Ebay Explained: Singapore, Malaysia, Philippines November 2006

eBay Explained
Singapore, Malaysia, Philippines

November 2006
eBay
Themarketplace
world’s online
eBay Inc. confidential

2
eBay’s Vision
Provide a global online trading platform

where practically
practically anything
anyone can
… trade
enabling economicworld
opportunity around the

3
Global Community
eBay site or majority investment

Minority investment
Americas Asia/Pacific
USA South Korea
Canada Australia
Argentina* New Zealand
Brazil* Taiwan
Chile* China
Colombia* Singapore
Ecuador* Hong Kong
Mexico* India
Peru* Philippines
Uruguay* Malaysia
Venezuela*
*MercadoLibre sites
Users from Europe

more than 150 Austria Belgium
markets France Germany
Ireland Italy
Netherlands Spain
eBay Inc. confidential Switzerland Sweden
4 UK Poland
Registered users
212
th
5 most populous country in the Million
world.
Q3-06
26% Y/Y
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
1998 1999 2000 2001 2002 2003 2004 2005 2006

5
Listings
89 million items at any given time 584

6 million new items per day Million
Q3-06 More than 50,000 categories
27% Y/Y
1998 1999 2000 2001 2002 2003 2004 2005 2006

6
Gross merchandise volume
$12.6
$50+ billion annualized run rate Billion
$1,590 per second
Q3-06
17% Y/Y
1998 1999 2000 2001 2002 2003 2004 2005 2006

7
The eBay Community
• Buyers and sellers following their passions
• Trust through personal communication and feedback system
• Customer loyalty and involvement with eBay
• Millions of entrepreneurs growing the marketplace in new

ways
• 1.3 million people around the world making a living full- or

part-time on eBay

9
Introducing Griff
Agenda
• Intro
• Starting a Business on eBay: First steps
• Listing & eBay Stores
• Product Sourcing
• Break
• Marketing and Managing your Listings
• After the Sale
•Q&A
11
Starting a Business on eBay
Agenda
• Setting Goals
• Structure Your Business
• Basic Business Tenets
• Planning
• Basics of Business Strategy

13
2-2
Setting Goals
Selling on eBay…
• A hobby or pastime
Create better listings
Build relationships
• An extension of your existing business

eBay as additional sales channel
Reach a broader market
• An opportunity to start a new business

Lower barriers of entry
Expand existing business on eBay
Join the ranks of the self-employed

14
2-3
Basic Business Tenets
• A business on eBay is like any business

Success breeds competition
Observe and out-perform your competitors
Businesses cost money to operate
Manage your inventory
Remain alert, flexible, and adaptive
• It’s about profit and loss

Not every sale results in a profit
Business entails risk
Know the right time to take a loss

15
2-5
Planning Your Business
• The basics of a business plan

Mission Statement
Product line
Projected revenues
Marketing strategy

16
2-6
Business Strategy
Agenda
• Start Smart and Stay

Competitive
• Pricing Options
• Streamline for Success
• Use PayPal to Support Your
Business

18
2-23
Business Strategy—Start Smart
• Create a “business-only” email address

• Open a “business-only” bank account
• Apply for a “business-only” credit card
• Upgrade computer hardware/software/Internet
connection
• Register any & all copyrights, trademarks, and patents

19
2-24
Business Strategy—Your Competitors
• Observe your competitors

Scour their listings
Determine their best listing practices
Adopt those that work
Avoid those that don’t
• Outsmart the competition

Out-market
Out-perform
Out-sell

20
2-26
Business Strategy—Streamline
• Selling on eBay can be a full-time job

Plan ahead
Arrange and schedule daily tasks
• Gain efficiency
Manage your time
Designate an “eBay workspace”
• Lower your costs

Purchase in bulk
Locate best deals for supplies, product
• Get help!
Delegate
Enlist family members
Hire help
21
2-27
Business Strategy:
Organized, Not Overwhelmed
• A simple “Task Schedule” example
Morning Afternoon
Take photos Pack items
Do research/create listings Ship items
Check listing progress Check/order inventory
Check emails/answer questions Update records

