eBay

EBAY · NASDAQ

$121.19+$0.72 (+0.60%)TodayMarket closed · Oct 20, 4:05 PM ET

Prev close $120.47

EBAY analyst rating

HoldConsensus of 25 analysts over the last 12 months. 44% rate it a buy.

Strong buy0
Buy11
Hold12
Underperform2
Sell0

12-month price target · 31 analysts

Average $117.44 (−3.1% downside)

Low: $70.51
Now: $121.19
High: $152.25

Upgrades and downgrades

The latest rating actions, newest first

EBAY analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
Morgan Stanley	Oct 12, 2026	Maintains	Overweight	$127.00 → $132.00	71%
Wells Fargo	Oct 12, 2026	Maintains	Underweight	$92.00 → $91.00	55%
StoneX	Sep 14, 2026	Maintains	Buy	$134.00 → $136.00	61%
Wedbush	Aug 20, 2026	Maintains	Outperform	$135.00 → $137.00	58%
Rosenblatt	Aug 20, 2026	Initiates	Buy	$120.00	62%
Citigroup	Aug 13, 2026	Maintains	Buy	$127.00 → $130.00	56%
UBS	Aug 11, 2026	Maintains	Neutral	$107.00 → $120.00	59%
Argus Research	Aug 7, 2026	Upgrade	Hold → Buy	$133.00	61%
Piper Sandler	Aug 6, 2026	Maintains	Overweight	$115.00 → $133.00	58%
Truist Securities	Aug 6, 2026	Maintains	Hold	$105.00 → $115.00	63%

The case for and against

Updated Oct 14, 2026

Bull case

eBay is viewed positively because its core marketplace is showing structurally stronger GMV growth, with 2Q GMV up 15% and Focus Categories alone rising 26% FX-neutral to over 40% of GMV, while C2C, recommerce, and collectibles each contributed broad-based momentum. Its monetization remains healthy, as 2Q revenue reached $3,134mm, adjusted EBITDA was $994mm, and advertising revenue grew 23.7% to $596mm, reflecting stronger engagement from 136mm active buyers and a flat 14.0% take rate. The outlook is further supported by AI-powered listing and search tools, plus the Depop acquisition, which should deepen Gen Z and fashion resale exposure and add to growth despite short-term margin pressure.

Bear case

eBay is facing a weak fundamental setup because the Depop acquisition provides only modest near-term GMV and revenue lift while materially pressuring profitability, with a 3-4 point headwind to 3Q operating income growth, mid-single-digit EPS dilution, and about a 2 point drag on full-year operating income growth. Despite management’s claim that some spending is being redeployed rather than added, the deal still absorbs capital and delays accretion until 2028, while eBay’s core business remains exposed to failure to reaccelerate GMV, sustain active buyer growth, and reduce buyer and seller churn. With $11.1 billion of 2025 revenue, nearly $80 billion of GMV, and heavy reliance on transaction fees and advertising across a competitive global marketplace, the company also faces regulatory, cross-border, and slowing eCommerce risks that could keep growth and margins under pressure.

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