eBay, the world's auction site,
has changed over the years. Now, more than ever, it is an extremely competitive
marketplace. There is still ample opportunity to make money on eBay. However,
for a seller to make money on eBay today he or she must be more savvy than than
a seller from 3 years ago.
There are many ways you can
become a top seller on eBay. The purpose of this eBay article is to teach you
one of the lesser known strategies. This eBay article focuses on how you can
compete, and win, in the eBay marketplace by learning, understanding and applying
some of eBay's policies - and using them to your advantage. Your goal, if you
are going make money on eBay, is to be a top performer in your product niche,
and this eBay article will show you how you can achieve that.
First, you must be aware of eBay's
policies. Second, you need to insure that you do not violate these policies.
And third, you must monitor your competition to insure that they too are not
violating eBay's policies.
Have you ever heard the
expression "knowledge is power"? eBay has established itself a level
playing field. Everyone plays, supposedly, by the same rules. Of course, this
supposes that everyone playing the game actually knows the rules. Like in most
marketplaces, there are penalties - some sever - if such rules are broken. You
must use this to your advantage.
1. Fee avoidance
eBay generates a significant
portion of their profits from "final value fees". As a result, many of eBay's policies
revolved around this specific violation. "Fee avoidance", or the act of "circumventing
eBay fees" can
occur in many ways. Here is just a partial list of practices that might be
considered a violation of this policy:
You can not: end an auction early in order to sell a
bidder the item directly and cut eBay out of the deal
You can not: end a reserve-price auction early because
it doesn't look like bidding will reach the reserve
You can not: end a no-price auction early because it
doesn't look like bidding will reach the minimum you hope to get for the item
You can not: encourage bidders to contact you directly
to purchase the item off eBay
You can not: require the buyer who wins the auction to
buy something else. For example, a certificate for cheap airfare that requires
the buyer to pay for three nights in a specific hotel.
You can not: give the buyer a choice at the end of the
auction. For example, if you have a blue tie and a red tie for sale, they
should be listed as two separate auctions - not one auction with a
"choice" at the end of the transaction
You can not: include a static or clickable link to a
non-eBay website
In most situations, it's the
bidder who reports to eBay that fee avoidance is occurring or has occurred.
However, as a savvy seller it is your obligation to report to eBay these
violations made by your competitors. Many times a new seller to eBay doesn't
know they are breaking policies - and certainly doesn't know what to do once
they receive a warning from eBay.
From time to time you'll see people cease to
be a competitor because they often quit selling on eBay out of frustration.
Sellers who have a fee-avoidance complaint against them can expect a warning,
temporary suspension or permanent suspension.
2. Stealing Photos
One of my students recently
spent thousands of dollars on professional photos for their products, only to
find their photos "stolen" and placed on that competitors eBay
listings.
It's not easy to take great
photos - and it's tempting for people who see a perfect photo to "right
click", save the photo to their desktop and upload the photo as their own.
This occurs a lot - and is mostly done by new sellers on eBay who don't
understand that your photos are not part of the public domain for their own
use.
Copyright laws apply to the
Internet just as they apply to other media. Should you find your photos on the
listings of a competitor, simply report this to eBay and that competitors
listings should be removed. When you're reviewing your competitors
listings for violations, don't just look at the titles, but review the entire
listings and read the descriptions, looks at the photos, etc.
3. Shill Bidding
Shill bidding happens when a
seller (or accomplice) bids on his or her own auctions - with the intent of
driving up the price. For example, a seller might have two eBay ID's and use
one of them to bid. They might also convince a friend, family member or
co-worker to bid on an item with no intention of buying it.
Shill bidding can
be tempting when lots of people are watching an item but no one's bidding -
just one false bid to get things rolling - or when bidding is slow and it looks
like an item will sell for a lot less than the seller thinks it's worth.
Shill bidding is a little more
difficult to detect in a competitors listings - but is still something you
should look for. Review your competitors "closed" auctions. Review
the last 30 days of completed listings and look at the buyers/bidders. More
specifically, look to see what the feedback score is for these buyers/bidders.
