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Ebay Beyond The Basics
 

Ebay Beyond The Basics

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Ebay Beyond The Basics Ebay Beyond The Basics Presentation Transcript

  • 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
    • 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 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 ®
  • 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
  • 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
  • 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
  • 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
  • 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!
  • 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
  • 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
  • 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!
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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!
  • 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
  • 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
  • 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
  • Please complete your evaluation.