SpendscapeCompanies · Marketplace
eBay
AdvertiserEBAY
eBay spent $1.40B on advertising and marketing in fiscal 2025, up 0.0% on the year before. That's 12.6% of revenue.
$1.40Bmarketing spend, FY2025
0.0%vs the year before
12.6%of revenue
Thin/upsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“Importantly, a portion of this investment is being funded by allocating existing marketing spend to Depop, which mitigates the incremental pressure on consolidated operating income.”Peggy Alford · 2026 Q2 · transcript
“The investments that we're making are primarily within full funnel marketing and shipping affordability.”management · 2026 Q2 · transcript
“Sales and marketing expense increased in the quarter, primarily reflecting higher marketing investment behind strategic priorities like C2C and eBay Live, as well as incremental spending to capitalize on favorable returns in lower-funnel marketing.”Peggy Alford · 2026 Q1 · transcript
“We've invested in full funnel marketing to drive awareness and consideration of eBay for consumers shopping pre-loved.”Jamie Iannone · 2025 Q4 · transcript
“I think it helps better calibrate the return on ad spend levels between CPA and CPC.”management · 2025 Q3 · transcript
Say vs do
Thin/up. In 0 statements from its leaders in interviews, 0 argued for investing in brand and 0 for cutting; the filed spend went up.