eBay’s collectibles initiatives – live auctions and Goldin
eBay’s collectibles initiatives are front and center as the company doubles down on the categories that built its early community. In recent years, eBay said it has invested heavily in returning to its roots as a place to buy and sell collectibles through a focus category strategy. That strategy spans acquisitions, curated experiences, and new formats that speak to enthusiasts. It includes buying Goldin Auctions in 2024, acquiring marketplace TCGplayer, and adding sneaker authentication service Sneaker Con. On top of that, eBay launched eBay Live to tap into the popularity of live-stream shopping. Taken together, these moves form the backbone of eBay’s collectibles initiatives and show a clear plan to serve fans who want confidence, curation, and excitement when they shop.
Leadership has been vocal about this direction. Adam Ireland, who now serves as Vice President and General Manager of Global Collectibles, summed up the appeal in a year-end announcement. He said that for 30 years, eBay has been the destination for collectors and fans to find, sell, and shop for the things they love, and that it is fascinating to watch trends emerge and evolve. The message is simple yet strong. eBay’s collectibles initiatives are meant to help people find what they love while tracking the cultural moments that shape demand. It is a plan rooted in what worked before, refreshed for how people discover and buy today.
The numbers point to momentum. eBay reported that its focus categories, which include collectibles and luxury goods, grew over 15 percent year over year in the third quarter of 2025. That pace outperformed the rest of the marketplace by about 11 points. While the company did not break out each part, those results suggest that eBay’s collectibles initiatives are helping to lift the areas it is prioritizing. Growth of that size is not an accident. It often reflects a mix of better inventory, sharper merchandising, and formats that fit how buyers want to browse and bid.
There is also a global angle at work. eBay’s collectibles initiatives are not confined to one market. The company has been rolling out features and experiences across regions, bringing curated collector moments to more places. With live-stream shopping rising and collector communities staying active worldwide, eBay is positioning itself to meet that demand. The approach is pragmatic and optimistic. It treats collectors as knowledgeable fans who want access and fun, not just more listings. As you look at the full slate of steps outlined below, it becomes clear how each piece supports the others. That is the core strength of eBay’s collectibles initiatives today.
How eBay Live anchors eBay’s collectibles initiatives this holiday season
Live-stream shopping is a headline act in eBay’s collectibles initiatives, and the holiday calendar shows why. eBay’s live-streaming platform called eBay Live is holding special holiday events that kick off on Black Friday on November 28 and run through December 20. The live auctions include rare luxury pieces and coveted collectibles, including Hermès Birkin bags and six-figure rookie cards that start at one dollar. eBay described the plan as a marathon of livestreams hosted by top eBay sellers, with surprise celebrity guest appearances to keep energy high. On December 5 and 6, DCSports will offer inventory starting at one dollar, including a Michael Jordan highly graded rookie card. That is a clear sign that eBay is pairing attention-getting price points with marquee items that collectors recognize.
eBay says that eBay Live is emerging as a meaningful part of how it is reinventing the future of ecommerce for enthusiasts. The platform continues to build momentum, fueled by growing seller adoption and rising buyer engagement. Those words matter because they point to adoption on both sides of the marketplace. When sellers and buyers lean in at the same time, the flywheel can spin fast. That is exactly the kind of behavior eBay’s collectibles initiatives are built to encourage. The holiday programming also makes smart use of timing. By bridging Black Friday through the week before Christmas, eBay Live keeps collectors engaged during the peak shopping window when interest and intent both run hot.
There is also an expansion story behind the scenes. This year, eBay expanded eBay Live to the U.K., took the format on the road in the U.S. with eBay Live on Tour, and set a formal launch in Germany on November 29 at Comic Con Stuttgart. Each move spreads access to curated collector experiences. By lifting the format across markets, eBay’s collectibles initiatives aim to make live shopping feel familiar and trusted for more people. It is a practical way to meet enthusiasts where they already gather, both online and at tentpole events.
Context helps here. eBay has been prioritizing focus categories for around six years, including collectibles and luxury goods, and reported that those categories grew over 15 percent year over year in the third quarter of 2025. That outpaced the rest of the marketplace by about 11 points. While many factors contribute to that result, the cadence and visibility of eBay Live likely support discovery. In short, the holiday slate is not a one-off. It is a vivid expression of eBay’s collectibles initiatives designed to spark participation, highlight trusted sellers, and reward viewers with rare finds and real-time excitement.
Linking eBay and Goldin – a collector-friendly push
Another pillar of eBay’s collectibles initiatives is its integration with Goldin Auctions. eBay acquired Goldin in 2024 and is now enticing collectors to link their eBay accounts to Goldin through a sweepstakes. The company emailed customers with a clear offer that invites them to enter to win one thousand five hundred dollars in credit on Goldin. To participate, eBay customers can sign in on Goldin.co/sign using the Sign in with eBay link, then connect accounts or verify a new one. The sweepstakes runs through January 31, 2026, and the drawing will be held on February 2, 2026. One winner will receive a one thousand five hundred dollar credit and an invitation to Goldin’s national party, and four others will receive two hundred fifty dollar credits. The pitch is straightforward. Link your accounts and get access to exclusive auctions along with a chance to win.
This push fits neatly into eBay’s collectibles initiatives. In announcing the acquisition, eBay called Goldin a leading US based auction house for high value trading cards and collectibles and said the deal would bring some of the most exciting, exclusive inventory to eBay customers. That promise lines up with what collectors want from a modern marketplace. They want selection that feels exclusive, a bidding experience that is simple, and confidence that the items they chase have the right provenance. By giving people a single sign in path and offering a tangible reward, eBay is lowering the friction that can keep platforms siloed. It is a win for convenience and a nudge that encourages exploration.
