On November 29, at the Stuttgart Comic Con in Germany,, eBay officially launched the “eBay Live” live shopping service, marking another step in the global layout of this veteran e-commerce giant in the field of live e-commerce.

 Image source: Internet

01

Market Feast: The Booming Development of Global Live E-commerce

Live e-commerce is no longer a regional phenomenon, but a global business wave. According to QYResearch’s research and statistics, the global live e-commerce market is maintaining steady growth, and it is expected that by 2031 the market size will approach 20.99 billion yuan, with a compound annual growth rate of 14.6% over the next six years.

As the birthplace of live e-commerce, China’s online retail sales reached 13.79 trillion yuan in 2022, with physical goods online retail sales accounting for 27.2% of the total retail sales of consumer goods.

The European market also shows huge potential. Germany has 110 million high-spending consumers and an 87% e-commerce penetration rate, making it a must-compete market for cross-border sellers.

 

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02

German Trial:eBay’s Differentiated Live Streaming Strategy

Against the backdrop of the global surge in live e-commerce, eBay finally brought the “eBay Live” live shopping service to the German market this November. This move is by no means a spur-of-the-moment decision, but a result of years of strategic cultivation by eBay.

The biggest feature of eBay Live lies in its differentiated model of “real-time interaction + live auction”, which forms a sharp contrast with other platforms that directly sell goods via livestreaming.

This model not only brings users a more interesting shopping experience, but also opens up a new path in the increasingly homogenized field of live e-commerce.

 

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03

Performance Growth: Livestreaming Drives New Momentum for E-commerce

It is not difficult to analyze from public information thatthe reason why eBay dares to increase its investment in live e-commerce is that its confidence is rooted in steadily growing financial data.

In the second quarter of 2025, eBay delivered an impressive report card: both revenue and gross merchandise volume (GMV) reached $2.7 billion and $19.5 billion, respectively, both achieving 6% year-on-year growth.

It is especially worth noting that its advertising business grew rapidly with a 19% year-on-year increase, which is inseparable from the contribution of innovative features such as livestreaming and AI, together forming the key driving force for performance growth.

Andthe strong conversion capability of live e-commerce,has also beenverified on the Shopee platform. For example, during this year’s Double 11 sales event, Shopee’s livestreaming sold 11 million items in just 4 minutes after going live. This explosive sales performance is unimaginable for the traditional shelf e-commerce model.

 

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04

Forward-looking Layout: The Live Streaming Map from Germany to the World

In fact,before entering Germany, eBay had already carried out a series of forward-looking attempts in the live streaming track, gradually building up its cross-regional operational capabilities. Whether it was leveraging celebrity resources to spark topics in the US last year, or carrying out precise operations around comic con scenarios in the UK this year, each practice has been a beneficial exploration of different market preferences and operational models.

The practical experience accumulated in the European and American markets has undoubtedly laid a solid foundation for eBay’s smooth landing in Germany.

 

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FromChinatoEurope, fromeBay to Shopee, the strong rise of live e-commerceis now irreversible. It has broken the time and space limitations of traditional shopping, creating an immersive shopping experience for consumers and providing merchants with an efficient channel to directly reach massive users.

With more platforms entering the market and technological iterations,it is believed thatlive e-commerce will develop in a more standardized, efficient, and inclusive direction. This trial in the German market is not only eBay’s response to industry trends, but also an important upgrade to its global strategy.