The online seller profile is evolving. Far from being limited to traditional commerce that simply moves its activity online, a growing number of entrepreneurs is building their ventures from scratch with an international mindset that transcends geographic borders, organized around personal passions, specialized knowledge, and market niches. From collectors who have professionalized their hobby to sellers specializing in fashion, refurbished technology, auto parts, or home goods, digital marketplaces are opening new opportunities for individuals and small businesses to grow, reach international buyers, and build sustainable ventures.
This trend comes at a moment when entrepreneurship is becoming increasingly attractive in Spain. According to the latest eBay Entrepreneurship Survey, 58 % of Spaniards would like to start their own business, while almost nine in ten have considered entrepreneurship at some point. However, many are still seeking low-risk ways to take that first step: a 75 % say they would prefer to balance their entrepreneurial project with their current job rather than leaving their job altogether.
Marketplaces, the ideal places to grow online
For many aspiring entrepreneurs, the marketplaces have become the ideal environment to take this leap, as they allow them to validate ideas, grow at their own pace, and build businesses around products and categories they know and truly love.
“We’re witnessing the emergence of a different kind of entrepreneur. Many of today’s sellers don’t start with a traditional business plan, but with know‑how, passion and a community around a specific category. Marketplaces allow them to turn that technical experience into a thriving business, reaching customers far beyond their local market,” says Sara Lapi, Senior Seller Manager for Central Europe markets at eBay.
As new sellers seek to connect with international audiences from day one, their expectations for selling platforms are also evolving. Today’s entrepreneurs demand interactive tools that help them build trust across borders, demonstrate the value of their products, and interact directly with buyer communities. To meet these needs, eBay Live is becoming a key format for sellers looking to scale globally:
- Greater global reach for specialized inventories: live streaming lets sellers showcase specialized, rare, or high‑consideration items to a broader international audience who otherwise would be difficult to discover through traditional searches.
- Real-time selling that is more persuasive and trusted: live broadcasts give sellers a framework to explain in real time the product condition, size, or authenticity details. This builds trust by giving buyers a chance to ask questions before purchasing, backed by the support and secure environment that characterize eBay.
- Creation of global communities: rather than relying solely on sporadic local transactions, sellers can cultivate brand recognition and spark interest in both local and international communities, building a loyal following.
- Actionable demand signals: real-time interactions during live events help sellers identify which product categories, price ranges, and features resonate best with different audiences.
The new online seller profile
Although every entrepreneurial journey is unique, today’s online sellers increasingly share a set of distinctive traits compared with traditional business models:
- Driven by passion: they turn hobbies, personal passions, and specialized knowledge into thriving businesses.
- Specialized: they focus on niche categories, delivering technical expertise and a carefully curated product selection rather than trying to sell everything.
- Digital natives: they design their business in the online environment from day one, reaching national and international customers through marketplaces.
- Flexible: they grow their businesses at their own pace, often balancing them with other professional responsibilities.
- Global: they think beyond the local market from day one, using digital platforms to reach customers anywhere in the world.
- Community-oriented: they value being part of seller communities where they can share knowledge, learn from others, and grow together.