There is timely content around the brand too. eBay noted in a December 5 email that the Netflix series featuring the founder of Goldin Auctions, called King of Collectibles, would begin airing its third season on December 23. The message also linked to the Goldin Weekly Auction, which it described as having ultra rare pieces with the bidding starting at ten dollars. Pairing a cultural touchpoint with live auctions is smart. It keeps collectors in the loop and gives them a reason to check in weekly. Again, the theme is consistent. eBay’s collectibles initiatives are about connecting people to inventory and experiences that feel special and immediate.
When you step back, this account linking effort signals how eBay thinks about growth in collectibles. It is not only about adding more listings. It is about creating bridges between known destinations so that a collector who loves cards can move smoothly from browsing to bidding. It also underscores how eBay’s collectibles initiatives use both promotions and product design to guide behavior. The sweepstakes gives a short term incentive. The linked login gives a long term path. Together, they make it easier for the curious fan to become a confident participant.
What eBay Collected reveals about 2025 trends
Research and reporting have become another hallmark of eBay’s collectibles initiatives, anchored by the company’s annual roundup called eBay Collected. eBay describes eBay Collected as a year end shoppable trend report that highlights the athletes, characters, and artifacts that captured global attention and drove collector demand in 2025. The report is based on marketplace data and is designed to show what buyers searched for and how interest shifted across the year. It is both a guide for enthusiasts and a signal of where energy is building. By packaging insights in a way collectors can shop from, eBay’s collectibles initiatives turn data into a helpful discovery tool.
Adam Ireland added color to the findings with a reflection that blends history and hype. He said it is fascinating to watch trends emerge and evolve, and noted that this year saw collectors seeking blind boxes and rare Labubus, search spikes for rookie talent alongside steady demand for icons like Shohei Ohtani, and continued popularity of Pokémon across vintage cards and new releases. That snapshot feels true to the hobby right now. People chase the new while celebrating the timeless. In practice, eBay’s collectibles initiatives give fans a place to do both.
The eBay Collected page also lists the top 10 collectibles searches of 2025 based on searches in eBay.com’s Collectibles category from January through October 2025. The top searched terms were Pokémon, LEGO Star Wars, Pokémon Cards, Hot Wheels, LEGO, Pokémon PSA 10, PSA 10, Michael Jordan, PSA, and Football Cards. The mix is telling. It blends brand mainstays with grading related terms and a single athlete name, Michael Jordan, who continues to carry unmatched influence in the hobby. As Sports Illustrated observed when covering the data, the list was dominated by brands and categories rather than a flurry of individual athletes.
All of this feeds back into the broader plan. eBay’s collectibles initiatives use reporting like eBay Collected to shine a light on what fans already love while connecting them to live shopping and curated auctions. When you know that Pokémon and LEGO Star Wars are driving attention, it becomes natural to highlight related inventory in a livestream or a weekly auction. When you see that PSA 10 appears in the top terms, you can make grading part of the conversation. That is how data can make the collector journey clearer and more fun without adding friction.
The state of trading cards and focus category growth
Trading cards remain a centerpiece of eBay’s collectibles initiatives, and the 2025 data backs that up. eBay reported that compared to five years ago, a diverse array of sports cards captured attention in 2025 and fueled surges in resale value. The company highlighted that average sales price increased by WNBA plus 130 percent, WWE plus 125 percent, NHL plus 40 percent, and F1 plus 35 percent based on global sold items in eBay’s Trading Cards category from January through September 2025 versus the same period in 2020. That pattern suggests broad demand, not just a single sport or a single class of stars. It also aligns with the emphasis on rookie talent and icons living side by side in the hobby.
eBay has treated trading cards as a priority within the collectibles focus category, and the surrounding ecosystem reflects that. The acquisition of Goldin brought a high profile auction house for trading cards and collectibles under the same umbrella as the marketplace. The acquisition of TCGplayer strengthened the position in trading card games. The involvement of Sneaker Con added a well known authentication service in a culture that overlaps with collectibles. In that context, eBay’s collectibles initiatives look like a network of trusted touchpoints rather than a single product bet. Each piece supports discovery, bidding, and confidence.
The performance of focus categories underscores the approach. eBay said focus categories, which include collectibles and luxury goods, grew over 15 percent year over year in the third quarter of 2025 and outpaced the rest of the marketplace by about 11 points. That kind of delta suggests that targeted investment is working where the company is leaning hardest. It does not claim that every single subcategory is growing at the same rate. Instead, it shows that the overall focus is pulling ahead. For fans, it means more curated inventory and more ways to engage. For sellers, it hints that buyer interest is concentrating where eBay is putting its weight.
Looking ahead, eBay’s collectibles initiatives appear set to keep blending live formats, account linking, and data driven storytelling. The holiday marathon on eBay Live runs through December 20, the Goldin account linking sweepstakes runs through January 31, 2026 with a drawing on February 2, 2026, and the eBay Collected report gives everyone a map of what captured attention in 2025. None of these stand alone. Together, they make the path for collectors easier to follow and more exciting to walk. If you love cards, sneakers, or pop culture keepsakes, the signal is clear. eBay’s collectibles initiatives are designed to meet you where you are and invite you into what is next.
