Selling Through Online Marketplaces - Advanced

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Slides from the Invest NI Selling Through Online Marketplaces Advanced workshop.

Slides from the Invest NI Selling Through Online Marketplaces Advanced workshop.

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  • 1. Selling through OnlineMarketplaces
  • 2. Chris Dawsonwww.tamebay.com
  • 3. HistorySelling through OnlineMarketplacesHistoryWhat do consumers want today?eBay 2013 UpdatesWinning in eBay Best Match & Amazon BuyBoxAmazon FBACross Border Trade on Amazon & eBayQ&A
  • 4. In the beginning...In the beginning...In the beginning...In the beginning......There were shops...There were shops...There were shops...There were shops
  • 5. The aim was to reach the townThe aim was to reach the townThe aim was to reach the townThe aim was to reach the town
  • 6. Maybe all Northern Ireland...Maybe all Northern Ireland...Maybe all Northern Ireland...Maybe all Northern Ireland...
  • 7. Or the whole countryOr the whole countryOr the whole countryOr the whole country
  • 8. Marketplaces open up...Marketplaces open up...Marketplaces open up...Marketplaces open up......the whole world....the whole world....the whole world....the whole world.
  • 9. eBay 108M active users in Q3 2012Where do you buy online?eBay 108M active users in Q3 201217m visitors per month in the UKOne in two online buyers in the UKvisits eBay.co.uk every monthAmazon 200M active users in Q4 201220m visitors per month in the UK
  • 10. eBay & Amazon have changedeBay & Amazon have changedeBay & Amazon have changedeBay & Amazon have changed
  • 11. To international businessTo international businessTo international businessTo international businessplatformsplatformsplatformsplatforms
  • 12. LinnworksLinnworksLinnworksLinnworks studystudystudystudy---- 1500 UK ecommerce retailers1500 UK ecommerce retailers1500 UK ecommerce retailers1500 UK ecommerce retailers---- 94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/Amazon---- 94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/AmazonSource:Source:Source:Source: http://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworks----studystudystudystudy----missedmissedmissedmissed----salessalessalessales----opportunities.htmlopportunities.htmlopportunities.htmlopportunities.html
  • 13. Go where your customers are.Go where your customers are.Go where your customers are.Go where your customers are.Allow them to buy when andAllow them to buy when andAllow them to buy when andAllow them to buy when andwhere they want.where they want.where they want.where they want.where they want.where they want.where they want.where they want.Customers are mobile!Customers are mobile!Customers are mobile!Customers are mobile!
  • 14. Your customers are alreadyYour customers are alreadyYour customers are alreadyYour customers are alreadyusing the eBay andusing the eBay andusing the eBay andusing the eBay andAmazon appsAmazon appsAmazon appsAmazon appsAmazon appsAmazon appsAmazon appsAmazon apps
  • 15. To buy what they want, where theyWhat do consumers want?To buy what they want, where theywant, when they want, however theywant.But they are getting more demanding!
  • 16. ConfidenceConfidenceConfidenceConfidence---- Great ImagesGreat ImagesGreat ImagesGreat Images---- Plain backgroundPlain backgroundPlain backgroundPlain background---- Plain backgroundPlain backgroundPlain backgroundPlain background---- Multiple ImagesMultiple ImagesMultiple ImagesMultiple Images---- All angles/details/blemishesAll angles/details/blemishesAll angles/details/blemishesAll angles/details/blemishes---- DescriptionsDescriptionsDescriptionsDescriptions---- ReturnsReturnsReturnsReturns---- Business/Top Rated sellersBusiness/Top Rated sellersBusiness/Top Rated sellersBusiness/Top Rated sellers
  • 17. SafetySafetySafetySafety---- FeedbackFeedbackFeedbackFeedback---- PayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon payments---- PayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon payments---- RRRReeeessssoooolllluuuuttttiiiioooonnnn wwwwhhhheeeennnn tttthhhhiiiinnnnggggssss ggggoooowrongwrongwrongwrong
  • 18. SelectionSelectionSelectionSelection---- Multiple categoriesMultiple categoriesMultiple categoriesMultiple categories---- Choice of productChoice of productChoice of productChoice of product---- Choice of supplierChoice of supplierChoice of supplierChoice of supplier---- Choice of buying formatChoice of buying formatChoice of buying formatChoice of buying format
  • 19. ConvenienceConvenienceConvenienceConvenience---- Buy in storeBuy in storeBuy in storeBuy in store---- Buy on desktopBuy on desktopBuy on desktopBuy on desktop---- Buy on desktopBuy on desktopBuy on desktopBuy on desktop---- Buy on tabletBuy on tabletBuy on tabletBuy on tablet---- Buy on mobile appBuy on mobile appBuy on mobile appBuy on mobile appAnywhere, any time, any how!Anywhere, any time, any how!Anywhere, any time, any how!Anywhere, any time, any how!
