INVENTORY THAT SELLS · Optimisation: Essentials Learn how to optimise for Best Match and potentially boost sales: •mCommerce •SEO and Best Match •Search behaviour Listing Optimisation:

INVENTORY

THAT SELLS

WEBINAR HANNAH HARDIMAN

MAY 2016

Please note that all guidance shared in this webinar is for information only.

Individual results may vary and are not guaranteed.

WHO IS THIS WEBINAR FOR?

About You Assumptions

2

Established business sellers

Selling primarily on eBay.co.uk

Want to increase sales and grow

You’ve been using eBay for a while

You would consider selling items in a

different category or product area

You’re open to learning and prepared

to act on what you’ve learned

Copyright @ 2016 eBay Inc. All rights reserved

WHAT WE’RE COVERING TODAY

What we’re not covering

3

• Your eBay strategy

• Ways to find out what is in demand

• Tools to help you

• Seasonality

• Things to consider

• Hot items

• International approach

• Future trends

Agenda

• How to source items

• Payment options

Check out

www.ebay.co.uk/growth to find out

what’s covered in our other

webinars and register.


http://www.ebay.co.uk/growth

4

MAR APR MAY JUN JUL

Listing

Optimisation:

Essentials

Learn how to optimise for

Best Match and potentially

boost sales:

• mCommerce

• SEO and Best Match

• Search behaviour

Listing

Optimisation:

Advanced

Our experts discuss

advanced listing

optimisation techniques:

• Advice by category

• Listing formats

• Listing tools

Inventory

That Sells

See what’s selling and

learn how to identify gaps

in the market:

• Seasonal planning

• Finding gaps

• Using tools

• International

opportunities

Branding on

eBay

Our experts explain how

you can build your brand

on eBay:

• eBay Shops

• Listing design and

templates

• Reputation

• After the sale

Pricing 1:

Promotional tools

Learn about the eBay tools

which help you increase

basket size:

• Promotions Manager -

order size discounts

• Markdown Manager

• Sale Events

AUG SEPT OCT NOV DEC

Pricing 2:

Promotional tools

Dig deeper into eBay tools

to help you increase

basket size:


accessory discount

offers

• Free postage offers/

combining postage

Postage

Options

How to choose the right

service for your business

and your customers:

• Handling times

• Domestic and

international delivery

services

• Late delivery metric

Postage

Innovation

Innovative ways to get

your item from A to B,

safely and on time.

• Click & Collect

• Global Shipping

Programme

• Returns best-practice

Customer

Service

How to build a reputation

for outstanding customer

service:

• What eBay buyers

expect

• Top Rated status

• Listing quality

• International buyer

expectations

Customer

Loyalty

Our experts discuss ways

to keep your customers

coming back for more:


codeless Coupon offers

• Email marketing

• Marketing off-eBay


HOW DO YOU USE EBAY?

NOT JUST A CLEARANCE HOUSE

Copyright @ 2016 eBay Inc. All rights reserved 6

79% of items sold on

eBay are new

84%

of items are sold

with a fixed price

Source: eBay.com quarterly results and

internal research Q3 2015 (correct at 22nd

Oct 2015)

NICHE VS. BROAD RANGE OF PRODUCTS

7 Copyright @ 2016 eBay Inc. All rights reserved

FINDING OUT WHAT’S

IN DEMAND

INVENTORY ANALYSIS

9

Can provide new opportunities.

Can help you develop a sourcing strategy.

Add information to your description/title/item specifics

that could help SEO and conversion.

Predict future trends.


Can help to show you what is hot right now.


EBAY PREDICTIVE SEARCH & KEYWORDS


EBAY PREDICTIVE SEARCH & KEYWORDS

EBAY SOLD ITEMS


• Select Advanced Search at eBay.co.uk.

• Type keywords and specify ‘Sold listings’.


