eBay’s latest financial report, submitted to the U.S. Securities and Exchange Commission (SEC), reveals a split in performance across its European markets. While revenue declined in the United Kingdom, the company managed to stabilize its business in Germany. Globally, eBay’s total revenue grew modestly, driven by stronger results in the U.S. and China.
UK Revenue Drops 6.3%
In 2024, eBay generated €1.4 billion (1.5billion)intheUnitedKingdom,downfrom1.5billion)intheUnitedKingdom,downfrom1.6 billion the previous year—a decline of 6.3%. The UK remains eBay’s largest international market, but it continues to face stiff competition from Amazon, which dominates the region. Last summer, eBay attempted to address customer retention issues by updating its cancellation policy, allowing buyers to cancel orders more easily within the first hour of purchase. However, this move has yet to reverse the downward trend.
Germany Shows Signs of Recovery
In contrast, eBay’s German operations saw a slight uptick. Revenue increased by 1millionto1millionto972 million (€928.9 million), ending a two-year decline. This stabilization follows several policy changes aimed at supporting sellers. In early 2024, eBay Germany introduced a “Top-Service” label for commercial sellers, highlighting stores that offer fast shipping and reliable customer service. Unlike Amazon Prime, sellers don’t need to pay extra fees or enroll in a program to qualify—they automatically earn the badge by meeting performance criteria. The company also simplified return processes and expanded seller tools to help businesses manage listings more efficiently.
Global Growth Driven by U.S. and China
Outside Europe, eBay’s performance was stronger. Total revenue rose 1.7% to €9.8 billion ($10.3 billion) in 2024, with the U.S. market growing 3.3% and sales in China surging 13.6%. These gains offset weaker results in Europe and reflect eBay’s focus on niche categories like collectibles, refurbished goods, and auto parts, which appeal to dedicated buyer groups.
Challenges in Europe
Amazon’s dominance in key European markets remains a hurdle. In Germany, where Amazon generated €39.6 billion in 2024, eBay’s revenue is less than 3% of its rival’s. Similarly, in the UK, Amazon’s €36.7 billion revenue dwarfs eBay’s €1.4 billion. To compete, eBay has doubled down on its reputation as a platform for unique and secondhand items. However, rising consumer preference for fast shipping and seamless returns—areas where Amazon excels—has made it difficult for eBay to regain momentum.
Looking Ahead
eBay’s strategy in Europe appears to prioritize seller support over drastic changes. The Top-Service label in Germany, for example, aims to improve buyer trust without burdening sellers with extra costs. In the UK, the revised cancellation policy signals a focus on customer satisfaction, though its long-term impact is unclear.
Globally, eBay’s growth in China suggests potential for expansion in underserved markets. However, the company faces pressure to innovate its European operations, particularly as cost-conscious shoppers increasingly turn to Amazon for everyday purchases.
While eBay’s overall financial health remains stable, its ability to revive growth in Europe—where it once thrived—will depend on balancing seller incentives, customer-friendly policies, and a clear differentiation from competitors.