eBay Live has officially joined TIFF (Toronto International Film Festival) as an Official Festival Partner, bringing together film, fashion and the thrill of finding something you didn’t know you were looking for.
Launched in Canada earlier this year, eBay Live is eBay’s interactive live shopping experience, where shoppers can tune into livestreams hosted by top sellers (sometimes featuring celebrity guests), discover unique finds, and bid and buy in real time. This new way to shop eBay launched in Canada earlier this year, but in the US the experience has drawn a range of stars, including Elton John, the Backstreet Boys, Maura Higgins – and more.
Until September 20 Shop the TIFF Edit will be a dedicated eBay Live destination featuring TIFF-inspired live shopping experiences hosted by sellers, with vintage finds, luxury pieces, statement looks, premiere-worthy fashion and movie-inspired style all up for discovery.
In an interview with Retail Insider, Karthik Rajendran, Head of eBay Live at eBay Canada, spoke about the initiative.
Question: What does eBay hope to achieve through its partnership with TIFF, and why was the festival a natural fit for eBay Live’s expansion in Canada?
Answer: TIFF is one of Canada’s biggest cultural and fashion moments, making it a natural platform to introduce more Canadians to eBay Live through style discovery. Through the partnership, eBay is showing how shoppers can move from inspiration to purchase in real time through Shop the TIFF Edit, featuring livestreams focused on vintage finds, luxury pieces and festival-inspired fashion.
The partnership also showcases eBay Live’s expansion beyond collectibles and into fashion. We launched eBay Live in Canada earlier this year in the high-passion collectibles category, and we’re excited to now offer fashion enthusiasts a new way to shop. TIFF provides a highly relevant moment to demonstrate what eBay offers enthusiasts: they can see it, find it, shop it live.
Q: How has eBay Live performed in Canada since launching earlier this year, and what have you learned about Canadian consumers’ appetite for interactive livestream shopping?
A: Since launching earlier this year, eBay Live has introduced Canadian shoppers to live commerce through community-driven activations at events such as Fan Expo and the Sports Card & Memorabilia Expo. These experiences have helped build awareness of eBay Live’s blend of livestream entertainment, real-time interaction and trusted sellers.
We’ve seen that Canadians respond to experiences rooted in their passions, whether that’s collectibles, sports, pop culture or fashion. Our eBay Live shopping experience is compelling because it combines discovery, entertainment and direct interaction with sellers.
Q: What role do vintage, luxury, resale and collectible products play in eBay Live’s strategy, particularly in attracting shoppers interested in TIFF-related fashion and culture?
A: Fashion and collectibles are central to the eBay Live strategy – these are deeply passionate communities that want to engage and showcase their style and fandom. For TIFF, this includes vintage fashion, luxury pieces, pre-loved designer items and statement looks inspired by the festival.
How do you expect the TIFF partnership and the “Shop the TIFF Edit” programming to influence eBay Live’s growth and customer engagement beyond the festival?
A: TIFF is an opportunity to introduce new audiences to eBay Live during a cultural moment that already drives conversations around fashion and style. We’re here to connect with Canadian shoppers who value style and trends, and showcase how livestream shopping can be part of the discovery experience for unique pieces and looks.
More broadly, the partnership is intended to be the start of an ongoing relationship, helping build engagement beyond the festival itself.
Q: How does eBay see live shopping evolving in Canada, and what does the company need to do to make the format a regular part of how Canadians discover and purchase products?
A: eBay sees strong potential for live commerce in Canada, driven by passionate enthusiast communities, a growing resale culture and demand for more interactive shopping experiences. The combination of entertainment, community, trusted sellers and unique inventory is what makes the format compelling.
We’re focused on connecting live shopping with the cultural moments, communities and categories Canadians already care about, creating holistic experiences. By expanding into areas like fashion while continuing to leverage the trust and scale of the eBay marketplace, we see an opportunity to make live shopping another way people can do more of what they love.
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