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Selling Strategically with
eBay Marketplace Research

Patti Louise Ruby
eBay University Instructor
and Certified Education
Specialist Trained by eBay
Nick Donelson
Product Management
Important Information


   © 2007 eBay Inc. All rights reserved.

   No part of these materials may be reproduced or transmitted in any form, by
   any means (electronic, photocopying, recording, or otherwise) without the
   prior permission of eBay Inc.

   eBay, eBay Live!, and the eBay logo are registered trademarks of eBay Inc.
   PayPal and the PayPal logo are registered trademarks of PayPal Inc.

   Other trademarks and brands are the property of their respective owners.

   Please do not take our picture or record the class without asking permission.
Agenda


    Introducing the eBay Marketplace
•
    Research Tool
    Making Research-driven Sourcing Decisions
•
    Creating High-Performance Listings
•
    Available Options: Subscription Tiers and
•
    Free Research
    Summary
•
    Q&A
•
Research Can Drive Business Success


    Knowing how a product has sold in the past,
•
    can help you:
         Estimate how the item will sell in the future
     –
         List the item in a way that has proven to work
     –

    With 6.4 million new listings per day, eBay
•
    captures sales performance information on
    items that are directly comparable to the
    products you sell
Focus: Research-driven Business Decisions


    Basing sourcing decisions on research
•
         What inventory should I buy?
     –
         On which products should I focus my selling efforts?
     –
         How much can I expect to sell—therefore, how much
     –
         should I stock?
    Formulate a listing strategy based on proven
•
    techniques
         When should I list?
     –
         Features? Category? Format?
     –
         Building a listing title?
     –
eBay Marketplace—Tool Overview


                     90 days of eBay history
                 •

                     Information including
                 •
                     average pricing, shipping
                     costs, numbers sold, listing
                     volumes, etc.
                     Advanced search capabilities
                 •

                     Calculated metrics/totals
                 •

                     Charts/diagrams
                 •
Using eBay Marketplace


    Scenario: As a seller, I have an opportunity
•
    to buy Polar Watches, model s625x for
    $175.00 apiece
    Marketplace Research helps
•
    evaluate the sales opportunity
         Is there demand for these watches?
     –
         Is $175 a good price?
     –
         How many should I stock?
     –
         How strong is the competition?
     –
Accessing eBay Marketplace Research




                    http://pages.ebay.com/marketplace_research/
Navigating the Tool


                          Charts and Metrics
                      •
                               Historical listings
                           –

                          Top Searches
                      •
                               Most popular
                           –
                               keyword searches
                               on eBay
                          Saved Research
                      •
Step 1: Keyword Search




            Polar Watch




    Search Keywords “Polar Watch”
•

    Same as the standard search functionality
•
    on eBay.com
Step 2: Specify the Appropriate Category




    This will refine your results
•
Step 3: Gauge the Relevance of Results




    Check to see that the search is finding only the
•
    items of interest
    Research results are only as good as the query!
•
Step 4: Refine Your Search with Filters


    Filter out irrelevant items
•
         Exclude words
     –
         Set floor and ceiling prices
     –
         List features and formats
     –
         Designate specific sellers
     –
         “Located in” or “available to”
     –

    Polar Watch Scenario
•
       Exclude “accessory”
     –
       or “sensor”
     – Set Min. price of $100
Step 5: Verify Your Results




    Confirm that all results are relevant and
•
    comparable to the product of interest
Step 6: View Results—Totals & Metrics




    Totals and other metrics are calculated automatically
•
Step 6: View Results—Charts




    Track data at a glance in easy-to-read charts
•
Step 7: Save Your Research Queries




    Save your refined research query so you can
•
    analyze the results in the future
Making Research-driven
Sourcing Decisions
Can I Earn a Good Margin?


    Average Price:
•
         $253.64 Ave.
     –
         Selling Price
         $10.01 Ave.
     –
         Shipping Cost

             $253.64
           – $175.00 (COGS)
              $78.64 (30%)
Analyzing Market Demand


    Market size in volume
•
    (# of items):
         Sold Items = 87 over
     –
         two weeks
    Market size in
•
    dollars($):
         Sold Items X Ave.
     –
         Price = market size
         in $$$
    87 items X $253.64 =
    $22,000 every two weeks
How Strong is the Competition?


