Ebay Inc. reported robust financial results for the full year 2025. The US company behind the resale platform of the same name also announced the acquisition of Depop
Ebay CEO Jamie Iannone described the fiscal year as a “milestone year” in a statement. The success is due to disciplined strategic implementation and a focus on re-commerce.
For the fiscal year ended December 31, 2025, the company generated sales of $11.1 billion (€9.4 billion). This corresponds to an increase of eight percent. Gross merchandise volume (GMV) rose seven percent to $79.6 billion.
In the fourth quarter alone, sales grew by 15 percent to three billion US dollars. This was supported by accelerated growth in enthusiast focus categories such as collectibles, fashion and luxury goods.
Beyond financial performance, eBay reported exceeding its five-year sustainability goals. The company achieved a cumulative positive economic impact of nearly $25 billion through secondhand and remanufactured goods.
Acquisition of Depop
In a major move to deepen its reach with Gen Z and Millennial consumers, eBay also announced a definitive agreement to acquire resale marketplace Depop. The company will acquire mobile-focused fashion marketplace Depop, Inc. from Etsy, Inc. for approximately $1.2 billion.
Depop generated around $1 billion in gross merchandise sales in 2025. The platform has a very engaged community, with 90 percent of active buyers being under 34 years old. The acquisition is expected to close in the second quarter of 2026.
Iannone noted that Depop will benefit from eBay’s global reach and ‘Authenticity Guarantee’ programs. At the same time, Depop will help accelerate eBay’s newest and fastest-growing focus categories in the expanding re-commerce market.
AI integration
Ebay’s strategic realignment was strongly supported by the pillar of ‘magical innovations’. This happened in particular through the comprehensive integration of artificial intelligence (AI).
In 2025, the company expanded its AI-powered ‘Magical Listing’ experience. This allows sellers to create comprehensive product descriptions from a single photo.
The marketplace also introduced an AI-powered scanning function for trading cards. This uses ‘Smart Lens’ technology to support collectors in making informed trading decisions. These innovations, along with Ebay Live’s expansion into Germany and Australia, have strengthened engagement in the focus categories.
For the first quarter of 2026, the company expects revenue between $3 billion and $3.05 billion. This corresponds to currency-adjusted growth of 13 to 15 percent. GMV is forecast between $21.5 billion and $21.9 billion.
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