22
2-28
Create Listings the Professional Way
Agenda
• Before You Start

• Research, Tools, and
Reports
• Creating Your Listing
• Pricing Strategy
• Moving Merchandise
• Listing Internationally

24
3-2
Before You Start…
• Research
• Select categories
• Compose titles
• Write descriptions
• Take and edit photographs
• Obtain packing and shipping supplies

25
3-3
What’s Hot – eBay US

26
3-6
eBay US—Merchandising Calendar
Promotions for the homepage of eBay.com
http://pages.ebay.com/sellercentral/whatshot.html
27
3-7
eBay US - eBay Marketplace Research
http://pages.ebay.com/marketplace_research/

28
3-15
It Starts with Your Listing
• Marketing is just:
A title composed of keywords
An attractive, well-written description
At least one good picture (including Gallery)
Clear, concise terms of sale
A friendly & professional tone
• Your titles and listings are crucial

Titles—use the 55 character spaces wisely
Create easy-to-browse listings
Add listing upgrades to draw attention
29
3-17
Enhancements Increase Bid Velocity
• Ways to merchandise your listing:

Gallery
Gift Services
Second Category Bold
Highlight Featured Plus!
Home Page Featured Gallery Featured
• Why use them:
Listing upgrades increase number of bids and final prices
• When to use them:
If “competitive” listings use an option, dilutes usefulness
Experiment
Watch for regular specials on listing upgrades
• Listing Upgrade bundles are often available for a
discount.
See eBay Fees page for more details.
30
3-20
Pricing Strategy
• All buyers hope for a bargain

• High starting prices (and reserves) may
discourage bidders
• Use a low starting price
Encourages bidding
Bidders experience “ownership”
Bidders tend to re-bid when outbid
Bidding wars—good for the high bidder, best for the
seller!

31
3-23
Choosing a Pricing Strategy
• Use Reserve to protect item if required

Use reasonable reserve amounts
• Some buyers want immediate gratification

Want (or need) the item NOW
Are willing to pay a premium
Set fixed (Buy It Now) price as your rock bottom price
• Fixed Price for commodity or multiple

items
• Pricing should match your comfort level
Experiment with different prices—see what works
32
3-24
Best Offer in Your Listing (eBay.com)

33
3-27
Moving Merchandise
• Choose different ways to list your items

List an item
Relist the Item
Move it to your eBay Store
• If you have multiple of the same
Limit listings to a few
Use multiple quantity option
List one, offer another as a Second Chance Offer
• Use separate, appropriate categories
Increased exposure
Use cross-merchandising
Point to your eBay Store
34
3-29
How to List Internationally

35
3-31
eBay Stores
Agenda
• What Is an eBay Store?

• Customizing Your Store
• Finding Your
Merchandise on and off
eBay

37
3-45
What Is an eBay Store?
• One-stop location for all your eBay listings on

eBay.com
• Unique, branded destination with…
Your logo and URL
Custom categories
“Your Store Only” search engine
• Ideal for listing inventory

• Provides advanced marketing, merchandising, and
business reporting
• Least expensive path to an ecommerce presence
38
3-46
An eBay Store: All That . . . and More!
Logo
Store search
Categories
Merchandise

39
3-49
Which Items are Best Suited for eBay Stores?
• Store items complement your non-Store listings

Batteries for toys
Film for cameras
Golf balls and bags for golf clubs
• Items that didn’t sell in auction-format listings
Lower the price, offer specials
• Merchandise similar to your other listings
Indicate in your description; “Visit my eBay Store …”

40
3-55
Finding Your Store Off eBay
• Store pages are

optimized for search
engines
• Receive Store Referral
Credit when you promote
your Store off eBay
On the Web
In emails

41
3-58
Finding Merchandise to Sell
Agenda
• Decide What to Sell

• Source Merchandise
• Know eBay Policies

43
2-8
Deciding What to Sell—Who Are You?
• Established business off eBay

Current product line
Select and “port” product
• Established business on eBay
Refine and expand product line
Expand into new product lines
• New business on eBay
Your passion, interest, hobbies
Your business goals
• Considerations for all
General line or specialize?
Low-volume vs. high-volume products?
Existing source or none?

