eBay Acquires Social Marketplace Tise in Strategic Expansion
▼ Summary
– eBay is acquiring Tise, a Norwegian social marketplace for second-hand fashion and interior items, with undisclosed financial terms.
– The acquisition aims to help eBay attract a younger demographic of Gen Z and millennial customers.
– eBay plans to enhance its consumer-to-consumer experience by integrating Tise’s community features, like social interactions and personalized recommendations.
– This deal represents a strategic move by eBay to modernize its platform, expand social commerce tools, and strengthen its position in sustainable retail.
– The acquisition, which follows a 2022 investment from eBay Ventures, is expected to be finalized by the end of the fourth quarter of 2025.
In a significant move to bolster its position in the resale market, eBay has acquired the social marketplace Tise, a platform dedicated to second-hand fashion and home decor. The financial specifics of this transaction remain confidential. This strategic purchase is designed to connect eBay with a vibrant community of younger consumers, particularly those from Gen Z and millennial demographics who are active on Tise.
The Oslo-based company brings a suite of community-centric tools that eBay plans to integrate. These features include the ability for users to follow their favorite sellers, interact with listings through likes and comments, and get tailored product suggestions. Tise’s emphasis on current, on-trend inventory is expected to significantly enrich the consumer-to-consumer experience on eBay’s platform. This acquisition follows an initial investment made by eBay Ventures into Tise back in 2022, marking a logical progression in their partnership.
Oliver Klinck, Vice President and General Manager of Global Markets Success & C2C at eBay, described the acquisition as a natural evolution. He emphasized that it will accelerate Tise’s existing strategy and create fresh avenues for innovation. Klinck pointed to Tise’s loyal user base, socially-driven approach, and fashionable inventory as key assets that will strengthen eBay’s C2C offerings and help the company build deeper connections with a new generation of shoppers.
This move signals eBay’s clear intention to modernize its ecosystem. The company aims to attract a younger audience, expand its social commerce capabilities, and fortify its standing in the growing sustainable retail sector. The transaction is anticipated to be finalized before the end of the fourth quarter in 2025, pending the satisfaction of standard closing conditions.
Eirik Frøyland Rime, CEO and co-founder of Tise, expressed that his company’s core mission has always been to make reselling an enjoyable and inspiring activity that promotes sustainability. He stated that eBay’s shared vision will allow Tise to enhance its community-driven model and empower more people to engage in the social marketplace. Since its founding in 2014, Tise has successfully secured $45 million in funding, according to data from the market intelligence firm Tracxn.
(Source: TechCrunch)