- A new report from eBay and Deloitte Access Economics estimates that Australians resold 216 million items over the past 12 months, generating an estimated $30.3 billion in gross income1.
- Living rooms house the biggest opportunity, with an aggregated $14.5 billion in resale value or an average of $1,600 per reseller household, followed by master bedrooms and garages2.
- Live selling is opening the next chapter, with 19% of surveyed resellers already using it to discover resale opportunities3.
A new report commissioned by eBay and prepared by Deloitte Access Economics reveals the scale of Australia’s resale market, estimating that more than 500,000 items were resold each day on average over the past 12 months, generating an estimated AUD$30.3 billion in gross income. The findings come as eBay’s 2026 Global Recommerce Report found that 81% of Australians shopped secondhand in the past 12 months, making Australia the third-largest secondhand market, behind the US and UK, and above the global average4.
eBay’s State of Australian Resale report further highlights just how widespread selling has become and how it helps households unlock more value from the items they already own. Nearly half of all surveyed Australian adults have resold an item in the past 12 months5, with the average surveyed Australian seller having sold around 25 items across three different categories in the past 12 months6.
Amid rising cost of living pressures, resale is providing a much needed source of additional income. The survey found that casual resellers can earn up to AUD$880 a year, while active resellers earn an average of AUD $2,990 and professional resellers approximately AUD$41,7407. Over two-thirds (70%) of surveyed resellers said that additional income is what motivates them to participate, while over half (55%) say it helps ease cost-of-living pressures. That income supports everyday needs: 54% of those surveyed have used it for groceries, 37% for household bills and 38% to build savings8.
While fashion is often front of mind when it comes to the resale market, it's actually Australian living rooms that hold more untapped resale value than any other room. Electronics, collectables, media and entertainment, and toys and games contribute to an average of AUD$1,600 per reseller household or AUD$14.5 billion – more than double any other room9. Master bedrooms follow at AUD$750 (AUD$6.9 billion), ahead of garages AUD$250 (AUD$2.1 billion), studies AUD$200 (AUD$2 billion), and kitchens at AUD$50 (AUD$400 million)10.
According to the report, collectables and memorabilia represent Australia’s biggest untapped resale opportunity, with an estimated AUD$6.1 billion in value sitting in homes across the country11. For many, these items are about more than money, with the report finding almost two-fifths (39%) are motivated by access to unique or rare vintage pieces and the opportunity to connect generations through shared passions12. That sentimental value can also translate into significant financial value. On eBay Australia, a 1959 Barbie was purchased for AUD$13,453 and a mint condition Michael Jordan Rookie Trading Card sold for AUD$29,93013. Vintage Aussie items can also hold real value. A 1930s Arnott’s biscuit tin sold for almost AUD$6,000, a vintage 1923 Vegemite jar sold for AUD$1,00014.
Fashion, media and entertainment followed at an estimated AUD$2.8 billion, ahead of electronics at an estimated AUD$2.5 billion, and footwear and sneakers and toys and games at an estimated AUD$2.4 billion15. On eBay Australia, a 2010 iPod Shuffle sold for $10,034 and a sealed Pokémon Silver Version Video Game for Nintendo Game Boy fetched AUD$16,81916.
Anne-Marie Cheney, Head of Recommerce at eBay Australia, said: “Resale has become second nature to Aussies. Whether it’s saving on things they need, making money from things they no longer use, or hunting down something unique, buying and selling pre-loved is now a part of how Australians shop.
“With more people turning to resale, we’re also seeing them sell a wider variety of items. Our research found the average surveyed seller sold around 25 items across three different categories over the past 12 months, finding new homes for everything from fashion and technology to homewares, toys and collectables.
“For more than 25 years, eBay has been helping Australians buy and sell pre-loved items, and it's exciting to see more people embrace resale. With the launch of free selling for eligible sellers in May this year, we’re making it even easier for Australians to turn the things they no longer need into extra cash, while helping someone else find something they’ll love.”
Australians are buying with resale in mind
Resale is increasingly influencing how Australians shop, with many considering an item’s future value before they even make a purchase. The report found that almost two in three (65%) surveyed Australian resellers consider the resale of an item when buying it17. Almost a third (29%) hold on to original packaging, tags or boxes, while almost a quarter (24%) say potential resale value influences whether they buy an item in the first place18.
