Vendio, in conjunction with the Internet Merchants Association & ASD/AMD trade show presented a seminar on Successful Multi-Channel Selling. Learn what is and what is not Multi-Channel selling and how to manage inventory and save time!

1. Sales Platforms that Work:
Successful Multi-Channel
Selling
Vendio Services, Inc

2. About Vendio
Leading On-demand Multi-Channel eCommerce platform
– 90,000 merchants selling over $1.5 Billion of goods annually
Vendio is a simply powerful solution for managing listings, inventory and
sales across your branded website, Amazon, eBay and other online
channels. With Vendio, you will break through barriers to sales by listing
more products in more places in less time.
Vendio is quick to get up-and-running without consultants or
programmers. Vendio is a compelling value for business owners that want
to run their company, not their software.
Incorporated in 1999, headquartered in Silicon Valley
Acquired by Alibaba.com in July of 2010
Acquired SingleFeed in June 2011 – CSE data feed management
company

3. Agenda
What is Multi-Channel?
The path to Multi-channel
Pre-Built Markets and Your Web Store
Moving into Multi-Channel
Creating a Multi-Channel Plan
Automation and Growth
The Markets
Picking a Partner

4. What is Multi-Channel Selling?
Multi-channel selling is model that allow you to
sell on multi-markets including your own web-
store.
Rather than performing tasks on a single
marketplace, you integrate and automate
processes, leveraging the strengths of each
marketplace.
Policies, processes, strategies, information and
content are NOT treated as separate market to
market, but consistent on all markets.

5. You are not a Multi-Channel Seller if….
You maintain separate inventory for each channel. (You
are a single-channel seller, using more than one single-
channel).
You maintain different branding, on more than one site.
You have different policies on different markets
(marketplace rules and regulations aside).
You customer has a different experience by
marketplace. (If there are different answers to the same
question by marketplace).

6. Succeeding in your Multi-Channel World
Successfully using multi-channels to sell your
items requires that you split your focus without
giving up your core competency and the path to
success requires discipline, knowledge, the
right tools for the job and most of all a plan that
you stick too.
Consistency..Consistency..Consistency..

7. Typical Progression to Multi-Channel
• 0% • 100% Sales
• 100% Time
Social
eBay
/Marketing
Website Amazon
• 0% • 0%

8. Typical Progression to Multi-Channel
• 0% • 0%
Social/
eBay
Marketing
Website Amazon
• 0% • 100% Sales
• 100% Time

9. The Typical Next Steps
• 0% • 50% Sales
• 50% Time
Social/
eBay
Marketing
Website Amazon
• 0% • 50% Sales
• 50% Time

10. The Typical Next Steps
• 20% Sales • 40% Sales
• 10% Time • 20% Time
Social/
eBay
Marketing
Website Amazon
• 15% Sales • 40% Sales
• 50% Time • 20% Time

11. The Outcome…You “could” eliminate Pre-Built
Markets
• 20% Sales • 10% Sales
• 20% Time • 10% Time
Social/
eBay
Marketing
Website Amazon
• 50% Sales • 20% Sales
• 50% Time • 20% Time

12. The Starting Line Up
Merchants typically start with a pre-built
marketplace, such as eBay or Amazon. The
other marketplaces may require too much effort
for a starting seller.
Pre-built marketplaces (eBay, Amazon) have a
low cost entry point, a large buyer base and
15,000 rules and regulations. Other markets
may be emerging, but they take more effort and
may not be the best starting arena.

13. The One-Channel Pitfall
For someone just starting out, focusing on one market
makes sense. There is a pretty large learning curve for
beginners and mastering the pre-built marketplaces
such as eBay and Amazon can cut initial investment
and expenses.
Some sellers never get beyond the point of selling on
one market despite their desire.
The downside in staying in one channel is that you can
end up encumbered by the marketplace policies, pay a
large portion of your sales in fees, always have your
income at risk and give up significant control of your
business.

14. Pre-Built Marketplace Risks
eBay Amazon
– Account is always – Account can be at risk.
highly at risk. Suspension is forever.
– Can raise fees to an – Can raise fees to an
unsustainable level unsustainable level.
– Policies frequently – Policies can change
change that require that require you to
you to remodel your remodel your business
business – High risk that Amazon
– Competing with Sellers can become your
who have a much competitor
better deal with eBay

15. The Principle difference between eBay and Amazon
eBay is Item based Amazon is product
– Seller controls his based
description and images – Detail page control is
and policies given to the first
– Seller is paid directly to merchant to create the
his PayPal account item. By some magic
algorithm or request
from a seller, the
details of the product
evolve over time.
– Seller is paid bi-weekly

16. What about the other Pre-Built Markets
Sellers should keep their ears to the ground
and their eyes on the prize.
Emerging markets, such as Etsy and Bonanza
have potential, but require more work and
social interaction and with the communities.
Investing your time wisely may mean that you
forgo these markets until you have the
capability of drawing your own customers
(email marketing, social connections).