EBAY SOLD ITEMS RESULTS

EBAY HOT ITEMS


EBAY HOT ITEMS


KEYWORDS ON GOOGLE


• Log in to Google AdWords with your Google account.

• Use keyword planner in ‘Tools’ section.

TERAPEAK


Provides info on:

• Sales rate

• Product pricing

• Category trends

• Competitor strategies

• Top keywords

• Shopper interests

• Wholesale product performance

Helps you to spot sourcing opportunities

Terapeak is not an eBay company. It is up to each

seller to decide if this product is suitable for their

individual needs. Other software is available.

TRADE PRESS / EXPOS / BLOGS / SUPPLIERS

18

Identify items that are new or different and

could generate excitement.

Don’t just go for low price.

Test and learn, especially with seasonal

items.


Keep an eye on top bloggers in a certain

category or area.

CASE STUDY


Seller and Managing Director

of Urban33 Group

• Has built up connections with unusual, top quality

Christmas decoration suppliers.

• Uses seasonal merchandise to supplement his

‘bread & butter’ range.

“Penguins sold out three times,

were used in the John Lewis

advert and in the Daily Telegraph.”

GROWTH AREAS

Consider

THINGS TO CONSIDER

Infrastructure – consider if you can

support your new items, upfront

investment, warehouse space, returns

(will you get more?), delivery, customer

service.


Increase sales – minimise risk by

spreading your business across various

product types.

Search – when a buyer searches, you

can make it easier for them by bundling

or providing packages for them to

consider.

Standards – ensuring you can meet the

buyer expectations in terms of product

quality and sales experience (esp.

shipping).

Compliance – ensure you still meet

eBay requirements in terms of quality,

not creating duplicates, global

standards.

Reduced costs – by considering taking

on additional lines or diversifying your

product range you could reduce your

operation costs.

BREAD AND BUTTER VS SEASONAL


Bread and Butter – by having a

stable range of products you can

instil buyer loyalty and repeat

purchase. You also know where

you stand; standards etc.

Seasonal –

a seasonal range can allow you to

adapt, and be agile to trends. You

can reap the rewards of quick

decision making.

WHAT’S HOT RIGHT NOW:

FASHION Men’s underwear

Men’s suits and tailoring

Men’s trousers

Women’s and Men’s Boots

(free shipping, free returns)

Kids’ shoes

(free P&P, free returns)

Information provided for guidance only



JEWELLERY Fine charms and bracelets

Wristwatch straps

Women’s sunglasses and eyewear

Jewellery boxes

Men’s wallets


JEWELLERY Fine charms and bracelets

Wristwatch straps

Women’s sunglasses and eyewear

Jewellery boxes

Men’s wallets




BEAUTY Curling tongs and straighteners

Women’s fragrances

Facial products

Make-up tools

Aromatherapy

Epilators and electrolysis

Hair colourants

Clippers and trimmers

Children’s oral care

Make up cases and bags

Manicure and pedicure

Rollers and curlers




HOME & GARDEN Furniture (bed & mattresses, tables,

wardrobes, chest of drawers)

Bathrooms (shower enclosures,

shower plumbing)

Home security (alarms)

Celebrations and occasions

Food and drink

Baby and children’s toys

Refurbished appliances

DIY appliances (drills etc.)




TECH Mobile and smartphones

Televisions

Laptops

Consoles

Tablets

Smartwatches




VEHICLE PARTS

AND ACCESSORIES Dash cams

Diagnostic tools

Air compressors and inflators

Workshop equipment and supplies

Trailers/transporters

Tool boxes/storage

Campervan and motorhome parts

Car stereos and head units

Body and exterior styling

Car care and cleaning



INTERNATIONAL

THE INTERNATIONAL OPPORTUNITY


NEW BUYERS

POTENTIAL FOR HIGHER PROFIT

MARGINS

DIVERSIFICATION

TESTING OF NEW MARKETS,

PRODUCTS AND INITIATIVES

SEASONALITY

COMPETITIVE STRENGTH

WAYS TO SELL INTERNATIONALLY ON EBAY

31

We measure your seller performance and seller performance status separately in 4 regions

internationally: UK and Ireland; Germany, Austria and Switzerland; United States; Global.


