eBay launches £3m AI training programme for UK sellers

eBay has launched a fully funded AI programme to help small businesses better incorporate AI tools, like ChatGPT.

The programme, called AI Activate, is worth £3m and will grant 10,000 UK eBay sellers free access to ChatGPT Enterprise for 12 months, plus tailored training sessions.

AI can be transformative for small ecommerce brands whose workload often outweighs resources. Yet adoption remains uneven. eBay’s new programme is designed to change that by helping more sellers use AI to work smarter, save time, and grow their sales.

What is eBay’s AI Activate?

eBay’s AI Activate programme will offer 10,000 eBay sellers fully funded access to AI tools, training, and support.

It’s launching in collaboration with OpenAI, which will be granting free access to ChatGPT Enterprise for a full 12 months. eBay is the first online marketplace to offer this kind of AI support to its sellers.

Alongside access to ChatGPT, sellers can access training on how to get the most out of AI for their business. To ensure sellers get maximum benefit from ChatGPT, eBay’s AI team will assist in creating custom prompts to support their specific business needs.

In support of the programme, Eve Williams, General Manager, eBay UK, said, “The issue is no longer whether businesses should adopt AI. It is how quickly they can start before their competitors do.

“Those businesses and economies that don’t invest in AI now risk being left behind. That’s why eBay is investing to put world-class AI in the hands of small businesses and entrepreneurs, with no charge to them.”

How to get involved in AI Activate

Any UK business that sells on eBay can register for the AI Activate programme. There are 10,000 spots available for 2025, with applications being managed by eBay’s in-house support team.

From October 1st, you can pre-register your interest in joining the programme. Spots will be assigned on a first-come, first-served basis.

All you need to do to be eligible is be registered as a UK business seller on eBay. At first, training will take place online, but will develop into in-person sessions in 2026.

How will AI benefit small ecommerce businesses?

eBay’s AI Activate programme has been developed with direct input from sellers, focusing on how AI can tackle everyday business challenges.

The programme explores practical use cases such as automating admin and finance tasks, generating marketing content and campaigns, analysing data, and improving product listings. By delegating these jobs to AI, sellers can focus on strategy, creativity, and growth.

While small businesses are keen to adopt AI, many still need guidance to do so. According to eBay’s stats, 69% of online sellers feel either excited (43%) or curious (26%) about AI’s potential, but many are still unsure how to actually apply it.

After years of financial pressures, from the cost-of-living crisis to rising overheads, AI could offer a much-needed boost for SMEs. The IMF estimates the technology could contribute up to £470 billion to UK GDP by 2035.

Still, the rise of ecommerce AI hasn’t come without controversy. Its growing presence in online content and search specifically has sparked concern. In particular, Google’s AI-driven “zero-click” summaries have been criticised for diverting traffic away from small businesses.