eBay Promotions, Order Discount, Coupons, Multi-Buy, Coupons & Markdown Manager

Promotions Manager provides eBay Shop subscribers with an easy way to set up special offers on eBay. Promotions can help you attract more buyers, clear old stock, increase average order size, and even lower postage costs by bundling more items per order.

You can set up four different types of special offers using Promotions Manager:

  • Order discounts – Offer discounts based on order size, or the amount spent by a buyer. You can also create promotions such as a percentage off an additional item, or buy one get one free
  • Multi-buy – Offer tiered discounts to your buyers when they purchase multiple quantities of your items
  • Coupons – Offer exclusive discounts to buyers by using a coded coupon
  • Sales event + markdown – Reduce prices for selected items or categories

Promotions are managed from Seller Hub > Promotions

When to use promotion types

Increase order size

  • Order Discounts
  • Multi buy

Boost sales volume

  • Coupons
  • Mark-down sales and events

eBay Shop/Store Design, Layout, Features and Benefits

You do not need to have a Shop subscription to sell as a business on eBay. However, an eBay Shop can help you reach the right customers, manage orders and build your brand. Your buyers can learn about you and your business and can browse your items through a customisable shopfront, and you can benefit from reduced fees.

Shop benefits

eBay Shops have the following benefits:

  • A free monthly allowance of fixed price and auction-style listings.
  • Capping of final value fees in certain categories
  • A customisable shopfront and a unique URL that you can use in your marketing
  • Use eBay promotions manager

If you subscribe to a Featured or Anchor Shop you’ll also get:

  • Monthly credit to spend on listing upgrades
  • A voucher each month to spend on eBay-branded packaging supplies
  • An allowance of free Good ‘Til Cancelled listings in 13 countries for sellers whose registered address is in the UK or Ireland. Find out more about selling internationally

Shop Design

eBay shops gives the seller only limited options to customise their store. They are however mobile friendly and easy to navigate.  Customerisation options:

  • Shop name.  This is name for your shop which can be different from your eBay user ID. 
  • Shop URL.  This is set when the shop is created.
  • Billboard.  This is a banner image that should express your brand, shows your products or announces a promotion.
  • Logo.  Your brand logo.
  • Featured items.  Up to 4 items can be selected to appear at the top of the shop
  • Shop categories.  Products can be organised into shop specific categories, or using eBay categories
  • Product order.  Sellers can choose between ordering products by best match or newly listed.

eBay Standard & Advanced International Selling & Global Shipping Programme

With 187m customers in 190 countries eBay is a great way to find new customers worldwide.

There are two ways to sell internationally on eBay:

  • Standard. Listing on your domestic site but making the product available for international purchase.
  • Advanced international listing. Listing directly on international eBay sites.  These listing will have the same

Standard international selling

A domestic listing with international shipping specified will appear on overseas eBay sites.  eBay will automatically translate the listings and also automatically convert the currency.

International listings will get a lower ranking than domestic listings, showing as ‘available from international sellers’.

Advanced international selling

‘Advanced’ international selling is where eBay sellers list directly on international eBay sites.  This has the benefit of being able to tailor listing to each international site.  It is however more difficult to manage as there will be a separate listing for each marketplace.  The advantages of advanced international selling are:

  • You can create separate listings for each eBay site.
  • Tailor your pricing to suit each market.
  • Your listings will have higher visibility as they will appear in the search results on those local sites.
  • You can translate item descriptions into the local language and appeal to more buyers.
  • You only pay the applicable selling fees for that country (and not the UK).

Shipping Programmes

eBay runs two programmes to make international shipping easier for sellers

Global Shipping programme

If the Global Shipping programme is selected at the Shipping Business Policy level, international customers can buy your item, but the international delivery, including shipping pricing, will be managed by eBay.  This programme is excellent for destinations such as South America where shipping is problematic

European Booster Programme

This service is run by a third party called Webinterpret and automatically localises and locally publishes your UK on 13 international eBay sites.  This makes eBay international listings much easier to manage.

eBay Promoted Listings Advertising – Listing Selection, Commission and Performance

Unlike Amazon PPC ads or Google Ads, eBay Promoted Listings are not auction-based or keyword-targeted. It is by design a much simpler tool. To promote listings, sellers specify the additional commission they are willing to pay to get a sale.

Promoted listings appear at the top and bottom of the listings.   Promoted listings are configured from seller dashboard > marketing >  advertising dashboard

Selecting listings

To advertise listings, seller create campaigns which contain multiple seller selected listings.  Listing can be selected in the following ways.

  • Individually.  Specific listings are added to a campaign
  • Bulk.  Listing are added to a campaign by category or via a CSV upload
  • Rule based.  Listings will be automatically added to a campaign based on a rule.

