THE CHALLENGE

eBay helped invent online resale, but over time, it became known more for quirky sellers than for quality inventory. Newer, design-led platforms were attracting top-tier sellers, while eBay lost cultural relevance and nearly one million sellers in a single year. The brief was to reposition eBay as a trusted, premium destination for selling rare and valuable goods. The challenge was not fixing the platform but changing how sellers saw it.

THE STRATEGY

Rather than chase more sellers, eBay focused on more valuable ones. The strategy was to elevate the idea of who a seller could be. By partnering with icons across culture, including Elton John, Ken Block, and Jenna Lyons, and turning their personal collections into curated storefronts, eBay redefined its marketplace as a credible home for culturally significant inventory. Each drop built social proof and renewed credibility among sellers and buyers alike.

THE EXECUTION

The program launched with Heron Preston and expanded with fashion, motorsport, and music figures. Each drop offered rare, personal items sold only on eBay, with 100 percent of sale proceeds donated to charity. Amplification included livestream auctions, influencer collaborations, social campaigns, editorial storytelling, and pop-ups. Every release was tailored to the partner’s voice and audience, reinforcing eBay’s role as both a cultural and commercial platform.

THE OUTCOME

From the Collection set out to drive brand relevance, cultural credibility, and shift seller behavior by reframing how eBay—and its sellers—were perceived. It is proof that cultural storytelling can drive measurable commercial results, reshape seller perception, and reposition a legacy marketplace for a new era. 

• 18B earned media impressions
• 575,000+ visits driven directly to eBay
• $1M+ in auction sales donated to charity
• 24%+ in average GMV per seller