  • 20. But when do they want it?But when do they want it?But when do they want it?But when do they want it?Tomorrow!Tomorrow!Tomorrow!Tomorrow!Today!Today!Today!Today!Today!Today!Today!Today!
  • 21. New eBay Home Page2013 UpdateeBay FeedNew eBay Home PageBuyers choose what they want to seeAlways new and fresh
  • 22. 2013 UpdateeBay Top Rated Seller
  • 23. The Value of eBay TRSThe Value of eBay TRSThe Value of eBay TRSThe Value of eBay TRS---- 20% to 25% higher placement20% to 25% higher placement20% to 25% higher placement20% to 25% higher placementin Best Matchin Best Matchin Best Matchin Best Match---- Approx 15% uplift in salesApprox 15% uplift in salesApprox 15% uplift in salesApprox 15% uplift in sales
  • 24. Current TRS RequirementsCurrent TRS RequirementsCurrent TRS RequirementsCurrent TRS Requirements---- Have an eBay account thatHave an eBay account thatHave an eBay account thatHave an eBay account that’s been active for at least 90 days.s been active for at least 90 days.s been active for at least 90 days.s been active for at least 90 days.---- Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.---- Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.---- Be a member of theBe a member of theBe a member of theBe a member of the PowerSellerPowerSellerPowerSellerPowerSeller programme.programme.programme.programme.---- Follow eBay selling practices policy.Follow eBay selling practices policy.Follow eBay selling practices policy.Follow eBay selling practices policy.---- Have at least 100 transactions andHave at least 100 transactions andHave at least 100 transactions andHave at least 100 transactions and £2,000 in sales during the2,000 in sales during the2,000 in sales during the2,000 in sales during thelast 12 months with UK and IE buyerslast 12 months with UK and IE buyerslast 12 months with UK and IE buyerslast 12 months with UK and IE buyers---- Have minimum average DSRs of 4.60Have minimum average DSRs of 4.60Have minimum average DSRs of 4.60Have minimum average DSRs of 4.60---- Have a maximum number of 1Have a maximum number of 1Have a maximum number of 1Have a maximum number of 1---- and 2and 2and 2and 2----star DSRs below 0.5% or totalstar DSRs below 0.5% or totalstar DSRs below 0.5% or totalstar DSRs below 0.5% or totalof 2 or lessof 2 or lessof 2 or lessof 2 or less---- Have a maximum number of closed cases without seller resolutionHave a maximum number of closed cases without seller resolutionHave a maximum number of closed cases without seller resolutionHave a maximum number of closed cases without seller resolutionbelow 0.3% total of 2 or lessbelow 0.3% total of 2 or lessbelow 0.3% total of 2 or lessbelow 0.3% total of 2 or less
  • 25. New Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS Requirements---- A minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar days---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch---- An express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 day---- A free domestic postage optionA free domestic postage optionA free domestic postage optionA free domestic postage option---- Improved visibility in Best Match search results.Improved visibility in Best Match search results.Improved visibility in Best Match search results.Improved visibility in Best Match search results.---- The new eBay TopThe new eBay TopThe new eBay TopThe new eBay Top----rated seller badge on the item page.rated seller badge on the item page.rated seller badge on the item page.rated seller badge on the item page.---- 15% discount on final value fees on eBay UK15% discount on final value fees on eBay UK15% discount on final value fees on eBay UK15% discount on final value fees on eBay UK
