E-commerce giant eBay is expanding its live shopping feature to Germany, with the first streams kicking off at the Comic Con fair in Stuttgart on November 29. CEO Jamie Iannone shared that eBay Live, which has seen fivefold growth in the U.S., lets sellers run auctions or offer instant buys while interacting with viewers who can comment and ask questions in real-time.
Initially, the German launch will focus on collectibles and fashion, with plans to add more categories next year. Iannone describes live shopping as an “element of human connection,” where buyers engage with passionate sellers and experts, building communities that boost sales beyond the live events.
This move positions eBay Live as a strong competitor to TikTok’s live-commerce, already active in Germany since spring, offering shoppers a dynamic, interactive buying experience.
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