eBay Beyond the Basics

Agenda Structuring Your Business on eBay Marketing and Merchandising—Thinking Like Your Buyer Scaling & Growing Your Business Summary Q&A

Structuring Your Business on eBay

Marketing and Merchandising—Thinking Like Your Buyer

Scaling & Growing Your Business

Summary

Q&A

Structuring Your Business on eBay A business on eBay is like any other business… Find the right items to sell Manage your inventory and determine where and how to sell Observe and outperform your competitors Provide world-class customer support You need to experiment, measure and repeat There’s not one “best practice” that works for all products all of the time

A business on eBay is like any other business…

Find the right items to sell

Manage your inventory and determine where and how to sell

Observe and outperform your competitors

Provide world-class customer support

You need to experiment, measure and repeat

There’s not one “best practice” that works for all products all of the time

Understanding the eBay Marketplace eBay’s Seller Central and seller communications Top buyers searches by category Hot, in-demand items New releases and promotions PowerUp Off-line Newsletter sharing best practices www.ebay.com/optin www.ebay.com/sellercentral

eBay’s Seller Central and seller communications

Top buyers searches by category

Hot, in-demand items

New releases and promotions

PowerUp

Off-line Newsletter sharing best practices

eBay Sales Reports Plus Free tool for all sellers Understand the main drivers of your business Measure results against goals Identify areas of opportunity/ improvement Tip: eBay Accounting Assistant saves valuable time by exporting eBay and PayPal transaction and fee data to QuickBooks ®

Free tool for all sellers

Understand the main drivers of your business

Measure results against goals

Identify areas of opportunity/ improvement

Stores Traffic Reports & Marketplace Research eBay Stores Traffic Reports Understand which items buyers visit and are searching for Optimize your listing titles and pages Cross-promote your most popular listings eBay Marketplace Research Make data-based sourcing and selling decisions Reports sales trends for products Includes Average Sold Price, Items Sold, Items Listed www.ebay.com/storefronts/traffic-reports.html www.ebay.com/marketplace_research

eBay Stores Traffic Reports

Understand which items buyers visit and are searching for

Optimize your listing titles and pages

Cross-promote your most popular listings

eBay Marketplace Research

Make data-based sourcing and selling decisions

Reports sales trends for products

Includes Average Sold Price, Items Sold, Items Listed

Third-Party Marketplace Data Providers eBay data providers Terapeak www.terapeak.com Mpire Researcher www.mpire.com Andale www.andale.com Hammertap www.hammertap.com Available data includes: Closed listings pricing info Category-specific data Sales trends Hot-selling products and categories

eBay data providers

Terapeak www.terapeak.com

Mpire Researcher www.mpire.com

Andale www.andale.com

Hammertap www.hammertap.com

Available data includes:

Closed listings pricing info

Category-specific data

Sales trends

Hot-selling products and categories

Finding Merchandise to Sell Reseller Marketplace A B2B marketplace for PowerSellers to source for resale Sellers: manufacturers, liquidators, wholesalers Benefits: Great values Buy in lots for resale No long-term or volume minimums www.ebay.com/reseller

Reseller Marketplace

A B2B marketplace for PowerSellers to source for resale

Sellers: manufacturers, liquidators, wholesalers

Benefits:

Great values

Buy in lots for resale

No long-term or volume minimums

Additional Sources of Supply Trade shows—find a trade show in your industry www.Tsnn.com Resell used goods—estate sales www.ustreas.gov/auctions/customs Buy directly—find a distributor and buy direct www.thomasnet.com Find wholesale suppliers www.WorldwideBrands.com/Importing Trading Assistants—sell on behalf of others www.ebay.com/tradingassistants

Trade shows—find a trade show in your industry www.Tsnn.com

Resell used goods—estate sales www.ustreas.gov/auctions/customs

Buy directly—find a distributor and buy direct www.thomasnet.com

Find wholesale suppliers www.WorldwideBrands.com/Importing

Trading Assistants—sell on behalf of others www.ebay.com/tradingassistants

Structuring Your Business on eBay Use the resources on eBay to understand which products are in high demand Investigate third-party market research tools Let your research drive the products, categories and prices at which you sell Experiment, measure and repeat! Get the right product, in the right place at the right time!

Use the resources on eBay to understand which products are in high demand

Investigate third-party market research tools

Let your research drive the products, categories and prices at which you sell

Experiment, measure and repeat!

