How many daily visits does eBay receive in 2025?

Current third-party analytics indicate eBay attracts roughly 18 to 21 million visits every day. The figure comes from July 2025 dashboards—648.1 million monthly visits on Similarweb and 529.0 million on Semrush. Dividing those monthly totals by the days in the month produces the daily range.

eBay remains the world’s second-largest online marketplace by traffic volume, trailing only Amazon but maintaining a substantial lead over competitors like Walmart, Etsy, and newer entrants like Temu. The platform’s daily visitor count reflects its enduring appeal to both buyers hunting for deals and sellers looking to reach a global audience.

Numbers at a glance

• 18-21 million daily visits (July 2025 average)
• 648.1 million monthly visits (Similarweb, July 2025)
• 529.0 million monthly visits (Semrush, July 2025)
• 80.96% of traffic originates from the United States
• 54% desktop vs. 46% mobile traffic globally
• 6 minutes 13 seconds average visit duration (Similarweb)
• 6.8 pages viewed per visit
• 38.55% bounce rate

2025 traffic breakdown

eBay’s visitor patterns reveal interesting geographic, device, and seasonal trends that help explain both the platform’s strengths and areas where competitors are gaining ground.

Monthly trends January–July 2025

eBay’s traffic has shown steady growth throughout 2025, with July marking a 5.6% increase over June according to Similarweb data. Semrush shows an even stronger 8.02% month-over-month increase in July. The platform typically sees seasonal spikes during major shopping periods, with December historically generating 20-25% higher daily visits than summer months.

This growth trajectory aligns with eBay’s financial performance, as the company reported 6% revenue growth in Q2 2025 alongside increased gross merchandise volume. The correlation between traffic increases and business metrics suggests that higher visitor counts are translating into actual purchasing activity rather than just browsing.

Device split (desktop vs. mobile)

Traffic distribution varies significantly between analytics providers and geographic regions. Similarweb reports a nearly even split globally (51% mobile, 49% desktop), while Semrush shows desktop maintaining a slight edge at 54% versus 46% mobile.

Regional breakdowns reveal more dramatic differences:

• United States: 57% desktop, 43% mobile (Semrush data)
• Mexico: 38% desktop, 62% mobile
• Germany: 36% desktop, 64% mobile
• Brazil: 33% desktop, 67% mobile
• India: 23% desktop, 77% mobile

The U.S. market’s desktop preference reflects eBay’s strength in categories like collectibles, automotive parts, and business equipment—items that buyers prefer to research on larger screens. This device preference also correlates with eBay’s average session duration of over 12 minutes, suggesting users engage in detailed product research and comparison shopping.

Interestingly, eBay’s official investor data shows that $3 billion worth of gross merchandise was purchased on mobile devices in Q2 2025 alone, indicating that while desktop may drive more traffic in certain regions, mobile commerce remains highly valuable for transaction completion.

Top traffic geographies

The United States dominates eBay’s visitor base, accounting for 71.5-81% of total traffic depending on the tracking source. This concentration reflects both eBay’s historical market development and the platform’s continued strength in North American e-commerce.

Other significant markets include:

1. Mexico – 1.84% of visits (Semrush) / 1.17% (Similarweb)
2. Germany – 1.44% of visits (Semrush)
3. Brazil – 1.41% of visits (Semrush)
4. Canada – 1.22% of visits (Similarweb)
5. Japan – 0.9% of visits (Similarweb)

This geographic concentration reflects eBay’s historical strength in North America, though the company continues expanding internationally through localized sites and partnerships. The platform’s international operations now generate 49% of total revenue according to official company data, suggesting that while U.S. traffic dominates, international markets contribute significantly to business value.

Where the numbers come from

Understanding eBay’s traffic requires examining how different analytics platforms collect and interpret visitor data, plus why the company itself doesn’t publish these figures publicly.

Data vendors explained

Third-party analytics firms like Similarweb and Semrush provide the most reliable estimates of eBay’s traffic since the company doesn’t publish detailed visitor statistics in its quarterly reports. These platforms use different methodologies that explain the variance in their figures.

Similarweb combines clickstream data from millions of users, direct measurement from participating websites, and mobile app analytics to estimate traffic. Their methodology includes panel data from over 100 million devices worldwide, plus direct measurement partnerships with thousands of websites. Their July 2025 figure of 648.1 million monthly visits translates to roughly 20.9 million daily visits.

