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WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition

eBay

eBay is a United States online marketplace founded in 1995 and headquartered in San Jose, California. It operates in 190 markets and had 132 million annual active buyers in 2023. In FY2025 it reported revenue of US$11.1 billion and net income of US$2.03 billion, and its market value stood at US$54.31 billion in October 2026. It rejected a takeover approach from GameStop in May 2026 and acquired Tise, a social marketplace for secondhand goods, in September 2025. One of its first sales was a broken laser pointer for US$14.83. WCRC's research found eBay strongest in digital commerce capability, in brand recall as a marketplace pioneer, in the authority of its global website, and in circular economy impact, since its resale model extends the life of products.

Region
Americas
Country
United States
WCRC research
Full 50-parameter assessment

What WCRC found

  1. Core digital commerce strength as a marketplace operating in 190 markets.

  2. A circular business model: resale on eBay extends product life, reinforced by the 2025 Tise acquisition.

  3. High recall as a marketplace pioneer, with a high-authority global website.

What holds it back: Two rounds of layoffs in 2026, including about 9% of staff in October, and growing competition from Amazon and resale apps weigh on the brand.

Status in the 2026 edition

eBay was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.

Most powerful Retail & E-Commerce brands

#9 Amazon, #18 Costco, #24 IKEA, #31 Sephora, #48 Mercado Libre, #50 Uniqlo

Questions people ask

Is eBay in the WCRC World's Most Powerful 100 Brands 2026?

eBay was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

Which Retail & E-Commerce brands are ranked in 2026?

The most powerful Retail & E-Commerce brands in the 2026 ranking are Amazon (#9), Costco (#18), IKEA (#24), Sephora (#31), Mercado Libre (#48), Uniqlo (#50).