
eBay is the flagship online marketplace of eBay Inc. (NASDAQ: EBAY), a publicly traded company headquartered in San Jose, California. Founded in 1995 by Pierre Omidyar as AuctionWeb, the marketplace hosts about 2 billion live listings and generated $79.6 billion in gross merchandise volume in FY2025.
| Brand | Parent Company | Ownership Type |
|---|---|---|
| eBay | eBay | Brand division |
Pierre Omidyar launched AuctionWeb in September 1995; the first sale was a broken laser pointer for $14.83. The site was renamed eBay in 1997 and went public in 1998 under CEO Meg Whitman.
The platform grew into a global marketplace through the 2000s, acquiring PayPal in 2002 (spun off 2015) and StubHub in 2007 (sold 2021).
Under CEO Jamie Iannone since 2020, eBay refocused on focus categories, recommerce, and AI selling tools like Magical Listing, and added Depop, TCGplayer, and Goldin to its portfolio.
Who owns eBay?
eBay is publicly traded on NASDAQ under ticker EBAY. The company has a broad institutional and retail shareholder base with no controlling shareholder. Jamie Iannone serves as CEO, having been appointed in April 2020. The company returned over $3.0 billion to stockholders in FY2025 through share repurchases and dividends.
Is eBay publicly traded?
Yes, eBay is publicly traded on NASDAQ under ticker EBAY. The company has been publicly traded since its IPO in September 1998. In Q2 2026, eBay returned $448 million to stockholders including $310 million in share repurchases and $138 million in cash dividends, with approximately $2.0 billion remaining under the repurchase authorization.
Who is the CEO of eBay?
Jamie Iannone has served as CEO of eBay since April 2020. Under his leadership, eBay has focused on three strategic priorities: Focus Categories, C2C, and recommerce. Iannone previously held leadership roles at Walmart e-commerce and Sams Club, bringing extensive e-commerce and retail experience to the position.
When was eBay founded?
eBay was founded on September 3, 1995, by Pierre Omidyar in San Jose, California, originally under the name AuctionWeb. The first item sold was a broken laser pointer for $14.83. The company was renamed eBay in 1997 and went public in September 1998. eBay celebrated its 30th anniversary in 2025.
What is eBay's annual revenue?
eBay reported FY2025 revenue of $11.1 billion, up 8% year-over-year, with GMV of $79.6 billion, up 7% year-over-year. In Q1 2026, revenue was $3.1 billion (up 19% YoY) and in Q2 2026, revenue was $3.1 billion (up 15% YoY). The company generated $2.0 billion in operating cash flow and $1.5 billion in free cash flow in FY2025.
What brands does eBay own?
eBay owns its core online marketplace (eBay.com), connecting approximately 135 million active buyers with sellers globally. In July 2026, eBay completed its acquisition of Depop, a C2C fashion marketplace with a Gen Z and Millennial audience, from Etsy for approximately $1.4 billion. eBay previously owned PayPal (spun off 2015), StubHub (sold to Viagogo in 2021), and classifieds businesses (sold to Adevinta in 2021).
What is the Depop acquisition?
In February 2026, eBay announced a definitive agreement to acquire Depop, a leading C2C fashion marketplace, from Etsy for approximately $1.2 billion in cash. The transaction closed on July 30, 2026, with eBay paying $1.4 billion in cash inclusive of purchase price adjustments. Depop strengthens eBay's leadership in circular fashion and recommerce and deepens its reach with younger, fashion-forward consumers.
What controversies has eBay faced?
eBay faced a major scandal in 2020 when former employees were charged with cyberstalking a couple who operated an e-commerce newsletter critical of eBay, resulting in prison sentences and a $3 million settlement. The company also faces ongoing scrutiny regarding counterfeit goods on its platform, which it addresses through authentication services and anti-counterfeiting measures. Platform liability questions persist regarding items sold by third-party sellers.
The marketplace has faced scrutiny over counterfeit listings and platform liability; it answers with its Authenticity Guarantee program covering sneakers, cards, watches, handbags, and jewelry.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| What Not Brands | United States | 2019 | Mass market | United states | All Genders | |
| Amazon | USA | 1995 | Mass market | Global | All Genders | |
| Coupang | USA (corporate) | 2010 | Market leader | Asia pacific | All-ages | |
| Alibaba | Pakistan | 2012 | Mass market | Asia pacific | All Genders | |
| Coupang | United Kingdom | 2007 | Niche leader | Global | All-ages | |
| Noon | Saudi Arabia | 2016 | Mass market | Regional | All Genders |
Retail EcommerceOwned by What Not Brands Ltd.
Live shopping marketplace where users buy and sell through real-time video auctions across categories including fashion, sneakers, sports cards, and collectibles.
Retail EcommerceOwned by Amazon.com Inc.
American e-commerce marketplace launched in 1995 by Jeff Bezos. The flagship retail brand of Amazon.com Inc. and the largest online retailer in the United States.
Retail EcommerceOwned by Coupang, Inc.
Flagship e-commerce brand of Coupang, Inc., South Korea's largest online retailer, known for Rocket Delivery same-day and dawn delivery logistics.
Retail EcommerceOwned by Alibaba Group Holding Limited
South Asian e-commerce marketplace brand wholly owned by Alibaba Group.
Retail EcommerceOwned by Coupang, Inc.
Global luxury fashion marketplace owned by Coupang, connecting designer boutiques and brands with customers in more than 190 countries.
Retail EcommerceOwned by Noon AD Holdings One Person Company LLC
Middle Eastern e-commerce and delivery brand operated by Noon AD Holdings and jointly backed by PIF and private regional investors.
Market Positioning: eBay competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Looking for brands with different ownership structures? These similar brands are not owned by eBay, giving you alternative choices that support different corporate structures.
Retail EcommerceOwned by What Not Brands Ltd.
Live shopping marketplace where users buy and sell through real-time video auctions across categories including fashion, sneakers, sports cards, and collectibles.
Whatnot is privately owned, unlike eBay which is under a publicly traded parent company.
Retail EcommerceOwned by Noon AD Holdings One Person Company LLC
Middle Eastern e-commerce and delivery brand operated by Noon AD Holdings and jointly backed by PIF and private regional investors.
noon is privately owned, unlike eBay which is under a publicly traded parent company.
Retail EcommerceOwned by Whatnot, Inc.
Live shopping marketplace where sellers auction collectibles, fashion, and more through real-time video streams, valued at $11.5 billion.
Whatnot is privately owned, unlike eBay which is under a publicly traded parent company.
Retail EcommerceOwned by Qoo10 Wish Pte. Ltd.
Discount-oriented mobile marketplace sold by ContextLogic in 2024 and now associated with Qoo10 Wish Pte. Ltd.
Wish is privately owned, unlike eBay which is under a publicly traded parent company.
Retail EcommerceOwned by GWD Concept sp. z o.o.
Polish marketplace for metal posters founded in 2013, majority owned by private equity firm Mid Europa Partners, with more than 40,000 independent artists.
Displate is privately owned, unlike eBay which is under a publicly traded parent company.
Retail EcommerceOwned by Vinted
Lithuanian online marketplace for buying and selling secondhand fashion, accessories, electronics, and home goods globally. Valued at €8 billion in 2026 with 2025 revenue of €1.1 billion and GMV of €10.8 billion.
Vinted is privately owned, unlike eBay which is under a publicly traded parent company.
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