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A Shop the Look carousel on eBay will use AI to pull up visually similar products for fashion and apparel listings.

Artificial intelligence (AI) began showing up in new places for sellers, brands and buyers on eBay in 2023. Previously, use cases on the marketplace included authentication and inventory management, as well as generative AI for listings. Now, the latest eBay AI tool to debut will offer a visual experience for apparel and fashion discovery. The company calls it “Shop the Look.”

Shop the Look will first appear for U.S. and U.K.-based eBay users. Using it will require them to have viewed 10 or more fashion items within 180 days. For these users, it will display similar-looking products to one already being shown. For now, the recommendations will appear only in eBay’s app for iOS users. Later, it plans to launch the tool for its Android app sometime in 2024.

EBay ranks No. 6 in Digital Commerce 360’s Global Online Marketplaces database. The database ranks the 100 largest such marketplaces by 2023 third-party GMV.

How eBay’s AI-powered Shop the Look carousel works

“Shop the Look is an immersive carousel of looks, tailored to our customers’ shopping history, complete with interactive hotspots that reveal similar items and outfit inspirations,” explained Paul Romero, a product manager at eBay, in an April 9 blog post. “Imagine being greeted with a curation of outfits made of new and pre-owned apparel and luxury items that speak to your style preferences.”


The tool builds off of eBay’s previous launches using its eBay.ai technology. According to Romero, eBay expects Shop the Look to reduce friction in the purchase process. In addition, it hopes to enable shoppers to gain better views of current fashion trends as they see related items.

“It allows users to visualize how potential additions will complement their current wardrobe,” said Romero. “Similar to other fashion offerings including Authenticity Guarantee, Certified by Brand, and eBay consignment, Shop the Look is designed to foster a circular fashion economy, reducing barriers and empowering users to buy — and sell! — the things they love.”

Role of eBay AI tools as it looks for growth in 2024

In 2023, despite gross merchandise volume (GMV) falling slightly, eBay still managed to grow revenue 3% year over year to $10.11 billion. Facing increased competition from other new and established online marketplaces, the company has showcased AI-powered features to help improve product images and listings, providing help to improve text and remove backgrounds from photos.

As it adds Shop the Look and other AI-powered features, the company emphasized that it is using an internal team focused on responsible use of the technology.


“As with all our AI-powered innovations, Shop the Look has been developed in close collaboration with our Responsible AI team and RAI Principles,”  Romero wrote. “This collaboration underscores our commitment to ensuring that our technology is implemented in a manner that is fair, safe, and designed to prevent any unintended consequences.”

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