, and eBay/Ups ship globally on your behalf. GSP is more expensive for buyers but gives you access to markets (Europe, Asia) without as much hassle.

• Managed Delivery (Fulfillment): eBay has been piloting a Fulfillment by eBay service (“Managed Delivery”) for high-volume sellers (originally announced in 2019). This lets qualifying sellers store inventory in eBay-run warehouses for fast shipping. If it fully launches, it could parallel Amazon’s FBA by boosting shipping speed and giving access to 2-day shipping badges. In 2026, keep an eye on whether this program expands beyond its pilot, as it could greatly benefit sellers of popular items (electronics, home, fashion).

Currently, most eBay sellers handle shipping themselves (or via 3PLs). eBay’s tools (order management, label printing, tracking) are fairly mature. Key tradeoff: faster or free shipping (offered by Paid or Top Rated Sellers) can improve ranking and buyer trust, but eats into profit. Compare costs: eBay shipping labels are cheaper than retail, but not as subsidized as Amazon Prime. Use eBay’s shipping calculator and consider running shipping promotions (like free shipping) to win the Buy Box on eBay search.

eBay vs Other Platforms (Amazon, Etsy, Shopify)

• vs Amazon: Amazon is a behemoth (37.6% US market share) and suits sellers who want huge scale and fulfillment (FBA). Amazon’s fees are roughly comparable (~15% plus $1.80 per item) but it also charges for FBA storage or Prime eligibility. eBay, in contrast, has no subscription necessary, allows auctions, and often cheaper shipping (no mandatory Prime). However, Amazon customers expect fast Prime shipping and brand-new items; eBay customers are more accepting of used or varied-condition goods. eBay is generally better for niche, collectible, or price-sensitive markets, whereas Amazon is best for mass-market new products and brand-building. (See our Amazon vs eBay Seller Guide for a full breakdown.)

• vs Etsy: Etsy targets handmade, vintage, and craft markets. Its fees are lower (6.5% transaction + $0.20 listing fee) and community more artisanal. If your products are handmade/vintage/unique, Etsy’s audience is likely a better match. eBay’s audience is broader, covering everything from tech gadgets to auto parts. For general merchandise or large volumes of inventory, eBay’s bigger scale wins. A key difference: Etsy controls what you sell (mostly handmade), while eBay allows both handmade and mass-produced goods. Sellers often use both channels: Etsy for artisan lines, eBay for generic or excess inventory.

• vs Shopify: Shopify isn’t a marketplace at all but a website builder. Shopify gives full control over branding, customer data, and design, and integrates easily with social media and physical POS. But Shopify has no built-in customer base – you pay monthly ($29+), and you must drive your own traffic via marketing. eBay offers instant access to millions of shoppers, with no setup or hosting fees. The trade-off: on eBay you don’t control the customer relationship (the sale happens on eBay’s site) and you can’t fully customize your storefront. As one reviewer puts it: “eBay is great for quick, global access with easy setup but faces high competition and offers limited control over branding”. A typical small business might sell on eBay to grab sales fast, while using Shopify for a branded store and loyal customer base.

Pros of Selling on eBay in 2026

• Huge built-in audience: Millions of buyers worldwide. You can list a product and instantly reach a global market, without needing marketing budgets or SEO.

• Low startup costs: No monthly fee (unless you choose a store), and 250 free listings per month. Ideal for beginners or testing products.

• Flexible listing formats: Both auction and fixed-price (“Buy It Now”) are available. Auctions can sometimes fetch premium prices for collectibles. eBay also supports local classifieds (cars, real estate) and bundles.

• Diverse product mix: You can sell almost anything (except prohibited items). New, used, refurbished, refurbished – eBay buyers expect variety. 88% of eBay listings are new items, so it’s no longer just “used stuff”.

• Established trust and analytics: eBay’s rating system and Money Back Guarantee can boost buyer confidence. Sellers get detailed analytics and free research tools. Over 90% of eBay sellers say the platform helped them find new customers.

• Seller support: eBay provides seller protections (against fraud/defects) and has many online forums and help docs. 76% of sellers say eBay helped them expand to new markets.

• Mobile & tech-savvy: eBay’s app and site are mobile-friendly, and features like AI-powered bulk listing (launched 2025) speed up work.

In summary, eBay in 2026 can be highly profitable for those who leverage its scale and tools. If you have popular, well-priced inventory and can navigate its policies, eBay provides a quick path to broad exposure.

Cons of Selling on eBay in 2026

• Intense competition: Millions of sellers means your listings can get lost. Standing out requires optimized titles, excellent photos, or ads. As one source notes, eBay’s “open marketplace” is very crowded.