Rules define the category and prices range of products to be automatically added to a campaign.

Specifying commission

After specifying listings, the seller sets the additional commission they are willing to pay to get a sale. eBay will suggest a commission level (the ‘suggested rate’).  Seller can then

  • Amend the commission at the listing level
  • Adjust the suggested ad rate (e.g. +5% across all listings)
  • Apply a single ad rate

Once the listings are selected, and the commission set, the campaign can be launched.  Campaigns can either run continuously or have a set end date.

Monitoring performance

From the advertising dashboard, sellers can see the following metrics about their ads

  • Impressions.  Number of impressions which sponsored ads received
  • Click-through rate.  The percentage of times ads are clicked
  • Sold.  Number of sales generated by ads
  • Sales. Sales volume in local currency
  • Sales conversion rate.  The % of listings purchased after being viewed
  • Sold ad rate.  The additional commission paid

When to use promoted listings

Promoted listing can be used to boost sales under all circumstances where margin is available.  They are handy under the following circumstances

  • Promote listings with a good sell-through rate but low traffic.
  • Promote new items to provide traffic and establish a sales history.
  • Consider promoting your bestsellers if it makes sense to sacrifice some profit margin for higher sales volume.
  • Consider promoting seasonal products to kick off the season with good sales or address any risk of overstocking.
  • Consider promoting products you need to liquidate quickly.

Note: Sellers should optimise weak listings to improve the sell-through rate before promoting them.

eBay Disputes – Item Not Received, Not as Described and Unpaid Items

If a buyer does not pay for an item, you should start an unpaid item case to claim back the fees.

This can be done from the order profile in seller hub > orders

To automate this process you can engage the unpaid item assistant.  This will automatically start an unpaid item case after a set number of days and close it automatically a few days later.

This is set in account settings > site preferences > Preferences for items awaiting payment

Disputes

If a customer is now happy with the item they have purchased they can start a dispute. Disputes have two stages

  • Work it out.  Buy and seller communicate about their issues
  • Escalated to eBay. The buyer escalates the issue to eBay and they adjudicate

Disputes can take two forms:

  • Item not received.  Under these circumstances the buyer must provide tracking details otherwise they will lose the case if the buyer decides to escalate
  • Not as described.  This will usually result in the buyer returning the item to the seller at the seller’s cost if the buyer decides to escalate.

Optimising eBay listings Title, Description, Item specifics, Images, Identifiers & Business Policies

For eBay sellers, having your listing appear number one in search results is crucial. Buyers tend to click on and buy from the listings which appear first.

eBay is, in effect, a product-focused search engine.  Each time a user performs a search on eBay, eBay generates a list of results that it thinks is most relevant to its search.  The default order is this listing is determined by eBay ‘Best Match’ algorithm, though the user can select to order the results by price and listing age.

For an explanation of how eBay’s Best Match algorithm works, please see the relevant lecture.

Keyword research

To appear for relevant searches, the listing must include the keywords which users are searching. The keywords used in your listing should include:

  • Product name
  • Brand
  • Product type
  • Synonyms for product type e.g. nappy (uk name), diaper (US name)

When creating listings, take time to research keywords around your product and you product category.  Sources of keyword inspiration include:

  • Keyword tool. This is a free tool that gives search volume across several platforms
  • eBay autocomplete.  Type the name of your product into the eBay search bar and look at the search suggestion generated by eBay.  These will be high volume searches releated to the text you have entered.
  • Google trends. This gives keyword search volume on Google search
  • Your own experience as a seller and a buyer

Choose three to five keywords.  Sellers should identify a few keywords that potential buyers might search for and then use those keywords in the description and title.

Example:

Your product is a Cosatto lightweight Woosh stroller which comes with a footmuff

Keywords: Cosatto Woosh Baby, Stroller, footmuff

Synomyns:  Buggy, pushchair, travel system

Optimising product listing

Title

The eBay title is a maximum of 80 characters long, and you should use as many characters as possible with descriptive information and keywords.  The title has two purposes:

  • Include keywords to ensure that the product appears for relevant searches
  • Give buyers a clear picture of what is included in the product listing

A good title should read well. It should only include relevant keywords.  Do not be tempted to include high volume, but irrelevant keywords.  An example of this would be to include the brand names of competing products.  This is misleading and may get your listing removed under the Vero scheme. Furthermore, if a customer is attracted to a listing by the content of title and that title is misleading they are not going to buy.

An example of this would be including ‘iPad style tablet’ in your title for a non-apple product.  This will annoy people looking for an iPad and may get your in trouble for trademark violation.

