eBay Acquires Social Marketplace Tise to Woo Gen Z

E-commerce giant eBay announced on Monday that it is acquiring Oslo-based social marketplace Tise to capture Gen Z and millennial shoppers through secondhand fashion and interior design, though the financial terms of the deal remain undisclosed.

Why eBay Is Buying Into Social Commerce

By bringing the Norway-based platform into its portfolio, eBay gains direct access to a highly active community of younger, sustainability-focused consumers. Tise has built a dedicated following by merging e-commerce with social media functionality. Users on the platform can follow their favorite sellers, like and comment on specific listings, and receive highly personalized product recommendations tailored to their style.

Targeting the Next Generation of Shoppers

This social-first approach, combined with a curated focus on trending inventory, is designed to significantly modernize eBay’s consumer-to-consumer (C2C) trading experience. It addresses a growing demand among Gen Z and millennial demographics who prefer interactive, community-driven shopping environments over traditional search-and-buy platforms.

Deepening an Existing Partnership

The acquisition marks a natural evolution for the two companies, as Tise was the inaugural recipient of funding from eBay Ventures back in 2022. This early relationship paved the way for a complete integration.

“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,” stated Oliver Klinck, VP and GM of Global Markets Success and C2C at eBay, in an official press release. Klinck added that Tise’s on-trend inventory and loyal community will help eBay deepen its connection with next-generation fashion enthusiasts.

Expanding Sustainable Retail and Tech Tools

Integrating Tise allows eBay to rapidly scale its social commerce capabilities and establish a stronger foothold in the rapidly growing sustainable retail market. The transaction is projected to close by the end of the fourth quarter of 2025, subject to standard regulatory approvals and customary closing conditions.

Tise’s $45 Million Journey in Resale Tech

“At Tise, we’ve always believed that making resale fun, easy and inspiring is key to a more sustainable world,” said Eirik Frøyland Rime, CEO and co-founder of Tise. Rime emphasized that eBay shares this core vision, and the acquisition will help scale their community-driven model to a much larger global audience.

Since its founding in 2014, the Oslo-based startup has established itself as a formidable player in the European resale space. According to data from market intelligence platform Tracxn, Tise has secured $45 million in total funding prior to the acquisition.