- Low competition means demand exceeds supply — measured by the competition ratio: active listings ÷ monthly sales
- A competition ratio under 5 is low. Between 5–15 is medium. Over 15 is high — proceed with caution
- Low competition alone isn't enough — always confirm with at least 5–10 monthly sales to prove genuine demand
- The method is evergreen: calculate the ratio for any product in any category, not just "hot lists" that go stale
- Privy calculates competition level automatically on every eBay listing — no manual counting required
You find something at a car boot that looks promising. You check eBay, see 200 active listings, and put it back down. Makes sense — 200 competitors feels like a lot.
But what if 200 of those items are selling every month? Suddenly 200 active listings isn't crowded at all. It's a healthy, active market with consistent demand. You just nearly walked away from a winner.
That's why "how many people are selling this" is the wrong question. The right question is: how does supply compare to demand? Here's how to answer it with actual data — not instinct.
What "low competition" actually means on eBay
Competition on eBay isn't about the raw number of listings. It's about the relationship between active listings (supply) and sales (demand). A market with 500 active listings and 1,000 monthly sales is far less competitive than one with 50 active listings and 5 monthly sales.
The metric that captures this is the competition ratio — and it's the single most useful number for making sourcing decisions.
A ratio under 5 means there are fewer than 5 active listings for every unit sold per month. Buyers are clearing stock faster than sellers are listing it. That's the environment you want to sell in.
How to calculate competition manually on eBay
You don't need any tools for this — just eBay's own search filters and some basic arithmetic. Here's the process.
Search eBay for the product
Enter the product name or model number in eBay search. Use specific terms — not "trainers" but "Nike Air Max 90 UK 10". Note the total number of results shown at the top of the page. That's your active listings count.
Filter for sold listings
On the left-hand filter panel (or under "Show only" on mobile), tick Sold items. This shows completed sales from the last 90 days. Count the results — or use the number shown if eBay displays it.
Calculate monthly sales
Divide the 90-day sold count by 3. If 60 units sold in 90 days, that's 20 per month. This is your monthly sales figure.
Calculate the competition ratio
Divide your active listings count by monthly sales. If you have 40 active listings and 20 monthly sales: 40 ÷ 20 = 2.0. That's low competition. If you have 400 active listings and 20 monthly sales: 400 ÷ 20 = 20. That's high. Pass.
Confirm with sell-through rate
For extra confidence, check the sell-through rate: sold listings ÷ (sold + unsold active listings). Aim for 50%+ to confirm that when people list the item, buyers actually buy it. A low competition ratio with a high STR is the strongest buy signal on eBay.
Worked example: Casio calculator
Say you find a Casio FX-85GTX scientific calculator at a car boot for £2. You want to know if the eBay market is competitive.
- eBay search for "Casio FX-85GTX" shows 85 active listings
- Filter to sold: 180 sold in 90 days → 60 per month
- Competition ratio: 85 ÷ 60 = 1.4
- Sell-through rate: 180 ÷ (180 + 85) = 68%
Competition ratio of 1.4. STR of 68%. This is a low competition product with strong demand. At £2 buy price and an average sale price of around £8, after eBay fees (~£2.50) you're looking at roughly £3.50 profit per unit. Not life-changing on one item, but the market is clearly working — and you can buy 10 if they're there.
Condition matters. If you're sourcing used items and 80% of the sold listings are brand new, the competition ratio for your condition may be much lower — or much higher. Always filter your sold listings to match the condition you'll be listing at.
See competition level in 60 seconds — without counting.
Privy calculates the competition ratio automatically on every eBay listing. LOW, MEDIUM, or HIGH — right on the page, alongside profit and monthly sales.
Common mistakes when assessing competition
The method above is solid. But there are a few ways sellers get the wrong answer even when they're following the right process.
Mistake 1: Low competition with low sales
A competition ratio of 0.5 sounds incredible — until you realise only 2 units sold last month. Low competition can also mean low demand. Always confirm monthly sales volume before getting excited. Minimum threshold: 5–10 sales per month to call it a viable market.
Mistake 2: Using the wrong search query
Searching "phone case" when you're sourcing a specific iPhone 14 case will return thousands of irrelevant results and make competition look artificially high. Be specific. The search query you use to count active listings should be the same one buyers would use to find your item.
Mistake 3: Ignoring condition
If a product is mainly sold new and you're sourcing used, the market dynamics are completely different. Filter your research to match your actual stock — used items often operate in a completely separate demand pool from new ones.
Mistake 4: Treating competition as static
Markets move. A product with low competition today might attract 50 new sellers after a social media post. Seasonal items (school supplies, Christmas decorations, garden furniture) swing from low to extreme competition within weeks. If you're buying in volume, check the trend, not just the current snapshot.
What to do once you've found a low-competition product
Competition is one piece of the sourcing decision. It answers "is this market worth entering?" It doesn't answer "how much will I make?" or "what should I pay for it?"
Once you've confirmed low competition, run the full check:
- Average sold price: What do buyers actually pay, not what sellers are asking
- Profit after fees: Use our free profit calculator — always include eBay's 12.9% FVF plus 2.9% + 30p payment processing
- Maximum buy price: Work backwards from your target margin using our sourcing price calculator
Low competition tells you there's room in the market. Profit calculation tells you whether the room is worth entering.
Frequently asked questions
A competition ratio under 5 — that's fewer than 5 active listings for every unit sold per month. This means demand is outpacing supply and buyers are clearing stock quickly. Between 5–15 is medium competition; above 15 is high and generally means the market is saturated.
Count active listings for a specific product, then check how many sold in the last 90 days and calculate monthly sales. Divide active listings by monthly sales — below 5 is low competition. Privy automates this calculation and shows you LOW, MEDIUM, or HIGH on any eBay listing.
Low competition isn't about the category — it's about the specific product, condition, and timing. Generic lists of "low competition categories" go stale within months. Use the competition ratio method on any product you're considering and you'll get a real answer, not a guess.
No. Low competition with strong sales volume is the ideal combination. Low competition with very low sales usually means no one wants the product. Always confirm at least 5–10 monthly sales alongside a low competition ratio before buying.
For a low-competition product, aim for a sell-through rate of at least 50%, ideally 70%+. This confirms that when sellers list the item, buyers are actually purchasing it. A high STR combined with a low competition ratio is the strongest buy signal available on eBay.