Performance, Dividends, and M&A: Global E-commerce Undergoing Transformation

US e-commerce company eBay Inc. (NASDAQ: EBAY) reported fourth-quarter 2025 revenue of $3.0 billion, up 15% year-over-year (about KRW 4 trillion), and reiterated its solid profitability and cash generation as gross merchandise volume rose to roughly $21.2 billion (about KRW 28 trillion). The company increased its first-quarter 2026 dividend by approximately 7% to $0.31 per share and approved an additional $2 billion (about KRW 2.6 trillion) share-repurchase program. Over the full year, eBay returned more than $3 billion (over KRW 4 trillion) to shareholders through dividends and buybacks. In a separate release, eBay announced it has agreed to acquire Depop, the fashion C2C marketplace, from Etsy for around $1.2 billion (about KRW 1.6 trillion), with closing expected in the second quarter of 2026.

Recently, eBay expanded its live-commerce service “eBay Live” across Canada and rolled out a series of seller news and reports—covering its climate transition plan, circular fashion fund, and recommerce report—to underscore its sustainability and resale strategy.

Focusing on high-margin categories such as secondhand and refurbished goods, collectibles, and fashion, eBay leverages AI-based listing and search tools and authentic-product verification services to compete globally with marketplaces like Amazon, Temu, and Shein.