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October 8 – 9, 2007Fargo, ND
eBay Beyond the Basics
Agenda
Structuring Your Business on eBayMarketing and Merchandising—Thinking Like Your BuyerScaling & Growing Your BusinessSummaryQ&A
Structuring Your Business on eBay
A business on eBay is like any other business…Find the right items to sellManage your inventory and determine where and how to sellObserve and outperform your competitorsProvide world-class customer support
You need to experiment, measure and repeatThere’s not one “best practice” that works for all products all of the time
www.ebay.com/optin www.ebay.com/sellercentral
Understanding the eBay Marketplace
eBay’s Seller Central and seller communications
Top buyers searches by categoryHot, in-demand itemsNew releases and promotions
PowerUpOff-line Newsletter sharing best practices
Tip: eBay Accounting Assistant saves valuable time by exporting eBay and PayPal transaction and fee data to QuickBooks®
eBay Sales Reports Plus
Free tool for all sellersUnderstand the main drivers of your business
Measure results against goalsIdentify areas of opportunity/ improvement
Stores Traffic Reports & Marketplace Research
www.ebay.com/storefronts/traffic-reports.htmlwww.ebay.com/marketplace_research
eBay Stores Traffic Reports Understand which items buyers visit and are searching forOptimize your listing titles and pagesCross-promote your most popular listings
eBay Marketplace ResearchMake data-based sourcing and selling decisionsReports sales trends for productsIncludes Average Sold Price, Items Sold, Items Listed
Third-Party Marketplace Data Providers
eBay data providers Terapeak www.terapeak.comMpire Researcher www.mpire.comAndale www.andale.comHammertap www.hammertap.com
Available data includes: Closed listings pricing infoCategory-specific dataSales trendsHot-selling products and categories
Finding Merchandise to Sell
Reseller MarketplaceA B2B marketplace for PowerSellers to source for resaleSellers: manufacturers, liquidators, wholesalersBenefits:
Great valuesBuy in lots for resaleNo long-term or volume minimums
www.ebay.com/reseller
Additional Sources of Supply
Trade shows—find a trade show in your industrywww.Tsnn.comResell used goods—estate saleswww.ustreas.gov/auctions/customsBuy directly—find a distributor and buy directwww.thomasnet.comFind wholesale suppliers www.WorldwideBrands.com/Importing Trading Assistants—sell on behalf of otherswww.ebay.com/tradingassistants
Structuring Your Business on eBay
Use the resources on eBay to understand which products are in high demandInvestigate third-party market research toolsLet your research drive the products, categories and prices at which you sellExperiment, measure and repeat!Get the right product, in the right place at the right time!
Thinking Like Your Buyer
Drive buyers to your itemsDevelop effective eBay listings Price your items to attract buyers Promote your eBay storeUse eBay Express
Keep buyers satisfied—make them repeat customersCustomer supportCross-promotion and up-sellingClear and fair shipping prices
Listing Titles
Use all 55 charactersUse words people most often use when searching
Brands and modelCondition, color, style, size
Use browse wordsFree Shipping
Offer several points of entry
“Notebook” and “laptop”
Utilize Subtitles where appropriate
Item Description is the most valuable tool for creating
search engine-friendly listings!
Item Descriptions
Provide all data buyers need to make a decision
Repeat item titleInclude complete product infoUse item specifics when availableProvide clear payment info Clearly state shipping costs and time framesInclude links to your eBay Store
Effective Photos
Clear imagesPhoto at top of listingMultidimensional viewsUse Picture Manager to save $Own pictures or get permission
Tip: Use Gallery feature to display your item picture with search and browse results
eBay Shipping Center:www.ebay.com/shippingcenter
Shipping
Clearly state policies—returns, feedback, sales tax, etc.Include shipping costs—flat rate, calculated or at no costSet buyers’ expectations about when you ship (e.g., "within 24 hours of payment”)Offer shipping discounts for multiple purchases
eBay Formats
Auction-styleFixed Price
Buy it Now (BIN)Fixed Priced
Stores Inventory (SIF)Fixed Price
www.ebay.com/sellercentral/formats.html
Best Practice:Use Reserve sparingly—Reserve deters bidsBest Offer—Receive price-based offers for Fixed Price listings
www.ebay.com/storefronts/seller-landing.html
Promoting Your eBay Store
Promote your eBay Store and Store Inventory in every listingUtilize cross-selling functionalityInclude search keywords in your Store name, description and categoriesPromote your Store both on and off eBay using:
Markdown Manager Listing feeds Email marketingListing frames
Acquire Buyers—eBay Express
Double your exposure for Fixed Price and eBay Store Inventory listings!
Qualified listings show up automatically with no additional workBuyers pay upfront via Shopping Cart and CheckoutNo 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 promptlyUtilize 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 buyersCommunicate with buyers early and oftenUtilize 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
http://pages.ebay.com/sell/tools.html
www.solutions.ebay.com
Tools to Help You Scale Your Business
eBay Listing ToolsTurbo Lister: desktop tool with reusable listing templatesFile Exchange: create listings by sending a flat file to eBay
eBay Listing Management ToolsSelling 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
www.ebay.com/internationaltrading/sellertips.html
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 volumePayPal Seller Protection available for qualified US shipments to Canada and the UK Utilize a shipping partner to help overcome import/export issues
Grow Your Business Off-eBay
Expand your business to be Multi-Channel
Develop your own Web siteTap into a new and incremental customer baseLower your cost of sales for servicing existing customersCapture 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 salesFully integrated to allow direct listings to eBay and payments with PayPalProStores 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 informationMulti-user accessCompany name on customers’ credit card statementsAutomatic 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 productivityOpen your business to international customersMaintain an online storefront off eBay to attract more online shoppersPractice safe selling
Summary
Improve the structure of your business on eBay by:Understanding your marketplaceUsing multiple sources to buy your product at the right price
Identify tactics and strategies to turn shoppers into repeat buyersDefine ways to grow your business
In the US and abroadOn and off eBay
Please complete your evaluation.Please complete your evaluation.