eBay’s acquisition of Tise: A Strategic Move to Attract Gen Z and Millennial Shoppers via Sustainable Social Commerce
In a bold move to modernize its platform and appeal to younger audiences, eBay recently announced its acquisition of Tise, a popular Oslo-based social marketplace specializing in secondhand fashion and interior design items. This strategic acquisition highlights eBay’s commitment to expanding its presence in the sustainable retail and social commerce spaces, while deepening its connection with Gen Z and millennial shoppers who prioritize both style and sustainability.
### Why Tise? The Key to Unlocking Younger Audiences
Since its founding in 2014, Tise has carved out a niche in the resale market by combining social features with a curated selection of secondhand items. The platform’s community-driven approach, which allows users to follow sellers, like and comment on listings, and receive personalized product recommendations, has fostered a loyal user base. These features align perfectly with the preferences of Gen Z and millennials, who value interactivity and discovery in their shopping experiences.
For eBay, acquiring Tise represents a natural evolution of its consumer-to-consumer (C2C) offerings. By integrating Tise’s platform, eBay aims to strengthen its position as a go-to destination for secondhand shopping, a market that has seen significant growth in recent years. The deal also underscores eBay’s efforts to attract younger shoppers, who are increasingly drawn to sustainable and socially responsible brands.
Tise’s focus on on-trend, current inventory is another significant draw for eBay. In an era where fast fashion is under scrutiny, Tise’s model promotes the reuse and recycling of high-quality items, resonating with consumers who are environmentally conscious. This aligns with eBay’s broader sustainability goals, as the company continues to emphasize the role of resale in reducing waste and promoting a circular economy.
### A Shared Vision for the Future of Commerce
The acquisition is the culmination of a relationship that began in 2022, when Tise became the first company to receive an investment from eBay Ventures. Since then, the two companies have worked closely to align their strategies, and the acquisition is seen as a logical next step in their partnership.
“This acquisition is a natural next step in our investment in Tise, which will allow us to accelerate Tise’s strategy and unlock new opportunities for innovation,” said Oliver Klinck, eBay’s VP and GM of Global Markets Success and C2C. “With Tise’s on-trend inventory, loyal community, and social-first approach, we’ll strengthen eBay’s C2C offerings, and more deeply connect with the next generation of enthusiasts.”
For Tise, the acquisition represents an opportunity to scale its operations and reach a wider audience. “At Tise, we’ve always believed that making resale fun, easy, and inspiring is key to a more sustainable world,” said Eirik Frøyland Rime, Tise’s CEO and co-founder. “eBay shares our vision, and with their support, we will enhance our community-driven model and enable even more people to participate in the social marketplace.”
### What the Acquisition Means for eBay’s Future
The deal is expected to close by the end of the fourth quarter of 2025, subject to customary conditions. While the financial terms of the acquisition were not disclosed, the strategic benefits for eBay are clear. By integrating Tise’s platform, eBay gains access to a younger, highly engaged audience and enhances its social commerce capabilities, which are critical for attracting and retaining Gen Z and millennial shoppers.
Moreover, the acquisition signals eBay’s commitment to innovation in the sustainable retail space. As consumers increasingly prioritize environmental responsibility, platforms that offer a seamless and enjoyable resale experience are well-positioned for growth. Tise’s community-driven approach, combined with eBay’s global reach and resources, creates a powerful combination that is likely to resonate with eco-conscious shoppers.
### Conclusion
eBay’s acquisition of Tise is more than just a strategic business move—it’s a statement of intent. By embracing social commerce and doubling down on sustainability, eBay is positioning itself as a leader in the next generation of online marketplaces. For shoppers, the deal promises a more personalized, interactive, and sustainable shopping experience. For eBay, it’s an opportunity to redefine its relevance in a rapidly evolving retail landscape.
As the secondhand market continues to grow, eBay’s acquisition of Tise is a reminder that innovation, community, and sustainability are the keys to winning the hearts—and wallets—of younger shoppers. With this move, eBay is not just keeping up with the times; it’s setting the pace for the future of commerce.
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