Do you notice a pattern? Can
you see a trend? Does the same user ID purchase multiple items from the seller
(for an item that would have no need for multiple purchases)? When did these
users registers? If shill bidding is happening, many of the "bidder"
accounts will have recent eBay registration dates.
Shill bidding happens with new
sellers who think "what's the harm in increasing the price just a little -
no one will know." Shill bidding also happens with experience, high level
sellers. Recently two top jewelry sellers were warned and had their accounts
suspended by eBay for shill bidding...they were bidding on each others'
auctions.
Shill bidding is illegal, and
is another policy violation that eBay takes very seriously. eBay has very
sophisticated tools and technology to track shill bidding. If you believe there
is shill bidding activity going on within a sellers account, report it to eBay
and they will begin an investagation.
4. Keyword Spamming
As you become aware of what
keyword spam is, you'll begin to notice how frequently this policy violation
actually happens. While some advanced eBay sellers who are making money on eBay
will actually keyword spam intentionally, many new sellers are unintentionally
violating this eBay policy.
By definition, keyword
spamming is "the act of trying to attract
buyers to your auction by putting popular but inappropriate keywords in the
title". In
situations like this, sellers often use keyword spamming to make their items
appear in a wider range of search results, even though what they're offering
isn't exactly what the buyer is looking for.
A title like: Brand new mens watch CITIZEN SEIKO
ROLEX CARTIER is an example.
One watch can't be from all those manufacturers, but the seller wants his title
to show up in the search results of people searching for watch - and also for
anyone searching for any of those manufacturers by name.
eBay makes the point that
keyword spamming is unfair to buyers - that a seller is wasting a buyer's time
with a title that promises something that the seller doesn't, in fact, have to
offer. There are several kinds of keyword spamming - all of which violate
eBay's policies.
You can not::
compare. Your title must describe what you're selling and not compare it to
something that you are not selling. For example, let's say your have a listing
that says: Womens purse, like
prada for less. This would be
considered a violation of the keyword spamming policy.
The auction is not for a
prada purse but the seller is trying to attract bidders looking for that
specific designer handbag. Comparisons don't have to use the word
"like"; either. Titles like: even
cuter than a beanie baby or workout clothes, not nike addidas
puma also violate the policy.
You can not: include a list of related words. This
restriction applies to both titles and descriptions. In a title you're limited
to 55 characters, so you can't really make long lists. However, it's against
eBay policy to fill up your item description with long lists of words that are
there for no other reason than to attract the attention of shoppers who are
searching by both title and description.
For example, if you're selling
cosmetics, don't include a list of words like this in the description: lipstick lipgloss lip gloss glamour
beauty lip liner and so on.
Your auction might turn up in more searchers, but it'll just upset buyers who
are looking for something other than what you're selling.
You can not: use misleading titles. This policy covers
some of the previous violations but also anything else that could potentially
confuse buyers or lead them astray. For example, you might be offering free
shipping to buyers who use the Buy it Now option. If that's the case, make sure
you state this in the title.
Here's the point with keyword
spamming. Since we know it's going on already in your category product niche,
look for it. Research it. Find it. It's already there. Now that you are aware
that this exists, report these sellers and their listing violations to eBay.
The result will be in the warnings and cancellations of your competitors
listings.
The goal of eBay is for all
sellers to play by the same rules on the same field. It's your responsibility
to insure that your competitors do not have an unfair advantage. Remember,
"all is fair in love and war".
If you look closely, you can
and will find active auctions that violate one if not all of the policies mentioned
above. Can you get away with it? Maybe for an auction or too, but sooner or
later, you'll get caught. Play with integrity to win. And, make sure that your
competitors play by the same rules and with the same integrity.
You never want
to jeopardize your eBay account by violating the marketplace policies - just be
sure that your competitors are not violating them as well. Do the right thing -
report these violations to eBay.
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