eBay Inc.
As of Fiscal Year 2025 (ended December 31, 2025)
Key KPIs at a Glance
| Metric | Value |
|---|---|
| Total net revenue (FY2025) | $11.10 billion, up 8% year-over-year (7% FX-neutral) |
| GAAP operating income / margin (FY2025) | $2.28 billion operating income; 20.5% GAAP operating margin |
| GAAP net income (FY2025) | $2.03 billion total ($4.34 diluted EPS); $2.0 billion ($4.26/share) from continuing operations |
| Non-GAAP net income, continuing operations (FY2025) | $2.6 billion ($5.52 diluted EPS), per company non-GAAP reconciliation |
| Gross Merchandise Volume (GMV) (FY2025) | $79.6 billion, up 7% year-over-year (6% FX-neutral); FY2024 GMV was $74.5 billion |
| Active buyers (Q4 2025 / as of Dec 31, 2025) | 135 million, up 1% year-over-year (134 million excluding the October 2025 Tise acquisition) |
| Take rate (revenue as % of GMV, FY2025) | ~14.0% (calculated: $11.1B net revenue / $79.6B GMV) |
| Advertising revenue (FY2025) | $1.99 billion, up 22% year-over-year (FY2024: $1.64 billion) |
| Free cash flow (FY2025) | $1.5 billion (operating cash flow: $2.0 billion) |
| Capital returned to shareholders (FY2025) | over $3.0 billion ($2.5 billion share repurchases + $531 million dividends) |
| Headcount (as of December 31, 2025) | approximately 12,300 employees globally, of which approximately 7,200 are in the United States |
| International share of net revenue (FY2025) | approximately 48% of total net revenue generated outside the United States, per company disclosure |
Sources: Figures are company-disclosed unless noted. Revenue, revenue-by-category, operating income, net income, and EPS are from eBay Inc.'s FY2025 Form 10-K (filed with the SEC on February 19, 2026, for the year ended December 31, 2025) and the consolidated income statement and revenue-disaggregation note therein. GMV, active buyers, advertising revenue detail, free cash flow, capital returns, and headcount are from eBay's Q4/Full Year 2025 earnings release and Q4 2025 supplemental operating metrics (published February 2026 at ebayinc.com and ebay.q4cdn.com). eBay operates as a single reportable segment and does not disclose operating or net income by revenue category, so no operating/net income pie is included. No specifically-sourced, named-firm estimate of eBay's U.S. e-commerce market share could be confidently verified during research, so that optional metric is omitted rather than guessed.