# eBay Stock Rises as Morgan Stanley Names It a Top Pick on Live Commerce Growth

- URL: https://stocks.freetheai.org/news/ebay-stock-rises-as-morgan-stanley-names-it-a-top-pick-on-live-commerce-growth-8179df
- Published: 2026-10-12T17:35:41Z
- Category: analyst_ratings; sentiment: bullish; impact: medium
- Symbols: [NASDAQ:EBAY](https://stocks.freetheai.org/symbols/NASDAQ-EBAY)
- Written by our AI from expert market sources across the web for FreeTheAI Stocks, built by Vibhek Soni
- How write-ups are made: https://stocks.freetheai.org/how-we-write
- Not financial advice: https://stocks.freetheai.org/disclaimer

Shares of eBay Inc. (NASDAQ:EBAY) rose 4.25% to $117 on Monday after Morgan Stanley selected the e-commerce company as a top pick and maintained an Overweight rating. Analyst Nathan Feather raised his price target on the stock to $132 from $127, pointing to faster gross merchandise volume expansion driven by live commerce.

Live shopping has become a key growth driver for the online marketplace, generating roughly 9% of total gross merchandise volume and accounting for at least 40% of recent expansion. Resellers frequently purchase items during live video auctions and relist them on eBay, creating a continuous cycle of transactions. Shoppers engaging with live video listings in collectibles spend about 70% more than average users.

Looking ahead, Morgan Stanley models live-influenced merchandise volume tripling to $24 billion by 2030, which could add 4 percentage points annually to overall volume growth. Potential upcoming catalysts include initial earnings guidance for fiscal 2027 and favorable year-over-year comparative data. However, analyst views remain divided across Wall Street, as Wells Fargo lowered its price target to $91 with an Underweight rating.

## Key points

- Morgan Stanley named eBay Inc. a top pick and raised its price target from $127 to $132 while keeping an Overweight rating.
- Shares of eBay rose 4.25% to $117 on Monday following the analyst report.
- Live commerce contributes about 9% of eBay's gross merchandise volume and accounts for over 40% of its growth.
- Live-influenced merchandise volume is projected to grow from $8 billion to $24 billion by 2030.
- Wells Fargo maintained an Underweight rating on eBay and slightly reduced its price target from $92 to $91.

## Questions and answers

### Why did eBay stock go up today?

eBay stock rose after Morgan Stanley designated the company as a top pick, raised its price target to $132, and highlighted strong expansion driven by live commerce feature adoption.

### What is Morgan Stanley's price target for eBay?

Morgan Stanley raised its price target for eBay to $132 from $127 while maintaining an Overweight rating on the stock.

### How does live commerce impact eBay's business?

Live commerce accounts for about 9% of eBay's gross merchandise volume and at least 40% of its expansion. Resellers buy discounted goods during live video sales and relist them on the site.