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The eBay logo sign outside the company's headquarters, surrounded by flowers
Photo: Investing.com

eBay Stock Rises 2.2% After Morgan Stanley Top Pick

eBay Inc. Investor Relations2 min read6 sources

Why did eBay stock jump on Monday?

eBay (EBAY) stock rose 2.2% to $114.65 on Monday, after jumping as much as 5.8% earlier, as Morgan Stanley named it a top pick and raised its target to $132.

Key numbers

Close, Oct 12$114.65+2.2% vs $112.19
Intraday peak+5.8%Gave back part of gain
Morgan Stanley target$132from $127
Live share of sales growth40%+of 2026 GMV growth
eBay Live sales~8xvs a year earlier
Wells Fargo target$91from $92, Underweight

What happened

eBay (EBAY) stock rose 2.2% to $114.65 on Monday, after jumping as much as 5.8% earlier, as Morgan Stanley named it a top pick and raised its target to $132. Analyst Nathan Feather said live selling, where sellers show items on video, now drives at least 40% of eBay's growth in total sales. eBay Live sales grew about eightfold from a year earlier, and the U.S. live shopping market has grown more than fivefold in two years to $27 billion. Wells Fargo disagreed, keeping a $91 target over worries that live-selling costs and rivals could squeeze profits.

Why it matters

eBay (EBAY) shares are up about 30% this year, so a major bank naming it a top pick adds to an already strong run. Live selling turns the old auction site into something closer to TV shopping. Morgan Stanley estimates it could add about 4 percentage points to eBay's yearly sales growth through 2030. Opinions still differ, since Wells Fargo sees the shares far lower.

Who this affects

Marketbullish
Low impact
Online retail stocks edged up, which helps their shareholders.
Companybullish
Medium impact
Good for eBay shareholders; live selling seen as growth engine.
Competitorsmixed
Low impact
Etsy and Shopify rose; Vinted competition remains a worry.
Industrybullish
Medium impact
Live shopping gains credibility as a lasting online sales channel.

eBay vs Etsy, Shopify

eBayEBAY$117.70+5%~+30%
EtsyETSY$77.93+2%—
ShopifySHOP$176.27+3%—

As of 2026-10-12

How we got here

  1. eBay reports Q2 revenue of $3.1B, up 15%, and sales (GMV) of $22.4B.

  2. eBay shares close at $112.19 before the Morgan Stanley note.

  3. Morgan Stanley names eBay top pick; shares hit $118.81 intraday, close at $114.65.

What to watch

  • Q3 results against company outlook of $22.0–22.4B in sales and $1.36–1.42 EPSQ4 2026
  • Whether eBay Live keeps growing at multiples of last year's salesQ4 2026
  • Live-selling costs and Vinted competition, the profit risks Wells Fargo flaggedQ4 2026

Educational content only. Not investment advice.

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