New omnichannel campaign answers question, ‘Why eBay?’
eBay is launching a new global brand campaign, "eBay Stories," designed to highlight specific moments of buyers and sellers connecting on the platform.
The online retail giant says that the campaign is a celebration of the "unique stories, passions, and connections" that make every purchase on its marketplace meaningful. Developed in partnership with eBay’s global creative agency Joan, it will roll out across the U.S., U.K. and Germany on television, digital, radio, and social platforms.
The promotion, which includes dedicated assets across eBay’s fashion, motors, and collectibles categories, initially debuted in the U.K. across all categories on Monday, Sept. 22, 2025, and launches in all categories in the U.S. on Tuesday, Oct. 1, 2025. It is designed to build on the retailer’s existing “Things. People. Love.” global brand platform.
"This campaign answers the question, 'Why eBay?' by celebrating the fun of shopping on our marketplace," said Emily O’Hara, eBay global head of brand & media. "It’s about that winning feeling — when you score a deal, find exactly what you were looking for, or successfully sell an item you no longer need. The insight comes to life through stories of people’s wins: What you buy and sell on eBay means more because it comes with a story that makes it more special, rare and personal."
The campaign builds on the celebrating the connection with eBay as the home for passions and setting the stage for the company’s continued evolution as a global leader in e-commerce.
New fashion and motors assets, featuring Aimee from "The Cast" influencer program, will debut on Monday, Oct. 6, followed by the campaign’s rollout in Germany on Wednesday, Oct. 8.
In another recent promotional campaign, eBay hosted a one-day pop-up shop in New York City and live shopping events to celebrate 30 years in business. The online retail giant marked its 30th anniversary milestone with an immersive retail experience called the "'95 Shop" that served as a tribute to the "iconic trends and items" from its founding year.
[READ MORE: eBay marks 30th anniversary with immersive NYC pop-up]
The pop-up featured included a series of livestream shopping events on its eBay Live platform from leading sellers, as well as additional immersive experiences.
Founded in 1995 in San Jose, Calif., eBay Inc. operates more than 190 markets around the world and in 2024 enabled more than $75 billion of gross merchandise volume.
