How many sellers list on eBay each year?

eBay hosts approximately 17.6 million active sellers worldwide as of 2024, according to verified industry analytics. This represents a slight decline from 18.1 million sellers in 2023, continuing a gradual downward trend from the platform’s 2014 peak of 25 million active sellers. An “active seller” is defined as an account that has listed or sold at least one item within the past 12 months.

Numbers at a glance

• 17.6 million active sellers globally (2024)
• 18.1 million active sellers in 2023
• 25 million peak seller count (2014)
• 134 million active buyers worldwide (eBay official, 2025)
• 30% decline from peak levels over the past decade
• 2.3 billion live listings currently on the platform

eBay seller count timeline (2007-2024)

The trajectory of eBay’s seller base reveals a story of explosive growth followed by gradual decline. The platform experienced remarkable seller growth from 2007 through 2014, when it reached its all-time high of 25 million active sellers.

Historical seller counts by year

Year	Active Sellers (Millions)	Year-over-Year Change
2007	1.3	–
2008	1.8	+38%
2009	2.1	+17%
2010	3.3	+57%
2011	6.8	+106%
2012	13.0	+91%
2013	18.4	+42%
2014	25.0	+36%
2015	24.8	-1%
2016	24.1	-3%
2017	22.9	-5%
2018	22.3	-3%
2019	21.1	-5%
2020	20.0	-5%
2021	19.0	-5%
2022	18.3	-4%
2023	18.1	-1%
2024	17.6	-3%

The data reveals two distinct phases: explosive growth from 2007-2014, followed by steady decline from 2015-2024.

What drives seller growth or decline?

Several macro and platform-specific factors have influenced eBay’s seller population over time.

The 2015 PayPal spin-off impact

The 2015 PayPal separation marked a significant turning point for eBay sellers. The split forced sellers to adapt to new payment processing systems, with eBay eventually transitioning to Adyen as its primary payment processor by 2018. This shift to “managed payments” streamlined some processes but introduced new fee structures and required seller adaptation.

Fee structure evolution

eBay’s fee changes have consistently impacted seller retention. The current structure averages around 12.9% plus $0.30 per transaction, with category-specific variations. These fees, combined with promoted listing costs, have made it more expensive for smaller sellers to maintain visibility.

Competition from Amazon and specialized platforms

Amazon’s marketplace dominance has significantly impacted eBay’s seller acquisition. With Amazon capturing a larger share of product searches, many sellers have migrated despite higher competition.

Specialized platforms like Etsy (handmade goods), Poshmark (fashion), and Facebook Marketplace (local sales) have carved out niches that previously belonged to eBay sellers.

Regional breakdown of eBay sellers

Based on verified data from multiple sources, eBay’s seller base remains concentrated in developed markets, with the United States and United Kingdom leading adoption.

Top countries by seller concentration (2024)

Country	Share of Active Sellers
United States	31%
United Kingdom	29%
Germany	15%
China	12%
Australia	4%
Italy	2%
Other markets	7%

The data shows that nearly 60% of eBay sellers come from the United States or United Kingdom, making these two countries the largest seller sources globally.

Current marketplace health indicators

Despite the declining seller count, several metrics suggest eBay maintains marketplace health:

Positive indicators

• 134 million active buyers worldwide (eBay official, 2025)
• 2.3 billion live listings currently available
• $74.7 billion GMV in 2024, showing slight growth
• 80% of sellers are small businesses, emphasizing eBay’s role as an SME platform
• 22% new sellers joined over the past year, indicating continued interest

Seller engagement patterns

• About 80% of eBay’s sellers are small businesses, making it a significant platform for independent merchants
• Around 4% of eBay sellers are classified as “Power Sellers” with high sales volumes and excellent customer service ratings
• 79% of global sellers got their start on eBay by selling pre-loved goods
• 50% of sellers reported an increase in selling pre-loved goods compared to 1-5 years ago

What fewer sellers mean for current and prospective merchants

The implications of eBay’s declining seller count vary significantly depending on your perspective and category focus.

Marketplace dynamics

Reduced competition in specific niches can create opportunities, particularly for unique or specialized items. Categories like collectibles, vintage goods, and hard-to-find parts may offer better prospects with decreased seller density.

However, fewer sellers also indicate reduced platform vitality, potentially leading to decreased buyer traffic and lower overall sales velocity across the marketplace.