• Fees and costs: As noted, eBay takes ~12–15% of each sale. For high-volume sellers this adds up. Recent fee hikes (2025) have squeezed margins. There are also unadvertised costs: returns (with no-restocking refund), shipping labels, and potential promotions or coupon costs. Compared to an indie Shopify store (which may pay only payment fees plus fixed subscription), eBay’s variable fees can feel steep.

• Branding & customer data: You cannot easily build a brand on eBay. The checkout is on eBay, buyers don’t necessarily see your website, and you can’t capture much email or marketing data. As Gelato notes, eBay offers “less control over your brand presentation and customer relationship”. For businesses aiming to build a dedicated customer base, this is a drawback.

• Policy changes & disputes: eBay’s rules can change with little notice, and the platform tends to side with buyers on disputes. Sellers have reported frustration that cases often default to the buyer’s favor (even if seller listed clearly) – although protections exist, it still requires vigilance. Any glitch (late tracking scan, sudden policy) can impact seller metrics. The learning curve is real: ignoring eBay’s fine print (e.g. on returns) can lead to fees and defects.

• Logistics for some products: If you sell oversized or heavy items, fees and shipping hassles on eBay can be a deterrent. International sales via eBay’s programs add extra costs (GSP fees or currency conversions). In comparison, an own e-commerce site (Shopify) or a wholesale model might offer more margin flexibility.

• Slower growth potential: eBay’s market is relatively mature. Unlike Amazon which aggressively acquires new customers (AWS, ads, Prime), eBay’s growth has been modest (flat revenue ~ $10B/year). Some niches might plateau.

In short, the main cons of eBay in 2026 are fees, competition, and limited control. Sellers seeking a turnkey, quick-sale platform will like eBay, but those wanting full branding or the lowest possible fees might lean toward alternatives.

Who Should Consider eBay in 2026?

eBay is worth it for:

• Casual and part-time sellers: Those just starting an online side-hustle (selling household goods, collectibles, crafts) will appreciate the low startup barrier. The free listings and existing audience mean you can list and sell with minimal upfront investment.

• Brick-and-mortar retailers: Traditional stores looking to move inventory online quickly often add eBay as a sales channel (especially for clearance items or niche products). It instantly gives them an online storefront without building a website.

• Sellers of used/collectible items: If you specialize in antiques, trading cards, secondhand electronics, or rare finds, eBay’s audience will come looking. eBay’s authenticity programs and auction format cater to this market.

• Small businesses testing new markets: Sellers experimenting with overseas expansion can use eBay’s global reach (through eBay International Shipping) without huge logistical setup.

• Tech-savvy volume sellers: Those who can leverage bulk tools, analytics, and competitive pricing can do very well. eBay is a data-driven marketplace, so sellers who use repricers, feed automation, or inventory managers can scale on eBay.

eBay may not be best for:

• Pure brand businesses: If you’re building a lifestyle or luxury brand and want customers to have a unified brand experience, Shopify (or a direct-to-consumer site) might be better. eBay’s marketplace model dilutes brand identity.

• Handmade/craft-only sellers: If all you sell is handcrafted or vintage items, Etsy or even a custom Shopify store (targeting that niche) might reach your ideal audience more directly, often with lower fees.

• High-end new goods: Sellers of premium new electronics or appliances may find Amazon’s FBA ecosystem (Prime shipping, global fulfillment) smoother. eBay buyers often look for deals, so full-price premium brands can be a harder sell (unless you use “Certified Refurbished” programs).

• Volume without margin: If your business model relies on razor-thin margins, eBay’s fees could make profitability challenging. In that case, direct channels (Shopify) or wholesaling might be safer.

Conclusion: Is eBay Worth It in 2026?

In 2026, eBay remains a powerful option, especially for reach and ease of entry. Its large buyer base and improving seller tools make it attractive for many sellers. Compared to Amazon, eBay is less about scale and more about niche, variety, and flexibility. The costs and competition are real downsides, but if your products and business style align with eBay’s strengths, it can be very profitable.

Who should choose eBay? If you’re a new seller looking to tap into an existing audience without building a website, or if you sell collectibles, secondhand goods, or discounted inventory – eBay is likely worth it. Sellers who need global reach quickly (see Selling Globally on eBay) or who benefit from auction-style selling will find unique value here.

Who might choose something else? If you need full branding control, or you’re selling entirely handmade goods, platforms like Shopify (for a custom store) or Etsy (for crafts) may serve you better. High-volume, full-price brands may still turn to Amazon FBA for its logistics and subscriber base, despite Amazon’s fierce fees and competition.

In summary, selling on eBay in 2026 has clear pros and cons. For many small-to-medium sellers, eBay’s market access and tools outweigh its downsides. But as always, the “best” platform depends on your products, customers, and business goals. Evaluate eBay’s fee structure, audience, and policies carefully – and if they fit your strategy, eBay can be a very valuable sales channel going into 2026.