The Event

eBay Open 2026 Berlin · October 15 2026

eBay Open is eBay's own seller event, and the European edition runs for a single day at the Uber Eats Music Hall in Berlin on October 15 2026. The programme covers international trade, advertising and AI tools, new shipping solutions, financing, regulatory compliance and category-specific sessions, closing with the 9th eBay Awards.

Tickets are €49 EUR net, which includes full-day catering and at least €100 EUR of advertising credit. The 2025 edition drew more than 500 sellers. eBay has not published a figure for 2026.

View event site → What this means for EU expansion

The Room

Who's expected at eBay Open 2026

Everyone in the hall is already selling. eBay Open is a paid, single-day event for commercial eBay sellers rather than an open trade show, and the €49 EUR ticket does a quiet job of filtering out browsers. The 2025 edition drew more than 500 of them.

The weighting is towards German-speaking Europe. That matters less than you might think if your interest is cross-border: the sellers in that room are shipping into and out of a market most US brands have never traded in, and they will tell you what works.

eBay Shop operators Cross-border marketplace sellers Marketplace advertising managers Listing and catalogue managers Shipping and fulfilment leads Ecommerce finance and compliance leads

For a growing brand seeking the next step up, is eBay Open 2026 a good fit?

If your priority right now is getting a second European marketplace channel working, this is a stronger venue for that than a broad ecommerce expo, because the whole day is built for people running the channel already. It is a narrow room by design, though, and the day assumes eBay is part of your plan. A brand still deciding which European marketplaces to sell on will get more from a general expansion show first.

Scale

More than 500 sellers came to the 2025 edition. eBay has not published a projection for 2026, so treat the 2025 number as the best available guide rather than a forecast.

Cost and what it includes

A €49 EUR net ticket covers full-day catering and at least €100 EUR of advertising credit, so the day carries a commercial incentive as well as a programme.

Weighting

The room is DACH-weighted and made up of active commercial sellers, which makes it concentrated rather than broad. Useful if eBay is already a channel for you.

The awards

The 9th eBay Awards close the day, which pulls in successful sellers and gives the evening a networking shape rather than a session one.

Programme

What's on at eBay Open 2026

One day, four themes running through it: international trade, advertising and AI tooling, the operational stack of shipping and financing, and the compliance and category detail that decides whether a listing stays live. The 9th eBay Awards close proceedings.

01 International trade

eBay has always been a cross-border marketplace, and this is the thread a US brand should follow. Expect sessions on selling into and across European sites, on where demand sits by country, and on the practical mechanics of listing for a buyer who is not in your home market.

Selling across eBay's European sites
Where cross-border demand is growing
Localising listings for European buyers

02 Advertising and AI tools

Marketplace advertising is the lever most sellers pull first, and eBay is pushing AI tooling into listing creation and campaign management. Given the ticket comes with advertising credit, the sessions here have an immediate use. Worth mapping against what you already spend on Amazon US.

Getting more from eBay advertising
AI tools for listing and campaign work
Measuring marketplace ad performance

03 Shipping and financing

New shipping solutions and seller financing both sit on the 2026 programme. For a US brand, the shipping content is the more useful half: it will tell you what European buyers are quoted at checkout and how quickly they expect delivery. Financing sessions are worth a look if stock funding is what is holding a launch back.

New shipping options for eBay sellers
Delivery promises European buyers expect
Financing stock for a new market

04 Compliance and category insight

Regulatory compliance has its own place on the agenda, which is unusual for a marketplace event and genuinely useful. European marketplaces suspend listings over missing registrations rather than warning you first. Category sessions go deeper on what sells and what the rules are for particular product groups.

Regulatory updates for marketplace sellers
Keeping listings compliant across European sites
Category-specific trading insight

Live Intelligence

What's being said about eBay Open 2026

Themes expected to shape the day, gathered in the Events Intelligence record of 15 September 2026, with this block refreshed as live coverage comes in.

International trade gets its own billing

EVENTS INTELLIGENCE · SEP 2026

Cross-border trade sits on the published programme alongside advertising, shipping and financing rather than tucked into a breakout. eBay treating international selling as a headline theme tells you where it thinks seller growth is coming from. For a US brand, that is the part of the day worth planning around.

A €49 EUR ticket that carries advertising credit

ORGANISER SITE · SEP 2026

The published ticket is €49 EUR net, and it includes full-day catering plus at least €100 EUR of advertising credit. Pricing the day so the credit outweighs the ticket is a deliberate filter: it fills the room with sellers who will spend on the platform.

The only firm headcount is last year's

EVENTS INTELLIGENCE · SEP 2026

More than 500 sellers came in 2025. No 2026 projection has been published, so the 2025 figure is the only number on the record and should not be read as a forecast. Expect a concentrated hall rather than an expo floor.