44
2-9
Researching on eBay

45
2-11
Marketplace Research

46
2-13
What’s Hot (eBay US)

47
2-14
eBay US - Want It Now

48
2-15
Finding Merchandise to Sell
• Resell used goods

Yard sales, flea markets
Thrift stores
Estate sales
• Find local sources for demand products

Regional crafts, art, gourmet food
Hard-to-find international products
Selling agent for a wholesale or retail business
Factory or factory-outlet nearby

49
2-16
Other Products Sources
• “Distressed” inventory
Off-market clothing and accessories
Out-of-season, seasonal merchandise
Bankruptcy sales
Close-outs
• Buy direct
Act as “reseller” for a manufacturer
Buy wholesale merchandise
• Sources on eBay US
Wholesale category

50
2-17
Prohibited and Restricted Items
• Examples of prohibited items:

Firearms
Postage meters (scales are OK)
Search Help for “restricted items”
• Restricted items
Historical tombstones—no
New grave markers—yes
• Potentially infringing items
Academic software
Signature of another person
• VeRO (Verified Rights Owner)
Listings violating copyrights,
trademarks, use of images and text
Removes infringing items
51
2-19
Prohibited Listing Practices
• Keyword spamming: Non-

related keywords in your title or
description
• External links: Links on item
page to sites that solicit trades,
sales, etc.
• Choice listings: Providing a
choice of different items within
one listing
• Payment surcharges: Additional
fees for certain forms of payment
Help > Rules and Policies > Rules for Sellers

52
2-20
Market Your Business on eBay
Agenda
• Attracting Attention
• Customer Service
• You’re a Business
• Tried and True Marketing
Techniques

54
4-2
Marketing—It’s All About Attracting Attention
• Imagine eBay as a huge mall

• With over 200 million customers
• You are one store (out of thousands) in the mall
• How will you get customers to look at your
merchandise?
• How do you get them to buy from your store
(instead of the store next door)?

55
4-3
How Is Your Customer Service?
All of this (and more) was found on one listing

• If you have less than 10 feedback …I will cancel the bid without prior
notice
• DO NOT BID ON MY ITEMS UNLESS YOU UNDERSTAND AND
FOLLOW MY STRICT POLICIES!
• I WILL NOT TOLERATE DEADBEAT BIDDERS
• I will only send one email requesting your information
• ATTENTION!!!! IF I DO NOT HEAR FROM THE WINNING BIDDER
WITHIN 24 HOURS AFTER AUCTION ENDS, I WILL
AUTOMATICALLY RE-LIST ITEM AND LEAVE NEGATIVE
FEEDBACK! NO EXCEPTIONS!
• I will contact the winning bidder approximately one week after the
item has been shipped…and request that positive feedback be left.
In turn I will leave positive feedback.
56
4-4
Terms and Conditions—Good Example

57
4-5
Tried and True Marketing Techniques
• Incentives and discounts

Sell items at lower prices (no reserve) to gain exposure
Offer free shipping for first-time buyers
Offer discounted shipping for multiple purchases
• Opt-in direct marketing

• Cross merchandising

58
4-8
Marketing Yourself
Agenda
• Your About Me Page

• Advertise On eBay
• Market Off eBay
• Market from Your Own
Web Site
• Link to External Web sites

60
4-12
Your About Me Page
• Your About Me page—a marketing opportunity

• Describe your products and services
• Link to your other listings
• Link to your Web site

61
4-13
About Me Page Example

62
4-14
Advertise on eBay
• adMarketplace
sells and manages keyword
ads on eBay
• Purchase ads
Gain exposure with
your banner
Create sell-through
opportunities
Link on eBay Home
page or
http://www.ebaykeywords.com
63
4-15
eBay Keywords