  • 26. New Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS Requirements---- A minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar days---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch---- An express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 day---- A free domestic postage optionA free domestic postage optionA free domestic postage optionA free domestic postage option---- meet the new Top Rated Seller requirementsmeet the new Top Rated Seller requirementsmeet the new Top Rated Seller requirementsmeet the new Top Rated Seller requirementsand get 5% discount from your final value feesand get 5% discount from your final value feesand get 5% discount from your final value feesand get 5% discount from your final value feesfor each eligible listing until 31for each eligible listing until 31for each eligible listing until 31for each eligible listing until 31stststst JulyJulyJulyJuly
  • 27. 2013 UpdateDespatch & Returns
  • 28. Same Day Despatch OptionSame Day Despatch OptionSame Day Despatch OptionSame Day Despatch Option---- Zero day handlingZero day handlingZero day handlingZero day handling---- You set the cut off timeYou set the cut off timeYou set the cut off timeYou set the cut off time---- You set the cut off timeYou set the cut off timeYou set the cut off timeYou set the cut off time---- Delivery next working dayDelivery next working dayDelivery next working dayDelivery next working day
  • 29. Clear Returns InformationClear Returns InformationClear Returns InformationClear Returns Information---- Who pays the postage cost?Who pays the postage cost?Who pays the postage cost?Who pays the postage cost?---- How many days to cancel?How many days to cancel?How many days to cancel?How many days to cancel?---- How many days to cancel?How many days to cancel?How many days to cancel?How many days to cancel?(Minimum 14 days)(Minimum 14 days)(Minimum 14 days)(Minimum 14 days)
  • 30. Get your listing to the top of searcheBay Best MatchGet your listing to the top of search
  • 31. Use Multi Variation ListingsUse Multi Variation ListingsUse Multi Variation ListingsUse Multi Variation Listingsto increase recent sales scoreto increase recent sales scoreto increase recent sales scoreto increase recent sales score
  • 32. Winning the Amazon Buy Box
  • 33. Fulfilment by Amazon
  • 34. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon---- Store, pick, pack and shipStore, pick, pack and shipStore, pick, pack and shipStore, pick, pack and ship
  • 35. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon---- Eligible for SuperEligible for SuperEligible for SuperEligible for SuperSaver DeliverySaver DeliverySaver DeliverySaver DeliverySaver DeliverySaver DeliverySaver DeliverySaver Delivery
  • 36. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon---- Sort by item priceSort by item priceSort by item priceSort by item pricewithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping cost
  • 37. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon---- Sort by item priceSort by item priceSort by item priceSort by item pricewithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping cost---- Equality with AmazonEquality with AmazonEquality with AmazonEquality with Amazon
  • 38. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon---- Customer service andCustomer service andCustomer service andCustomer service andreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazon
  • 39. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon---- Fulfil orders on allFulfil orders on allFulfil orders on allFulfil orders on allAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sites
  • 40. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon---- Fulfil orders from otherFulfil orders from otherFulfil orders from otherFulfil orders from otherchannelschannelschannelschannelschannelschannelschannelschannels
  • 41. Order on eBay...Order on eBay...Order on eBay...Order on eBay...
