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eBay SWOT Analysis

Published by MBA Skool Team in IT & Technology category Last Updated: November 13, 2023Read time:

Here is a detailed SWOT analysis of eBay covering strengths, weaknesses, opportunities and threats.

eBay Strengths

  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

Above are the strengths in the SWOT Analysis of eBay. The strengths of eBay looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

eBay Weaknesses

  1. eBay is unable to eradicate fake or fraud sellers completely
  2. Lesser presence in physical markets & intense competition

These were the weaknesses in the eBay SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

eBay Opportunities

  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

Above we covered the opportunities in eBay SWOT Analysis. The opportunities for any brand can include prospects of future growth.

eBay Threats

  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

The threats in the SWOT Analysis of eBay are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the eBay SWOT analysis.

About eBay

The table below gives the brand overview along with its target market, segmentation, positioning & USP

eBay Overview
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 Market

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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to eBay. This section covers SWOT Analysis along with Segmentation, Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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