A Trusted Marketplace

A thriving digital economy relies entirely on trust. 

eBay is deeply committed to maintaining a secure, fair, and transparent environment for millions of buyers and sellers. By combining advanced AI-driven screening, expert physical verification, and proactive partnerships with law enforcement and global regulators, we ensure our marketplace remains a safe space for commerce. 

eBay has a huge range of capabilities and initiatives that support the building of a trusted marketplace:

  • Through the eBay Money Back Guarantee, eBay provides comprehensive financial protection for almost every transaction on the platform. If a purchased item fails to arrive, is damaged in transit, or does not match the seller's original description, the buyer receives a full refund 
  • Through machine learning and advanced image detection software, our automated systems scan millions of live listings around the clock to block or instantly remove illicit, unsafe, or counterfeit goods before they can reach consumers

Key Figures 

  • In 2025, eBay proactively:  
    • Removed approximately 8 million potentially counterfeit or prohibited items.
    • Suspended more than 55,000 accounts globally for intellectual property violations and for listing prohibited items.
    • Blocked 21 million potentially unsafe listings using AI-driven algorithms focused on product safety.
  • 98.2% of prohibited listings were blocked at the point of listing creation and never appeared on the marketplace. 

Policy Recommendations 

We advocate for modern, risk-based regulatory frameworks that shield consumers from harm while protecting the vital economic contributions of independent digital entrepreneurs. To build a more secure and resilient digital economy, we support: 

  • The expansion of collaborative and AI-driven enforcement initiatives that help to make online marketplaces safer and more trusted 
  • Creating simple, legal ways for online marketplaces and law enforcement to share information securely. 
  • Proportionate, targeted and risked based regulations to modernise consumer protection for the digital age. 

Callout Box. Case study. The Global Regulatory Portal 

eBay launched the Global Regulatory Portal to grant trusted government bodies direct access to our marketplace, enabling them to instantly flag and delist hazardous products in real time. By eliminating bureaucratic delays, this streamlined process ensures immediate consumer protection.

In the UK, key enforcement bodies - including Ofcom and the Office for Product Safety and Standards - actively use the platform to keep the digital high street safe. When combined with eBay’s proactive AI screening tools, this integration establishes an exceptionally secure environment where legitimate commerce can thrive.

This framework serves as a blueprint for how technology and public-private partnerships can co-create a trusted digital economy without placing unfair administrative burdens on everyday small traders.