Here's why eBay must stop playing it safe and embrace AI and recommerce to power its reinvention

eBay must embrace AI across its business so that it powers the e-commerce giant's much needed reinvention. So says Brittain Ladd, a supply chain consultant and former Amazon executive.

Ladd was speaking as eBay celebrated its 30th anniversary.

"This is an important milestone we share with our global community of buyers and sellers, who've been with us every step of the way," said Jamie Iannone, Chief Executive Officer at eBay. "Looking ahead, we'll continue to leverage innovation and AI to make eBay simpler and more trusted, while building a stronger marketplace for the decades to come."

In a LinkedIn post, Ladd said: "eBay is a really challenging company to write about. Instead of making big moves like acquiring DAT freight and analytics, KAYAK, or any other number of companies over the years, it plays it safe."

"Without making a big move, its growth remains stagnant and underwhelming. it is at a crossroads. Once the pioneering force of online marketplaces, today it faces a choice: continue incremental change - or go bold and redefine itself for the next decade."

He added that eBay needs to double down on recommerce. "The future of retail isn’t just new products - it’s resale, refurbished, and circular commerce. eBay should position itself as the global leader in recommerce.”

The company should, he believes, look at acquiring The RealReal, Vestiaire Collective, or Vinted to dominate luxury and fashion resale. Snap up Back Market to lead refurbished electronics. StockX or GOAT to own sneaker culture. Liquidity Services to expand into B2B liquidation and returns. Assess a partnership with Trove. “The wild card - acquire Etsy. Not my favourite idea but worth assessing."

As for AI, the focus should be on listings: Auto-generate descriptions, titles, and SEO for sellers; AI pricing engines: Real-time comps and dynamic pricing; AI personalisation: Tailored search and recommendations for every shopper; AI authentication: computer vision and digital IDs to guarantee trust in sneakers, luxury, and electronics; AI service matching: Link purchases (tires, batteries) with instant installation appointments nearby.

Ladd said: "AI isn’t just a feature. It’s the core operating system that can make eBay faster, smarter, and indispensable. eBay shouldn’t try to be Amazon. Its edge is community, trust, and recommerce. Jamie Iannone must commit to bold acquisitions, smart partnerships, and AI driven reinvention. He has a lot to think about."

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.