Compliance shares the stage with growth tactics

EVENTS INTELLIGENCE · SEP 2026

Regulatory compliance appears on the agenda next to advertising and AI, which is rare for a marketplace seller day. Marketplaces in Europe enforce registration rules by removing listings, so compliance is a trading topic there, not a legal footnote.

The bigger picture

A listing takes an afternoon. Selling in Europe takes a plan

The appeal of a marketplace day like this one is that it makes European selling sound like a channel decision. Open the site, translate the listing, ship the order. The listing genuinely is the easy part, and that is exactly why brands get caught out by what sits behind it: where your stock physically sits decides your tax position, and which country a buyer lives in decides which packaging and product rules apply. Neither question has a marketplace-wide answer, and neither gets easier by waiting until after your first sale.

VAT (value-added tax) registration is triggered wherever you hold stock, so putting inventory into a European warehouse creates an obligation in that country before anything sells.
Most consumer products sold in the EU need an EU Responsible Person, an entity established in the EU or UK that takes legal responsibility for compliance. A US brand cannot fill that role itself.
Packaging registration under Extended Producer Responsibility (EPR) rules is done country by country, and marketplaces suspend sellers who have not registered.
Customs treatment of low-value goods entering the EU is tightening, which raises the landed cost of posting each order from the US rather than shipping in bulk.

Expandly's Global Expansion Pathway (GEP™) puts those registrations in sequence and pairs them with stock held at our Netherlands warehouse, so listings go live on a base that will hold. Amazon is our Recommended E2E Expansion Partner where a brand wants that channel alongside eBay.

The 2025 room

More than 500 sellers came to eBay Open in 2025. eBay has published no 2026 projection, so expect a concentrated, commercial crowd rather than a broad trade floor.

500+ sellers in 2025

Per country, not per continent

Packaging registration under EPR rules and VAT registration are both done market by market. Germany, France and the others each need their own, and one EU country does not cover the rest.

Per country registration, every time

One plan for Europe

The Global Expansion Pathway (GEP™) sequences VAT, product compliance, packaging registration and local fulfilment as one piece of work. 2,000+ brands have used Expandly to do it.

GEP™ one route, not four vendors

Good to Know

Questions about eBay Open 2026

What is eBay Open 2026?

It is the European edition of eBay's own seller event, run as a single-day conference on October 15 2026 at the Uber Eats Music Hall in Berlin. eBay runs its US programme separately as a series of regional one-day events. The programme covers international trade, advertising and AI tools, new shipping solutions, financing, regulatory compliance and category-specific sessions, and the 9th eBay Awards close the day.

Is this the same as eBay Open in the US?

No. eBay runs its US seller programme separately. For 2026 that programme is a series of regional one-day events rather than a single conference, and the dates and venues differ from the Berlin event. This page covers the European edition only.

How much does a ticket to eBay Open 2026 cost?

Tickets are €49 EUR net. That includes full-day catering and at least €100 EUR of advertising credit, so the credit is worth more than the ticket itself.

How many people go to eBay Open?

More than 500 sellers came to the 2025 edition. eBay has not published a figure for 2026, so treat the 2025 number as the best guide available rather than a projection. The room is made up of active commercial sellers and is weighted towards German-speaking Europe.

Which marketplaces matter most for selling in Europe?

Amazon is not automatic across Europe. Amazon UK, Germany, and others are strong, but local marketplaces often lead: Bol dominates the Netherlands, Zalando leads fashion, and Allegro leads Poland. The right mix depends on your category and market, and stock entering a marketplace's local fulfilment triggers VAT (value-added tax) obligations there.

If I sell in one EU country, can I sell across the whole EU?

One EU market does not automatically cover the others. VAT (value-added tax) is triggered wherever you hold stock, product compliance applies EU-wide but packaging registration is per country, and marketplaces differ by market. A single warehouse can serve the whole EU physically, but the registrations still need doing for each country you sell into.

Why are US brands expanding into Europe now?

The main reasons are rising US advertising and acquisition costs, marketplace and tariff volatility, and the risk of depending on a single channel or market. Europe offers large, less-saturated markets as a growth and diversification play. The brands that succeed treat it as a structured operation, not a listings exercise.

Make Your Move

One day in Berlin. A European channel that holds.

A room of sellers already trading across European borders is a fast education, and the cross-border sessions are where a US brand gets its money's worth out of the ticket.

Ahead of October we can walk you through what your first European market actually asks for: where VAT registration is triggered, who can act as your EU Responsible Person, and what packaging registration means for your product. Come back from Berlin with what you heard and we will turn it into a launch order rather than a to-do list. If eBay is one of the channels you are weighing, that is a good conversation to have first.