eBay stock: Morgan Stanley lifts target to USD 132 on live commerce

Morgan Stanley named eBay a top pick on October 12, 2026, and raised its price target while maintaining an Overweight rating, according to GuruFocus. Analyst Nathan Feather cited the acceleration in eBay's gross merchandise volume and identified live selling as an underappreciated growth engine.

Morgan Stanley estimates that live selling could account for more than 40 percent of eBay's growth and forecasts compound annual growth of about 22 percent for the business through 2030. The bank's view adds a bullish interpretation to eBay's recent marketplace momentum, but it remains an analyst assessment rather than company guidance.

Live commerce becomes central thesis

eBay's second-quarter gross merchandise volume increased 15 percent year over year on an as-reported basis to USD 22.4 billion, according to the GuruFocus report. GMV on eBay Live grew roughly eightfold year over year across seven markets, strengthening the case that livestreamed shopping can support further marketplace activity.

The real-time quote of eBay stock was 111.81 euros on Lang & Schwarz at 11:00 p.m. CET on Wednesday, November 4, 0.22 percent above the Xetra close of Wednesday, November 4, at 111.56 euros.

Marketplace connects global users

eBay operates a technology-driven marketplace that connects buyers and sellers across more than 190 markets. Its company profile lists about 2.8 billion live listings and 147 million active buyers worldwide, with localized websites and mobile apps supporting the marketplace.

The model gives sellers access to buyers while offering shoppers a broad selection of new and used goods. eBay also develops tools including artificial intelligence, computer vision, natural language processing and machine translation to support its commerce platform.

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