Shares of e-commerce platform eBay Inc. (EBAY) continue to gain Tuesday following a bullish research note this weekend from a team of analysts who see various factors lifting the stock in 2018. While other tech stocks, including Microsoft Corp. (MSFT), Amazon.com Inc. (AMZN) and Facebook Inc. (FB), slipped on Monday, eBay was saved by an upgrade from BMO Capital Markets. (See also: eBay Is a Rare Value Story: Credit Suisse.)
Rollouts in New Markets
BMO’s Daniel Salmon upgraded the tech stock to outperform from market perform on Sunday. He expects shares to climb another 21% in 12 months, lifting his price target to $45 from $40. The analyst wrote that gross merchandise volume will accelerate at eBay, while a boost in sales should work to offset larger marketing expenses that are set to weigh on margins.
Salmon noted eBay’s promoted listings are trending above expectations due to a faster-than-expected rollout in new markets. He foresees promoted listings supporting revenues of $83 million this year, doubling to over $200 million in 2018 and continuing to jump to $340 million in 2019. Previously he had been forecasting for $81 million, $175 million and $300 million for those periods, respectively.
Marketplace gross merchandise volume should also get a boost from a new marketing campaign and a few ongoing initiatives, including eBay Guaranteed Group listings and developments in structured data and machine learning, wrote Salmon. He anticipates enhancements to eBay’s website in the upcoming year and growth in the company’s Chinese segment as it launches a new service for the domestic Chinese market. (See also: eBay Promises to Match Prices Against Growing E-Retailers.)