eBay Live brings real-time streaming auctions to Australian fans
eBay has launched its live-stream shopping feature, eBay Live, in Australia, beginning with trading cards and collectables. The format, already operating in the US, UK, and Germany, allows buyers to interact directly with sellers through real-time streaming, chat, and auctions hosted on eBay's platform.
Livestream shopping
The introduction of livestream shopping comes amid rising consumer interest. Research conducted by eBay found 40% of Australians were interested in making purchases via livestream, while 48% said the fear of missing out (FOMO) influenced their shopping decisions. Additionally, half of those surveyed indicated they had previously missed out on acquiring rare or limited-edition products they wanted.
eBay Live integrates real-time auctions, live chat, interactive product demonstrations, instant purchases, and timed offers. One of its features, 'popcorn bidding', extends auction timers when last-second bids are placed, aiming to maintain momentum and increase participation. The livestreams are embedded within eBay's platform, combining its established checkout, seller policies, and buyer protections with a new transaction format.
Collector focus
Initially, eBay Live is concentrating on the trading cards and collectables categories, sectors that have seen significant growth. The global trading card games market is forecast to expand from AUD 12 billion (USD $7.8 billion) in 2025 to AUD 18 billion (USD $11.8 billion) by 2030. eBay is positioning the live platform to help Australian sellers capture more of this rising demand.
The debut livestream event featured AFL player Buddy Franklin selling rare AFL trading cards through an online auction streamed to viewers nationwide. Sellers were able to interact directly with buyers, field questions through the real-time chat function, and showcase items from multiple angles, all while facilitating dynamic auctions and instant sales.
Sellers' perspective
"We were one of the first to use eBay Live in Australia and quickly saw its potential. Sales of trading cards and collectables are skyrocketing at the moment, and this new platform allows us to capitalise on a new way to offer them to eBay's millions of customers - that's more interactive than ever. Buyers can see products from every angle, ask questions as we present them, and bid or buy on the spot. It's fast‐paced, personal, and helps build trust between buyers and sellers," said Laine Pearce, Director, The Hobby Australia.
eBay Live's auction functions can be run as fixed-time or extended sales, with last-minute bidding events creating opportunities for sellers to generate further engagement and higher final prices. For buyers, the experience is billed as immersive, offering direct interaction with sellers and the possibility to secure highly sought-after items.
Future expansion
The platform is scheduled to expand into more product categories in 2026, beyond its initial trading card and collectables focus. eBay Live operates within the framework of eBay's standard buyer guarantees, with eligible purchases protected by eBay's Money Back Guarantee and checkout procedures.
Continuing eBay Live's launch week activities, a Pokémon card auction hosted by actress and collector Chloe Hayden is scheduled, with cards valued at AUD 1,000 to begin at an entry price of one cent. The event aims to highlight the format's blend of entertainment and commerce for both new and established sellers.
"Passions and hobbies sit at the heart of eBay's Australian community. eBay Live is the next chapter in eBay's innovation in Australia, bringing that energy into an interactive, real‐time shopping experience. For sellers, it opens new ways to reach collectors, showcase inventory, and convert demand into sales through live chat, timed listings and auctions, all within eBay's trusted environment. We're launching with trading cards and collectable toys and will expand into additional categories next year to connect even more Australians with the things they love," said Alaister Low, Country Manager, eBay Live Australia.