EBay has entered into a definitive agreement to acquire Norway-based consumer-to-consumer (C2C) social marketplace Tise, which specializes in secondhand fashion and home furnishing goods and is popular with Gen Z and Millennial shoppers. Founded in 2014, Tise currently has about 2.5 million registered users in the Nordic region and has raised $45 million over three funding rounds. EBay says Tise’s community engagement features, including the ability to follow sellers and receive personalized product recommendations by ‘liking’ and commenting on listings, will enrich the eBay C2C experience. Financial terms for the acquisition were not disclosed.

“The deal is expected to close by the end of the fourth quarter of 2025,” subject to conditions and regulatory approval, writes TechCrunch, noting that “Tise was the first company to receive an investment from eBay Ventures in 2022.”

The Tise deal suggests eBay is “looking to modernize its platform to attract younger shoppers, expand its social commerce tools, and build a stronger presence in the sustainable retail market,” TechCrunch adds.

“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,” eBay VP, GM Global Markets and C2C Oliver Klinck said in a press release. “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.”

AInvest suggests the move “not only aligns with broader industry trends, but also positions eBay to compete more effectively against rivals like Etsy, Poshmark, and Vinted, which have long capitalized on niche audiences and social interaction.”

Industry estimates project the C2C market to grow from $2.49 trillion in 2024 to $3.1 trillion in 2025, “driven by social commerce trends and demand for community-driven shopping experiences,” according to AInvest.

“Key drivers include the rise of mobile commerce, sustainability trends, and the demand for personalized, community-based shopping experiences,” AInvest writes. Citing a report by The Business Research Company, the market is forecasted to reach $7.44 trillion by 2029, “with social commerce — where platforms blend social media and e-commerce —emerging as a dominant force,” notes AInvest.