  • 42. Order on eBay shipped by FBAOrder on eBay shipped by FBAOrder on eBay shipped by FBAOrder on eBay shipped by FBA
  • 43. FBA allows locker deliveryFBA allows locker deliveryFBA allows locker deliveryFBA allows locker delivery
  • 44. FBA allows locker deliveryFBA allows locker deliveryFBA allows locker deliveryFBA allows locker delivery
  • 45. Cross Border Trade
  • 46. Cross Border TradeCross Border TradeCross Border TradeCross Border Trade---- PassivePassivePassivePassiveIIII’ll ship if they buyll ship if they buyll ship if they buyll ship if they buy---- ActiveActiveActiveActiveIIII’ll target internationalll target internationalll target internationalll target internationalbuyersbuyersbuyersbuyers
  • 47. LinnworksLinnworksLinnworksLinnworks ---- 1500 retailers1500 retailers1500 retailers1500 retailers---- Ship 19% extra with eBayShip 19% extra with eBayShip 19% extra with eBayShip 19% extra with eBay---- Ship 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with Amazon---- Ship 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with AmazonSource:Source:Source:Source: http://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworks----studystudystudystudy----missedmissedmissedmissed----salessalessalessales----opportunities.htmlopportunities.htmlopportunities.htmlopportunities.html
  • 48. Add shipping to international customersAmazon PassiveCross Border TradeAdd shipping to international customersShip from your warehouse or ship with FBA
  • 49. Amazon FBA Export programAmazon FBA Export programAmazon FBA Export programAmazon FBA Export programList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKBuyers in EU canBuyers in EU canBuyers in EU canBuyers in EU canpurchase from youpurchase from youpurchase from youpurchase from youOrder fulfilled by AmazonOrder fulfilled by AmazonOrder fulfilled by AmazonOrder fulfilled by Amazon
  • 50. Amazon FBA Export programAmazon FBA Export programAmazon FBA Export programAmazon FBA Export programNo extra costsNo extra costsNo extra costsNo extra costs9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country setGermanyGermanyGermanyGermanyFranceFranceFranceFranceSpainSpainSpainSpainItalyItalyItalyItalyBelgiumBelgiumBelgiumBelgiumLuxembourgLuxembourgLuxembourgLuxembourgNetherlandsNetherlandsNetherlandsNetherlandsRepublic of IrelandRepublic of IrelandRepublic of IrelandRepublic of IrelandPortugalPortugalPortugalPortugalAustriaAustriaAustriaAustriaBulgariaBulgariaBulgariaBulgariaCyprusCyprusCyprusCyprusCzech RepublicCzech RepublicCzech RepublicCzech RepublicDenmarkDenmarkDenmarkDenmarkEstoniaEstoniaEstoniaEstoniaFinlandFinlandFinlandFinlandGreeceGreeceGreeceGreeceHungaryHungaryHungaryHungaryLatviaLatviaLatviaLatviaLithuaniaLithuaniaLithuaniaLithuaniaMaltaMaltaMaltaMaltaPolandPolandPolandPolandRomaniaRomaniaRomaniaRomaniaSlovakiaSlovakiaSlovakiaSlovakiaSloveniaSloveniaSloveniaSloveniaSwedenSwedenSwedenSweden
  • 51. Actively list on Amazon EU sitesAmazon ActiveCross Border TradeActively list on Amazon EU sitesUK – Germany - FranceItaly – SpainOne unified Amazon European MarketplaceAccount
  • 52. All orders in one accountAll orders in one accountAll orders in one accountAll orders in one accountOne set of stockOne set of stockOne set of stockOne set of stockOne set of stockOne set of stockOne set of stockOne set of stockBuyers in EU canBuyers in EU canBuyers in EU canBuyers in EU canpurchase from youpurchase from youpurchase from youpurchase from youShip yourself or use FBAShip yourself or use FBAShip yourself or use FBAShip yourself or use FBA
  • 53. European Fulfilment NetworkEuropean Fulfilment NetworkEuropean Fulfilment NetworkEuropean Fulfilment NetworkOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledfrom UK Amazon FCfrom UK Amazon FCfrom UK Amazon FCfrom UK Amazon FCExtra costExtra costExtra costExtra costBut no need to ship to EU FCsBut no need to ship to EU FCsBut no need to ship to EU FCsBut no need to ship to EU FCs
  • 54. Amazon EFN Fees from UK FCAmazon EFN Fees from UK FCAmazon EFN Fees from UK FCAmazon EFN Fees from UK FC(Added to normal FBA fees)(Added to normal FBA fees)(Added to normal FBA fees)(Added to normal FBA fees)
  • 55. 1) Fulfil the Requirements foreBay PassiveCross Border Trade1) Fulfil the Requirements forinternational selling2) Offer PayPal as a payment method3) Offer international postageYour listings on eBay.co.uk willautomatically be visible on other eBaysites to international buyers.
