eBay Acquires Social Marketplace Tise to Bolster C2C Offerings

Technology Sector Focus: eBay Bolsters C2C with Tise Acquisition

eBay Inc. (NASDAQ: EBAY) announced its definitive agreement to acquire Tise AS, a Norwegian-based consumer-to-consumer (C2C) social marketplace. This strategic acquisition is designed to attract Gen Z and Millennial demographics, expand social commerce tools, and reinforce eBay's position within the growing sustainable retail sector. The transaction is projected to conclude by the end of the fourth quarter of 2025.

Acquisition Details and Strategic Alignment

Tise, founded in 2014, operates as a social-first platform specializing in secondhand fashion and interior design. eBay Ventures has maintained a shareholder interest in Tise since 2022, signifying a pre-existing strategic alignment. The acquisition's rationale centers on modernizing eBay's offerings, enhancing its C2C leadership, and leveraging Tise's community-driven engagement features and personalized recommendations to tap into evolving consumer preferences for sustainable shopping.

Eirik Frøyland Rime, CEO and co-founder of Tise, articulated the platform's core philosophy, stating, > "At Tise, we've always believed that making resale fun, easy and inspiring is key to a more sustainable world." Oliver Klinck, VP, GM Global Markets Success & C2C at eBay, added, > "This acquisition is a natural next step in our investment in Tise, which will allow us to accelerate Tise's strategy and unlock new opportunities for innovation."

Financially, Tise reported robust performance in 2024, with revenue increasing by 22.6% year-on-year to £13.3 million and post-tax profits rising by 24.2% to £6.0 million. While eBay did not disclose the specific financial terms of the acquisition, an investor's report indicates that Tise was valued at approximately $130 million, based on the expected proceeds for a significant shareholder, VNV Global.

Market Reaction and Broader Context

The immediate impact on eBay's stock (EBAY) is anticipated to be minimal, given the undisclosed financial terms and the extended closing period. Market sentiment ranges from uncertain to slightly positive, as investors weigh the long-term strategic benefits against the lack of immediate financial transparency.

The acquisition underscores the increasing importance of social commerce and sustainable retail within the broader e-commerce landscape. The European C2C e-commerce market is projected for substantial growth, with a compound annual growth rate (CAGR) of 23.6%, potentially reaching USD 11,216.3 billion by 2032. Similarly, Europe's social commerce sector, valued at $230.8 billion in 2024, is forecast to grow at a CAGR of 15.6% through 2030.

eBay aims to capitalize on these trends. The company reported a Gross Merchandise Volume (GMV) of $18.8 billion in 2025, positioning it as the fourth-largest U.S. e-commerce player. Furthermore, eBay holds a 15.2% market share in the European second-hand apparel market as of 2025, with over 40% of its global revenue now derived from refurbished, pre-loved, or reclaimed items. This move solidifies eBay's commitment to a rapidly expanding market segment, where second-hand e-commerce is projected to account for 13% of total e-commerce in Europe by 2025.

Outlook and Potential Implications

The acquisition is set to close by the end of Q4 2025, pending customary conditions. Key factors for investors to monitor include the successful integration of Tise's platform into eBay's ecosystem, the subsequent impact on user engagement and market share within the C2C and sustainable retail segments, and any future financial disclosures related to the transaction. This strategic investment highlights eBay's long-term vision to align with evolving consumer preferences for community-driven social interaction and sustainability in the e-commerce sector, potentially positioning the company for sustained growth in these critical areas.