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

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