eBay Canada has launched its eBay Live platform in Canada, introducing a livestream shopping format aimed at collectors and enthusiasts and debuting the service alongside two major fan conventions this week.
The company said the interactive platform combines real-time video streaming with buying and bidding tools, allowing shoppers to connect with sellers and participate in auctions during live broadcasts.
The Canadian rollout coincides with Fan Expo Vancouver and the Collectors Supershow, where eBay Live programming will run from Feb. 13 to 16. The streams will include appearances by athletes Doug Gilmour and Joseph Woll.
Real-time auctions for collectors
To mark the Canadian debut, eBay said it will auction two trading cards on the platform starting at $1, with 30-second extended bidding during the livestream events.
The items are:
- A 2024/25 Upper Deck The Cup Macklin Celebrini Gold Spectrum Rookie Auto /36 sports card
- A 2006 Pokémon EX Dragon Frontiers 100/101 Charizard Gold Star Holo Rare PSA 7 card
The company said searches for Macklin Celebrini on eBay.ca in 2025 rose more than 800 per cent compared with 2024. It also said searches for Pokémon increased more than 70 per cent over the same period, with Charizard identified as the most-searched Pokémon on the site in 2025.
Collectors will be able to participate in the auctions exclusively through eBay Live.
Strategy focused on community commerce
Caroline Pougnier, director of eBay Live, North America, said the platform is designed to blend entertainment and commerce within the company’s existing marketplace.
“eBay Live brings the energy and fun of live discovery together with the trust eBay is known for,” said Caroline Pougnier, Director of eBay Live, North America. “It gives Canadian buyers a more interactive way to discover great inventory, connect with knowledgeable sellers, and engage with the collecting community – all within eBay’s trusted marketplace.”
Shoppers can preview the programming schedule and sign up for reminders through the company’s website.
Global expansion of livestream model
The company said eBay Live first launched in the United States in 2022 and has since expanded to Australia, France, Germany, Italy and the United Kingdom.
The livestream format allows buyers to ask questions in real time, view items up close and complete purchases through mobile devices, desktop computers or the app.
According to the company, celebrity guests who have appeared on eBay Live in other markets include Elton John, The Backstreet Boys, Giannis Antetokounmpo, Rob Gronkowski, Sophie Cunningham, Logan Paul, Pete Davidson and Ken Goldin.
Company profile
eBay Inc. said it operates in more than 190 markets globally. The company was founded in 1995 in San Jose, Calif.
In 2024, it enabled US$75 billion of gross merchandise volume, according to the company.
The Canadian launch of eBay Live extends the company’s livestream commerce offering to another market as it targets collectors and fan communities through event-based programming and exclusive auctions.
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