Fewer than half (46%) of Gen Z Brits aged 18-24 see a full-time job as a realistic way to earn their ideal income, according to new research released today by eBay as the marketplace partners with The King’s Trust to launch a new youth entrepreneurship programme: eBay Self Made.
The findings come against a challenging employment backdrop for young people, with almost one million 16–24-year-olds currently not in education, employment or training across the UK. Yet the research points to young people actively exploring different ways to earn: nearly two-thirds of 18–24-year-olds make money outside paid employment, from selling and freelancing to content creation.
Two in five (40%) would like to start a business in future, while more than half (53%) agree that starting a business is a realistic career option for someone like them.
To support young people in turning ambition into action, eBay Self Made is designed with the King’s Trust to build relevant practical skills including the use of AI, live streaming and community building.
Entrepreneurial ambition is running ahead of practical know-how
Young Brits already have many of the skills that could translate into entrepreneurship.
Almost three in ten (29%) are confident in promoting a product or business online, but confidence drops when it comes to the practicalities of running a business. Just 17% could confidently do basic bookkeeping, 13% source inventory and 12% find and apply for a business grant.
Financial freedom is the most commonly cited motivation for starting a business (26%), while lack of money is the most commonly cited barrier (22%). Nearly half (48%) would not know where to access funding to get started.
Eve Williams, General Manager of eBay UK, said: “For many young people, the 9-to-5 is no longer the only way to think about building a career and an income. Selling, freelancing, side hustles and starting a business are all part of the picture.
“As new formats like live commerce allow sellers to showcase and sell products directly to customers through interactive livestreams, and AI changes how people work and build businesses, the skills young people need are changing too. At eBay, we’ve seen how skills like creating content and building communities can help turn an interest or idea into income. We want more young people, wherever they live, to have the practical experience and confidence to make the most of those opportunities.”
Gen Z turns to social media for business advice, but trusts entrepreneurs most
Social media and YouTube are the most common places Gen Z would turn for advice on starting a business (38%). However, someone who already runs a business is the most trusted source of entrepreneurial advice (33%), ahead of social media and YouTube (29%).
The research also reveals a gap in practical business education. A third (33%) say school or college prepared them for social media, more than three times the proportion who say it prepared them to register a business and complete the necessary paperwork (10%).
Jonathan Townsend, CEO of The King’s Trust, said: “Having supported more than one million young people over the past 50 years, we know how much potential can be unlocked with access to the right experiences and opportunities.
“It’s great to see eBay stepping up to support young people, listening to what they need and helping them achieve their ambitions, while building the skills and talent that will be vital for the UK economy of the future.”
Supporting young people to explore entrepreneurship with eBay Self Made
Building on its experience supporting entrepreneurs, eBay Self Made: Get Ready to build your own e-commerce business, is a six-month practical entrepreneurship programme delivered in partnership with The King’s Trust.
Beginning with a pilot for 15 young people, participants will start the programme with a two-week hands on experience to learn directly from successful eBay sellers and industry experts, developing practical skills spanning live selling – including how to showcase and sell products through livestreams – content creation and building online communities, alongside the fundamentals of running a business.
Each participant will then leave with an individual pathway and at least six months of follow-on support, with the ambition of progressing their own side or main hustle or securing a placement with an established business.
Grounded in The King’s Trust’s established Get Ready model, eBay Self Made builds on the trusted marketplace’s experience helping people turn their skills, interests and ideas into opportunities for income. The programme will scale to reach more than 100 young people nationwide in 2027.
eBay Self Made follows the launch of the marketplace’s 2026 Up & Running Grants, which are providing up to £200,000 in funding to young entrepreneurs and established eBay sellers creating jobs, apprenticeships or placements for young people. Applications are open until 5pm on 30 October 2026, here.
To register interest for eBay Self Made, visit the page here.
For further information, please contact:
eBayUKCorp@edelman.com
Methodology:
The research was conducted by Censuswide among a sample of 1,000 UK respondents aged 18 to 24. The survey was conducted between 9 and 14 September 2026.
About eBay
About 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.
About The King’s Trust (formerly The Prince’s Trust*)
The King’s Trust believes that every young person should have the chance to succeed, no matter what their background or the challenges they are facing. We help those from disadvantaged communities and those facing the greatest adversity to develop the confidence and skills they need to find work.
The courses offered by The Trust help young people aged 11-30 to develop essential life skills, get ready for work and access job opportunities. We support them to find work because having a job or running a business can lead to a more stable, fulfilling life.
Throughout 2026, The Trust will celebrate its 50th anniversary. Since it was founded by HM The King in 1976, when he was HRH The Prince of Wales, The Trust has helped more than 1.3 million young people across the UK. At least £11.4bn of social value can be attributed directly to the impact of our programmes over the last fifty years, and every new 10,000 young people we support could bring societal benefits of £105m.
As we look ahead to the next 50 years, we remain committed to ending youth unemployment and enabling many more young people to create a better future for themselves.
* In 2024, we were pleased to change our name to The King’s Trust, reflecting our Royal Founding President’s continued dedication to our work.