Shares of online marketplace eBay (EBAY 9.86%) jumped to three-year highs on Wednesday thanks to an unlikely collaboration. Meta Platforms (META -1.16%) is facing regulatory pressure in Europe. To make life easier, it’s testing eBay ads on its Facebook Marketplace. At 11 a.m. ET, eBay stock was up 11% on the news.
Is this the boost eBay needs?
European regulators don’t like the exclusivity of the Facebook Marketplace platform. According to Bloomberg, Meta is consequently testing eBay listings right on its Marketplace platform. This could appease the regulators, which would be good for Meta. But it’s a huge development for eBay.
For its part, eBay is one of the biggest and most profitable e-commerce businesses in the world. But the platform has undeniably stagnated in recent years. Key performance metrics bear this out. In the third quarter of 2024, it had 133 million active buyers, an increase of only 1% year over year. And its merchandise volume was up only 2%.
Considering Facebook’s massive audience, eBay could get a lift from its listings being displayed on Marketplace.
Is this a low-risk buy today?
It’s important to remember that Facebook is reportedly only conducting a test, so there may be little material benefit to eBay when all is said and done. But it may be quite good for eBay’s shareholders.
Those who buy eBay stock today are buying a low-risk opportunity. The stock is cheap, trading at only 18 times earnings. Its balance sheet is cash-rich and operations are profitable. Moreover, management is repurchasing a lot of shares and paying a growing dividend.
Therefore, eBay stock is worth a look today, in my opinion. The downside risk is limited, and it could return to growth if the integration with Facebook goes well.
Randi Zuckerberg, a former director of market development and spokeswoman for Facebook and sister to Meta Platforms CEO Mark Zuckerberg, is a member of The Motley Fool’s board of directors. Jon Quast has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Meta Platforms. The Motley Fool recommends eBay. The Motley Fool has a disclosure policy.