17. Moving to Multi-Channel Selling
In order to move into multi-channel selling, merchants need to
develop a plan to move into additional channels.
Without a detailed plan, it’s easy to end up spinning your wheels
and spending time on what seems important, but doesn’t deliver.
It is also easy to fall into the “give up” trap. Initially, when you open
your own website, for example, you cannot expect hundreds of
sales on your first day with no effort.
The key to having a good plan is to create your strategy and set
realistic goals. Spend time every single day focusing on what
drives sales and grows your business.

18. A Typical Multi-Channel Plan
Your Own
Pre-Built Your Own
Social &
Markets Website
Marketing
Facebook
Comparison
Shopping
Engines
eBay and/or Twitter
Amazon
Customer Email
Management Marketing

19. Develop your Plan
When you begin developing your plan, you’ll want to
concentrate your efforts on two areas: Automation and
Growth.
Whatever you are doing today, look at every avenue
available to automate (For example, Vendio, we
automate the inventory between eBay, Amazon, your
Own Website and Facebook).
Look at all the ways you can automate EVERYTHING.
Every area that you automate, give you additional time
to move to the second step which is GROWTH.

20. Using the Pre-Built Markets - eBay
eBay can be an Incubator. You do not owe them loyalty. You are
paying for access to the customer base.
eBay can be used as lead generation. If at all possible, a seller
should capture the buyer as a future customer, either at eBay or on
their own website.
While you can use eBay forever, it is where you can get your start
with little expense and gain the experience needed to expand into
more complex markets, such as Amazon or your own website.
Use eBay to dispose inventory, one-of-a-kind and less than perfect
item (described correctly).
Use eBay auctions when you do not know the value of an item.

21. Using the Pre-Built Marketplaces-
Amazon
Amazon has 2 selling levels. Casual and Professional.
Professional seller is $39.99 per month (plus fees). Casual is an
$.99 per item (plus fees). Note: Sellers should START at the
professional level if they plan on becoming professional in the
future.
Amazon can be your shipping department. Using FBA, you can
eliminate the need for additional headcount or shipping department
altogether.
No per item listing fee, can be a great testing area for new
products.
Good Market for refurbished, liquidation items that are like new.
Easy listing for catalog items. Attach your items to existing items
significantly cuts down listing time.

22. Using your own Web Store
Your own web store is where you can begin bringing all
your work together.
Requires that you are responsible for getting
customers. Customer acquisition should be your
primary focus after your store is built.
Requires that you design, brand and create good
unique content.
Use your web store to reduce your marketplace
dependence and reduce your marketplace fees.
Good market for long-tail, seasonal items. Even better
for your best sellers.
Unencumbered by marketplace rules. However…

23. Customer Acquisition
Let’s talk search engines
– SEO – “Search engine optimization”. This is making your
site search engine friendly. Content is critical.
– CSE – Comparison Search Engines. These are feeds you
send out.
– Paid Search – Paid Search / Ad Campaigns
Email Marketing
– Should have a list of customers
– Should have regular promotions to garner repeat sales
Social Marketing
– Time permitting or big focus depends upon you.

24. Web Store “No’s - No’s”
No logo or
branding
No contact
information
No products No Sales
No accurate
descriptions
No Trust
No Returns

25. Automate…then Grow
Own
eBay Amazon Social
Website
Automate Everything Automate Everything
Automate Everything Automate Everything
-Manage Inventory -Connect your Store to
-Automate Feedback -Cross Market Inventory
-Add Listings Facebook
-Manage Inventory -Create a Good Design
-Create Promotions & -Automate Tweets for
-Schedule Listings -Automate CSE Feeds Twitter
Sales
Grow Grow Grow
Grow
-Additional Products -Add more SKUs -Develop relationships
-Add more SKUs
with customers
-Develop Customer -Use Third Party -Automate Coupons
Relationships -Create a Blog
Solutions -Create Email Marketing
-Use Third Party
Solutions

26. Caution..
When you are planning on expanding into multi-channel, try not to
exchange but to grow your channels.
– For example, if you are selling $1000.00 per week on eBay and want to move
to Amazon, don’t end up with $500.00 of sales on eBay and $500.00 of sales
on Amazon.
Use every opportunity to grow your business, but temper your time
accordingly. Knowing that it will take some effort to build your own
website, don’t shut down your existing markets and go full force on
your website.
To be effective, you’ll need to plan to automate all your processes,
plan and execute, and schedule time for growth opportunities.

27. Plan for a Top-Down Strategy….
When you begin selling, or as you move
forward from today, begin planning for multi-
channel by leveraging any and all work that you
do.
In the upcoming slides, we will talk about what
you can do NOW to prepare for a multi-channel
strategy from today forward.

