In 1998, Rubin created Global Sports, which would later turn into GSI Commerce, a multibillion-dollar e-commerce company.[12] At 38, Rubin sold his company GSI Commerce to eBay for $2.4 billion reaping a $150 million windfall.[13][14] As eBay just wanted the order fulfillment business for large retailers so it could better compete with Amazon.com, Rubin was able to buy back the consumer businesses of GSI at a fire sale price.[14] He repurchased: Fanatics, Inc., a licensed sports merchandiser; Rue La La, a flash seller, and Shop Runner, a retail benefits program, merging the three companies into a new entity named Kynetic.[14] Rubin serves as executive chairman on each of his three companies’ boards.[14]