Full-Year GMV and U.S. Strength
Gross merchandise volume grew nearly 6% to approximately $80 billion in 2025, with U.S. GMV growing nearly 10%, driven by broad-based strength across strategic priorities.
Recommerce and Strategic Mix
Recommerce (preowned and refurbished) comprised over 40% of GMV in 2025; focus categories, C2C and recommerce made up ~2/3 of the business (> $50 billion GMV) and that segment grew ~10%.
Revenue and Advertising Growth
Full-year revenue increased nearly 7% to $11.1 billion; advertising annual revenue reached approximately $2 billion and was a key driver of revenue outperformance.
Profitability and EPS Improvement
Non-GAAP operating income grew roughly 7% to nearly $3.1 billion for the year; non-GAAP EPS grew ~13% to $5.52, and the company returned about $3 billion to shareholders (repurchases + dividends).
Strong Q4 Results
Q4 GMV grew over 8% to $21.2 billion; revenue grew over 13% to $2.96 billion; non-GAAP operating income rose over 11% to $775 million; non-GAAP EPS was $1.41 (nearly 13% YoY).
AI and Product Innovation Impact
Next-gen AI-native magical listing reduced average listing time by >25%, increased new listing creation rate by >50%, produced double-digit increases in sold items and GMV per lister, and achieved >95% customer satisfaction. Trading-card AI scanning scanned over 15 million cards since launch.
eBay Live Traction
eBay Live is scaling rapidly with an annualized run-rate ~7x YoY, multi-country launches (Germany, Australia, France, Italy, Canada), and a single-event Black Friday record of ~ $2 million in sales.
Strategic Acquisitions to Grow C2C
Definitive agreement to acquire Depop for ~ $1.2 billion cash; Depop facilitated ~ $1 billion GMS in 2025 and grew ~60% YoY in the U.S.; expected to contribute 1-2 percentage points to 2026 GMV growth (with near-term modest dilution).
Environmental and Sustainability Targets Exceeded
Exceeded 2021-2025 impact goals: ~ $25 billion in cumulative positive economic impact (vs $22B target), prevented ~8.2M metric tons of CO2 (above 8M target) and diverted >360k metric tons of waste (vs 350k target).
Q1 and 2026 Financial Guidance
Q1 GMV guide $21.5B–$21.9B (10%-12% FX-neutral growth); Q1 revenue guide $3.00B–$3.05B (13%-15% FX-neutral); Q1 non-GAAP operating income growth 11%-16% and EPS $1.53–$1.59 (12%-16%). Full-year 2026 planning assumes GMV similar to 2025 and non-GAAP operating income growth 8%-10%.