Semrush relies primarily on search engine data, clickstream panels, and website crawling to generate traffic estimates. Their approach emphasizes organic and paid search traffic patterns, which may undercount direct traffic and mobile app usage. Their July 2025 count of 529.0 million monthly visits suggests approximately 17.1 million daily visits.

Statista aggregates data from multiple sources but often lags behind real-time trackers by several months, making it less useful for current analysis. Their figures typically represent averages across multiple quarters rather than current monthly snapshots.

Why first-party eBay data isn’t public

Unlike some tech companies that report monthly active users or page views, eBay focuses on financial metrics in its earnings calls—gross merchandise volume (GMV), active buyers, and revenue per user. The company considers detailed traffic patterns proprietary information that could benefit competitors.

eBay’s official investor relations data reveals business metrics like 134 million active buyers and 2.4 billion live listings, but stops short of publishing daily or monthly visitor counts. This approach reflects the company’s focus on monetization metrics rather than vanity metrics, as traffic volume doesn’t directly correlate with business success in marketplace environments.

The company does provide some traffic-related insights indirectly, such as mobile GMV figures ($3 billion in Q2 2025) and advertising revenue ($455 million quarterly), which help analysts estimate traffic quality and engagement levels.

Converting monthly to daily – the math

Here’s the straightforward calculation analysts use to derive daily visit estimates from monthly totals, plus why the range exists and what factors influence daily fluctuations.

Similarweb calculation:
648.1 million monthly visits ÷ 31 days (July) = 20.9 million daily visits

Semrush calculation:
529.0 million monthly visits ÷ 31 days (July) = 17.1 million daily visits

Range justification:
The 18-21 million daily range accounts for methodology differences between tracking services, seasonal fluctuations, and the distinction between unique visitors versus total visits. Most industry analysts consider this spread normal for third-party traffic estimates, particularly for sites with eBay’s scale and international presence.

Daily variation factors:
Traffic doesn’t distribute evenly across all days. Weekends typically see 15-20% higher traffic than weekdays, while major shopping events like Black Friday can drive daily visits 40-50% above normal levels. Additionally, time zone differences mean that eBay’s “daily” traffic represents a rolling 24-hour period across multiple geographic markets with different peak shopping hours.

How eBay daily traffic compares to competitors

The competitive landscape shows eBay maintaining its position as the second-largest marketplace despite increased pressure from both established players and new entrants.

Marketplace	Daily Visits (2025)	Monthly Visits	Market Position	Key Differentiator
Amazon	86-90 million	2.6-2.8 billion	#1 globally	Prime ecosystem
eBay	18-21 million	529-648 million	#2 globally	Auction format
Walmart	16-17 million	494-519 million	#3 in U.S.	Physical store integration
Etsy	11-13 million	326-387 million	#4 globally	Handmade/vintage focus
Temu	55-60 million	1.7 billion	#2 by volume, newer entrant	Ultra-low pricing

eBay’s position as the second-largest marketplace by established traffic demonstrates its staying power despite increased competition from Amazon’s expansion and newer platforms like Temu gaining rapid market share through aggressive pricing and marketing.

The traffic-to-revenue efficiency varies significantly across these platforms. While Temu generates more raw traffic, eBay’s 134 million active buyers and $9.5 billion in quarterly gross merchandise volume suggest higher per-visitor value, reflecting the platform’s focus on higher-value items and engaged buyer communities.

What daily visits mean for sellers & advertisers

Understanding eBay’s traffic volume helps merchants and marketers make informed decisions about platform investment and advertising spend, particularly given the platform’s unique auction-based and fixed-price selling formats.

Visibility potential

With 18-21 million daily visitors, eBay offers substantial exposure for sellers, though competition varies dramatically by category. Popular segments like electronics and fashion see millions of daily searches, while niche categories like vintage collectibles may attract thousands of highly targeted buyers.

The platform’s 6.8 pages per visit (Similarweb) or 6.29 pages per visit (Semrush) indicates strong user engagement, suggesting visitors actively browse multiple listings before making purchase decisions. This browsing behavior creates multiple touchpoints for sellers to capture buyer attention through well-optimized listings and strategic pricing.

eBay’s 2.4 billion live listings compete for this daily traffic, meaning sellers must optimize for both search visibility and conversion. Categories with higher traffic volumes naturally see more competition, but also offer greater sales potential for merchants who can differentiate their offerings.

Cost-per-click considerations

eBay’s Promoted Listings advertising typically costs 2-12% of sale price, with higher competition in categories that attract the most daily traffic. The platform’s auction-style ad system means sellers in high-traffic categories often pay premium rates during peak shopping hours.

