eBay跨境电商运营指南全流程解析

QuickGuidetoSellingoneBay

eBayoffersyoutheWindowtotheWorld

WelcometoeBay--TheWorld'sOnlineMarketplace®forthesaleofgoodsandservicesbyadiversecommunityofclosetotwohundredmillionregistered

membersfromaroundtheworld.

Atanygiventime,tensofmillionsofitemsarelistedoneBayforsale.People

spendmoretimeoneBaythanonanyotheronlinesite,buyingandsellingitemsinmorethan50,000categories,makingitthemostpopularshoppingdestinationontheInternet!

Doyouknowthat,oneBay,

•userstrademorethanUS$1,600worthofgoodseverysecond?

•aprivatebusinessjetwassoldforUS$4.9million?

•therearemorethan300,000onlineeBaystores?

•approximatelyhalfofalltransactionsareinternational?

•morethanonemillionprofessionalsellersusetheplatformasaprimaryorsecondarysourceofincome,andtensofthousandsofthemresideinAsia?

SellingoneBayisfast,easyandfun.Let’sstartsellingnow!

“Weshiptomorethan45countriesandourproductsarereachingareaswemightnothavethoughtof

reachingwithouteBay.”Mukul

StartSellingInternationally!

Register*

AlmostanyonecanselloneBay.Tostartsellingworldwide,youneedtocompleteonlytwosimplesteps:

1)RegisterasaneBaymember(ifyouhavenotalreadydoneso)

Goto

Clickthe

“Register”link

Change“CountryorRegion”toyourlocation

Provideallrequestedinformation

ActivateyoureBayaccountbyclickingonthelinkthateBayemailstoyou

2)SetupaneBaySellerAccount

Goto

SigninwiththeeBayIDandpasswordthatyoucreatedintheabovestep

Clickon“Sell”

Provideyourcredit(ordebitcard)informationandotherrequestedinformation

Congratulations!Youarenowaregisteredsellerandcannowreachouttomillionsofusersinourmarketplace!

*PleaserefertothesectiononPaymentonhowtoregisterforPaypal,eBay’spreferredpaymentmethod

ChooseasellerIDyourcustomerscaneasilyrememberandrelatetotheproductsyousell.YoucanchangeyourID

anytimeinthefutureandstillretainyourfeedbackscore.

Beforeyousell…

WhyselloneBay?

MillionsofPotentialBuyers-whenyouselloneBay,youarereachingouttocloseto200millionsregisteredmembersfromaroundtheworld.

Security-theeBayplatformissafeandsecure–ourfraudpreventionand

policyenforcementteamsmonitortheonlinemarketplacearoundtheclocktogiveyouthepeaceofmindyouneedasaseller.

LowBarrier–tostartaneBaybusinessrequiresverylittleinvestment,andyouhavetheflexibilitytodecideatwhatpaceyouwanttogrowyoureBaybusiness.

ProvenPlatform-eBayhasbeenbringingmillionsofsellersandbuyers

togethersince1995.EaseofusecombinedwithareliableplatformhasmadeeBaythe#1onlineshoppingdestinationintheworld.

WhattoSell?

Mostshoppersbuyonlineforoneormoreofthefollowing“compellingreasons”:

•Price-theproductischeaperonline

•Availability–itisnotfoundinthelocalstores

•Convenience–itcanbepurchasedatthecomfortofone’shomeanddeliveredtoone’sdoorstep

WhatyoushouldaskyourselfbeforesellingoneBay:

•Whatdotouristsfrommytargetmarketbringhomewhentheytravel?

•DoIhaveagoodsupplyofwhatIplantosell?

•Doesmyproductaddressthe“compellingreasons”mentionedabove?

•DoIhaveagoodunderstandingofthedemandformyproduct?

•WhatuniquecompetitiveadvantagedoIhaveoverothersellersofsimilarproducts?

“WithouteBay,itwouldhavebeendifficulttoachievethiskindofnumbersandthiskindof

success.”Sheena

HowtoSucceedoneBay?

TheeBaymarketplaceisvibrantandtransparent.Asellercanlearnmuchbystudyingthetradingactivitiesonthesitetofindoutwhatworksanddoesnot.Sincelistingcostisrelativelylow,onecanalsolearnbyexperimentingwith

varioussellingoptionstocomeupwiththeoptimumwaytolistagivenproduct.Herearesometipsfromourtopsellers:

Constantlylookforthenextproducttosellandthenextmarkettosellto

Observeandlearnfromyourcompetitors

Payattentiontomarkettrendsandcompetitivedynamics

Tryavarietyoflistingformatstofindoutwhatappealstothebuyers

Offermultiplepaymentandshippingoptions–flexibilityhelps!