  • 56. Offer International PostageOffer International PostageOffer International PostageOffer International Postage
  • 57. Listing on eBay.co.ukListing on eBay.co.ukListing on eBay.co.ukListing on eBay.co.uk
  • 58. Listing visibleListing visibleListing visibleListing visible on eBay.comon eBay.comon eBay.comon eBay.com
  • 59. eBay ActiveCross Border Trade
  • 60. 1) Fulfil the Requirements foreBay ActiveCross Border Trade1) Fulfil the Requirements forinternational selling2) Offer PayPal as a payment method3) List directly onto internationaleBay sites
  • 61. 1) Go to the site where you want to list. The siteeBay ActiveCross Border Trade1) Go to the site where you want to list. The siteis displayed in the local language.2) Click “Sell” at the top of the page and createyour listing.3) When you come to ‘Give buyers P&P details’choose an option from outside the country.4) Submit the listing form to make your itemvisible on the site.
  • 62. Duplicate ListingsCross Border TradeAvoid “Duplicate Listings”Avoid “Duplicate Listings”If you list on eBay.com:Exclude US shipping from your ebay.co.uklistingExclude UK from your ebay.com listing
  • 63. Localise ListingsCross Border Trade
  • 64. Optimise title and descriptionOptimise title and descriptionOptimise title and descriptionOptimise title and descriptionfor local buyers / search.for local buyers / search.for local buyers / search.for local buyers / search.Pants!Pants!Pants!Pants!Check typical price ranges inCheck typical price ranges inCheck typical price ranges inCheck typical price ranges inthat country.that country.that country.that country.
  • 65. TranslationTranslationTranslationTranslation1)1)1)1) MachineMachineMachineMachine1)1)1)1) MachineMachineMachineMachine((((e.g.Googlee.g.Googlee.g.Googlee.g.Google))))2) Human2) Human2) Human2) Human3) Outsource3) Outsource3) Outsource3) Outsource
  • 66. Inventory ManagementCross Border Trade
  • 67. Inventory ManagementInventory ManagementInventory ManagementInventory ManagementPassivePassivePassivePassive – List on eBay UK onlyList on eBay UK onlyList on eBay UK onlyList on eBay UK onlyPassivePassivePassivePassive – List on eBay UK onlyList on eBay UK onlyList on eBay UK onlyList on eBay UK onlyActiveActiveActiveActive – Balance inventoryBalance inventoryBalance inventoryBalance inventorybetween sitesbetween sitesbetween sitesbetween sitesUse multiUse multiUse multiUse multi----channel managementchannel managementchannel managementchannel management
  • 68. www.tamebayguide.com/managementwww.tamebayguide.com/managementwww.tamebayguide.com/managementwww.tamebayguide.com/management
  • 69. eBay FeesCross Border Trade
  • 70. Unlimited Free 30day/GTC listingsUnlimited Free 30day/GTC listingsUnlimited Free 30day/GTC listingsUnlimited Free 30day/GTC listings+ 2500 free listings on+ 2500 free listings on+ 2500 free listings on+ 2500 free listings on
  • 71. eBay International Tracked PostageInternational Tracked PostageInternational Tracked PostageInternational Tracked PostageCross Border TradeComing in 2013Coming in 2013Full end-to-end trackingQuick and flexible delivery options from2–5 days within the European UnionEasy returns option
  • 72. eBay International Tracked PostageInternational Tracked PostageInternational Tracked PostageInternational Tracked PostageCross Border TradeSample PricesSample Prices500g parcel to Germany from £4.001kg parcel to Italy from £7.001kg parcel to the US from £12.002kg parcel to Australia from £13.002kg parcel to France from £5.75
  • 73. ResourcesResourcesResourcesResourcesSelling through OnlineMarketplacesResourcesResourcesResourcesResourcestamebay.com tamebayguide.comtamebay.com tamebayguide.comtamebay.com tamebayguide.comtamebay.com tamebayguide.com