eBay UK User Agreement Update August 2026: eBay Live, Comparative Pricing, International Shipping
eBay UK has released an update to the user agreement adding new sections for eBay International Shipping, eBay Live and comparative pricing, effective August 10, 2026.
The following summary of changes was provided in an announcement in the eBay community forum:
We’re making updates to our User Agreement, effective from 10 August 2026.
What you need to know
The key changes include:
- Introducing eBay International Shipping for UK sellers
- Updates to the eBay Live buying and selling experience
- Additional information on pricing and account settings that do not meet eBay policies
As always, sellers are encouraged to read the entire updated terms carefully, but Value Added Resource has you covered with a side by side comparison highlighting some key changes.
Disclaimer: comparisons are made using both automated and manual methods and are provided for informational purposes only - no warranty of completeness or accuracy is expressed or implied and users are advised to do their own due diligence.
Comparative Pricing
eBay has had long standing issues with sellers abusing comparative pricing with false strikethroughs giving buyers the illusion of discount savings.
The company has also received criticism for its decision to remove the sold history link from item pages in 2023, making it harder for buyers to catch these shady pricing tactics.
Now it appears at least in the UK, eBay may be taking the problem more seriously with new language in the User Agreement addressing comparative pricing.
Old Version:
In connection with using or accessing the Services you will not...
...fail to comply with laws and applicable guidance on sale pricing and promotion of items, and/or fail to comply with the Pricing Tool Terms where applicable;
New Version:
In connection with using or accessing the Services you will not...
...use comparative pricing claims that do not comply with applicable laws, regulatory guidance, the Pricing Tool Terms or Comparative pricing policy, irrespective of how such claims are displayed on eBay, including through third-party tools, integrations or APIs;
As the new terms suggest, this update is likely being driven by regulatory pressure, similar to the reasons why eBay cracks down on these pricing practices much harder in Australia while still allowing them to run rampant on the US marketplace.
Liz Morton
Content Moderation
eBay UK also made some minor tweaks to language around content moderation in this update.
Old Version:
content that violates any of eBay's policies may be modified, obfuscated or deleted at eBay's discretion;
New Version:
content, listing terms or listing settings that violate any of eBay's policies may be modified, supplemented, replaced, obfuscated or deleted at eBay's discretion;
eBay International Shipping
A new section was added to provide information around the UK launch of eBay International Shipping.
One of the ways we make ebay.co.uk listings available to international buyers is through the eBay International Shipping Programme ("EIS").
EIS enables buyers to obtain parcel processing, international shipping, and customs clearance services. It is facilitated by eBay through third-party service providers that eBay has contracted with to operationalise the programme.
By listing your item on ebay.co.uk and not opting out of EIS, you will also be acknowledging that you have read and agreed to the EIS Terms and Conditions and that they will apply to you as a seller and to all of your eligible new and existing listings.
If you choose not to participate in EIS, you can opt out of the programme by updating your postage preferences.
More info on EIS:
Liz Morton
eBay Live
A new section covering eBay Live was also added in this User Agreement update, mirroring language about Live that was in the most recent update for the US marketplace.
eBay Live is an interactive live streaming feature that allows sellers to host live events where buyers can view, interact with, and purchase items in real time. When you access or use eBay Live as a seller or buyer, you must comply with the eBay Live policy and all other rules and policies that apply to your use of our Services, as updated from time to time.
Participation in eBay Live as a seller is available to sellers who meet our eligibility criteria and remain in compliance with this User Agreement, the eBay Live policy, seller agreements, and our policies. The primary purpose of each seller's eBay Live stream must be to promote and sell items listed through that eBay account.
As an eBay Live seller, you are responsible for the acts and omissions of any personnel and guests who appear in your live streams, including their compliance with this User Agreement, the eBay Live policy, seller agreements, and our policies.
We may, at any time and in our sole discretion, suspend or terminate access to eBay Live, or require the immediate removal of any individual from an eBay Live stream, if we believe they have violated this User Agreement, seller agreements, or any of our policies.
And that's it for changes to eBay UK's User Agreement going into effect August 10, 2026.
Let us know in the comments below what you think of these change and how they'll affect your business!