Useproductivitytoolstomanageyourcostsandscaleyourbusiness

WheretoSellto?

eBayhasover30sitesandbuyersfrommorethan100countries-whatworksinonemarketmaynotworkinanother.

Fortunately,onceyoubecomearegisteredeBayseller,youcaneasilyreachoutdirectlytothesemarketsandfindoutfirst-handwhatsellsandwhatdoesnot.

Herearesometips:

BeginsellingonEnglishlanguagesites(e.g.,.au,ebay.co.uk,ebay.in)beforeyoutrylistinginanewlanguage

Yourproductcanoftencommandahigherpriceinthelessexploredmarkets(e.g.thatofasmallEuropeancountry)

Free/low-costtranslationtools(e.g.

,

)andservicesarereadilyavailabletohelpyoulistinadifferentlanguage

Alwaysremembertocheckthelocalcustomregulations,eBaypoliciesandshippingcostwhenyoubeginsellingtoanewmarket

Seasonalityandonlineshoppinghabitsdifferfromonecountrytoanother–adjustyourlistingpracticesaccordingly

Use“completeditem”searchonsimilaritemstohelpyoudecidehowtosetpricingforyourlistings

WhocanHelp?

oLiveHelpisavaluableresourcefromwhichyoucanobtainhelpfromourknowledgeablecustomersupportrepresentativesinanonlinechatroom.

Simplychoosethetopicyouwanttodiscussandanexpertwillattendtoyouwithinminutes.

oHelpPages–Thereisalotofusefulinformationonthesitetohelpyou

learntheinsandoutsoftradingoneBay.YoucanrefertotheHelpsectionorconsulttheSiteMap.

oeBayCommunity-Sincetheearlydays,eBaymembershavebeenhelpingoneanothertobecomesuccessfulonthesite.Membersmeetandform

strongcommunitiesviadiscussionboardsandchatrooms.

Membersusetheseforumstoseekhelpfromothersellersandsharebestpracticeswiththosewhoarejuststartingout.Usefulmarketintelligenceandproductnewscanoftenbefoundinthesediscussionsaswell.

WhentoStart?

EverybigselleroneBaystartsoffasasmallseller.Onceyouhavesoldyourfirstfewitems,theeBayplatformallowsyoutorapidlybuildonyoursuccesswith

relativelylowrisk.

Whywait?StartNOW!

“Withtheinternetauctionsites

likeeBay,Ithinkitisgreattohavemillionsofpeoplevisitingyou,

literallyvisitingyou.,FongKum

Listing

Aftertheregistration,youarenowreadytoputyouritemsupforsaleusingtheSellYourItemform.Clickon‘Sell’tostart!Followtheguidelinesbelowtogetthemostoutofyourlistings!

oChooseasellingformat

Differentbuyersprefershoppingindifferentways-someenjoythethrillandexcitementofanauction,othersliketheimmediategratificationof‘Buy-it-Now’

Initiallyyoumaywanttoexperimentwithavarietyofsellingformats

(seeyouroptionsbelow).Onceyouknowyourtargetbuyersbetter,youcanchooseaformatthatappealstothemmost

oSelectacategory

Searchforsimilaritemslistedbyothersellerstoseewhichcategoriestheyarelistedin

Youcanchoosetoclassifyyourlistingundertwocategoriesforbetterbuyerexposure

MisleadingthepotentialbuyersbylistinginthewrongcategorymayresultinyourlistingbeingremovedbyeBay

oProvideatitlefortheitemyou’reselling

Adescriptiveandrelevanttitleiscrucialtoasuccessfullisting.Useaccuratekeywordsandavoidnon-standardabbreviations.No

punctuationisrequired

Aprovenbestpracticeistousethemaximumnumberofcharactersallowedinyourtitletodescribeyouritem

Makeiteasyforbuyerstofindyouritembyusingwordsinyourtitlethatbuyerislikelytoenterinakeywordsearch

Donotusemisleadingwordsorphrasesinyourtitle.“Keywordspamming”willresultinyourlistingbeingremoved.

oChoosealistingoption

Option1-Listthestandardway–filloutallthedetailsoftheitemyouwanttosellandprovideyourownphotosoftheitem

Option2-ListusingItemSpecificsandPre-filledinformation

•Whererelevant,inputtheUPCorISBNnumberofyourproduct

•Itemspecificsandastockphotowillbeaddedtoyourlistingautomatically

•Pleasemakesureyoutakethetimetoconfirmtheaccuracyoftheinformationbeforeyouincludeitinyourlisting

oWriteagooditemdescription

Agooddescriptioncanimprovethechancesofyouritembeingsold.Theinformationshouldbeinaneasy-to-readformat(e.g.bulletpointsare

preferredtolongparagraphs).

