How eBay Makes Money (2026)
eBay makes money mainly from Marketplace. Its FY2025 total revenue was $11,100 million ($11.1 billion), with Marketplace the biggest disclosed revenue line at $9,107 million ($9.1 billion) and 82.0% of total revenue (computed from the 10-K FY2025). eBay supplements its marketplace with paid advertising placements.
Last checked 2026-10-18 on the official pages.
Revenue breakdown
Amounts in millions of USD. Shares are computed from the filing.
| Revenue line | Value | % of total | Filing |
|---|---|---|---|
| Marketplace | $9,107 million ($9.1 billion) | 82.0% | 10-K FY2025 ↗ |
| Advertising | $1,993 million ($2.0 billion) | 18.0% | 10-K FY2025 ↗ |
| Total revenue | $11,100 million ($11.1 billion) | — | 10-K FY2025 ↗ |
The hidden model
eBay supplements its marketplace with paid advertising placements.
eBay supplements its marketplace with paid advertising placements. verified
We generate a meaningful amount of our revenue from our Promoted Listings (a first-party advertising offering) and, to a lesser extent, third-party advertising.
Business models
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Business model comparisons
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Frequently asked questions
How does eBay make money?
eBay makes money mainly from Marketplace. Its FY2025 total revenue was $11,100 million ($11.1 billion), with Marketplace the biggest disclosed revenue line at $9,107 million ($9.1 billion) and 82.0% of total revenue (computed from the 10-K FY2025). eBay supplements its marketplace with paid advertising placements.
What is eBay’s business model?
eBay’s business model is Marketplace. A platform attracts supply and demand, supports discovery and trust, and earns commissions, listing fees, or service fees when participants transact. eBay supplements its marketplace with paid advertising placements.
What is eBay’s hidden model?
eBay supplements its marketplace with paid advertising placements.