    Conversion (sell-
•
    through) rate measures
    supply vs. demand on
    eBay.
    Calculating conversion
•
    rate:
         87 Sold Items/
     –
         124 Completed Items
         87/124 = 70%
     –

         Seven out of ten Sell
Deciding Inventory Levels


    87 sell every two weeks
•

    124 were available
•

    If I list 20 more = 144 will
•
    be available
    Conversion rate:
•
    87 will sell/
    144 available = 60%,
         or
    Six of ten listings will sell
         or
    12 of my 20 listings will sell
    12 items every two weeks
Creating High-performance
Listings
Where, When and How to Sell Your Items
Listing in the Best-performing Category


                       Category 1: Cycling




                       Category 2: Running




    Polar watches perform better in the Cycling
•
    category than in the Running category
Looking at Sales Performance by Day




  There is no competing supply on Wednesdays
•
• Selling price is relatively constant on all days
• Listing at a particular time does not always
  provide an advantage
Building the Most Effective Title




    Learn what keywords buyers use to search for products
•
    Include common keywords in your listings so more
•
    buyers find your items
Efficient Use of Listing Features


    View the sales
•
    performance of listings
    using specific features
    Use the features that
•
    perform the best for
    your products
Available Options
Subscription Tiers & Free Resources
Subscription Tiers


    Fast Pass ($2.99/two days)
•
         Ideal for occasional buyers and sellers
     –
         Focus: Additional insight into specific items
     –
    Basic ($9.99/month)
•
         Ideal for frequent buyers and sellers
     –
         Focus: eBay Marketplace trends and best
     –
         practices
    Pro ($24.99/month)
•
         Ideal for top sellers
     –
         Focus: Fine-tune sales strategies
     –
Free Research: Completed Listings Search




    Search two weeks of historical listings for free
•
Free Resource: Using Sales Reports to
Drive Business


    Evaluate your actual business performance
•
    versus your goals
    Experiment with formats, features, pricing,
•
    and timing of listings
    Track and measure your sales over time
•

    Refine your selling strategy based on data
•

    Continuously test and implement best practices
•
Measuring Success with Sales Reports


                          Sales Reports provide
                      •
                               Sales and fee
                           –
                               summaries
                               A way to measure and
                           –
                               track listing strategies
                               Sales by category
                           –
                               and format
                               Sales by ending day
                           –
                               and time
Want More Tips on Research?



               Stop by the
         Seller Tools Pavilion
                 to try out
          Marketplace Research,
              Sales Reports
           and other seller tools
Summary


    eBay Marketplace Research can help you
•
    access information to directly support
    sourcing and selling decisions
    Quality inputs are key: your search results are
•
    only as good as your query
    Multiple subscription tiers accommodate all
•
    levels of buying and selling activity
    Free tools can further assist you in making
•
    research-based decisions
Q&A




        Q&A
      Patti Louise Ruby
PattiLouise@planeteBay.net

     Nick Donelson
  ndonelson@ebay.com
Thank you!

Questions?
To learn more, visit
www.ebay.com/education to see the
eBay University calendar, online
tours, tutorials, and more.

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Selling Strategically EBay Marketplace Research

