---
title: eBay (EBAY) — intrinsic value and fair price
canonical: https://sweetvaluelab.com/stocks/ebay
ticker: EBAY
as_of: 2026-10-17
sector: Consumer Cyclical
industry: Specialty Retail
---
# eBay (EBAY)

eBay (EBAY) closed at $120.28 on Oct 16, 2026, overvalued by 89% vs its model value of $63.58 (from a five-year discounted cash flow).

## Key figures

| Figure | Value |
| --- | ---: |
| Last close | $120.28 (Oct 16, 2026) |
| Model value (from a five-year discounted cash flow) | $63.58 |
| Price vs model | overvalued by 89% vs model |
| Range of that model | $42.19 – $121.45 |
| Market value | $53.5B |
| P/E (fiscal 2025) | 27.7 |
| Net margin (fiscal 2025) | 18.3% |
| Free cash flow (fiscal 2025) | $1.4B |
| Dividend yield (trailing twelve months) | 1.01% |
| Beta | 1.32 |
| Cost of capital (WACC) | 9.49% |
| Business classification | Mature & Stable (Low/slowing growth (~5% recent), Moderate margins (18% net margin), Highly cyclical earnings) |

## Dividends

| Figure | Value |
| --- | ---: |
| Trailing dividend yield | 1.01% |
| Dividends per share, last 12 months | $1.22 |
| Dividends / free cash flow (fiscal 2025) | 37.0% |
| Raised | 6+ years in a row |
| Growth over 5 years | 11.8% a year |
| Latest payment | $0.31, ex-date Aug 28, 2026, paid Sep 11, 2026 |

| Year of payments | Dividends per share |
| --- | ---: |
| To Aug 31, 2021 | $0.70 |
| To Aug 31, 2022 | $0.84 |
| To Aug 31, 2023 | $0.97 |
| To Aug 30, 2024 | $1.06 |
| To Aug 29, 2025 | $1.14 |
| Trailing twelve months (to Aug 28, 2026) | $1.22 |

## Valuation models

Each model's value per share and the role the engine gave it for this business. The headline above is one model's value; every other model is listed with its own, and each has a page of its own under the valuation. Computed Oct 17, 2026.

| Model | Role | Value per share | Low | High |
| --- | --- | ---: | ---: | ---: |
| DCF · Perpetuity growth · 5y | primary | $63.58 | $42.19 | $121.45 |
| DCF · Perpetuity growth · 10y | cross check | $69.76 | $47.71 | $128.32 |
| DCF · EBITDA exit · 5y | cross check | $99.58 | $71.12 | $132.98 |
| DCF · EBITDA exit · 10y | cross check | $98.80 | $69.06 | $138.14 |
| P/E · peers | cross check | $116.46 | $101.25 | $135.69 |
| P/E · own history | cross check | $63.59 | $41.07 | $110.03 |
| PEG | sanity check | $123.05 | $123.05 | $123.05 |
| EV/EBITDA · peers | cross check | $85.15 | $69.22 | $92.77 |
| EV/Revenue · peers | cross check | $57.22 | $49.12 | $80.26 |
| Earnings power value | cross check | $22.39 | $17.91 | $28.56 |
| Dividend discount | cross check | $25.66 | $18.30 | $38.73 |

## Insider activity (SEC Form 4)

Past 90 days: 0 open-market buys ($0) and 5 open-market sales ($2.4M); 10b5-1 plan sales included.

| Date | Insider | Relationship | Transaction | Shares | Value |
| --- | --- | --- | --- | ---: | ---: |
| Oct 6, 2026 | IANNONE JAMIE | President and CEO | Open-market sell (10b5-1 plan) | 2,841 | $303,873.4 |
| Oct 6, 2026 | IANNONE JAMIE | President and CEO | Open-market sell (10b5-1 plan) | 6,830 | $725,892.4 |
| Oct 6, 2026 | IANNONE JAMIE | President and CEO | Open-market sell (10b5-1 plan) | 1,439 | $151,497.9 |
| Oct 5, 2026 | IANNONE JAMIE | President and CEO | Open-market sell (10b5-1 plan) | 9,965 | $1.1M |
| Oct 5, 2026 | IANNONE JAMIE | President and CEO | Open-market sell (10b5-1 plan) | 1,145 | $122,034.1 |

## Recent SEC filings

| Filed | Form | What | Filing |
| --- | --- | --- | --- |
| Aug 6, 2026 | 10-Q | Quarterly report | https://www.sec.gov/Archives/edgar/data/1065088/000106508826000177/ebay-20260630.htm |
| Aug 5, 2026 | 8-K | 2.02 Results of Operations (Earnings); 9.01 Financial Statements and Exhibits | https://www.sec.gov/Archives/edgar/data/1065088/000106508826000174/ebay-20260805.htm |
| Jun 18, 2026 | 8-K | 5.07 Submission of Matters to a Shareholder Vote | https://www.sec.gov/Archives/edgar/data/1065088/000106508826000135/ebay-20260617.htm |
| Jun 3, 2026 | DEFA14A | Additional proxy materials | https://www.sec.gov/Archives/edgar/data/1065088/000155278126000353/e26277_ebay-defa14a.htm |
| May 29, 2026 | DEFA14A | Additional proxy materials | https://www.sec.gov/Archives/edgar/data/1065088/000155278126000351/e26272_ebay-defa14a.htm |

## Superinvestors holding it (latest 13F)

| Manager | Quarter | Shares | Value |
| --- | --- | ---: | ---: |
| Yacktman | 2026-06-30 | 1,262,742 | $141.1M |
| Lindsell Train | 2026-06-30 | 1,116,001 | $124.7M |
| Bridgewater | 2026-06-30 | 14,786 | $1.7M |
| Robert Olstein | 2026-03-31 | 16,000 | $1.5M |

4 tracked managers in all.

## About

eBay Inc. manages an extensive global e-commerce ecosystem designed to facilitate transactions between buyers and sellers. This framework primarily encompasses its flagship website, ebay.com, alongside its suite of dedicated mobile applications. Through these digital platforms, users are empowered to list, discover, purchase, and pay for a vast array of goods. These transactions occur across a multitude of channels—online, mobile, and even certain traditional avenues—involving a diverse array of participants. This includes individual sellers, small businesses, and larger entities such as retailers, distributors, liquidators, import/export firms, and auctioneers, often integrating with various commerce platforms, search engines, and shopping networks. The company was established in 1995 and its corporate headquarters are situated in San Jose, California.

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Source: https://sweetvaluelab.com/stocks/ebay (SweetValueLab, free, no account). Prices and statements from Financial Modeling Prep; filings from SEC EDGAR. Research and educational data, not investment advice; nothing here is a recommendation to buy, sell or hold any security.