64
4-17
Optimizing for Searches

65
4-19
Market from Your Own Web Site
• Link from your Web

site to your listings
or Store
• eBay Editors Kit
Display your eBay
listings on your
Web site
www.ebay.com.sg/education/learn-to-sell-editors-kit.html

66
4-21
Linking to External Web Sites
Cardinal Rule: Do not distract buyers from listings
Do’s Don’ts
Link to a “description page” or photo from a Link to external Web site from a
View Item page (further describing your Item) Listing page
Link to your other eBay listings or eBay Store Link to any page that offers to sell
from a View Item page outside of eBay
Link to your About Me page from your View Link to any page that solicits eBay
Item Page user information
Link to external Web sites from your About Link to any site or page offering
Me page and Store only merchandise prohibited by eBay
Link to your listing terms and conditions, Send unsolicited emails to bidders
provided that the most relevant T&Cs are in
the listing itself.

67
4-22
Summary
• Marketing is crucial
• Drive traffic to your listings and/or Store
• Quality listings make the difference
• Advertising (on and off eBay) is essential
• Create a marketing plan and stick to it
• Adopt “customer is king” attitude!

68
4-24
Managing Your Active Listings
Agenda
• Active Listings
• Management Tools
• Let’s Look at Selling Manager
• Selling Manager Pro
• Bidder/Buyer Management
Tools
• Managing Listings

70
5-2
My eBay - Active Listings
• All Selling > Selling Link

• From here you can
Edit a listing
Cancel a listing
Sell a similar item
• Once a listing ends it moves
into Sold or Unsold

71
5-3
Let’s Look at Selling Manager – eBay.com
• Selling Manager—a new eBay selling tool

• Organizes your listings
• Track transactions
• Easy sign up (Seller Services page)
• Online application, no download of files
• 30-day free trial, ($4.99/month)
Let’s explore Selling Manager!

72
5-5
Selling Manager Pro—Summary

73
5-7
Selling Manager Pro—Sold Listings

74
5-8
Selling Manager Pro—Success Ratio

75
5-9
Bidder/Buyer Management Tools
Bidder management tools

Block or pre-approve bidders
My eBay > Selling-Related Links

76
5-10
Managing Listings
• Answer emails promptly

Prompt response helps item success
Instills buyer confidence
• Cancel bids
Only with good cause
Cannot be reinstated
• End a listing early

Item no longer for sale
Cancel all bids or sell to the highest bidder

77
5-12
Summary
• Manage active listings from Selling Manager and

My eBay
• Manage your bidder list
• Block bidders at your discretion
• Cancel bids if necessary
• Revise or cancel listings if necessary

78
5-14
Managing Your Sold Listings
Managing Sold Items
• Managing Sold Items

Notify the buyer
Invoice the buyer
(if necessary)
Track buyer’s payment
Ship the item
Leave feedback
Receive feedback
Use Second Chance Offer, if
necessary
• Use Selling Manager!

80
6-4
Managing Payments
Agenda
• Payment Status
• eBay Checkout
• PayPal

82
6-6
PayPal – An Excellent Payment Solution
• An eBay company and the global leader in online

payment solutions:
Enabling any individual or business with an email address to securely,
easily and quickly send and receive money online
123 million account members
103 markets around the world
17 currencies:
Total payment volume through PayPal for 2005: US$27.5 billion (RM100
billion)
Preferred on eBay
• PayPal’s Vision:
Borderless Payments: Where online inter-country payment is as easy and safe as
domestic

83
PayPal and eBay: A perfect match
Marketplace Payments
• Integrated checkout
process with PayPal
Sellers go where
• Achieves PayPal critical More Sellers
buyers are mass – 120M Offer PayPal
• Enhances trust & safety

