eBay announced its intention to acquire Tise, a Norway-based social marketplace, in a strategic move to attract younger shoppers and enhance its social commerce features.
Oct 2, 2025
Source:
TechCrunch
eBay Targets Younger Shoppers with Tise Acquisition
E-commerce giant eBay has announced its plan to acquire Tise, a social marketplace based in Norway, signaling a major push into social commerce. The deal, with undisclosed financial terms, is expected to close by the end of Q4 2025, pending regulatory approvals.
This acquisition is a strategic move to modernize eBay’s platform and attract a younger demographic. Tise is particularly popular among Gen Z and millennial consumers, who are drawn to its interactive and community-driven shopping experience.
Modernizing the C2C Experience
The core of the strategy is to bolster eBay’s consumer-to-consumer (C2C) offerings. Tise’s platform integrates social media-like features that have been historically absent from eBay's more transactional interface.
Social Engagement: Users can follow sellers, like and comment on listings, and build a community around shared interests.
Personalized Discovery: The platform offers tailored recommendations, making shopping a more engaging experience.
Oliver Klinck, an eBay Vice President, stated in a press release, “With Tise’s on-trend inventory, loyal community, and social-first approach, we’ll strengthen eBay’s C2C offerings, and more deeply connect with the next generation of enthusiasts.”
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Source:
Boston Consulting Group
Tise's Focus on Sustainability and Community
Tise has carved out a niche in the secondhand market by focusing on fashion and interior design, with a strong emphasis on sustainability. This aligns with a growing consumer demand for more environmentally friendly retail options.
A Social-First Marketplace
Unlike traditional e-commerce sites, Tise was built to be inherently social. Its success in the Nordic region is largely attributed to its ability to create a vibrant community, a model eBay hopes to leverage on a global scale.
“eBay shares our vision, and with their support, we will enhance our community-driven model and enable even more people to participate in the social marketplace,” said Eirik Frøyland Rime, CEO of Tise.
Competitive Edge in a Growing Market
The global C2C market is experiencing rapid growth, fueled by social commerce. This acquisition positions eBay to compete more effectively with rivals that have built their brands on community and niche markets.
Direct Competitors: Platforms like Poshmark, Vinted, and Etsy have seen significant growth by prioritizing social interaction.
Market Growth: The C2C sector is projected to grow from $2.49 trillion in 2024 to $3.1 trillion in 2025, according to market analysis from sources like TechCrunch.
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Source:
Stock Market | FinancialContent
