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How to Make Your Store Soar
The key to making it big with your eBay Store is by getting as much traffic as you can to your Store. This is most easily done by tapping into eBay's huge network of buyers.
In other words, list regular auctions or fixed-priced listings on the regular eBay site. This is the best way to attract the attention of eBay's more than 50 million active buyers.
Now, on your auction listing, be sure to link to your eBay Store. eBay helps you out a little bit with this by providing some eBay Stores promotion tools.
For example, they place an icon next to your username to indicate that you have a Store. Clicking the icon takes members to your Store.
They also provide a "Visit this seller's eBay Store" link in the "Seller information" box at the top of an auction page.
By default, eBay also turns on your store header, which appears at the top of all auction listings.
The store header let's people know right off that you have a store and even provides a search box. You can turn off the store header in your eBay Store preferences, but I'd only recommend doing this if you don't have very many items in your Store (in which case, you should probably cancel your Store subscription if you're not going to make good use of it).
Take a look at the following image of a successful eBay Store owner's auction listing.
This seller, in all of his auction listings, uses the same template. As you can see, he provides a "Search Our Store" link at the top and displays a prominent search box below the main item description. And perhaps most importantly, he displays and links into each of his eBay Store categories (links to store categories appear below the "Browse by Genre" header).
With each method of promoting your eBay Store, you're providing potential buyers a reason to visit your store. I believe that the most effective way to do this is by linking directly to your store categories.
You should therefore provide these category links prominently as much as you can.
You should also make sure that your category names are descriptive, as well as provide an appropriately diverse selection of categories.
For example, you may have a main category of vintage items. You may simply call this category "Vintage". That's fine, but be sure to break up all those vintage items into subcategories such as "Vintage Coke Bottles", "Vintage Beer Cans", "Vintage Movie Posters", and so forth.
There are a couple of reasons for why you want to be this descriptive with your categories. One reason is to make it easy for your customers to know what it is that you have available. Here's a great example of how not to utilize categories:
This person obviously sells music CD's. But what kind? I sure am not going to browse through 93 thousand listings to try and find what I'm looking for. And why bother searching if you don't even know what kind of music he sells?
This seller would do far better to create a different category for each genre of music, and place his listings into those appropriate categories. He'd do even better to go a step farther and break up each genre into subcategories of artist and/or decade.
Doing so would make browsing through his 93 thousand titles much easier!
Furthermore, maybe I'm a country music fan. If I were to see that he has a Country Music category, I'd be much more apt to check subcategories or run a search for, say, "Chris Ledoux" where I would discover that he has 33 Chris Ledoux CD's. Now that's far more manageable than 93 thousand!
For the same reason you want descriptive categories, you also want to choose a descriptive store name. Using the example of the eBay Store pictured on page 54, we can see that he selected the excellent store name of "FOSSMAN DVD VHS CD BOOK VIDEO GAME".
Since this seller sells DVD's, VHS movies, CD's, books, and video games, that's what he named his store. Again, this optimizes it for eBay's Stores search.
When a buyer searches for an eBay Store, they typically don't search for "Bob's Great Deals n' Stuff". Buyers are going to search for what they want, which is why having a descriptive title is so important.
One more important method to use in order to drive traffic to your store is by linking to your store directly in your item description with links that read "Buy it now in my store!", or "No need to wait, get it today in my store!"
To get the URL for your eBay Store, simply visit your store's main page (or category page if you want to link into a specific category) and copy the URL out of your browser's address bar.
If you want to link to your store's main page, then the URL is simply as follows:
Note that the portion after the "stores.ebay.com/" is case sensitive, be sure to case it (use upper and lower case letters) the same way your store is named. URL's cannot have spaces in them, so if your store name has spaces in it, eBay will automatically replace those spaces with a hyphen for your store's URL.
Finally, eBay provides the tools to allow you to publish a newsletter. On the internet, the newsletter is one of the most powerful marketing tools 'netpreneurs have available to them. You can access your newsletter publishing tools through your eBay Stores preferences.
Members have the opportunity to subscribe to your newsletter when they add you to their favorite sellers list. They can also unsubscribe at any time without actually removing you from their favorites.
eBay manages the distribution and subscribing of the newsletter so you never need to worry about violating any spam laws.
Because eBay members subscribe to your newsletter by adding you to their favorites, you should actively promote the idea of having people add you to their favorites. The easiest way to do this is by providing a link in all your listings. No need to get fancy. A link that simply reads "Add me to your favorites" should suffice.
The URL to use to have somebody add you to their favorites looks like this:
Replace "username" at the end with your actual eBay username.
Whether you publish a newsletter through eBay or not, you should still ask people to add you to their favorites. Your best business will always be repeat business!
Another very basic method of promoting your store is to have a link to it in all outgoing email, and mention your store (along with your store URL) in out going packages; either on a receipt, packing slip, or thank you note.
A big reason for promoting your store so heavily is that eBay will refund 75% of the final-value fees for any sales that result from your own promotions. Check the eBay Stores FAQ for more information.
eBay provides so many more tools that we haven't talked about here (talking about them all would take up a whole other book!) Be sure to go into your eBay Stores preferences to check out all the free tools available to you, and be sure to take advantage of them all!
If you already have a registered seller account on eBay and think you're ready to get started with eBay Stores, you can do so right away by clicking here.
Integrating an eBay Store into Your Auction Business
How to Make Your Store Soar
Chapter 4 Summary & Takeaways
Jump to another chapter:
Chapter 1: Driving Traffic to Your Auction Listing
Chapter 2: Listing for Higher Profits
Chapter 3: Does Any of this Stuff Work?
Chapter 4: eBay Stores
Chapter 5: Auction Management
Chapter 6: What to Sell on eBay
Chapter 7: Finding Products to Sell on eBay
Chapter 8: Mining eBay's Traffic
Chapter 9: HTML Tutorial
Chapter 10: Acting Like a PowerSeller
Chapter 11: Final Words
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