eBay Ends Top Star Sneaker Buyer Loyalty Program, Sign Of Things To Come For Focus Verticals?
eBay is quietly ending their Top Star buyer loyalty program for sneakers amidst broader strategy shift away from focus verticals and back to core consumer to consumer market.
Top Star was introduced in 2021 as part of CEO Jamie Iannone's high value buyer focus vertical strategy hoping to bring enthusiast buyers of sneakers, trading cards, luxury fashion, watches and jewelry and more to the platform.
Liz Morton
The invite only program was initially for eBay's "most loyal sneakerheads", granting access to Top Star only drops where buyers could cop hot shoes at guaranteed retail prices and exclusive in person events.
But those perks didn't come to eBay for free - several sellers I've spoken to with agreements to supply stock for the Top Star program say in order to secure in demand product, the difference between retail price and average market value was subsidized and paid directly by eBay to the seller.
In October 2022, eBay upped the ante to be a Top Star, requiring a minimum spend of at least $1500 every 90 days for buyers to stay in the program.
That new minimum spend requirement was a turnoff for many sneakerheads and the program seems to have languished in recent years, very rarely getting much public attention - so it's not particularly surprising eBay is now ending the program, effective March 31.
Users received the following notice today:
With immense gratitude for the last four years, the Top Star program will begin winding down in 2025. With two huge drops, we’ve had an incredible sneaker-filled season so far.
It’s been an amazing ride celebrating sneakerheads like you—the heart of eBay’s sneaker community. The program will officially close on March 31, 2025 as we shift our focus onto new sneaker initiatives as a part of our ongoing evolution of the ways we invest in and support our customers.
To show our appreciation, we’re sending you special thank you gifts and our team of Top Star assistants will continue to offer personalized support through 2025. We’ll follow up with more details on member exclusive gifts and offers over the next few weeks. Stay tuned!
The move is also not surprising given eBay's shift away from many "focus vertical" initiatives since Chief Business Strategy Officer Stefanie Jay left the company last year and Iannone has circled back around to the non-new in season consumer to consumer aspects of the marketplace that had traditionally been the core of eBay's success.
Liz Morton
Were you an eBay Top Star member? Let us know what you thought of the program and if you're sad to see it go in the comments below!
JaeLynn
