shop.org 2014 - "not your slightly older cousin's ebay"
DESCRIPTION
From the Mercent booth at Shop.org 2014: Paul Connors, Mercent's Director of Product & Strategy, and Mahonri Madrigal, a Senior Consultant with Marketplace Ignition, discuss new opportunities on eBay Marketplace and best practices for the present and future.TRANSCRIPT
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Not Your Slightly Older Cousin’s eBay
Use eBay’s Advancements to Your Advantage
September 30th, 2014
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What We’ll Cover1. The eBay Opportunity2. Changing Perceptions3. Levers for Success4. Best, First Moves Before the
Holidays
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Introductions
Paul ConnorsDirector of Product & Strategy
Mahonri MadrigalSenior Consultant
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The eBay Opportunity
Source: eBay 2013 Annual Report Letter to Shareholders
2003 2008 2013 $-
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
eBay Revenue (in billions)
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The eBay Opportunity
Source: eBay 2013 Annual Report
GMV Involving Mobile Touch Point GMV Not Involving Mobile Touch Point0%
10%
20%
30%
40%
50%
60%
70%
2013 Gross Merchandise Value and Mobile
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The eBay Opportunity
Source: eBay Q2 2014 Quarterly Results
ECV Involving Cross-Border ECV Not Involving Cross-Border0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Q2 2014 Cross-Border Trade
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The eBay Opportunity
• Continued Overall Growth
• Increasing Influence of Mobile
• Significant Contribution by Cross-Border Sales
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Changing Perceptions
Versus
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Changing Perceptions
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Changing Perceptions
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Changing Perceptions
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Changing Perceptions
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Changing Perceptions
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eBay Levers for Success
• Global Shipping Program
• Fast ‘N Free Shipping
• Promotions Manager
• Mobile Optimization
• Daily Deals*
• Strikethrough Pricing*
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eBay Levers for Success
• Identify eligible products within your eBay assortment• Flag the Global Shipping indicator for those items in
your product feed to eBay• Opt in for the eBay Global Shipping Program on My
eBay• Confirm your shipping exclusions in My eBay• Your fulfillment remains a domestic transaction to
eBay’s Global Shipping Consolidation Center in Kentucky
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eBay Levers for Success
Global Shipping Overall0
2000
4000
6000
8000
10000
12000
14000
16000
Orders
Global Shipping Overall $-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
$800,000.00
$900,000.00
$1,000,000.00
Order Value
Source: Mercent Retail
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eBay Levers for Success
• The listing offers free shipping• Both the buyer and the seller are in the US• There is a high probability that the item will
be delivered within 4 business days or less• eBay estimates the sales lift for having the
Fast ‘N Free badge in search results and product listings at up to 11%
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eBay Levers for Success
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eBay Levers for Success
eBay Promotions
Manager
• Managed through the My eBay interface• Four types of promotions; Order Discount,
Codeless Coupon, Sale Event, Accessory Discount
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eBay Levers for Success
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eBay Levers for Success
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eBay Levers for Success
1.3% More Items Sold
2.3% More Items Sold
2.3% More Items Sold
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eBay Levers for Success
• Quality images• Avoid heavy, detailed product listing
templates• Any product listing template should be simple
and vertically oriented• Reconsider investing in a personalized
storefront
Mobile Optimization
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eBay Levers for Success
• Maintain a high positive feedback rating • Follow eBay's rules and policies• Keep your account in good standing• Sell items consistently and steadily• Maintain a high score in all Detailed Seller Ratings
(DSR)• Maintain a low amount of "Protection" or "Resolution"
cases• Inform your eBay account manager that you want to
be featured in Daily Deals
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eBay Levers for Success
Deal
Deal
Deal
Deal
Source: Mercent Retail
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eBay Levers for Success
• Unlike other marketplaces, eBay must enable strikethrough pricing on your account
• You need to send a sale price lower than the original price
• Creates additional visibility for your listing in search results and on the product page
Strikethrough Pricing
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Best, First Moves
• Review eBay product listing feedback as to:• Items eligible for Global Shipping• Recommended title or price adjustments
• Opt in to eBay Global Shipping and flag products to include in the program
• Review your shipping latency and settings for Fast ‘N Free Shipping eligibility
• Check Out Promotions Manager for compelling, cross-assortment deals
• Review product offer pages for mobile optimization
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What We’ve Covered1. eBay is a Growth Opportunity2. eBay is More Mobile-Oriented3. eBay is a Simple Cross-Border
Solution4. Multiple Levers Exist for eBay
Lift5. Prepare Now, Before the
Holidays