What eBay Australia does

eBay Australia is the Australian and New Zealand operating subsidiary of eBay Inc. (NASDAQ: EBAY), running an online auction and e-commerce marketplace headquartered in Sydney and operating since 1999. The platform connects individual sellers and small businesses with buyers across categories that include fashion, electronics, and collectibles, providing listing, search, and transaction infrastructure through eBay.com.au and dedicated iOS and Android mobile apps.

The platform's most recent technical extension is an interactive Live Shopping capability launched in Australia in December 2025, enabling real-time video commerce between Australian sellers and buyers during live streams. Beyond live commerce, the business leans into circular and recommerce positioning through sustained marketing initiatives, including a Pre-Loved Runway Show at Australian Fashion Week (fourth consecutive year of sponsorship) in partnership with Vogue Australia.

eBay Australia generates revenue primarily through transaction-based fees. In April 2026 the seller pricing structure was restructured into three tiers: a Free Selling program (zero transaction fees for eligible sellers with AU$25,000 or less in trailing 12-month sales), a Pro Starter plan (no monthly cost with standard transaction fees for sellers above the AU$25,000 threshold), and a Buyer Protection fee (flat AU$0.30 per item plus tiered 8%–4% based on sale price) applied to Australian-based sellers not on a Pro plan. Day-to-day operations are led by David Ramadge, VP and Managing Director.

Name

eBay Australia

Legal name

eBay Australia

Website

https://ebay.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

eBay Australia is the Australian subsidiary of eBay Inc., operating an online marketplace that connects Australian individual sellers and small businesses with buyers across fashion, electronics, and collectibles via eBay.com.au, mobile apps, and a newly launched live shopping platform.

Ownership category

akta.pro rank

Product category

Online Marketplace

NAICS

Retail Trade (44-45), General Merchandise Retailers (455), Used Merchandise Retailers (459510)

SIC

Retail-Catalog & Mail-Order Houses (5961), Retail-Variety Stores (5331)

akta.pro primary industry

Auction-based Generalist Marketplaces (CRAFAAAC)

akta.pro secondary industry

Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)

Keywords

• Online marketplace
• E-commerce platform
• Recommerce marketplace
• Live shopping
• Circular fashion platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales

Revenue model

1. Transaction/Marketplace Fees: eBay Australia charges transaction fees on sales. Under the new 'Free Selling' program, eligible sellers with AU $25,000 or less in total sales over the preceding 12 months pay no transaction fees for qualifying listings. Sellers exceeding the threshold pay standard transaction fees under the new Pro Starter plan.
2. Buyer Protection Fees: For Australian-based sellers not on Pro plans, eBay charges a Buyer Protection fee consisting of a flat $0.30 per item plus tiered percentages ranging from 8% to 4% based on sale price. This fee structure applies to non-Pro sellers and generates revenue on each transaction.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

eBay Australia operates the eBay.com.au online marketplace, connecting Australian consumers and small sellers for peer-to-peer buying and selling across categories including fashion, electronics, and collectibles. The platform generates revenue through transaction fees, a tiered Buyer Protection fee on non-Pro sellers, and increasingly through interactive live shopping video commerce. It also drives circular fashion via the Australian Fashion Week Pre-Loved Runway Show partnership with Vogue Australia.

Product overview

eBay Australia operates as an e-commerce marketplace platform offering multiple integrated services including a live shopping platform for interactive video-based commerce, various seller pricing programs (Free Selling Program, Buyer Protection Fee Structure, Pro Starter Plan), and circular fashion initiatives. The platform connects buyers and sellers with tools for listing, selling, and purchasing goods across multiple categories.

Differentiator

Problem solved

Functional benefit

Products and services

• eBay.com.au Online Marketplace Australian e-commerce marketplace platform at eBay.com.au enabling individual and small-business sellers to list products and consumers to browse, search, and purchase across multiple categories. The platform supports live shopping features for interactive video commerce experiences.

Quantifiable outcome

• 92% of Australian buyers consider sustainability important when buying pre-loved goods

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Vogue AustraliacoreStrategic or Co-development PartnereBay Australia partnered with Vogue Australia for the fourth consecutive Australian Fashion Week sponsorship, featuring a Pre-Loved Runway Show. The partnership showcases archival pieces from Australian designers to promote circular fashion. Vogue Australia provides editorial credibility and fashion industry access, while eBay provides a marketplace platform for the featured sustainable fashion items.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Amazon Australia: Amazon's Australian marketplace is the most direct horizontal competitor to eBay Australia, offering both 1P retail and 3P marketplace seller services across general merchandise categories with Prime delivery. Both compete for the same Australian SMB sellers and consumer buyer base.
• Facebook Marketplace: Facebook Marketplace is a major C2C and SMB marketplace operating inside the Meta social graph, competing with eBay Australia for local seller acquisition and used-goods buyer intent, especially in fashion, electronics, and home categories.
• Gumtree Australia: Gumtree is a long-standing Australian C2C classifieds and marketplace platform covering general merchandise, vehicles, and fashion. It competes directly with eBay Australia for casual sellers and recommerce buyers, particularly in lower-AOV categories.
• Depop: Depop is a global recommerce marketplace focused on fashion, with strong adoption among younger Australian buyers and sellers. It directly competes with eBay Australia's Pre-Loved and circular fashion initiatives in the apparel recommerce vertical.
• Mercari: Mercari is a global C2C marketplace with a broad-merchandise recommerce focus. While its primary market is the US and Japan, it represents the same horizontal recommerce marketplace model that eBay Australia operates, making it a useful structural comparable for marketplace economics and seller-side dynamics.

Broad incumbents

• Kogan.com: Kogan is a leading Australian online retailer operating across general merchandise and recommerce (via its own private-label and marketplace programmes). It overlaps with eBay Australia on category breadth and Australian consumer mindshare, though it is more inventory-led than marketplace-led.
• Catch (Wesfarmers): Catch is an Australian online marketplace owned by Wesfarmers, competing across general merchandise, fashion, and home. It overlaps with eBay Australia in serving Australian SMB sellers and consumers shopping for value-priced goods online.

Emerging players

• The Iconic: The Iconic is an Australian fashion and lifestyle marketplace, increasingly extending into pre-loved and circular fashion. It competes with eBay Australia's fashion and recommerce positioning, particularly around Australian Fashion Week-aligned brand narratives.
• Vestiaire Collective: Vestiaire Collective is a global luxury recommerce marketplace operating in Australia. It overlaps with eBay Australia's higher-end Pre-Loved fashion positioning and competes for premium sellers and buyers of archival designer pieces.
• Poshmark: Poshmark is a social commerce and recommerce marketplace, primarily US but with Australian seller activity. It is comparable to eBay Australia in fashion-led recommerce, social selling mechanics, and seller-acquisition-driven growth, making it a relevant international peer for cross-border seller behaviour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ebayau
• Facebookfacebook.com/eBay.com.au
• LinkedInlinkedin.com/company/melbournians-bedding

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about eBay Australia