Oct. 24 at 5:25 PM
Citizens Research upgraded eBay to Outperform from Market Perform with a
$115 price target, citing improved marketplace features and strong positioning in collectibles.
The firm expects mid–single-digit GMV growth in 2026. eBay’s focus on “Focus Categories” like trading cards, auto parts, and apparel is enhancing buyer and seller experiences. Tools such as Magical Listings streamline listing creation and accuracy, while AI integrations via OpenAI’s Operator improve product discovery and search.
Trading cards remain a standout category — third-party data showed 4.9 million cards categorized in Q3 2025, up 5.2% sequentially and 27% year over year. Retailers like Walmart and Target also reported strong trading card sales.
Citizens noted eBay’s SEO dominance on Google searches for collectibles and flexible filters give it an edge over rivals like TCGplayer and PriceCharting.
$EBAY