In a nutshell
Live shopping is becoming a key trend in European e-commerce – and eBay Live has now brought its own version to Germany. Other European markets will likely follow soon. The new feature lets sellers stream, interact, and sell in real time through the eBay app, combining entertainment and commerce. This guide shows how eBay Live works, what equipment you need, and what kinds of products perform best.
⏱ Time to Read: appr. 5 min
The Rise of Live Shopping – From China to Germany
Live shopping has already revolutionized online commerce in China, where platforms like Taobao Live and Douyin turned product demos into entertainment formats that drive billions in sales. The idea is simple but powerful: engage, demonstrate, and sell – all in real time.
Western platforms have caught on. Amazon Live, TikTok Shop, and Otto Live in Germany have all introduced versions of this model, bringing immediacy and personality back to online retail. As livestream commerce moves west, sellers now have the chance to connect with buyers in real time – not through algorithms, but through authentic interaction.
eBay Live expands this movement within the eBay ecosystem, giving sellers a direct, video-based way to connect with customers and show their expertise. The feature officially launched in the U.S. market in 2024, started in the UK in February 2025, and has now debuted in Germany with Collectibles & Trading Cards and Clothing & Accessories – two categories where storytelling and authenticity matter most.
What Is eBay Live?
eBay Live is a built-in livestream feature inside the eBay app that enables sellers to host live product presentations, interact with viewers, and sell directly during the stream.
Two formats are available:
- Live Auctions – viewers can place real-time bids as the seller presents items.
- Buy It Now – viewers purchase immediately while watching.
Unlike traditional eBay auctions that end precisely when the clock runs out, eBay Live auctions feature a “Soft Close” mechanism. If a new bid is placed in the final seconds, the timer automatically extends. This mimics a real-life auctioneer (“Going once… going twice…”) and ensures that the item truly goes to the highest bidder, effectively preventing last-second “sniping” tools. For buyers, the experience feels like modern, interactive teleshopping – they can comment, ask questions, or request close-ups before buying. For sellers, everything is integrated into eBay’s backend: product tagging, checkout, payment, and analytics are all part of the same environment.
How Sellers Can Participate – Step by Step
Plan your show
- Access & eligibility
- eBay Live is being rolled out gradually to verified sellers. Invitations are managed through eBay Live Studio and the Seller Hub.
- Plan your show
- Select products that tell a story or benefit from demonstration.
- Choose between auction or fixed-price format.
- Schedule your stream – prime times (evenings or weekends) attract larger audiences.
- Prepare your setup
- Use a smartphone or external camera.
- Check framing, sound, and lighting before going live.
- Pre-tag products in Seller Hub to display them seamlessly during the stream.
- Go live
- Introduce yourself, present your products dynamically, and interact actively.
- Pin items as you talk about them; use chat to answer questions or highlight deals.
- Keep a steady rhythm – viewer’s attention spans are short.
- After the stream
- Unsold items stay available for purchase.
- Review analytics: viewers, interactions, sales.
- Refine your next show based on what worked.
What Products Work Best
In Germany, eBay Live currently covers two categories – Collectibles and Clothing – with more to follow in 2026. But we can already see what products sell well in other markets like the UK or the US. eBay Live favors products with visual, emotional, or collectible value.
- Collectibles & Trading Cards – visually engaging and community-driven.
- Clothing & Accessories – vintage fashion, sneakers, and statement pieces that benefit from live presentation.
- Luxury Goods – bags, watches, or jewelry that gain trust through real-time demonstration.
- Refurbished Tech – items where functionality can be shown live.
In short: anything that sparks curiosity, nostalgia, or excitement can shine on eBay Live.
Seller Checklist for eBay Live: Technical Setup & Workflow
| Requirement | Why it matters |
| Stable Internet Connection | An upload speed of at least 20 Mbps+ prevents lag or interruptions. |
| Smartphone or External Camera | Smartphones are enough, but DSLRs or webcams improve quality for close-ups. |
| Tripod & Lighting | Ensures a steady frame and professional look. Use a ring light or a softbox and make sure the camera is in a stable, non-shaking position. |
| External Microphone or Headset | Clear sound is crucial – buyers lose trust if they can’t hear you properly. |
| Neutral, well-lit background | Keeps focus on the product, avoids clutter. |
| Second Monitor or Device | Makes it easier to track chat and bids without blocking your main screen. |
| Assistance | A co-host or assistant can moderate chat, manage product pins, and handle bids or questions while you focus on presenting. |
| Pre-tagged products in Seller Hub | Keeps transitions smooth during the stream. |
| Script | Don’t write a full-on script and read that but make sure you know what story arc you want to convey: greeting → demonstration → call-to-action |
| Backup products ready | Avoid downtime if something sells out quickly. |
Key Learnings
- eBay Live merges real-time interaction with eBay’s established marketplace infrastructure.
- Germany’s launch started with Collectibles & Trading Cards and Clothing & Accessories, with more categories to follow.
- The format works best for products that tell a story or benefit from live demonstration.
- A solid technical setup (sound, light, camera) is essential; a second person or monitor helps maintain flow.
- Preparation matters: plan your product order, create an engaging storyline, and keep sessions concise.
- eBay Live revives the teleshopping spirit – now interactive, authentic, and mobile-first.
- Early adopters can gain visibility and community traction as live shopping expands across Europe.
03.12.2025 – Written by Ricarda Eichler