Global online marketplace eBay is set to roll out a live commerce initiative in Australia following success in overseas markets.
Called eBay Live, the initiative follows the live commerce trend that allows buyers to connect with sellers in real time, explore unique products and secure deals.
The rollout has already commenced with trading cards and collectibles, and is set to expand into additional categories over time.
The first official public livestream on eBay Live was held on December 2, featuring AFL player Buddy Franklin who auctioned rare AFL trading cards, signed and gave away rare cards for just 1 cent to a national audience.
Built directly into eBay’s platform, the initiative includes real-time chat, instant purchasing, rapid-fire auctions, “popcorn” bidding that extended timers when new bids come in and inventory displays linked directly to live listings.
“eBay Live is the next chapter in eBay’s innovation in Australia, bringing that energy into an interactive, real‑time shopping experience,” eBay Live Australia country manager Alaister Low (pictured) said. “For sellers, it opens new ways to reach collectors, showcase inventory, and convert demand into sales through live chat, timed listings and auctions, all within eBay’s trusted environment.
“We’re launching with trading cards and collectable toys and will expand into additional categories next year to connect even more Australians with the things they love.”
eBay Live was initially launched in 2022 in the United States, and has since rolled out in the United Kingdom and Germany. In recent years, the company expanded into comics and memorabilia.
The launch first into trading cards for Australia comes as the global trading card market is forecast to grow from A$12 billion in 2025 to A$18 billion by 2030.
Collectibles is a key focus category for eBay globally, just ahead of motor parts and accessories, and fashion.
New eBay research shows almost half of Australians (48 per cent) surveyed are driven by FOMO when it comes to their shopping habits, and one in two (50 per cent) say they’ve missed out on coveted limited‑edition or rare items they would have liked to have purchased.
With 40 per cent of surveyed respondents already eager to shop via live streams, demand is building rapidly.
eBay Live will adhere to eBay’s secure checkout and seller policies, and eligible purchases are covered by eBay Money Back Guarantee — giving buyers confidence in the item they ordered during a live stream and ensuring sellers operate within a trusted framework.