Who are eBay’s competitors?
eBay names 5 companies as competitors in its latest annual report. 2 companies name eBay back.
Skip to the field, head to head ↓eBay company profile
eBay is a broad marketplace to specialists and a narrower one to the giants
eBay's annual report for fiscal 2025 names five competitors: Alibaba, Alphabet, Amazon, Apple and Meta. It describes them as larger, with greater resources, or offering product ecosystems eBay does not. The gap is easy to see. eBay had $11.1 billion in revenue. Amazon had $716.9 billion.
Now look from the other side. Gold.com notes that general online merchandisers such as eBay also sell collectible coins and bullion. QVC Group's filing lists "online marketplaces such as eBay Inc." among the rivals of its CBI business. To a specialist, eBay is the broad marketplace that already sits in the category.
That is the idea to repeat: eBay is the generalist to specialists and the narrower player to giants. It is a stable place to stand. eBay earned an 18% net margin on 8% growth, and no customer exceeded 10% of net revenues. Amazon's net margin was 11% on 12% growth. The giants set the ceiling on what eBay can claim, and the specialists set the edges it has to defend.
Where eBay says it competes
“Some of our competitors, such as Alibaba, Alphabet (Google), Amazon, Apple and Meta (Facebook and Instagram), are larger than we are, have greater resources, have a dominant and secure position in other industries or certain significant markets, or offer other goods and services and product ecosystems to consumers and merchants that we do not offer”
Who names eBay as a competitor
“In addition, certain general online merchandisers such as eBay also offer collectible coins and bullion for sale, and other major online retailers, with financial and marketing resources, name recognition and a customer base that are far greater than those that are available to us, may in the future enter this market.”
10-K for 2026“Similarly, CBI competes with e-commerce businesses such as Amazon.com, Inc. and Alibaba Group, the e-commerce platforms of traditional retailers such as Target Corporation and Wal-Mart Stores, Inc., and online marketplaces such as eBay Inc.”
10-K for 2025The field, from the filings
| Company | Fiscal year | Revenue | Growth | Net margin | Employees |
|---|---|---|---|---|---|
| eBay | 2025 | $11.1B | +8% | 18% | 12,300 |
| Amazon | 2025 | $716.9B | +12% | 11% | 1,576,000 |
| Apple | FY to Sep 2025 | $416.2B | +6% | 27% | 166,000 |
| Alphabet (Google) | 2025 | $402.8B | +15% | 33% | 190,820 |
| Meta | 2025 | $201.0B | +22% | 30% | 78,865 |
| Gold.com | FY to Jun 2026 | $25.5B | +132% | 0% | 1,355 |
| Old QVC Group | 2025 | $9.2B | −8% | −26% | 16,900 |
Each company’s latest fiscal year as reported to the SEC, in US dollars; fiscal years end in different months. Rivals that report outside the US or in other currencies are not shown.
How concentrated eBay’s customers are
“In each of the years ended December 31, 2025, 2024 and 2023, no customer accounted for more than 10% of net revenues.”
What the rivals have done lately
Decisions that shaped the field
Asked about eBay’s competitors
Who are eBay's competitors?
In its annual report for fiscal 2025, eBay names 5 competitors. 10-K for fiscal 2025
Which companies name eBay as a competitor?
2 companies in our coverage name it in their own annual reports: Gold.com and Old QVC Group.
How does eBay compare with its rivals?
eBay reported $11.1B in revenue in its latest fiscal year, +8% on a year, with a 18% net margin. Amazon: $716.9B, 11% net margin; Apple: $416.2B, 27% net margin.
What are the alternatives to eBay?
The companies eBay itself names as competitors are listed above, front by front, each in its own report’s words. Which matters for a given buyer depends on the job, not the list.
How much of your revenue comes from somebody who is also trying to replace you?
Sources: eBay’s annual report for fiscal 2025; the annual reports of the companies that name it; each company’s financial data as reported to the SEC; Stratrix Decision Records. Analysis and data, not advice.
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- SMART goal builderFramework: SMART Goals
- SWOT builderFramework: SWOT Analysis
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