Get the right product, in the right place at the right time!

Thinking Like Your Buyer Drive buyers to your items Develop effective eBay listings Price your items to attract buyers Promote your eBay store Use eBay Express Keep buyers satisfied—make them repeat customers Customer support Cross-promotion and up-selling Clear and fair shipping prices

Drive buyers to your items

Develop effective eBay listings

Price your items to attract buyers

Promote your eBay store

Use eBay Express

Keep buyers satisfied—make them repeat customers

Customer support

Cross-promotion and up-selling

Clear and fair shipping prices

Listing Titles Use all 55 characters Use words people most often use when searching Brands and model Condition, color, style, size Use browse words Free Shipping Offer several points of entry “ Notebook” and “laptop” Utilize Subtitles where appropriate

Use all 55 characters

Use words people most often use when searching

Brands and model

Condition, color, style, size

Use browse words

Free Shipping

Offer several points of entry

“ Notebook” and “laptop”

Utilize Subtitles where appropriate

Item Descriptions Provide all data buyers need to make a decision Repeat item title Include complete product info Use item specifics when available Provide clear payment info Clearly state shipping costs and time frames Include links to your eBay Store Item Description is the most valuable tool for creating search engine-friendly listings!

Provide all data buyers need to make a decision

Repeat item title

Include complete product info

Use item specifics when available

Provide clear payment info

Clearly state shipping costs and time frames

Include links to your eBay Store

Effective Photos Clear images Photo at top of listing Multidimensional views Use Picture Manager to save $ Own pictures or get permission Tip: Use Gallery feature to display your item picture with search and browse results

Clear images

Photo at top of listing

Multidimensional views

Use Picture Manager to save $

Own pictures or get permission

Shipping Clearly state policies—returns, feedback, sales tax, etc. Include shipping costs—flat rate, calculated or at no cost Set buyers’ expectations about when you ship (e.g., "within 24 hours of payment”) Offer shipping discounts for multiple purchases eBay Shipping Center: www.ebay.com/shippingcenter

Clearly state policies—returns, feedback, sales tax, etc.

Include shipping costs—flat rate, calculated or at no cost

Set buyers’ expectations about when you ship (e.g., "within 24 hours of payment”)

Offer shipping discounts for multiple purchases

eBay Formats Auction-style Fixed Price Buy it Now (BIN) Fixed Priced Stores Inventory (SIF) Fixed Price Best Practice: Use Reserve sparingly—Reserve deters bids Best Offer—Receive price-based offers for Fixed Price listings www.ebay.com/sellercentral/formats.html

Auction-style

Fixed Price

Buy it Now (BIN)

Fixed Priced

Stores Inventory (SIF)

Fixed Price

Best Practice:

Use Reserve sparingly—Reserve deters bids

Best Offer—Receive price-based offers for Fixed Price listings

Promoting Your eBay Store Promote your eBay Store and Store Inventory in every listing Utilize cross-selling functionality Include search keywords in your Store name, description and categories Promote your Store both on and off eBay using: Markdown Manager Listing feeds Email marketing Listing frames www.ebay.com/storefronts/seller-landing.html

Promote your eBay Store and Store Inventory in every listing

Utilize cross-selling functionality

Include search keywords in your Store name, description and categories

Promote your Store both on and off eBay using:

Markdown Manager

Listing feeds

Email marketing

Listing frames

Acquire Buyers—eBay Express Double your exposure for Fixed Price and eBay Store Inventory listings! Qualified listings show up automatically with no additional work Buyers pay upfront via Shopping Cart and Checkout No changes to your selling experience www.ebayexpress.com

Double your exposure for Fixed Price and eBay Store Inventory listings!

Qualified listings show up automatically with no additional work

Buyers pay upfront via Shopping Cart and Checkout

No changes to your selling experience

Delivering a Superior Buyer Experience Establishing trust and rapport with Buyers earns repeat customers Address customer questions promptly Utilize FAQ to address Buyers questions Customize question subject lines to gain efficiencies in answering email

Establishing trust and rapport with Buyers earns repeat customers

Address customer questions promptly

Utilize FAQ to address Buyers questions

Customize question subject lines to gain efficiencies in answering email

Buyer Retention & Managing Sold Items Reduce Unpaid Items: Utilize Seller Preference in My eBay to restrict undesirable buyers Communicate with buyers early and often Utilize Immediate Payment through PayPal on Fixed Price Listings

Reduce Unpaid Items:

Utilize Seller Preference in My eBay to restrict undesirable buyers

Communicate with buyers early and often

Utilize Immediate Payment through PayPal on Fixed Price Listings

Marketing & Merchandising To attract and retain buyers you need to: Think like a buyer How do buyers find your items? How do buyers like to be treated? Use your buyers’ behavior to drive your business strategy

To attract and retain buyers you need to:

Think like a buyer

How do buyers find your items?

