eBay in Singapore: From Layoffs to Haunting Adeline – What Do These Trends Mean?
It's been a turbulent week for the online auction house from San Jose. As Silicon Valley is still reeling from the latest wave of tech layoffs, the storm has hit one of the founding fathers of modern e-commerce once again. Over 800 employees are being shown the door, barely a year after the company splashed a staggering US$1.2 billion on hipster platform Depop. You've got to wonder: what does eBay actually stand for in 2026? And what should we make of this news here in Singapore?
An auction house in crisis?
Let's be clear: the mass layoffs at eBay aren't an isolated incident. It's yet another correction in a sector struggling with overcapacity and shifting consumer preferences. Still, this one feels different. The Depop acquisition was meant to tap into a younger audience, a crowd that lives for vintage and second-hand fashion. But the integration seems rocky, and the promised synergy hasn't materialised. Talking to insiders in the Valley, one thing keeps coming up: eBay has lost its soul. It's no longer an auction house, but it's not a full-fledged competitor to Amazon or Shopee either. It's kind of stuck in the middle.
For the user in Singapore, this identity crisis is palpable. Sure, we know the platform. We use it to hunt for car spare parts, a rare LP, or a vintage camera from grandma's time. But for everyday second-hand stuff, we overwhelmingly turn to Carousell. With its fragmented international presence, eBay seems to be losing its edge.
BookTok saves the day (for now)
And then there's this bizarre trend that really gets me thinking as an analyst. Look at the search trends over the past few weeks. Alongside the generic term 'eBay', titles like Haunting Adeline and Morning Glory Milking Farm are spiking. For those not deep into the world of BookTok: these are books that have taken on a life of their own on social media. One is a dark romantic thriller that pushes boundaries, the other an extremely niche story about a peculiar relationship between a human and a minotaur. Yes, you read that right.
What are these titles doing on eBay? Simple: they're often impossible to find elsewhere. Traditional bookshops don't stock them, Shopee is frequently sold out, and on Carousell, they get lost under a pile of 'novels'. But on eBay, whether on the Singapore site or the US one, they thrive. They pop up as limited editions, signed copies, or simply as hotly demanded paperbacks caught up in the BookTok hype. It shows where eBay remains unrivalled: connecting supply and demand for the true enthusiast, for the niche, for the community that isn't served elsewhere.
The power of scarcity
This is precisely the dilemma eBay finds itself in. Management in San Jose thinks in terms of billions and synergy with Depop, while the company's soul lies in the passion of collectors, the hunt for that one copy of an obscure book, or trading in second-hand cameras. The layoffs are painful, but perhaps unavoidable to regain focus. You can see the strategy slowly shifting towards categories where eBay is unique:
- Collectibles (think coins, comics, Pokémon cards).
- Pre-owned luxury goods (designer bags, watches).
- Auto parts and vehicles (a global marketplace).
- And yes: niche books and media, fuelled by phenomena like BookTok.
What does this mean for Singapore?
For the local entrepreneur or seller, there are opportunities here. Precisely because the platform is grappling with its image, there's room for those who understand the game. Those who tap into trends, whether it's Haunting Adeline or the next big thing, can sell internationally. eBay is no longer a mass market, but a treasure trove for those who know how to search. And with good shipping links, Singapore can act as a hub for collectors across Asia.
The layoffs last week are a symptom of a larger shift. The era of unchecked tech growth is over. For eBay, that means: get back to basics, get back to that quirky, passionate user searching for that one special item. Whether it's a rare camera, or a signed copy of Morning Glory Milking Farm. As long as eBay gets that, it remains relevant. If not, then these 800 layoffs are just the beginning.