With organic search driving 19.92-22% of total traffic according to Semrush data, sellers can also benefit from SEO optimization of their listings to capture visitors without paid advertising costs. The platform’s first-party advertising revenue of $455 million in Q2 2025 indicates strong advertiser demand, which correlates with traffic quality and conversion potential.

Understanding daily traffic patterns helps sellers time their advertising spend more effectively. Peak traffic hours typically occur during evening hours in each geographic market, with weekend traffic spikes offering opportunities for increased visibility at potentially lower competition levels.

Frequently asked questions

Is eBay traffic growing or shrinking in 2025?

eBay’s traffic has grown modestly in 2025, with both Similarweb showing a 5.6% month-over-month increase in July and Semrush reporting 8.02% growth. However, this growth lags behind newer marketplaces like Temu, which has gained significant market share since launching in the U.S. The growth aligns with eBay’s 6% revenue increase in Q2 2025, suggesting traffic gains are translating into business results.

What percent of traffic is mobile?

This varies by data source and geography. Globally, Similarweb reports 51% mobile traffic, while Semrush shows 46% mobile. In the U.S., desktop usage remains stronger at 54-57%, but international markets heavily favor mobile with 60-77% mobile traffic shares. eBay’s $3 billion in mobile GMV for Q2 2025 demonstrates the commercial value of mobile traffic regardless of the exact percentage split.

How many active buyers does eBay report?

eBay officially reported 134 million active buyers worldwide in Q2 2025, according to the company’s investor relations data. This figure represents users who made purchases within the past 12 months, not daily active users. The company also maintains 2.4 billion live listings to serve this buyer base.

How accurate are Similarweb numbers?

Industry studies suggest Similarweb’s estimates are typically within 15-25% of actual traffic for large websites. The service tends to be more accurate for desktop traffic than mobile, and for U.S. traffic versus international visitors. Semrush generally shows more conservative estimates but uses different methodology focused on search-driven traffic patterns.

Does seasonality affect daily visits?

Yes, eBay typically sees 20-25% higher daily traffic during November-December holiday shopping periods, with smaller spikes around back-to-school season and major sale events like Black Friday. Summer months generally show the lowest daily visit counts, though 2025 has shown stronger summer performance than historical averages.

How often should I re-check traffic stats?

For competitive analysis, monthly checks are sufficient since traffic patterns change gradually. For advertising planning, weekly monitoring during peak seasons provides better insights into bidding opportunities and category competition levels. Daily monitoring becomes valuable during major shopping events or when launching new product categories.

Are bots included in the counts?

Third-party trackers attempt to filter out bot traffic, but some automated visits likely remain in the totals. eBay’s actual human visitor count is probably 5-10% lower than reported figures, which is typical for major e-commerce sites. The platform’s strong engagement metrics (6+ pages per visit, 12+ minute sessions) suggest the majority of counted traffic represents genuine user activity.

Which categories get the most pageviews?

Electronics, fashion, and automotive parts generate the highest daily traffic on eBay, with collectibles and home goods also attracting significant visitor volume during peak shopping periods. Business & industrial categories see steady traffic but lower overall volumes. Category traffic often correlates with eBay’s promoted listings competition, with higher-traffic categories commanding premium advertising rates.

Key takeaways

The data reveals several important insights about eBay’s current market position and traffic patterns that inform strategic decisions for sellers, advertisers, and competitors.

• eBay attracts 18-21 million daily visits based on July 2025 data from major analytics providers
• Traffic is concentrated in the U.S. (71-81%) with mobile usage growing globally but desktop still preferred domestically
• The platform maintains its #2 marketplace position despite increased competition from Amazon and newer entrants
• Seasonal variations can increase daily visits by 20-25% during peak shopping periods
• Sellers should consider both traffic volume and competition levels when evaluating category opportunities
• Device preferences vary dramatically by geography, affecting mobile optimization priorities
• Strong engagement metrics (6+ pages per visit, 12+ minute sessions) indicate high-quality traffic
• Official business metrics show 134 million active buyers generating $9.5 billion in quarterly GMV

Sources & references

• Similarweb – eBay.com Traffic Analytics July 2025 — Monthly visit data and engagement metrics
• Semrush – eBay.com Website Overview July 2025 — Alternative traffic estimates and keyword data
• eBay Inc. Investor Relations – Fast Facts — Official business metrics and active buyer counts
• RedStag Fulfillment – Amazon Daily Visits Analysis — Competitive marketplace traffic comparisons