Oxfam sells out first eBay Live shopping event

Oxfam completed its inaugural eBay Live shopping event, selling out every listed item during the hour-long session. The charity’s debut drew more than 3,200 total viewers, including around 200 concurrent participants, and generated over 18,000 likes. Oxfam, which has operated an eBay shop for 17 years, described the event as part of a broader shift toward live selling in charity retail, enabling direct engagement with donors and supporters.

Oxfam chief supporter officer Lorna Fallon emphasized the unique value of charity retail, stating it transforms transactions into meaningful purchases that support positive impact. The charity is among the largest sellers on eBay for charitable causes and is expanding its digital retail presence as livestream shopping grows across online marketplaces. Oxfam joins other charities such as the British Red Cross, Scope, and Florence Nightingale Hospice Charity in using eBay Live for fundraising and community engagement.

eBay reported that gross merchandise value for eBay Live grew roughly eightfold year-on-year in the second quarter, alongside increases in viewers, watch time, and sold items. The platform is also expanding access by introducing self-service onboarding for eligible US sellers across over 300 categories, moving beyond its previous invite-only model. This expansion reflects a broader trend of retailers and charities leveraging live shopping to combine commerce, entertainment, and community engagement.

Earlier this month, Oxfam launched an online fashion rental service to extend the life of donated clothing, marking the first time a national UK charity offered such a service alongside its retail shops. The pilot began on August 3 and aligns with the charity’s efforts to innovate in digital retail while supporting sustainable consumption and fundraising.