  • 1. Selling Strategically with eBay Marketplace Research Patti Louise Ruby eBay University Instructor and Certified Education Specialist Trained by eBay Nick Donelson Product Management
  • 2. Important Information © 2007 eBay Inc. All rights reserved. No part of these materials may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording, or otherwise) without the prior permission of eBay Inc. eBay, eBay Live!, and the eBay logo are registered trademarks of eBay Inc. PayPal and the PayPal logo are registered trademarks of PayPal Inc. Other trademarks and brands are the property of their respective owners. Please do not take our picture or record the class without asking permission.
  • 3. Agenda Introducing the eBay Marketplace • Research Tool Making Research-driven Sourcing Decisions • Creating High-Performance Listings • Available Options: Subscription Tiers and • Free Research Summary • Q&A •
  • 4. Research Can Drive Business Success Knowing how a product has sold in the past, • can help you: Estimate how the item will sell in the future – List the item in a way that has proven to work – With 6.4 million new listings per day, eBay • captures sales performance information on items that are directly comparable to the products you sell
  • 5. Focus: Research-driven Business Decisions Basing sourcing decisions on research • What inventory should I buy? – On which products should I focus my selling efforts? – How much can I expect to sell—therefore, how much – should I stock? Formulate a listing strategy based on proven • techniques When should I list? – Features? Category? Format? – Building a listing title? –
  • 6. eBay Marketplace—Tool Overview 90 days of eBay history • Information including • average pricing, shipping costs, numbers sold, listing volumes, etc. Advanced search capabilities • Calculated metrics/totals • Charts/diagrams •
  • 7. Using eBay Marketplace Scenario: As a seller, I have an opportunity • to buy Polar Watches, model s625x for $175.00 apiece Marketplace Research helps • evaluate the sales opportunity Is there demand for these watches? – Is $175 a good price? – How many should I stock? – How strong is the competition? –
  • 8. Accessing eBay Marketplace Research http://pages.ebay.com/marketplace_research/
  • 9. Navigating the Tool Charts and Metrics • Historical listings – Top Searches • Most popular – keyword searches on eBay Saved Research •
  • 10. Step 1: Keyword Search Polar Watch Search Keywords “Polar Watch” • Same as the standard search functionality • on eBay.com
  • 11. Step 2: Specify the Appropriate Category This will refine your results •
  • 12. Step 3: Gauge the Relevance of Results Check to see that the search is finding only the • items of interest Research results are only as good as the query! •
  • 13. Step 4: Refine Your Search with Filters Filter out irrelevant items • Exclude words – Set floor and ceiling prices – List features and formats – Designate specific sellers – “Located in” or “available to” – Polar Watch Scenario • Exclude “accessory” – or “sensor” – Set Min. price of $100
  • 14. Step 5: Verify Your Results Confirm that all results are relevant and • comparable to the product of interest
  • 15. Step 6: View Results—Totals & Metrics Totals and other metrics are calculated automatically •
  • 16. Step 6: View Results—Charts Track data at a glance in easy-to-read charts •
  • 17. Step 7: Save Your Research Queries Save your refined research query so you can • analyze the results in the future
  • 19. Can I Earn a Good Margin? Average Price: • $253.64 Ave. – Selling Price $10.01 Ave. – Shipping Cost $253.64 – $175.00 (COGS) $78.64 (30%)
  • 20. Analyzing Market Demand Market size in volume • (# of items): Sold Items = 87 over – two weeks Market size in • dollars($): Sold Items X Ave. – Price = market size in $$$ 87 items X $253.64 = $22,000 every two weeks
  • 21. How Strong is the Competition? Conversion (sell- • through) rate measures supply vs. demand on eBay. Calculating conversion • rate: 87 Sold Items/ – 124 Completed Items 87/124 = 70% – Seven out of ten Sell
  • 22. Deciding Inventory Levels 87 sell every two weeks • 124 were available • If I list 20 more = 144 will • be available Conversion rate: • 87 will sell/ 144 available = 60%, or Six of ten listings will sell or 12 of my 20 listings will sell 12 items every two weeks
  • 24. Listing in the Best-performing Category Category 1: Cycling Category 2: Running Polar watches perform better in the Cycling • category than in the Running category
  • 25. Looking at Sales Performance by Day There is no competing supply on Wednesdays • • Selling price is relatively constant on all days • Listing at a particular time does not always provide an advantage
  • 26. Building the Most Effective Title Learn what keywords buyers use to search for products • Include common keywords in your listings so more • buyers find your items
  • 27. Efficient Use of Listing Features View the sales • performance of listings using specific features Use the features that • perform the best for your products
  • 29. Subscription Tiers Fast Pass ($2.99/two days) • Ideal for occasional buyers and sellers – Focus: Additional insight into specific items – Basic ($9.99/month) • Ideal for frequent buyers and sellers – Focus: eBay Marketplace trends and best – practices Pro ($24.99/month) • Ideal for top sellers – Focus: Fine-tune sales strategies –
  • 30. Free Research: Completed Listings Search Search two weeks of historical listings for free •
  • 31. Free Resource: Using Sales Reports to Drive Business Evaluate your actual business performance • versus your goals Experiment with formats, features, pricing, • and timing of listings Track and measure your sales over time • Refine your selling strategy based on data • Continuously test and implement best practices •
  • 32. Measuring Success with Sales Reports Sales Reports provide • Sales and fee – summaries A way to measure and – track listing strategies Sales by category – and format Sales by ending day – and time
  • 33. Want More Tips on Research? Stop by the Seller Tools Pavilion to try out Marketplace Research, Sales Reports and other seller tools
  • 34. Summary eBay Marketplace Research can help you • access information to directly support sourcing and selling decisions Quality inputs are key: your search results are • only as good as your query Multiple subscription tiers accommodate all • levels of buying and selling activity Free tools can further assist you in making • research-based decisions
  • 35. Q&A Q&A Patti Louise Ruby PattiLouise@planeteBay.net Nick Donelson ndonelson@ebay.com
  • 36. Thank you! Questions? To learn more, visit www.ebay.com/education to see the eBay University calendar, online tours, tutorials, and more.