America's Most Trusted D2C Brands 2026 › eBay
#22 of 100 – Marketplaces & Resale

eBay

Online marketplace for new and used goods, from collectibles and car parts to pre-loved fashion, sold by individuals and small businesses.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 76/100
eBay ranked #22 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score79.52out of 100
US D2C rank#22 of 100
HeadquartersSan Jose, CA
Founded1995
Latest revenue$11.1B net revenues (FY2025, up 8%)
Trust pillar76/100

The eBay story

eBay was founded in 1995 by Pierre Omidyar and is owned today by eBay Inc. (public, Nasdaq: EBAY). It is one of 12 Marketplaces & Resale brands in this year's ranking, where it places #3.

Why people trust eBay

Its Money Back Guarantee and authentication service for high-value items protect buyers.

The watch-out

Growth has been slow for years as Amazon, Temu and resale apps take share, and counterfeit and scam listings still erode trust.

Why eBay ranks #22

Strongest of the four trust-led pillars

Brand Recall, scored 94 out of 100.

Room to grow

Brand Love, scored 74 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. eBay scores 79.52 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
76
Brand Recall (18%)
94
Brand Positioning (15%)
78
Brand Love (15%)
74
Product, Innovation & Delivery (10%)
74
Digital & Financial Soundness (6%)
84
Governance & ESG (4%)
76

Versus its nearest rivals

20GoodRxHealth · 79.8421RivianMobility · 79.6022eBayMarketplaces · 79.5223LemonadeInsurance · 79.3624QuinceFashion · 79.32

Questions people ask

What rank is eBay in WCRC's America's Most Trusted D2C Brands 2026?

eBay ranks #22 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 79.52 out of 100.

Why is eBay trusted?

Its Money Back Guarantee and authentication service for high-value items protect buyers.

What is eBay's revenue?

$11.1B net revenues (FY2025, up 8%), as per the company's filed accounts or published results.

Who owns eBay?

eBay is owned by eBay Inc. (public, Nasdaq: EBAY). It was founded in 1995 and is based in San Jose, CA.

What is eBay's biggest challenge?

Growth has been slow for years as Amazon, Temu and resale apps take share, and counterfeit and scam listings still erode trust.

Key facts

BrandeBay
Company / ownereBay Inc. (public, Nasdaq: EBAY)
HeadquartersSan Jose, CA
Founded1995
Founder(s)Pierre Omidyar
Latest revenue$11.1B net revenues (FY2025, up 8%), as per company filings
SectorMarketplaces & Resale
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.