Best practise when creating a title:

  • Aim for a title between 65 and 80 characters
  • Include the product type (shoe, bed, laptop) near the front of the title.
  • Use synonyms but keep them relevant to the product. Use words that buyers use and avoid jargon or acronyms that they will not know.
  • Include as many useful details, features and USPs as you can. These help the buyer decide if your listing is what they want before they click on it, helping to keep conversions high.
  • Use Proper Case (capitalise the first letter of each word), not all caps. Using all caps doesn’t help your listing stand out.  It is ANNOYING and hard to read.
  • Check that the title is in a natural order and easy to read.

A good formula for building a title is:

Brand + Gender + Item + Additional Keywords/USPs + Synonyms

e.g.

Cosatto Woosh Pushchair inc. Footmuff Pram/Stroller/Buggy

Photos

Images are one of the most critical factors for the eCommerce conversion rate.  eBay allows sellers to publish 12 free photos with every item listing. Take advantage of these with good quality photos shot from every possible angle.

Best practise:

  • The main (hero) image should be close-cropped on a white background
  • Use high-resolution images
  • Aim to submit images as near maximum size as possible (1600 on longest size)
  • Include photos from different angles, brand labels and detailed close-ups
  • Include lifestyle images
  • Avoid watermarks

It is best to take your own imagery, but use high-quality images from your supplier if this is not possible. All photos should be of professional quality.

Description

Description content

Descriptions have become less critical on eBay over time, as photos have gained importance, and eBay has made the description harder to find when using a mobile device or coming to the site from Google. Consequently, some sellers add barely any information to the description, believing that it will never be seen.

The importance of the description does depend on the specific product and category, but in many cases, buyers still look at the description to make an informed decision about their purchase. They will look for answers to their questions, often to make sure that they are not about to buy the wrong item.

The description clear and easy to read, including information about materials, sizing and technical specifications. It should include:

  • Product features
  • Benefits
  • Unique selling points
  • What’s in the box
  • Dimensions
  • Weight
  • Care instructions

Both eBay’s search engine and Google will index eBay descriptions and so be sure to include your primary keywords.  Aim for a description that is 100-200 works long whilst keeping the text readable and concise.

Listing design

eBay allows HTML to be used in its description field to create a detailed description.  This allows the description to be branded and structured liked a webpage.  The design of a listing is referred to as an eBay listing template. A template provides a professional design for your listings rather than a plain text description. 

eBay Keyword Research – Finding the Best Key Phrases for your Listing Title and Description

To appear for relevant searches, the listing must include the keywords which users are searching. The keywords used in your listing should include:

  • Product name
  • Brand
  • Product type
  • Synonyms for product type e.g. nappy (uk name), diaper (US name)

When creating listings, take time to research keywords around your product and you product category.  Sources of keyword inspiration include:

  • Keyword tool. This is a free tool that gives search volume across several platforms
  • eBay autocomplete.  Type the name of your product into the eBay search bar and look at the search suggestion generated by eBay.  These will be high volume searches releated to the text you have entered.
  • Google trends. This gives keyword search volume on Google search
  • Your own experience as a seller and a buyer

Choose three to five keywords.  Sellers should identify a few keywords that potential buyers might search for and then use those keywords in the description and title.

Example:

Your product is a Cosatto lightweight Woosh stroller which comes with a footmuff

Keywords: Cosatto Woosh Baby, Stroller, footmuff

Synomyns:  Buggy, pushchair, travel system

eBay Seller Levels and Performance Standards

Your performance as a seller is tracked by eBay and can be seen from Seller Hub > Performance.

Maintaining a good seller rating and feedback rating is important for four reasons:

  • Sellers with better performance metrics will perform better in eBay’s best match search algorithm
  • Top rated sellers are eligible for eBay ‘Premium Listings which are eligible for a 10% fee discount
  • Your feedback profile forms part of your brand on eBay and the broader web.  Great feedback with reassure buyers and increase conversion rate
  • Below standard sellers pay an additional 4% final value fees

Seller Rating

Seller Rating is eBay’s measure of the quality of a seller.  There are three levels of seller rating.

  • Top rated. Providing an excellent level of service to customers
  • Standard.  Meeting minimum standards
  • Below standard. Your seller level can fall to Below Standard if your transaction defect rate is above 2% or if your percentage of cases closed without seller resolution is above 0.3%.