• Increases velocity of trade
Buyers go where • Lowers risk of fraud
sellers are More Buyers
• Preferred by buyers Use PayPal
• Cost Effective
• Saves Time & Money
eBay and PayPal facilitate the export and import of goods

worldwide in multiple languages and multiple currencies
84
PayPal Integrated With the eBay International Listings
Automatic Logo Insertion

85
PayPal Seller Accounts: Premier and Business
• Account Types:
Premier Account: Casual Sellers
• Accept all payment types, including credit card payments
• Customer Support: receive telephone customer service
• Free reporting tools to track your sales & transaction from one central location
Business Account: Businesses

• All of the benefits of a Premier account, plus
• Operate under a business name
• Create multiple user accounts to limited employee access to your account
• Chargeback/Claim Email Alias: route buyer inquires & disputes separately

86
There’s Money in Your Account!

87
6-9
Managing Your PayPal Account
Log in to PayPal to:

View recent activity
View and download sales history to your accounting software
Withdraw funds

88
6-10
Withdrawing Funds
• Log in to PayPal
• Click the My Account link
• Click the Withdraw link
• Select an option
• Follow the instructions

89
6-11
Packaging Pays Off
Agenda
• Customer Satisfaction
• Match Packaging to Item
• Flat vs. Actual Costs
• Selecting a Carrier
• Purchase and Print Shipping
Labels on eBay with PayPal

91
6-12
Customer Satisfaction
• Well-packaged items
Promote a professional image
Result in more positive feedback
Save time and money
• Buyers pay for packaging and shipping so…

Pack it well
Neatness counts
Excessive shipping costs may deter bidders

92
6-13
Match Packaging to Item
• Select the appropriate box for the item

Double box fragile items
Smaller items? Envelopes weigh & cost less
• Use a sturdy, corrugated box

With ample room for packaging
Rigid sides & flaps intact
Don’t exceed box’s maximum gross weight
• Use proper packing materials

Bubble wrap
Peanuts
Foam
Corrugated dividers
93
6-14
Selecting a Carrier
• Shipping carrier is an extension of the transaction

• Good carrier customer service enhances your
reputation
• Offer a range of shipping options & prices
• Manage and meet customers' expectations while
keeping costs low
• The lowest price may not yield the best value

94
6-16
Resolving Issues and Feedback
Agenda
• Business/Customer Issues
• Leave Feedback
• Unpaid Items—UPIs
• Second Chance Offer

96
6-19
Business/Customer Issues
• Conflicts and differences of opinion

• Negative feedback
• Account theft
• Buyers who attempt to purchase products
illegally
• Unpaid Items (UPIs)

97
6-20
Leave Feedback

98
6-21
Dealing with Negative Feedback
• Negative feedback is probable

• You may respond to negative feedback
• Mutual Feedback Withdrawal
Valid within 30 days of date feedback left or 90 days of the
transaction end date (whichever is later)
Both parties must complete the Mutual Feedback Withdrawal Form
Both feedback scores are adjusted simultaneously
Find more information at: Community > Feedback Forum

99
6-22
Unpaid Items
• Research shows most UPIs are oversights

Buyer out of town, ill, or deceased
Loss of computer or connection
Spam blocker blocks invoice emails
Buyer just plain forgot!
• Don’t assume ill-intent

• Communication usually resolves most UPIs
• Keep communication polite and non-accusatory
10 eBay Inc. confidential

0
6-24
Tips for Avoiding Unpaid Items
• Make PayPal your preferred method of payment

• Set preferences to provide Pay Now button on
closed listings
• Include clear shipping & payment instructions
• List Buy It Now items with Immediate Payment

1
6-25
What You Can Do About Unpaid Items
• Send a payment reminder

• Contact your buyer via email and/or phone
• File a Unpaid Item dispute
• Request a Final Value Fee credit
• Leave appropriate feedback
If the Buyer eventually pays:

Remove the Unpaid Item strike
Update feedback (optional)
More Info:
www.ebay.com/securitycentre

