EBAY · Earnings call · 2026Q2T · Full report
Advertising Demand Trends
EBAY INC · 2026-08-05 · Importance 59 · Surprise 48 · Contradicted
Total advertising revenue reached $596 million in Q2, with first-party ads growing 24% to $570 million. Promoted Listings represented nearly $1.3 billion of eBay’s $2.6 billion listings, and 5.7 million sellers adopted at least one promoted-listing product. Off-platform advertising grew 21%, primarily driven by Qoo10 in Japan. eBay expanded mobile tools allowing C2C sellers to promote all inventory and rolled out updated relevance models across CPC ads and recommendation services.
Key facts
- Promoted Listings comprised nearly $1.3 billion of the $2.6 billion total listings on eBay and 5.7 million sellers adopted at least one promoted listing product in Q2
- First-party ads grew 24% to $570 million in Q2
- Advertising revenue in Q2: $596 million, representing GMV penetration of nearly 2.7%
- Off-platform ads grew 21% in Q2, primarily driven by strong growth in Qoo10 business in Japan
Impact estimates
| metric | direction | stage | expected | basis |
|---|---|---|---|---|
| revenue | positive | realized | +19.0% | Advertising revenue in Q2: $596 million, representing GMV penetration of nearly 2.7% |
| revenue | positive | realized | +3.5% | First-party ads grew 24% to $570 million in Q2 |