In an effort to help fuel the growing market of live commerce, eBay has rolled out its latest Up & Running Grants program, specifically for eBay Live sellers.

This grant gives them the funds, assistance, and connections they need to turn a passion into a truly scalable business and empowers sellers in the live commerce space.

eBay Investing in the Future of Live Commerce

eBay has made a commitment to provide $100,000 to 10 select sellers ($10,000 each) as part of the return of the company’s Up & Running Grants program. Specifically, in 2026, the program will focus on eBay Live, which it feels like is the future of selling.

eBay Live, which only just launched in Canada in early 2026, but has been operating in the USA since 2022, offers a highly engaging and immersive experience for shoppers and brands. It offers an authentic live shopping experience, entertainment, and community all wrapped into one.

Available for selling in a variety of categories, such as collectibles, toys, beauty, luxury goods, jewelry, and more, eBay Live is one of the company’s fastest-growing segments and is opening up new ways for sellers to not only sell but also build a brand and develop a better connection with their customers and/or audience.

The Return of the Up & Running Grants Program

This move marks the return of the company’s Up & Running Grants Program, which is now in its 7th year. The program helps to make it easier for sellers to move from simply having an ambition to making that dream a reality.

In addition to getting the $10,000 to invest in equipment, hiring, marketing, or inventory, the chosen sellers also get eBay Live mentorship from an expert and a collection of professional live selling equipment. Since 2020, the program has awarded over $3 million in grants to a variety of different sellers and businesses.

The Eligibility Criteria

To be eligible for the grant, applicants must be:

• The leading executive of the team (Founder, President, CEO, or a similar title)
• A legal resident of one of the 50 U.S. states, D.C, or Puerto Rico
• At least 18 years old (19 in Alabama and Nebraska, 21 in Mississippi

The business itself needs to be an active seller on eBay either on or before December 1st, 2025, and can’t have been a recipient of funding from a previous round of the program. In addition to filling out an application, interested sellers also need to submit a video response.

Any interested seller can apply within the application window, which takes place from May 28th, 2026, to June 25th, 2026. After that, eBay reviews the submissions until August 2026, and recipients of the grants are notified in early October 2026, with the funds being sent to them in mid-to-late October 2026.

Our Take

Empowering Entrepreneurs to Succeed

This move by eBay shows that the company is not only willing to provide funds to help some sellers turn their dreams into a reality, but also connect them to useful resources and provide them with the equipment they need to succeed.

The decision also highlights the growing live space, and also encourages sellers in the sector, which may attract even more people to try live selling on eBay. The fact that eligibility isn’t too strict is another positive, as it allows a range of different sellers to apply and potentially be chosen.

It would be amazing to see this program not only continue for years to come, but potentially even get larger, to give more and more sellers on the platform a boost.

Also, while this move is the latest that eBay has made that directly benefits sellers, it’s not the first, as the company has also brought video ads into promoted listings and now prevents US buyers from cancelling winning bids.

This shows that eBay aims to offer a solid shopping experience for customers, but also supports those selling on the marketplace.