The line between sports cards, sneakers, and vintage collectibles is blurring faster than ever. What used to be a siloing of “card collectors,” “comic guys,” and traditional coin collectors has transformed into a fluid, cross-category marketplace, driven largely by Gen Z, social phenomenons like #CoinTok, and interactive formats like eBay Live.
Now, eBay is taking a massive leap to solidify trust in one of the world’s oldest hobbies. The marketplace is extending its signature Authenticity Guarantee program to raw (ungraded) U.S. coins sold over $500 and eligible graded coins, partnering directly with Professional Coin Grading Service (PCGS) to perform multi-point physical inspections.
To understand what’s driving this new wave of numismatists, how viral cultural moments spark market frenzies, and what physical authentication means for raw coins, we sat down with Luci Yang, Senior Director and General Manager of U.S. Collectibles at eBay.
What exactly is driving Gen Z toward one of the world’s oldest hobbies, and how does this new wave of collectors differ from traditional numismatists in terms of what they buy and how they interact?
Luci Yang: With Gen Z embracing #CoinTok, along with social platforms and experiences like eBay Live, collecting is becoming far more social and accessible. It’s creating entirely new ways to discover, learn about, and engage with coins. We’re excited to make that experience even more trusted for this next generation of enthusiasts.
Historically, someone was strictly “a coin collector,” “a card guy,” or a “comic guy.” But with eBay housing so many categories under one roof, are you seeing buyers diversify and jump from sports cards or sneakers straight into vintage coins?
Luci Yang: One of eBay’s greatest strengths is the sheer breadth and diversity of inventory across categories, which makes discovery and the “thrill of the hunt” a huge part of the user experience. Whether someone initially comes to eBay for trading cards, sneakers, or coins, they can easily discover a new passion along the way. We also see sellers themselves embracing different collecting categories, which naturally introduces their existing audiences to entirely new collectibles.
It’s wild that news like the retirement of the U.S. penny drove over 2,500 searches an hour earlier this year. How often do major news events trigger a widespread collector frenzy, and does eBay’s data show these newly curious searchers converting into long-term hobbyists?
Luci Yang: When major moments happen on the field, in pop culture, or in the case of coins—like the U.S. Mint dropping new currency—we see that exact excitement mirrored on eBay. The marketplace essentially reflects the culture and trends driving the conversation. The retirement of the penny is a perfect example.
We’re also seeing broader, sustained momentum across the entire coins category. Searches for collectible coins on eBay globally increased more than 30% comparing June 2025 to June 2026, and we’re seeing growing engagement with coin programming on eBay Live as well. It speaks to what makes coins so compelling—they connect people with history and cultural moments in a very tangible way.
Your data shows huge jumps in searches for historic pieces like the EID MAR Denarius (+113%) and the Brasher Doubloon (+127%). Do you attribute this to a genuine resurgence in historical fascination, or are collectors treating these ancient pieces as stable, blue-chip investments—much like a Michael Jordan Rookie?
Luci Yang: Whether minted in ancient Greece, the early days of the United States, or during the fall of the Roman Republic, coins capture defining moments in history, commemorate major events, and preserve cultural heritage. Much like the iconic Michael Jordan rookie card, that unique combination of history, rarity, and the thrill of discovery is what makes the category so electric. Ultimately, what makes any collectible valuable is the community that cherishes it and views it as something worthwhile to invest in.
eBay has successfully rolled out the Authenticity Guarantee for sneakers, luxury watches, and trading cards. What specific pain points or buyer hesitations were you seeing in the high-end coin market that made now the critical moment to step in?
Luci Yang: Trust is foundational to collecting, especially when you’re dealing with high-value items. Authenticity, condition, and grading all play a vital role in buyer confidence and price realization in coin collecting. Given the category’s rising popularity, we saw a massive opportunity to bring an additional layer of confidence to the space.
Launching Authenticity Guarantee for coins is part of a much broader investment in the category. Earlier this year, in May 2026, we introduced standardized condition guidelines for collectible coins to give buyers greater visibility into a coin’s condition before purchase. As for timing, we’ve taken everything we learned from our trading card rollout, listened closely to our coin community, and brought this service forward to help both seasoned collectors and newcomers build their collections with total peace of mind.
Extending authentication to raw (ungraded) U.S. coins over $500 is a huge step, especially since evaluating un-slabbed coins online can be so subjective. How will PCGS and eBay handle the verification process, and what does that inspection cover since the coin isn’t receiving a numerical grade?
Luci Yang: PCGS is a trusted leader in coin authentication, and we’re thrilled to partner with them. For eligible raw U.S. coins, PCGS conducts a comprehensive, multi-point physical inspection. Their experts utilize extensive reference data, physical inspection, and technical equipment to verify authenticity while thoroughly evaluating the coin’s overall condition and general quality.
The team also confirms that the item strictly matches the seller’s title, photos, description, and condition guidelines as defined by eBay. Once authenticated, the coin is securely packaged in tamper-proof packaging with an e-tag and unique QR code before shipping to the buyer. If a coin cannot be authenticated, the transaction is canceled, and the buyer receives a full refund.
Counterfeit coins have become sophisticated, with some fakes even being housed in forged grading slabs. How does the physical PCGS inspection process catch these high-tech forgeries that a buyer could never spot from a listing photo?
Luci Yang: That independent, physical inspection is precisely why partnering with an industry expert like PCGS is so critical. Their specialists bring decades of numismatic experience, using advanced technical equipment and physical testing to authenticate every eligible piece. The bottom line is simple: if a coin can’t be verified, it never reaches the buyer. Beyond the Authenticity Guarantee, buyers are always covered by our eBay Money Back Guarantee and our dedicated marketplace integrity teams.
Between digital vaulting, AI tools, and a younger generation entering the space, where do you see coin collecting—and eBay’s role in it—five years down the road?
Luci Yang: We see a massive opportunity to continue expanding the hobby while making it more trusted and seamless globally. We aren’t just investing in technology and authentication; we’re investing in the future of the numismatic community through education and youth initiatives.
Through our five Professional Numismatists NextGen scholarships, we’ve helped young collectors attend an immersive, week-long educational program focused on grading, authentication, and the numismatic trade—where many graduates turn their initial curiosity into lifelong careers. Combined with the interactive, educational nature of eBay Live, our ultimate goal is to make discovering, buying, and selling coins easier and more confident than ever before.
eBay’s Authenticity Guarantee is available now to raw and eligible graded coins. The coverage applies to eligible U.S. and World graded coins, as well as U.S. raw coins purchased for $500 or more.
Do you collect any coins? We’d love to see them on Mantel.