Advanced International Selling Basic International Selling

Means selling inventory on eBay’s international

sites, translating the listings into the buyer’s

native language and adding them directly on

these sites.

Means adding international shipping to a local

listings. Buyers in the markets specified by the

seller will see these listings in the seller’s native

language.

Detailed seller ratings affect your seller performance in the region where the buyer submitting the rating

is located. It doesn’t matter on which of our sites the transaction takes place. For example, when a

buyer located in Australia buys an item that you listed on eBay.co.uk, the buyer’s detailed seller rating

for the transaction counts toward your global seller performance status.

KEY POINTS TO NOTE

1. USE YOUR EXISTING

ACCOUNT

3. PRIORITISE YOUR

BEST-SELLING ITEMS

4. TRANSLATE YOUR

LISTINGS

2. ENABLE

INTERNATIONAL

PAYMENTS

TIP: You may see an increase in non-English messages.

Maybe use Bing Translator or Google Translate.


MORE POINTS TO NOTE

5. UPDATE YOUR

POLICIES

7. CREATE YOUR

LISTINGS

8. MONITOR YOUR

SALES

6. CHECK YOUR INTL.

POSTAGE RATE

TABLES

TIP: Check for differences in fee structures for extras

such as multiple pictures.


FUTURE TRENDS

NEW CATEGORIES ON EBAY

ALCOHOL ADULT


36

VIRTUAL

REALITY

WEARABLE

TECH

CONNECTED

HOME

TRENDS TO WATCH

Future of Consumer Technology


37

CONNECTED HOME


38

VIRTUAL REALITY

HTC & STEAM VIVE

SONY

PLAYSTATION VR

SAMSUNG GEAR

VR

PC

OCULUS RIFT

GOOGLE CARDBOARD


39

WEARABLE AND WELL BEING TECH

SPORTS

COLLABORATION

FASHION

BABY & CHILD

ACCURACY

SENSOR

PRICE


NEXT STEPS

(and what if means to you)

THE BIGGEST

CHANGE TO

RETAIL/ECOMMERC

E THIS CENTURY

“I’D LOVE TO

DO ALL THIS,

BUT I DON’T

HAVE TIME”

INVEST 1 HOUR AND REAP THE REWARDS

Research – 1 hour

Take a sample of any 10 items you would like to consider

selling on eBay.

• Use the methods we suggested, or Terapeak to

investigate the market for these products

• Check for current margins

• Consider future trends/seasonal nuances

• Ask suppliers/wholesalers if this product is easy to get

hold of

• Consider your current infrastructure and if anything would

need to change to accommodate this new line?

42

3

1


INVEST 1 HOUR AND REAP THE REWARDS

Apply what you’ve learned

Now add a new product to your current

listings

43

2 3 Monitor results over the following 2

months – build into your usual reporting

• Was the new product worth the investment?

• Did you see any uplift?


WHAT WE’VE COVERED

44

• Your eBay Strategy

• Ways to find out what is in demand

• Tools to help you

• Seasonality

• Things to consider

• Hot items

• International approach

• Future trends

Agenda Join the discussion

The eBay Community >

Discussion Boards > Selling on eBay >

eBay Growth Webinar Discussions

Check out

www.ebay.co.uk/growth to find out

what’s covered in our other

webinars and register

The content used in this webinar series is provided for informational purposes only.

Sellers who use any such content do so at their own risk.


http://www.ebay.co.uk/growth

QUESTIONS

Documents

INVENTORY THAT SELLS · Optimisation: Essentials Learn how to optimise for Best Match and potentially boost sales: •mCommerce •SEO and Best Match •Search behaviour Listing Optimisation: