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Brands fixate on Amazon, which is understandable. In eCommerce, they’re the 800-pound gorilla in the room. However, one of the biggest revenue leaks in e-commerce is happening somewhere else entirely: eBay.
eBay is now a ~$79B global marketplace, with quarterly GMV (the total merchandise value transacted on the platform) exceeding $20B, yet most brands still treat it like a side channel. Roughly 60% of that GMV is driven by new SKUs, meaning your active assortment is already moving through the marketplace whether you are monitoring it or not. That blind spot has turned eBay into a playground for unauthorized sellers who drive down prices, distort demand, and siphon off margin.
There’s good news, though: it’s fixable, and faster than you think. Let’s break it down.
The Blind Spot — and How to Increase Sales on eBay
Most brands are so Amazon-centric that they overlook eBay entirely. They treat it like a resale corner of the internet instead of what it actually is: a ~$79B global marketplace with quarterly GMV exceeding $20B, and roughly half of that volume generated in the United States.
With more than 134 million active buyers globally and roughly 3% of U.S. eCommerce market share, ranking it fourth behind Amazon, Walmart, and Apple, eBay is no side channel. It is a mammoth platform and a revenue engine that many brands still fail to measure.
Moreover, eBay’s sales are heavily concentrated in specific categories. If your brand sits in one of them—electronics, fashion, home and garden, automotive parts, health and beauty, jewelry, pet products—the platform is even more important. It’s moving real GMV for your SKUs every single day. But because most brands don’t track eBay activity, they never see the unauthorized sellers, the price erosion, or the steady margin loss happening in the background. They also don’t see the massive revenue opportunity that’s hiding in plain sight.
Not Just Secondhand Junk - Selling on eBay
The biggest misconception about eBay is that it’s all used gear and garage-sale leftovers. Not even close. Roughly 60% of GMV is driven by new, current SKUs in their original packaging, moving at real volume. The remaining “recommerce” (eBay’s term for the resale of pre-owned and refurbished inventory) still shapes pricing expectations, brand perception, and the customer experience.
In other words: eBay is already a live marketplace for your products, whether you’ve chosen to participate or not. If you’re not watching it, someone else is monetizing the demand.
eBay Brand Protection - Using VeRO and More
Unlike noisier marketplaces, eBay actually gives brands tools that work. They’ve poured money into authenticity programs, better data quality, and enforcement systems like VeRO, which means you can identify and remove bad actors far faster than elsewhere.
Unauthorized sellers flock to eBay precisely because most brands don’t pay attention, but that also makes it one of the easiest places to clean up. Once you shut down the noise, margin snaps back quickly, and the channel becomes something you can actually monetize.
How TrackStreet Makes the Value Visible
TrackStreet pulls eBay out of the dark. With full visibility into how your products, or even competitor products are moving across the marketplace, brands can finally quantify:
- The true market size, product by product, and at the brand level
- The revenue at risk
- Who’s driving unauthorized volume
Once you can see the channel clearly, it stops being a blind spot and becomes a real lever. Clean up unauthorized activity, set a proper eBay strategy, and real dollars shift back into authorized pockets. It’s one of the fastest, highest-yield wins most brands haven’t even touched.
