Expert: Marvinator - 6/19/2007

Question
Hi! I am a jewelry and clothing designer and I have had an ebay store for over a year now. The fees are almost over my head. I have an etsy store and website and sell at local shows too. I am considering closing my store and moving to auctions only. I have been watching other independent artists do this as well. I am nervous because i want to be able to keep my selling name and excellent feedback(350) and want to keep my about me page. I get alot of international biz via Ebay and don't want to loose that. How can I have my cake and eat it too, and not drive my biz into the ground. Thank you for your time!

Answer
I've given this a lot of thought and think that going with only one type of listing may be a mistake.  Switching from an Ebay store to standard listings will actually cost you MORE money than using the Ebay store.  It is not the format which is causing the problem, but most likely your own actions.  

Here are a few things to consider:

Ebay store listings are only 2¢ where an Auction Listing costs you 40¢ (minimum!).  Using a gallery in a store listing is only 1¢ and 25¢ for an Auction Listing.  If you're trying to save money, switching to an All Auction Listing format will actually cost you MORE money - BY FAR!  

Consider cutting back on such things as templates, timed starts, bold or featured listings  in your store, or anythign which costs you more than the standard 3¢.  List everything in your store at the bare minimum - plus gallery for a total of 3¢ (and those run for a month!  Regular Auctions run for only a week on average).  If you list 50 items, this is only $1.50 in addition to your Store Fee of 15.95.  

So now you've cut back on your outlay on store listings, it's time to think about advertising. Start with your titles.   Make sure your Titles are clear and concise and give as much information as possible.  Put "Diamond Tennis Bracelet, 8 In. New" instead of just "bracelet".  Think like a buyer.  Remember that it is the TITLE which makes people click into your auction. A boring title chases people away. Stay away from things like "LOOK!" or "WOW" or words which people will NOT search on.  (No one ever went looking for an auction with the word "WOW" in the title.)

Check out how your listings LOOK.  Use a FREE Template found on the internet. Don't pay for anything.  Stay away from music, cute backgrounds and animations.  These take longer for the Listing Page to load and a bored buyer is not a buying buyer.  The longer it takes, the quicker they will click on to the next seller.  Make sure you don't spend more space on your RULES than on the description.  Always post a good and well lighted picture.  Bad pics also drive away sales.  

Lastly consider the fact that Ebay doesn't put the Store Listings into the search engine regularly any more.  This means you have to direct people to your store. The best way to do this is to take a small amount of your BEST SELLING ITems, and list them in an Auction Format.  That's right, list them in an Auction Format.  These are searchable and people will find them before they find your Store.  They click into the Auction and whether they buy or not, you have your Store Mentioned at least once (next to your name is a Store Icon) and if you want, you can even Mention "Stop by my Store for more Fantastic Jewelry!" and even put a link right to your store inevery auction.  You don't want to list too many and you don't want to list poor sellers.  Remember these auctions need to pay for themselves so be sure to list your BEST SELLERS.

What you're doing is working the system as best you can using your money and talents wisely.  YOur Auction Listings are signposts to your Store.  Your Titles are enticing and make people want to look at each one.  Your descriptions are well laid out, bright and pictures show the product in the best way possible.   

(If you'd like to send your Ebay name to me directly at Marvinator2003@yahoo.com I would be glad to give you direct thoughts about how your store and listings are laid out.)  

This is exactly how my wife runs her Ebay store.  A handful of auctions every week, and a store full of great sales. (Her feedback rating is nearing 11,000)