- Already popular in the US, UK, and Germany, eBay Live launches in Australia just in time for Christmas, initially focusing on collectables and trading cards
- The interactive livestream shopping experience reimagining retail for Australians and driving new sales opportunities
- Research shows livestream shopping is getting ready to sweep the nation – 40% of Aussies keen to shop Live, 48% driven by FOMO[1]
eBay Live - the latest innovation from eBay’s established online marketplace - has officially launched in Australia, starting with trading cards and collectables, and is set to expand into additional categories over time. As part of the growing live commerce trend, eBay Live combines the thrill of online shopping with live stream video broadcasts hosted directly on eBay’s platform. It allows buyers to connect with sellers in real time, explore unique products and secure exclusive deals before they disappear.
This new format is part of eBay’s broader push to reimagine commerce for Australians, placing sellers at the centre of engaging, community‑driven shopping events. Built directly into eBay’s platform, it pairs decades of marketplace experience with live, interactive features such as real‑time chat, instant purchasing, rapid‑fire auctions, “popcorn” bidding that extends timers when new bids come in and inventory displays linked directly to live listings, transforming online shopping into an immersive and dynamic experience.
The first official public livestream on eBay Live was held on 2 December, featuring AFL superstar Buddy Franklin who auctioned rare AFL trading cards, signed and gave away rare cards for just 1c to a national audience, illustrating how sellers can integrate product storytelling, interactive chat and competitive bidding to drive engagement and sales while reaching buyers.
New eBay research shows almost half of Australians (48%) surveyed are driven by FOMO when it comes to their shopping habits, and one in two (50%) surveyed say they’ve missed out on coveted limited‑edition or rare items they would have liked to have purchased.[2] With 40% of surveyed respondents already eager to shop via live streams, demand is building rapidly. For sellers, eBay Live offers a way to turn that behaviour into sales, with close‑up product demonstrations, real‑time interactions and timed offers that encourage immediate purchases.
With the Trading Card Games global market forecast to grow from AUD 12 billion (USD $7.8 billion) in 2025 to AUD 18 billion (USD $11.8 billion) by 2030, eBay Live is timed to help sellers further capture this rising demand.[3]
“We were one of the first to use eBay Live in Australia and quickly saw its potential,” said Laine Pearce, Director, The Hobby Australia. “Sales of trading cards and collectables are skyrocketing at the moment, and this new platform allows us to capitalise on a new way to offer them to eBay’s millions of customers - that’s more interactive than ever. Buyers can see products from every angle, ask questions as we present them, and bid or buy on the spot. It’s fast‑paced, personal, and helps build trust between buyers and sellers.”
Live commerce is reshaping retail globally. In the US, UK, and Germany, eBay Live has enabled sellers to run limited‑time events that blend entertainment with instant purchasing. Now, eBay Australia — the nation’s most popular marketplace for collectables[4] and the leader in the trading cards category[5] — is giving sellers the ability to connect with large communities of enthusiasts and everyday Australian collectors, facilitate real‑time bidding with eBay Live.
For sellers, this platform offers an opportunity to connect with collectors and enthusiasts in sought-after categories such as trading cards and collectable toys, all within eBay’s trusted environment. Auction formats can be fixed‑time or extended, with last‑second bids adding extra time to keep participation high and push sale values upward.
Building on the momentum from Buddy Franklin’s debut stream, on Saturday, 6 December at 1PM AEDT, Heartbreak High actress and Pokémon card collector Chloe Hayden will host a live auction on eBay Live offering sought‑after Pokémon trading cards valued at approximately $1,000 AUD for just 1 cent. While the pricing is unique to this campaign, the event demonstrates how sellers can use eBay Live to generate buzz, attract new buyers and engage collectors in high‑demand categories.
“Passions and hobbies sit at the heart of eBay’s Australian community,” said Alaister Low, Country Manager, eBay Live Australia. “eBay Live is the next chapter in eBay’s innovation in Australia, bringing that energy into an interactive, real‑time shopping experience. 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 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.
Sellers can explore the potential of eBay Live, with Chloe Hayden’s auction this Saturday, and stay tuned for more interactive streams connecting shoppers directly with Australia’s top sellers and unique products, accessible on the eBay app and at ebay.com.au/ebaylive.
About eBay Live
eBay Live is a new, immersive way to shop that blends the excitement of live video streaming with the trust and scale of eBay Australia’s marketplace. Shoppers can tune into live‑streamed events from trusted sellers, see products up close, ask questions in real time, and even bid in dynamic live auctions — all from the comfort of home. Whether it’s an exclusive drop, the thrill of chasing a rare trading card, or exploring collectable toys, eBay Live turns shopping into an interactive experience shared with a passionate community.
For more information, please contact:
Emily Fookes, Ogilvy PR
T: 0438 854 883 | E: emily.fookes@ogilvy.com
About eBay
eBay Inc. (Nasdaq: EBAY) is a global commerce leader that connects people and builds communities to create economic opportunity for all. Our technology empowers millions of buyers and sellers in more than 190 markets around the world, providing everyone the opportunity to grow and thrive. Founded in 1995 in San Jose, California, eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2024, eBay enabled $75 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit www.ebayinc.com.
About YouGov research
This study was conducted online between 6th – 9th November 2025. The sample is a nationally representative sample of 1,025 Australians aged 18 years and older. This study has been carried out in accordance with the ISO 20252:2019 standards, to which YouGov is accredited.
[1] All figures, unless otherwise stated, are from an online study conducted by YouGov Plc between 6th – 9th November 2025. The study was based on a nationally representative sample of 1,025 Australians aged 18 years and older and was carried out in accordance with the ISO 20252:2019 standards, to which YouGov is accredited.
[2] As above.
[3] Trading Card Games Market
[4] eBay’s State of Collectables 2025 report, prepared by Deloitte Access Economics and commissioned by eBay Australia.
[5] GlobalData 2024 report.