eBay is shifting resources, internal titles, and product features toward consumer-to-consumer selling and live shopping, with recent moves including the $1.2B acquisition of Depop from Etsy and the expansion of eBay Live to Germany, France, Italy, Australia, and Canada. The platform has begun gating key tools like its AI-powered Magical Listing experience and automatic repricing to C2C sellers only, while its former VP of Seller Experience, Xiaodi Zhang, has been reassigned to a narrower VP of Global C2C Business role with no one yet replacing the broader seller-facing position. The strategic shift mirrors a pattern from eBay's failed “high value enthusiast buyer” era, when a similar narrowing of focus alienated core sellers and failed to produce meaningful GMV growth before being quietly reversed.
