eBay SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of eBay analyses the brand by its strengths, weaknesses, opportunities & threats. In eBay SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like eBay to benchmark its business & performance as compared to the competitors. eBay is one of the leading brands in the IT & Technology sector.

The table below lists the eBay SWOT (Strengths, Weaknesses, Opportunities, Threats), top eBay competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

eBay SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
eBay Brand Analysis
Parent Company



Website-online shopping


IT & Technology

Tagline/ Slogan

Buy it now; World’s online market-place; Connecting buyers and sellers globally; Whatever it is, you can get it on eBay; Buy it, sell it, love it


eBay is a trusted brand providing online auction and shopping opportunities

eBay STP

Urban middle upper class internet users

Target Group

Internet users looking for shopping and other transactions


eBay is positioned as a global online market place which facilitates shopping through – auction, fixed pricing and classifieds

SWOT Analysis of eBay
eBay Strengths

Below are the Strengths in the SWOT Analysis of eBay:

1. eBay is an early market entrant with localized operations in over 30 countries

2. Integrated services like online ticket tracking, online money transfers etc

3. eBay has strong international presence providing services to a larger consumer base

4. A highly trusted and revered brand in the market

5. eBay has over 14,000 employees globally

6. Strong acquisitions like Skype, PayPal, Stubhub etc strengthened the brand

7. The company strives B2C as well as B2B businesses worldwide

8. eBay uses artificial intelligence & helps in data analytics based on online research & customer needs

eBay Weaknesses

Here are the weaknesses in the eBay SWOT Analysis:

1. eBay is unable to eradicate fake or fraud sellers completely

2. Lesser presence in physical markets & intense competition

eBay Opportunities

Following are the Opportunities in eBay SWOT Analysis:

1. The markets devoid of internet are untapped by eBay

2. Customers reluctant in shopping online can be persuaded

3. Partnerships with companies for bulk selling

eBay Threats

The threats in the SWOT Analysis of eBay are as mentioned:

1. Can be subjected to online frauds & security breaches which can affect the business of eBay

2. Risk of being involved into selling of illegal entities

3. Newly emerging competitive online shopping portals

4. Government policies & taxation can affect business margins & operations

eBay Competition
eBay Competitors

Below are the top 12 competitors of eBay:

1. Carrefour

2. Tesco


4. Walmart

5. Coles Group

6. Kroger

7. Target Corporation

8. Amazon

9. Flipkart

10. Olx

11. Quikr

12. Snapdeal

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to eBay. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

Continue Reading:

The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute

Share this Page on:
Facebook ShareTweetShare on Linkedin