- AFL legend Buddy Franklin surprised buyers on eBay Live, auctioning off AFL trading cards from his career
- Rare Pokémon trading cards valued at approximately $1,000 AUD to be auctioned for just 1 cent by Heartbreak High actress and collector Chloe Hayden on 6 December
- New research shows live shopping is getting ready to sweep the nation – 40% of Aussies keen to shop Live, 48% driven by FOMO
- Popular overseas in the US, UK, and Germany, eBay Live is a new interactive livestream shopping experience offering a fresh way to browse, buy and interact in real time
eBay Live has officially arrived down under, with AFL superstar Buddy Franklin surprising shoppers yesterday (2nd December) by jumping onto the new live shopping platform and auctioning AFL trading cards of sentimental moments from his career, including a rare 2005 Select AFL Dynasty Draft Pick Lance Franklin Signature (Graded SGC 8) and a pristine-graded (BGS 10) rookie card of Buddy from the 2006 Select Champions series, valued at approximately $1,000 AUD, for just 1 cent.
But FOMO (Fear Of Missing Out) hating Aussies need not fear, as beloved Heartbreak High star and Pokémon card collector Chloe Hayden is set to join a special celebrity guest auction on eBay Live this Saturday, 6 December at 1PM AEDT - with Pokémon trading cards valued at approximately $1,000 AUD being auctioned off for as little as 1 cent!
Already popular overseas in the US, UK, and Germany, eBay Live is a part of the live commerce trend, combining the excitement of live streaming with the ease of online shopping. It lets fans connect directly with sellers, explore unique products up close, and snap up exclusive deals before they disappear.
New research from eBay, the nation’s most popular marketplace for collectables and leader in trading cards, reveals that almost half of Australians (48%) surveyed admit FOMO drives their spending habits, with 1 in 2 (50%) Aussies citing they have missed out on coveted limited edition or rare items that they would have liked to have purchased.[1] Live commerce provides the perfect opportunity to jump in and avoid that feeling of missing out, with 40% of surveyed Aussies already eager to tune into live shopping streams.[2]
Franklin’s inaugural stream gave Aussies a front‑row seat to a new way of shopping - equal parts auction and storytelling about the items on offer. He presented rare AFL cards tied to career milestones, connected with buyers through live chat, and built excitement right to the last card, where memories and collectables came together.
Buddy says, “It’s hard to pick a favourite card, but I’ve now got a soft spot for the 2005 Select AFL Dynasty Draft Pick Signature which was amazing to pull on an eBay Live stream. This piece brings me back a lot of memories from the early days and everything that followed over 19 seasons.”
“Being part of eBay Live’s first Aussie stream isn’t unlike walking out for a match,” says Franklin. “It’s a live event with anticipation; you’re connecting with buyers who are also fans and watching the excitement build as items drop. You’re creating moments and memories with a community, which makes it the kind of shopping experience which you don’t want to miss, because once it’s gone, it’s gone.”
Chloe Hayden has joined the estimated 7.6 million people, or one in three surveyed adults (35%) across Australia, who actively collect[3]. Her upcoming stream is part of eBay Live’s growing calendar of interactive shopping events, which range from one-off celebrity surprise auctions to streams by Australia’s top sellers offering everything from collectable toys to unique trading cards.
“I’ve only just started to explore the Pokémon world and I’m already hooked,” says Chloe Hayden. “Doing it live with collectors and enthusiasts means we’re celebrating those surprises together, whether it’s uncovering a rare card or just sharing the excitement of live shopping in the moment.”
Live commerce is transforming retail globally, and eBay Live - the next chapter in eBay’s innovation in Australia - will now allow local audiences to enjoy the same rush as overseas fans by connecting with sellers, bidding in real time, and securing special buys before they’re gone.
Across the globe, demand for trading cards has risen in 2025, with Pokémon among the top search terms on eBay Australia this year,[4] reflecting a wider collecting trend that eBay Live is set to tap into.
“Australians love a great deal and the thrill of the chase, but they also crave authentic experiences,” says Alaister Low, Country Manager, eBay Live Australia. “eBay Live brings our community together, combining the excitement of live shopping with the variety, value and unique finds Australians expect from eBay, starting with collectables and trading cards, all from trusted, verified sellers.”
Each stream offers different formats, from fixed‑time auctions to extended ones where last‑second bids trigger bonus time, giving every enthusiast a fair chance to secure their next great find.
Australians can experience eBay Live this Saturday with Chloe Hayden’s auction, 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.
For more information, please contact:
Emily Fookes, Ogilvy PR
T: 0438 854 883 | E: emily.fookes@ogilvy.com
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.
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 comprised of a nationally representative sample of 1,025 Australians aged 18 years and older. This study was 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] eBay’s State of Collectables 2025 report, prepared by Deloitte Access Economics and commissioned by eBay Australia.
[4] eBay Search Ranking data, January 2025 to September 2025.