eBay vs Preloved:Which is more popular?
In September 2026, eBay had more branded searches than Preloved among classified ad platforms in the United Kingdom. eBay had about 9.1 million branded searches, while Preloved had 60,500. eBay made up 58.1% of all classified ad platform searches we track, and Preloved accounted for 0.38%. When we asked ChatGPT and Google AI Overviews about classified ad platforms, eBay appeared in four of the five answers and Preloved in three. eBay was mentioned before Preloved in three out of four answers that named either.
Who do people search for more?
eBay, about 151 searches for every 1 for Preloved
Who does AI mention more?
eBay, mentioned in 4 of 5 answers, Preloved in 3
Who does AI recommend more?
eBay, named ahead of Preloved in 3 of 4 answers
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Top classified ad platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, eBay was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Preloved was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. eBay was listed before Preloved in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Facebook Marketplace5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Gumtree5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- eBay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Vinted3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Preloved3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Depop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Shpock1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about classified ad platforms
5 answers
Asked ChatGPT
“Which classified ad platform should I use in the UK?”
Asked ChatGPT
“What are the best classified ad platforms in the UK?”
Asked ChatGPT
“What's the best classified ad platform in the UK for selling secondhand goods?”
Searched Google, AI Overview
“local selling sites uk”
Searched Google, AI Overview
“classified ads uk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Is eBay or Preloved more popular in search?
This chart shows how often people search Google for eBay and Preloved by name. Each line represents a brand's share of searches for all seven classified ad platforms we track, month by month, from searches in United Kingdom.
Share of searches by month for eBay, Preloved. The figures are in the table below the chart.
View monthly share of searches table
| Month | eBay | Vinted | Facebook Marketplace | Gumtree | Depop | Preloved | Shpock |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 63.1% | 19% | 5.7% | 10.4% | 1.1% | 0.51% | 0.08% |
| Nov 2025 | 62.3% | 18.7% | 6.8% | 10.2% | 1.4% | 0.5% | 0.08% |
| Dec 2025 | 64.5% | 15.8% | 7.1% | 10.6% | 1.4% | 0.52% | 0.09% |
| Jan 2026 | 65.9% | 16.3% | 7.2% | 8.9% | 1.2% | 0.44% | 0.09% |
| Feb 2026 | 61.4% | 18.4% | 8.2% | 10.1% | 1.4% | 0.5% | 0.08% |
| Mar 2026 | 59% | 21.6% | 7.9% | 9.7% | 1.3% | 0.48% | 0.08% |
| Apr 2026 | 59% | 21.6% | 7.9% | 9.7% | 1.3% | 0.48% | 0.08% |
| May 2026 | 56.8% | 20.8% | 9.3% | 11.4% | 1.2% | 0.46% | 0.06% |
| Jun 2026 | 60.5% | 18.1% | 9.9% | 9.9% | 1.1% | 0.4% | 0.07% |
| Jul 2026 | 60.5% | 18.1% | 9.9% | 9.9% | 1.1% | 0.4% | 0.07% |
| Aug 2026 | 58.1% | 21.3% | 9.5% | 9.5% | 1% | 0.38% | 0.06% |
| Sep 2026 | 58.1% | 21.3% | 9.5% | 9.5% | 1% | 0.38% | 0.05% |
How has the eBay and Preloved comparison changed over the last 12 months?
3 findings
- eBay was ahead of Preloved in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, eBay’s share of searches among classified ad platforms in the United Kingdom moved from 63.1% to 58.1%, and its estimated monthly branded searches moved from 11.1M to 9.1M.
- Across the 12 months ending September 2026, Preloved’s share of searches among classified ad platforms in the United Kingdom moved from 0.51% to 0.38%, and its estimated monthly branded searches moved from 90.5K to 60.5K.
How did search popularity change for United Kingdom classified ad platforms in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using eBay’s and Preloved’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among classified ad platforms
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