Category-level considerations

Competition varies dramatically by product category:

• Electronics and consumer goods: Highly competitive with thin margins
• Collectibles and vintage items: Less competition, potentially higher margins
• Handmade and artisan goods: Moderate competition, but faces pressure from Etsy
• Auto parts and industrial supplies: Stable demand with specialized knowledge barriers

Success strategies in a contracting seller base

With fewer sellers but potentially less buyer traffic, successful eBay sellers must focus on:

• Search optimization for eBay’s internal search algorithm
• Competitive pricing strategies within their categories
• Professional presentation with high-quality photos and detailed descriptions
• Customer service excellence to build repeat business and positive feedback

The recommerce opportunity

eBay’s 2024 Recommerce Report reveals significant opportunities for sellers in the pre-loved goods market:

Market trends favoring sellers

• 86% of consumers have bought or sold pre-loved goods in the last 12 months
• Over 70% of consumers globally plan to spend on recommerce/pre-loved goods this year
• Pre-loved and refurbished items make up 40% of eBay’s gross merchandise volume
• 94% of Gen Z and 90% of Millennial sellers value eBay’s ability to keep items out of landfills

Top reasons people sell on eBay

• Making extra cash (68% in the US, 53% in the UK)
• Sustainability concerns (72% of Gen Z, 70% of Millennials cite environmental benefits)
• Hobby and interest (31% in Canada say it’s a fun hobby)
• Decluttering and organization (keeping items out of landfills)

Frequently asked questions

How often does eBay update seller counts?

eBay doesn’t officially report seller counts in quarterly filings. Third-party analytics firms provide the most consistent tracking, typically updating annually or semi-annually.

Do seasonal sellers count as “active”?

Yes, if they’ve listed or sold items within the past 12 months. This includes sellers who only operate during holiday seasons or specific selling periods.

Is eBay losing sellers to Amazon?

Data suggests yes. While correlation isn’t causation, eBay’s seller decline coincides with Amazon’s marketplace expansion. The timing and scale suggest competitive pressure.

What caused the biggest drop in seller numbers?

The most significant decline occurred gradually from 2014-2020, losing 5 million sellers over six years. This coincides with increased competition from Amazon and the PayPal separation’s operational impacts.

How does eBay define an “active” seller?

An active seller is typically defined as an account that has listed or sold at least one item within the past 12 months, though eBay doesn’t publish official definitions consistently.

Are most eBay sellers businesses or individuals?

About 80% of eBay sellers are small businesses, though many started as individual sellers. The platform serves as a catalyst for entrepreneurs, with many “accidental entrepreneurs” growing from casual selling.

Methodology: where the numbers come from

Understanding eBay seller statistics requires navigating different data sources and definitions, each with their own methodology and limitations.

Primary data sources

eBay investor filings provide the most authoritative figures for buyers and financial metrics, typically released quarterly through SEC 10-K and 10-Q forms. However, eBay’s official investor relations materials focus primarily on buyer counts (134 million active buyers) and financial performance rather than detailed seller statistics.

Third-party analytics firms like Business of Apps, Sci-Tech Today, and Yaguara use web scraping, API analysis, and industry research to track seller activity. These sources provide the most comprehensive historical seller data available.

Active vs. registered sellers

The distinction between seller types significantly impacts reported numbers:

• Active sellers: Accounts that have listed or sold items within the past 12 months (the standard metric used in most reports)
• Registered sellers: All accounts created for selling purposes, regardless of recent activity

Most public statistics reference active sellers, as this provides the most meaningful measure of marketplace vitality.

Why seller data is less transparent

Unlike buyer metrics, which eBay reports officially, seller counts are not consistently disclosed in quarterly reports. This creates reliance on third-party tracking and industry analysis for comprehensive seller statistics.

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Sources & references

• Business of Apps – eBay Statistics — Historical seller data and comprehensive marketplace metrics
• eBay Inc. Investor Relations — Official buyer counts and financial performance data
• Yaguara eBay Statistics 2025 — Market analysis and current trends
• Sci-Tech Today – eBay Statistics — Comprehensive marketplace data and seller demographics
• eBay 2024 Recommerce Report — Official eBay research on pre-loved goods market trends
• Chargeflow eBay Statistics — Additional marketplace metrics and analysis
• eMarketer eBay Research — Industry analysis and market positioning