Gen Z’s obsession with secondhand clothes is paying off for eBay as its fashion sales with Depop hit $9 billion over the past year
eBay's CEO says Gen Z believes everything they want already exists, and that mindset is helping drive Depop’s sales
What it means
- What to watch: The $9 billion figure is a clear marker, but the real question is how it stacks up against eBay’s previous fashion sales milestones.
- How the stock is trading: $EBAY +2.00% in the latest session.
- Timing: It landed during trading hours — the market got to read it live, so the session move beside it may already carry the reaction.
Where the stock stands
$EBAY last traded at $120.38, +2.00% on the session. That puts it 3.4% shy of its 52-week high of $124.59 and 54% clear of its low of $78.03 — within a tenth of its 52-week high. Over the year it has ranged 60% from low to high: a wide band — moves of several percent in a week come with the territory. These are latest-session quotes, not live prices — the live tape is on the $EBAY page.
How much coverage it is getting
In the last 30 days Wook has filed 9 stories about $EBAY — 4 of them this week. At its 30-day pace you would expect about 2 a week, so this week is running well ahead of normal; the press has found a reason to keep writing. Across those stories 2 read bullish, 5 neutral and 2 bearish. This one reads neutral, so it sits squarely with the crowd. This is the only one from Fortune; the rest came from other outlets. 12 related stories — same name or same desk — are lined up beside this one if you want the whole thread.
The bigger picture
In retail, the challenge is keeping customers happy without sacrificing profits — a tightrope walk between spending power and cost control. Wook's supply-chain scanner has Consumer Discretionary reading calm today: no unusual stress in the filings and disclosures it watches.
Coming up
$EBAY earnings in 6 days. These were on the calendar before this story and are not caused by it, but the nearest is close enough that the hard numbers get the last word soon.
What to watch next
The $EBAY page has all the data, charts, and models. Want to see how different outlets frame the same story? Wook AI can pull live numbers and run the math — how far eBay is from its peak or how this week’s coverage compares.
How this analysis was made
Fortune published it, and Wook filed it under Consumer & Retail. No strongly worded term either way, so it reads neutral at low severity — a factual headline rather than a charged one. It was matched to $EBAY. It carried $9 billion, shown as published and not recalculated. The preview above is the publisher's own wording.
The tone and severity labels come from a fixed word list — no editor, no AI, no crystal ball — so they describe how a story is worded, not what happens next. They are not a forecast or a recommendation, and a same-day move does not mean this story caused it. Not investment advice.
Discussion
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What happened after this published
Fortune published this on October 29, 2026. $EBAY has moved -1.84% ($122.64 to $120.38). Measured from the first print available after publication, against the latest available quote. This comparison does not isolate the story's effect.