JPMorgan raises eBay stock price target to $66 citing strategy shift

Published 04/06/2025, 11:30
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On Wednesday, JPMorgan analysts increased the price target for eBay (NASDAQ:EBAY) stock to $66 from $60, while maintaining a Neutral rating. The decision reflects eBay’s ongoing efforts to innovate within the e-commerce space, which are beginning to show promising results. The stock has demonstrated strong momentum, surging 23.65% year-to-date and currently trading near its 52-week high of $76.06. According to InvestingPro, the stock is trading close to its calculated Fair Value.

eBay, a major player in online commerce with a market capitalization of $35 billion, has reported 134 million active buyers and a marketplace gross merchandise volume (GMV) of $74.7 billion in 2024. The company’s tech-driven re-imagination strategy is focusing on key categories and targeting enthusiast buyers, which is positively impacting revenue growth. InvestingPro data reveals impressive gross margins of 71.85%, reflecting strong operational efficiency.

The company’s investments in advertising and payments are also contributing to this revenue increase. Despite a slower top-line environment affecting margins, eBay’s investments are seen as crucial for achieving its long-term goals.

JPMorgan analysts remain cautious, noting that eBay is still in the early stages of its transformation. They highlighted execution risks and expressed a desire for more visibility into mid-single-digit percentage GMV growth before adopting a more positive outlook on the stock.

In other recent news, eBay reported its first-quarter 2025 earnings, surpassing analyst expectations with an earnings per share of $1.38, compared to the forecasted $1.34, and revenue of $2.6 billion, exceeding the anticipated $2.55 billion. This positive performance is accompanied by a series of price target adjustments from various analyst firms. Susquehanna raised its price target for eBay to $70, maintaining a Neutral rating, following the company’s strong earnings report. Needham also increased its price target to $78, maintaining a Buy rating, highlighting eBay’s robust Gross Merchandise Volume (GMV) growth and strong market position.

Stifel slightly adjusted its price target to $62, retaining a Hold rating, while JPMorgan set a new target of $60, maintaining a Neutral stance. Both firms noted eBay’s impressive GMV and revenue growth, despite challenging macroeconomic conditions. eBay’s management expressed confidence in its full-year outlook but acknowledged potential challenges from macroeconomic factors and tariffs. The company continues to innovate, introducing AI-powered tools and expanding its focus on specific product categories, which have contributed to its recent success. Analysts suggest that eBay’s unique market position and strategic initiatives could support its resilience in a fluctuating economic environment.

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