eBay was out with two new reports on Tuesday that show its continued focus on fashion and used (“pre-loved”) goods. eBay now has a “resident stylist,” Brie Welch, who said of eBay’s year-end Watchlist report, “This season, people are embracing the beauty of pre-loved style by choosing pieces that feel personal, meaningful, and sustainable. With eBay, it’s easy to find items with character and history that make every purchase feel special.”
The Watchlist report is powered by eBay’s “real-time shopper insights.” For instance, in reporting the top 2025 luxury brands, it based the rankings on global eBay purchases and listings from January-September 2025. (Louis Vuitton, Gucci, and Prada came out on top.)
eBay also released its 5th annual Recommerce Report on Tuesday, based on a survey of over 27,000 people globally, including both eBay sellers and general consumers.
eBay found that for sellers, passion was a primary motivator for selling used goods. In Trading Cards (45%), Collectibles (37%), and Antiques (35%), sharing passion for specific items was the top reason sellers participated in recommerce.
eBay CEO Jamie Iannone said recommerce was redefining how people shop, “led by a new generation that values connection, purpose, and sustainability. Nearly 80% of Gen Z and Millennials see themselves as part of this movement, turning their passion for pre-loved items into real impact.”
“eBay has been leading this shift from the start, and with new AI tools, it’s now easier than ever to give great products a second life and build a more sustainable future,” he said.
The report found that saving money was one of the top three reasons consumers buy pre-loved goods, with 81% citing it as a key motivation. Sustainability and environmental benefits also ranked at 45%, “showing that shoppers are increasingly driven by both practical and purposeful reasons,” eBay said.
Other leading drivers include looking for a specific item they can’t find new (37%), seeking unique or collectible pieces (36%), and a dislike of fast fashion (17%).
