In a country where half of shoppers admit FOMO drives their spending, eBay has decided to turn that twitchy, limited-edition impulse into a fully fledged format.
The marketplace has officially launched eBay Live in Australia, blending livestream entertainment with real-time bidding, timed drops and one-cent stunts designed to hook buyers before the moment disappears.
New eBay research shows almost half of Australians surveyed (48%) feel pressure to buy rare or limited-edition items before they sell out, and one in two (50%) say they’ve missed out entirely.
With 40% already keen to shop via live streams, the path was paved.
For sellers, eBay Live is built to turn that behaviour into revenue – close-ups, instant purchasing, timed auctions, “popcorn bidding” that extends timers at the last second and a live chat window buzzing with competition.
The launch began with a national moment on 2 December: AFL legend Buddy Franklin auctioning rare cards and dropping one-cent giveaways to demonstrate exactly how sellers can blend product storytelling, banter and bidding wars to fire up demand.
Buddy Franklin
Sellers already leaning in
With the global trading card market forecast to grow from A$12 billion in 2025 to A$18 billion by 2030, the timing is deliberate.
Laine Pearce, director at The Hobby Australia, said the format has already shifted how they sell.
“We were one of the first to use eBay Live in Australia and quickly saw its potential,” she said. “Sales of trading cards and collectables are skyrocketing at the moment, and this new platform allows us to capitalise on a new way to offer them to eBay’s millions of customers – that’s more interactive than ever.
“Buyers can see products from every angle, ask questions as we present them, and bid or buy on the spot. It’s fast-paced, personal, and helps build trust between buyers and sellers,” Pearce said.
Expanding the ecosystem
In overseas markets, eBay Live has already become a tool for limited-time events blending entertainment and instant commerce.
Now, with Australia’s collectables and trading card communities thriving, eBay Live gives sellers direct access to huge buyer pools – all within eBay’s existing checkout, seller protections and Money Back Guarantee.
Momentum continues this weekend: on Saturday, 6 December at 1pm AEDT, Heartbreak High actress and Pokémon collector Chloe Hayden will host a livestream auction offering Pokémon cards valued at around A$1,000 for just one cent – a showcase of how far sellers can push creativity to generate buzz and attract new fans.
“Passions and hobbies sit at the heart of eBay’s Australian community,” said Alaister Low, Country Manager, eBay Live Australia.
“eBay Live is the next chapter in eBay’s innovation in Australia, bringing that energy into an interactive, real-time shopping experience. For sellers, it opens new ways to reach collectors, showcase inventory, and convert demand into sales through live chat, timed listings and auctions, all within eBay’s trusted environment.
“We’re launching with trading cards and collectable toys and will expand into additional categories next year to connect even more Australians with the things they love,” Low said.
With FOMO now a measurable economic driver – and audiences hungry for real-time access to rare drops – eBay’s move into livestream commerce signals a shift in how Australian retail engages enthusiasts.
Main image: Chloe Hayden