The future of resale is live
As passion, nostalgia and discovery behaviours shape demand for culturally resonant items, from retro tech to collectables, live selling is ushering in the future of resale, combining discovery with the ability to see and shop items live. Live commerce has already transformed shopping behaviour globally, especially in major Asian markets, creating new ways for people to discover, buy and sell items in real time.
Launched in Australia in 2025, eBay Live brings that experience directly into the eBay app, offering eligible professional sellers the chance to reach engaged buyers and move inventory faster, while everyday Australians have a more interactive way to shop.
Australia is now adopting this new approach to buying and selling. Nearly one in five surveyed Australian resellers (19%) already use live resale formats to discover items they may resell, almost half (41%) are interested in doing so, while 1 in 10 (10%) who resell have already hosted a live selling event19. Livestream events for eligible businesses on eBay Live are already delivering strong results. One fashion seller has seen monthly sales increase by 1,666%, while a major brand achieved more sales in just one hour than on any full day of trading on eBay, including Black Friday and EOFY sales periods20.
Alaister Low, Country Manager – eBay Live Australia, said: “Live selling brings a whole new energy to the resale market in Australia. Combining entertainment, shared passions, and the chance to discover something you love. This new way to shop brings buyers and professional sellers together in a new, engaging experience for everyone. For sellers, it opens up new ways to grow their business, move stock faster, generate cash flow and build stronger connections with customers all in real-time.
“We’ve already seen strong results. From a Pokémon card livestream generating more than AUD$100,000 in sales in a single night, more than 300 items selling in just one hour, and more than 3,000 sneakers and millions of dollars of sales in 24 hours during eBay Live’s 24 Hours of Drops21, this really shows the opportunities you can unlock when you combine passionate communities and the excitement of live shopping.
“To make it even easier for eligible Australian businesses to get started on eBay Live, a new self-serve registration is now available, opening up even more opportunities to connect with shoppers, especially in the lead up to major retail moments like Black Friday.”
For more information on Australia’s resale market, view the full eBay State of Australian Resale 2026 report.
About the report:
Deloitte Access Economics was commissioned by eBay Australia to examine Australia’s resale economy and how resale is changing consumer behaviour.
The findings of this report are informed by a survey of Australian adults, The 2026 Reseller Survey. The 2026 Reseller Survey was fielded by Dynata on behalf of eBay Australia and Deloitte Access Economics in August 2026. The survey provides factual information about the behaviours, attitudes and preferences of 1,900Australian adults. Participants were asked about their resale activity, motivations and experiences, and their views on the future of resale.
For further detail on the survey, including how definitions and results were considered, see Appendix A of the report.
Notes to editor:
- eBay State of Australian Resale Report 2026, p.4
- eBay State of Australian Resale Report 2026, p.13
- eBay State of Australian Resale Report 2026, p.18
- eBay’s 2026 Global Recommerce Report, accessible here: https://www.ebayinc.com/recommerce-report/
- eBay State of Australian Resale Report 2026, p.4
- eBay State of Australian Resale Report 2026, p.8
- eBay State of Australian Resale Report 2026, p.9
- eBay State of Australian Resale Report 2026, p.14
- eBay State of Australian Resale Report 2026, p.13 9. eBay State of Australian Resale Report 2026, p.13
- eBay State of Australian Resale Report 2026, p.11
- eBay State of Australian Resale Report 2026, p.4
- eBay Australia data
- eBay Australia data
- eBay State of Australian Resale Report 2026, p.11
- eBay Australia data
- eBay State of Australian Resale Report 2026, p.15
- eBay State of Australian Resale Report 2026, p.15
- eBay State of Australian Resale Report 2026, p.18
- eBay Australia data
- eBay Australia data
For more information, please contact:
Candice McGirr, Ogilvy PR
T: 0432 472 300 | E: candice.mcgirr@ogilvy.com
Sophie Bishop, Ogilvy PR
T: 0406 136 192 | E: sophie.bishop@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 2025, eBay enabled nearly $80 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit www.ebayinc.com.
