It’s the shopping format that has helped fuel the rapid growth of the 2025 Smart50 Awards winner Michu Pet Supplies, and now eBay is bringing its version to Australia.
The e-commerce giant officially launched eBay Live in Australia on Wednesday, giving local shoppers access to an interactive live shopping platform that has proved popular in the US, UK and Germany.
Related Article Block Placeholder
Article ID: 313760
The platform taps into the growing trend of ‘live commerce’ — a combination of live streaming and online shopping that allows buyers to interact directly with trusted sellers and gain access to exclusive deals in real time.
It is also designed for the growing communities of collectors, of which there are estimated to be 7.6 million in Australia, or one in three surveyed adults, according to research from eBay Australia.
Some of those collectors are expected to tune in on Saturday, December 6, when Heartbreak High actress and collector Chloe Hayden will go live on the platform to auction off rare Pokémon trading cards valued at approximately $1,000 for as little as 1 cent.
Smarter business news. Straight to your inbox.
For startup founders, small businesses and leaders. Build sharper instincts and better strategy by learning from Australia’s smartest business minds. Sign up for free.
By continuing, you agree to our Terms & Conditions and Privacy Policy.
Former AFL star Buddy Franklin also made a surprise appearance on eBay Live on Tuesday, December 2, to auction off AFL trading cards from his career.
The eBay Australia research, which was conducted by YouGov in November, found 40% of Australians are interested in trying live shopping. At the same time, 48% of those surveyed admitted that FOMO (fear of missing out) influences their shopping habits.
“Australians love a great deal and the thrill of the chase, but they also crave authentic experience,” said eBay Live Australia country manager Alaister Low in a statement provided to SmartCompany.
“Ebay Live brings our community together, combining the excitement of live shopping with the variety, value and unique finds Australians expect from eBay, starting with collectables and trading cards, all from trusted, verified sellers.”
EBay Live will offer both fixed-time auctions and auctions that can be extended by last-second bids. The streams will be accessible on the eBay app and website.