Morgan Stanley Raises EBAY Price Target to $132

Morgan Stanley has reiterated its Overweight rating on eBay Inc. with a new price target of $132.00, a 9.98% upside from the current price.

By TradeTexts Research Desk · Published Oct 16, 2026, 2:07 PM EDT

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Morgan Stanley raised its price target on eBay Inc. ($EBAY) to $132 from $127 on October 12, 2026, and rates the stock "Overweight".

Since the rating, $EBAY is up 4.9% to date (from the $114.65 close on Oct 12, 2026).

EBAY eBay Inc.

$120.28 +39.42% year to date

Daily close · Oct 16, 2026

Key Points

On October 12, 2026, Morgan Stanley reiterated its Overweight rating on eBay Inc. and raised the price target to $132.00 from $127.00.
Morgan Stanley's $132 price target implies 9.98% upside from eBay Inc.'s ($EBAY) current $120.02 share price.
As of October 16, 2026, eBay's shares were recently trading around $120.02, which is above its 50-day moving average by 11.7%.
The average analyst price target for eBay is $116.26, indicating that the stock is currently above this mean target by 3.2%.

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Not investment advice. TradeTexts is not a registered investment adviser, and this automated eBay Inc. alert may contain errors. Disclosures

Morgan Stanley has reiterated its Overweight rating on eBay Inc. (NasdaqGS: EBAY) on October 12, 2026, raising the price target from $127.00 to $132.00. This adjustment reflects confidence in eBay's performance and growth potential in the consumer cyclical sector.

Other Institutional Activity in eBay

Several other institutional investors have adjusted their positions in eBay recently. Blackrock Inc. reduced its holdings by 1,223,841 shares, ending with 39,435,323 shares valued at approximately $4.74 billion. Toronto Dominion Bank grew its stake by 25,317,280 shares, bringing its total to 33,819,859 shares worth around $4.07 billion. Meanwhile, Vanguard Capital Management LLC decreased its position by 248,560 shares, now holding 28,993,850 shares valued at roughly $3.49 billion.

eBay Inc. Stock Up 2.7%

eBay's shares are currently trading at about $120.02, which is above its 50-day moving average of $107.44 by 11.7%. However, it is still below its 52-week high of $124.59 by 3.7%. The stock also sits above its 52-week low of $78.03 by 53.8%, indicating a strong recovery from earlier lows.

12-month forecast

$EBAY price target

eBay Inc. daily closes and this analyst's $132 target. Not advice.

Recent Earnings

eBay reported trailing twelve-month revenue of approximately $12.01 billion, with a net margin of 18.6% and a return on equity of 46.6%. The company is expected to announce its next earnings on October 28, 2026.

Earnings drift grade

Outlook vs expectations on the last report — not price action.

B- 68/100

Reported Apr 29, 2026

Forward outlook
14 analysts raised price targets.
EPS & revenue
EPS beat estimates by 3.1%. Revenue met estimates.
Profit surprise
EBITDA missed by 26 percent. Operating income missed by 30 percent.
Pre-earnings setup
Expectations were about average.
Analyst signal
14 target raises.
Earnings quality
Gross margin up 2.0 points. Operating margin down 4.0 points. Positive free cash flow.

Earnings Call Summary

eBay delivered a strong first quarter with $22.2 billion in GMV, up 14 percent year over year, and revenue of $3.09 billion, up 17 percent. The company saw broad-based strength across all major categories, with focus categories growing 24 percent, and strategic priorities now representing 70 percent of total GMV. Management highlighted momentum in collectibles, motors, fashion, and consumer-to-consumer sales, along with rapid scaling of eBay Live and AI-powered tools like Magical Listing, which has generated 500 million listings.

Guidance eBay raised its full-year outlook for GMV growth to between 7 percent and 7.5 percent and lifted operating income growth guidance to 9 percent to 11 percent, up from prior expectations. For the second quarter, the company expects GMV between $21.3 billion and $21.7 billion and revenue between $2.97 billion and $3.03 billion, with earnings per share between $1.46 and $1.51.

Slightly positive report. The quarter was acceptable, but the forward setup is not strong.

Insider Buying and Selling at eBay Inc.

In recent months, several insiders at eBay have sold shares. CEO James Joseph Iannone sold 22,220 shares on October 6, 2026, valued at approximately $2.37 million. Earlier, he also sold 22,220 shares on September 9, 2026, for about $2.29 million. Other insiders, such as Rebecca Spencer and Jordan Sweetnam, have also sold shares in August.

Analysts Set New Price Targets

On October 12, 2026, Morgan Stanley maintained its Overweight rating on eBay with a new price target of $132.00, up from $127.00. Wells Fargo also maintained its Underweight rating with a price target of $91.00 on the same day. The consensus from analysts is a Hold recommendation with a mean price target of $116.26 from 27 opinions.

About eBay

eBay Inc. operates online marketplace platforms that connect buyers and sellers globally, including in the U.S., U.K., China, and Germany. Founded in 1995 and headquartered in San Jose, California, eBay enables users to list, sell, buy, and pay for various products through its website and mobile apps.

Bottom Line

Investors will be watching for eBay's upcoming earnings report on October 28, 2026, to gauge its performance. Morgan Stanley's recent rating reiteration and price target increase may influence market sentiment as the company continues to navigate the competitive landscape of online retail.