A different seller rating is given for each region the seller trades in.  For the UK these are:

  • UK + Ireland
  • EU
  • Global

All sellers should aim for Top rated seller level.  If your account is ‘Below Standard’ the account may have restrictions placed on it as it is below the minimum standard that eBay expects.  Four metrics affect your seller rating:

  • Transaction defect rate
  • Cases closed without seller resolution
  • Late delivery rate
  • Tracking uploaded on time and validated (Top-rated sellers only)

Transaction defect rate

The transaction defect rate is the percentage of your transactions that have one or more of the following defects:

  • eBay Money Back Guarantee and PayPal Purchase Protection cases closed without seller resolution
  • Seller-initiated transaction cancellation

To be a top rated seller requires a transaction defect rate of < 0.5% and standard sellers < 2%

eBay does not count more than one defect per transaction.

Late delivery rate

For top Deliveries will be considered late only when:

  • Tracking shows the item was delivered after the estimated delivery date and there’s no acceptance scan within your handling time
  • The buyer confirms the item was delivered after the estimated delivery date and there’s no tracking that shows it was on time

Cases closed without seller resolution

Cases closed without seller resolution are cases where eBay was asked to review the case and the seller was found responsible.  Standard and top rated sellers must keep their rate < 0.3% of sales.

Tracking uploaded on time and validated

Top rated sellers must send 95% of their orders via a tracked service.  This is defined as transactions where you upload tracking details within your stated handling time, and the carrier scanned the shipping label either before or after your handling time, are on time and validated.

Sales

To be an eBay Top-rated Seller, you must have at least 100 transactions and £1,000.00 in sales during the past 12 months in your business account

eBay Feedback – Seller & Feedback Profiles, Revising and Automating Feedback

For each transaction, the buyer and seller can rate each other by leaving feedback.  A buyer can leave positive, neutral or negative feedback along with a comment.  Feedback is a vital part of eBay’s ecosystem and provides buyers with confidence that they are dealing with a reputable seller.

Feeback profile

Every eBay member has a Feedback Profile, which includes basic information about the member and the feedback that their trading partners have left for them. For each transaction, the buyer and seller can rate each other by leaving feedback.

A buyer can leave positive, neutral or negative feedback along with a comment.

If a seller wants to leave feedback for a buyer, they can leave positive feedback and a short comment.

Example feedback profile page:  https://www.ebay.co.uk/fdbk/feedback_profile/hellobabydirect

Detailed seller ratings

Alongside the feedback rating, the buyer can also rate the seller on additional criteria know as detailed seller ratings.  These are:

  • Accuracy of the item description
  • Communication
  • Dispatch time
  • Postage and packaging charges

These detailed seller ratings do not count toward the Feedback Score and are anonymous. This means that sellers can not tell which buyer left which detailed rating, so buyers can feel free to leave ratings that honestly tell the story about their experience.

Note: detailed seller ratings cannot be revised.

Revising feedback

A seller can request a feedback revision from their account.  This request can either be accepted or declined by the buyer.

Feedback cannot be revised unless a revision request is sent.  A revision request is sent from the feedback form.

Feedback best practice

eBay sellers should closely monitor their feedback as your feedback percentage indicates your trustworthiness as a seller. If you receive negative feedback, you should:

  • Respond to all negative feedback with a message
  • Contact the buyer to see if there is anything that can be done to remedy the situation
  • Send a feedback revision request if they agree to change their feedback

You are eligible for 5 feedback revision requests per 1,000 feedback received in the past 12 months. This is done from the feedback forum > request revision

https://pages.ebay.com/services/forum/feedback.html

Feedback automation

The leaving of feedback can be automated from Seller Hub > Listings > automation preferences.  The options are:

  • Buyer has paid for this item.
  • Buyer has paid for this item and left me positive feedback.

One of more feedback notes can also be specified to leave alongside the feedback score.  If more than one is given, eBay will use them in rotation.

Managing eBay orders – Dispatching, Buying Postage, leaving Feedback and & Cancelling

Your eBay orders can be accessed from Seller Hub > Orders.  From here, you can perform the following functions:

  • Dispatch orders.  By updating the order status, the buyer will be informed of the change in status
  • Cancel order.  See below for details
  • Print postage labels and invoices.  Print packing slips, invoices and unpaid postage labels
  • Buy postage.  Buy item postages from directly within eBay
  • Add tracking.  Add tracking number and courier details
  • Leave feedback.  Udpate feedback on multiple orders
  • Print vouchers.  Offer vouchers for including in packages

You can cancel an order up to 30 days after a sale, even if your buyer has already paid. The buyer can still leave feedback, unless you cancelled the order because the buyer did not pay for the item.

You can cancel an order if:

  • You have not sent the item, and the buyer asks you to cancel the order
  • You have fewer items in stock than you thought
  • The buyer purchased the item using the wrong delivery address
  • Four calendar days have passed since the purchase date, and the buyer has not paid. You will see this option to cancel only when the order is eligible

You won’t be able to cancel an order if:

  • You have shipped the item
  • The buyer reports that the item hasn’t arrived or has requested a return