eBay just made its boldest play yet for Gen Z shoppers, acquiring Norwegian social marketplace Tise in an undisclosed deal that signals the veteran platform's urgent push into social commerce. The move transforms eBay's relationship with sustainable fashion resale and younger demographics who've largely abandoned traditional auction formats for Instagram-style shopping experiences.
eBay broke the news Monday morning with characteristic understatement, but the implications are massive. The company's acquisition of Tise, a Norwegian social marketplace specializing in second-hand fashion and home goods, represents nothing less than eBay's admission that its traditional auction model isn't cutting it with younger shoppers anymore.
The financial terms remain under wraps, but this wasn't a spontaneous purchase. eBay first invested in Tise through eBay Ventures back in 2022, making the Oslo-based startup its inaugural investment. Since then, Tise has quietly built what eBay desperately needs - a loyal community of Gen Z and millennial users who actually want to shop on a marketplace platform.
'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,' Oliver Klinck, VP of Global Markets Success & C2C at eBay, told reporters in a company statement. The corporate speak translates to something more urgent - eBay recognizes it's losing the social commerce war to platforms like Instagram, TikTok, and even Facebook Marketplace.
Tise's secret sauce lies in features that sound obvious but have been missing from eBay's DNA - the ability to follow favorite sellers, comment on listings, and receive personalized product recommendations. These social elements, combined with what the company calls 'on-trend inventory,' create the kind of browsing experience that keeps users scrolling rather than just searching for specific items.
The timing couldn't be more critical. eBay has watched younger consumers flock to newer platforms that blend shopping with social discovery. Meanwhile, the sustainable fashion market - Tise's specialty - has exploded into a multi-billion dollar category that eBay has struggled to capture despite its roots in second-hand sales.
'At Tise, we've always believed that making resale fun, easy and inspiring is key to a more sustainable world,' Eirik Frøyland Rime, CEO and co-founder of Tise, said in the announcement. '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.'