28. Product Titles
Think “SEO” when creating your product titles
for all your markets.
Don’t use “free shipping” or other promotional
text in your title.
Google Rules:
– Promotional or boilerplate text may not be included in
your store name and product data. All data needs to be a
clear and direct description of the submitted product. Text
related to shopping or store policies is not allowed. For
example, "Free shipping" is not allowed.
Do use keywords related to your product

29. Question: eBay Sellers
How many times have you had to revise your
descriptions on eBay due to new policies in the past
few years?
eBay descriptions should not be used to talk about
feedback, returns, warnings, negativity in any fashion,
nor should they be longer than the Declaration of
Independence, which is 1300 words
In viewing the changes on eBay over the last few years
and reading the writing on the wall – The best bet is to
ONLY put product description in your description.

30. Product Description from the Start
Think “SEO” when creating your product
descriptions.
Don’t put anything in a product description that
is not related to the product. Google Product
search will reject any products.
Google Product Search Rules:
In order to provide users a high-quality shopping experience, the product data provided to Google needs to accurately
describe your items, and has to reflect the current status of the products on your website at all times.
We will periodically check your products to ensure the accuracy of your product data. If your product data doesn’t meet
our quality standards, your products will be suspended from Google Product Search until the issues have been
addressed.
In case of repeated violations of our quality standards, your items will be suspended:
for at least one week after the second violation
at least one month after the third violation
After the third violation, we may suspend your items for an extended period of time - potentially indefinitely.

31. eBay Description - Old School
YOU ARE BIDDING ON A BRAND NEW 3M SCOTCH BUBBLE MAILERS (25) SIZE 2, 8.5" X 11" BRAND
NEW. IT IS BRAND NEW SEALED 3M SCOTCH BUBBLE MAILERS 8.5 81/2 X 11 SIZE 2 - 25 PK
I AM A TRUSTED SELLER SO BUY WITH CONFIDENCE THIS RETAILS AT $49.98 PLUS TAX, PLUS
SHIPPING, IM SELLING IT FOR LESS THAN 50% OFF ITS RETAIL.
I ONLY HAVE ONE LEFT, DON’T BE FOOLED BY THE IMITATORS ON EBAY OR YOU WILL HAVE WASTED
YOUR MONEY JUST CHECK MY FEEDBACK I SEND REAL PRODUCT
BRAND NEW, BUT AT A DISCOUNTED PRICE
SMOKE FREE HOME
PLEASE NOTE I HAVE EXTREMELY FAST SHIPPING FEEDBACK. I WILL SHIP BY USPS (ONLY) SAME
DAY OR WITHIN 24 HOURS OF RECEIVING FULL PAYMENT. INTERNATIONAL SHIPPING (ALSO BY
USPS) IS AVAILABLE TO MOST COUNTRIES ****SIDE NOTE****FOR EVRYONE THERE ARE NO
RETURNS
I RESERVE THE RIGHT TO REFUSE BIDDERS WITH ZERO OR EXCESSIVE NEGATIVE FEEDBACK,
PLEASE ASK ALL QUESTIONS BEFORE MAKING BIDS
ONCE THIS IS GONE, IT’S GONE AND YOU WOULD HAVE LOST OUT ON THIS GREAT DEAL
IF YOU WOULD LIKE MORE PICTURES OR HAVE ANY OTHER QUESTIONS PLEASE LET ME KNOW
BEFORE YOU BID, I WILL ANSWER PROMPTLY, THERE ARE NO RETURNS SOLD AS IS

32. Product Images
Amazon Image eBay Image

33. Aim for Consistent Policies
A consumer goes to eBay and finds your
Wrench for $9.99. He goes to your website and
finds the same wrench for $9.99.
The consumer purchases the wrench from your
website and decides he does not want the
wrench.
Your policy on your website is no returns. Your
policy on eBay is 30 day returns.
Your policies should encompass your business
not the market where you sell

34. Choosing a Company to Manage Multi-Channel
Choosing a company to work with can take
some planning.
Initially, you’ll want to create a list of
requirements. You’ll find that some companies
do everything, but are cost prohibitive or some
companies do less than you require but are
cost effective.
Deal Breakers Nice to Have
Over $500 per month Predictable Pricing
Requires Contract Manages Inventory
Multi-Channel Customer Service

35. Business needs determines your selection
• Very Expensive
Bricks and Mortar
• Hire Developer to
POS
Integrate
• Cost Effective
Ecommerce Platform • Becomes System of
Record

36. Basics to look for:
Can the service manage inventory across channels.
Does the service have predictable pricing or does it
have transaction or success fees.
Are there hidden fees, such as bandwidth or storage?
Are the fees displayed?
Is there a contract?
Is there a trial?
Do they meet or exceed your list of requirements?
Do they provide customer support?
List out your feature requirements (reports, image
hosting, coupons, etc).

37. Questions?
Thanks you for viewing this
presentation. If you have any
questions, please contact us
at www.vendio.com