2
6-26
Second Chance Offer – eBay.com (US)
• Second Chance Offer

To sell item to under bidder
Increases sales
Sale completed on eBay (not off-line)
• Make a Second Chance Offer when:

Selling a duplicate item
• Final Value Fee applies
• No second insertion fee
Winning bidder fails to complete transaction

3
6-28
Sales Reports and Other Tools
Agenda
• eBay Sales Reports

• Seller and Traffic Reports
• Accounting Assistant

5
6-30
Track Your Business
Effective management by thorough measurement

• Things to track
Products sold
Final selling prices
Upgrade options
Costs
Traffic (hits, bids)
• Adopt a bookkeeping system
Use software
Create graphs, charts, comparisons
Study and “listen” to the data

6
6-31
How Sales Reports Can Help
Sales Reports help sellers….

• Measure their eBay sales against pre-determined
sales goals
• Understand the main drivers of their business
• Determine opportunities and areas for
improvement
• Refine their business strategies to ensure success

7
6-33
Seller and Traffic Reports
• Store Seller Reports

View key metrics
eBay marketplace data
• Store Traffic Reporting

Exclusive to Store sellers
Identical tool eBay uses to analyze
traffic and market
Reports on all of your listings and
Store pages
Bid/BIN tracking for Featured and
Anchor Stores

8
6-35
Resources on eBay
Agenda
• The eBay Community

• eBay Explained Online
• eBay Radio

0
7-8
The eBay Community - US eBay.com

1
7-9
The eBay Community - Malaysia

2
eBay Radio
• Hosted by Griff
• Broadcast twice a week
• All shows archived
• Receive
upcomingweekly noticesShows
eBay Radio for

3
7-12
eBay Seller Programs
• Trading Assistants
• PowerSellers

5
7-15
Trading Assistants
• Experienced, qualified eBay sellers

• Sell for others on consignment
• Have experience? Meet qualifications? Become a TA!
• Need experienced help? Hire a TA!
Go to tradingassistant.ebay.com
Enter your area or zip code
Review feedback and listings
Shop for the best deal!

6
7-16
The End!
• It’s Q & A Time!

7
7-18

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eBay Explained

Singapore, Malaysia, Philippines

eBay Inc. confidential

Provide a global online trading platform

eBay Inc. confidential

eBay site or majority investment

Users from Europe

1998 1999 2000 2001 2002 2003 2004 2005 2006

eBay Inc. confidential

89 million items at any given time 584

1998 1999 2000 2001 2002 2003 2004 2005 2006

eBay Inc. confidential

1998 1999 2000 2001 2002 2003 2004 2005 2006

eBay Inc. confidential

• Buyers and sellers following their passions

• Trust through personal communication and feedback system

• Customer loyalty and involvement with eBay

• Millions of entrepreneurs growing the marketplace in new

• 1.3 million people around the world making a living full- or

eBay Inc. confidential

eBay Inc. confidential

• An extension of your existing business

• An opportunity to start a new business

eBay Inc. confidential

• A business on eBay is like any business

• It’s about profit and loss

eBay Inc. confidential

• The basics of a business plan

eBay Inc. confidential

• Start Smart and Stay

eBay Inc. confidential

• Create a “business-only” email address

eBay Inc. confidential

• Observe your competitors

• Outsmart the competition

eBay Inc. confidential

• Selling on eBay can be a full-time job

• Lower your costs

• A simple “Task Schedule” example

Do research/create listings Ship items

Check listing progress Check/order inventory

Check emails/answer questions Update records

eBay Inc. confidential

• Before You Start

eBay Inc. confidential

eBay Inc. confidential

eBay Inc. confidential

Promotions for the homepage of eBay.com

eBay Inc. confidential

• Your titles and listings are crucial

• Ways to merchandise your listing:

• All buyers hope for a bargain

eBay Inc. confidential

• Use Reserve to protect item if required

• Some buyers want immediate gratification

• Fixed Price for commodity or multiple

eBay Inc. confidential