eBay's latest quarterly results got a thumbs-up from Wedbush Securities, which says the company's live-shopping format is already generating sales at a multibillion-dollar annualized pace. The investment research firm argues that eBay has more growth engines than many investors may assume, pointing to strength in categories where authenticity and passion matter most.
What happened
In a note following eBay's third-quarter earnings, Wedbush said the results beat expectations. The firm highlighted the company's live-shopping feature, which lets sellers broadcast real-time auctions and product showcases, as a key driver. According to Wedbush, that format is now running at an annualized sales rate in the billions of dollars, helping lift overall activity across eBay's marketplace.
The note also flagged strength in collectibles, luxury goods, refurbished items, and even vehicles. Wedbush said rising activity from US "enthusiast" buyers—people who shop for items tied to hobbies, passions, or niche interests—is adding to the momentum.
Why live shopping matters
Live shopping is not a new concept—it has been popular in parts of Asia for years—but it is still relatively new for Western platforms. The format combines entertainment with commerce: sellers go live on video, show off products, answer questions, and take bids or orders in real time. For a marketplace like eBay, which has long been associated with auctions and secondhand goods, live shopping can make the buying experience more engaging and help sellers move inventory faster.
For eBay, the appeal is that live shopping can attract both buyers and sellers, increasing the number of transactions and the time people spend on the platform. It also plays to eBay's strengths in categories where buyers want to see the item up close and trust the seller—like collectibles, where authenticity is crucial, or luxury goods, where condition matters.
Wedbush's comments suggest that live shopping is becoming a meaningful part of eBay's business, not just a side experiment. The multibillion-dollar annualized run rate indicates that the format is scaling quickly, even if it still represents a fraction of eBay's overall sales.
What it means for investors
For everyday investors, the key takeaway is that eBay may have more growth levers than the market gives it credit for. The company has been working to revitalize its marketplace, focusing on categories where it can differentiate itself from bigger rivals like Amazon. Live shopping, along with strength in collectibles and enthusiast buyers, suggests that strategy is starting to pay off.
However, it's important to keep perspective. eBay operates in a highly competitive e-commerce landscape, and live shopping is still a relatively small part of its business. The multibillion-dollar run rate sounds impressive, but eBay's total annual revenue is in the tens of billions, so live shopping is not yet a dominant driver. Investors should watch whether the format continues to grow and whether it helps improve overall marketplace engagement and margins.
Wedbush's positive note is a signal that at least one research firm sees more upside in eBay than the current stock price may reflect. But as with any single analyst opinion, it's wise to consider the broader picture and not make decisions based on one report alone.
Looking ahead
Investors will likely keep an eye on eBay's next earnings report to see if the live-shopping momentum continues and whether the company provides more details on its growth strategy. The strength in collectibles and enthusiast categories could also be a bellwether for consumer spending on discretionary items, which is always a focus in a shifting economy.
For those interested in how other companies are navigating their own growth challenges, recent earnings reports from Merck and Henkel show how different sectors are managing demand and pricing. And for a look at how consumer spending is evolving, Hershey's recent outlook offers a glimpse into how shoppers are tightening budgets.
Ultimately, eBay's live-shopping push is a reminder that even established platforms can find new ways to grow. Whether it becomes a lasting growth engine or just a niche feature will depend on how well it resonates with buyers and sellers over the long term.
