- According to the survey, 97% of private sellers and 68% of business sellers use eBay to generate supplementary income
- 69% of surveyed female sellers say eBay helps them earn while balancing other commitments, with 50% valuing the freedom to work without a permanent job
- 75% of surveyed sellers rate eBay’s reputation as Good or Excellent, and 63% trust eBay to do the right thing by sellers
New research from eBay Australia’s 2025 Seller Survey offers new insights into how Australians are using the marketplace to strengthen their financial resilience, gain flexibility and build businesses that reach a global audience. From single parents seeking extra income to small businesses embracing digital tools and AI to scale their operations, the results signify eBay’s continued role as a key driver of Australia’s digital and entrepreneurial economy.
The survey, conducted by SECNewgate, found that 97% of private sellers and 68% of business sellers use eBay to generate supplementary income, with 36% selling online specifically to help with cost-of-living pressures. This figure rises sharply among women (43%), single parents (46%), and people with a disability (47%), reflecting eBay’s broad appeal to Australians seeking flexible and accessible earning opportunities.
Survey results show that female sellers are particularly likely to credit eBay for enabling economic independence, with 69% saying it helps them earn while balancing other commitments and 50% valuing the freedom to work without a permanent job.
Australia’s diverse communities are also reaping the benefits, with regional Australians increasingly using eBay to supplement household income and embrace more sustainable shopping habits, with three in four regional sellers agreeing eBay helps them make reselling and reusing products easier. More broadly, sustainability remains a key motivator with 72% of surveyed sellers agreeing eBay helps them resell, reuse, and recycle products that might otherwise go to landfill.
eBay is also a launchpad for migrant entrepreneurs building businesses online. The survey results show that almost a quarter of eBay sellers who migrated to Australia classify themselves as business sellers, compared to 15% of Australian-born sellers. Migrant business sellers are also more likely to sell new items and achieve higher sales volumes and values, underlining eBay’s role in supporting entrepreneurial independence and economic participation for all.
eBay remains an engine room for Australian small business, with most sellers on ebay.com.au operating as sole traders or micro businesses. The power of eBay in uplifting small businesses was well recognised by survey respondents, with 89% agreeing eBay enables them to reach a wide pool of potential customers, 60% saying it supports small and independent businesses, and 59% crediting the platform with fuelling their entrepreneurial ambitions. Nearly half (47%) of surveyed sellers sell to international buyers, rising to 59% among business sellers, and almost one in five total sales (17%) are made overseas.
As eBay continues to innovate, AI tools are reshaping how sellers manage their businesses. 43% of surveyed sellers say AI-powered tools help them run their operations more efficiently, and over half of new sellers (52%) agree that innovations such as automated listings, pricing recommendations, and image enhancements will help them scale their businesses faster. In total, 61% of surveyed sellers now use digital tools such as eBay’s own AI features, ChatGPT, third-party shipping integrations, and accounting software - reflecting a growing community of tech-savvy digital entrepreneurs.
Trust and reputation continue to define eBay’s success, with 75% of surveyed sellers rating eBay’s reputation as Good or Excellent, and 63% trusting eBay to do the right thing by sellers. With the top reasons for choosing eBay including convenience, secure payments, and a longstanding reputation.
The 2025 Seller Survey underscores how online marketplaces like eBay are driving economic opportunity and stability across Australia - supporting small business growth, fostering innovation, and helping everyday Australians participate in a thriving digital economy.
NOTES TO EDITOR
The eBay Seller Survey 2025 captured insights from over 2,500 sellers across Australia, including 1,861 private sellers and 699 business sellers spanning both urban and regional areas.
For more information, please contact:
Nicole Baumli, eBay Australia
T: 0466 436 144 | E: nbaumli@ebay.com