How do buyers like to be treated?

Use your buyers’ behavior to drive your business strategy

Tools to Help You Scale Your Business eBay Listing Tools Turbo Lister: desktop tool with reusable listing templates File Exchange: create listings by sending a flat file to eBay eBay Listing Management Tools Selling Manager/Selling Manager Pro: Web-based sales management tools designed to help sellers manage sales more efficiently eBay Blackthorne: desktop listing and sales management tools designed to save time Third-party Tools eBay Solutions Directory provides information about third-party software tools and services to improve your productivity on eBay http://pages.ebay.com/sell/tools.html www.solutions.ebay.com

eBay Listing Tools

Turbo Lister: desktop tool with reusable listing templates

File Exchange: create listings by sending a flat file to eBay

eBay Listing Management Tools

Selling Manager/Selling Manager Pro: Web-based sales management tools designed to help sellers manage sales more efficiently

eBay Blackthorne: desktop listing and sales management tools designed to save time

Third-party Tools

eBay Solutions Directory provides information about third-party software tools and services to improve your productivity on eBay

Grow Your Business Globally More than 50% of all eBay users live outside the US Listing your products internationally ensures maximum global exposure and incremental sales volume PayPal Seller Protection available for qualified US shipments to Canada and the UK Utilize a shipping partner to help overcome import/export issues www.ebay.com/internationaltrading/sellertips.html

More than 50% of all eBay users live outside the US

Listing your products internationally ensures maximum global exposure and incremental sales volume

PayPal Seller Protection available for qualified US shipments to Canada and the UK

Utilize a shipping partner to help overcome import/export issues

Grow Your Business Off-eBay Expand your business to be Multi-Channel Develop your own Web site Tap into a new and incremental customer base Lower your cost of sales for servicing existing customers Capture growing use of search for finding products

Expand your business to be Multi-Channel

Develop your own Web site

Tap into a new and incremental customer base

Lower your cost of sales for servicing existing customers

Capture growing use of search for finding products

Adding a Sales Channel Ideal for existing eBay sellers with a regular customer base to grow their online sales Fully integrated to allow direct listings to eBay and payments with PayPal ProStores is one-stop shopping—with a shopping cart, hosting, reporting and more!

Ideal for existing eBay sellers with a regular customer base to grow their online sales

Fully integrated to allow direct listings to eBay and payments with PayPal

ProStores is one-stop shopping—with a shopping cart, hosting, reporting and more!

PayPal Benefits Advanced Sellers Easily receive money electronically from around the world (16 different currencies) Automate and become more efficient Instant payment information Multi-user access Company name on customers’ credit card statements Automatic monthly eBay fees payment Tailor online payment options to your eBay or Web site business

Easily receive money electronically from around the world (16 different currencies)

Automate and become more efficient

Instant payment information

Multi-user access

Company name on customers’ credit card statements

Automatic monthly eBay fees payment

Tailor online payment options to your eBay or Web site business

Scaling & Growing Your Business Use eBay listing tools and/or e-commerce management tools to save time and boost productivity Open your business to international customers Maintain an online storefront off eBay to attract more online shoppers Practice safe selling

Use eBay listing tools and/or e-commerce management tools to save time and boost productivity

Open your business to international customers

Maintain an online storefront off eBay to attract more online shoppers

Practice safe selling

Summary Improve the structure of your business on eBay by: Understanding your marketplace Using multiple sources to buy your product at the right price Identify tactics and strategies to turn shoppers into repeat buyers Define ways to grow your business In the US and abroad On and off eBay

Improve the structure of your business on eBay by:

Understanding your marketplace

Using multiple sources to buy your product at the right price

Identify tactics and strategies to turn shoppers into repeat buyers

Define ways to grow your business

In the US and abroad

On and off eBay

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