Besuretoincludeimportantinformationsuchas:

Color/texture/material

Size/dimensions

Brand/manufacturer

Yeartheitemwasmade

Condition(new,used,antique,broken)

Characteristicswhichmaketheitemunique

Clearlystatethepaymentmethodsyouaccept,shippingoptionsandyourreturnpolicy

“Mybusinessisgrowingatabout100%peryear!”Steve

oSetpricing

StartingPrice-Choosetheloweststartingpriceyoucanaccept.A

highstartingpriceturnsawaypotentialbuyerswhilealowstartingpricestimulatesbiddingactivity

“BuyItNow”–Addthisoptiontoyourauction-stylelistingsothatakeenbuyercanbuyyouritematasetpriceandclosethelisting

immediately

FixedPriceFormat–Buyersclicktobuyatthepriceyouhavesetwithnobidding.Feedbackrequirementmayapplyonsomesites

oSetauctionduration

Youhaveachoiceofrunningyourauctionfor1,3,5,7or10days.

Sevendaysisthemostcommonoptionbutconsiderashorterdurationifyouhavea“hot”itemtosell

Mostlistingsgetbidsneartheendoftheauction.Therefore,scheduleyourlistingstoendbetween1900and2200localtimeofyourtargetmarketwhenshoppersaremostactive

Statistically,Fridayistheworstdayoftheweektoendalisting

oProvideitemlocation

Providingbuyerswithinformationonwhereyouritemislocatedwillgivethemanindicationonwhatshippingchargesanddeliverydurationto

expect

MisrepresentingwhereyouritemislocatedisapolicyviolationanditcanresultinyouritembeingremovedbyeBay’spolicyenforcementteam

o

Havingan“eBayStore”isaneffectiveandinexpensivewayofgrowingyoureBaybusiness.Youcanlistmoreproductsforalongerdurationatlowerfeesinastore.

Addaphotoofyouritem

Havinggoodphotosofyouritemisprobablythemostimportantelementofyourlisting.Itgivesthepotentialbuyersastrongandlasting

impressionofwhattheyaregoingtobidfor

Imagesofyouritemshouldbeclearandaccuratelyrepresentallkeyaspectsoftheproduct

JPEGorGIFimagesoffilesizelessthan50Kbytesarerecommended

oMakeyouritemstandoutbyincreasingitsvisibility

ExplorethemanylistingupgradesthateBayofferstohelpyouritemstandoutfromotherlistings.Forexample,eBaystatisticsshowsthatthe‘Gallery’optionincreasesfinalpricebyanaverageof11%

Theadditionalcostoftheappropriateupgradecanoftenbeoffsetbythehigherpriceyouritemcanfetchduetotheadditionalbidsitattracts

oEnterpaymentinformation

Trytoprovideagoodvarietyofpaymentmethodstocaterfortheneedsofthepotentialbuyers–thisoftenhelpsyouritemtosellbetter

Besidesthefees/costsinvolved,alsocomparesecurity,easeofuse(fromyourandthebuyer’sperspective),flexibilityandotherrelevantfactorswhendecidingwhatpaymentoptionstouse

eBay’srecommendspaymentthroughPayPal*-thefast,secureand

mostpopularwaytoacceptcreditcardorcheckingaccountpaymentoneBay

oEntershippinginformation

Offeringtoshipworldwideattractsmorebiddersbutyoumayalso

choosenottoshiptocertaincountriesforregulatoryorotherreasons

Providingshippingcostsup-frontreducesemailexchangeswithpotentialbuyersandloweryouroperatingcost

*PleaserefertothesectiononPaymentonhowtoregisterforaPayPalaccount,eBay’spreferredpaymentmethod

Shipping

ShippingFees

“SellingoneBayhasreally

changedmylife.I’mveryhappytoselloneBayandbemyownboss.”Peggy

HlA

oShippingfeesshouldbeclearlystated.Buyersfearpricegougingon

shipping,andoftenwillnotpurchaseanitemunlessthesecostsareclearlyquoted

oYoucanincludeahandlingchargewiththeshippingfeetocoveryour

packagingmaterialsandlaborcost.Bidderswillonlyseeonetotalshippingcost

oYoumayalsochoosetobuildshippingchargesintoyouproductcostinsteadofchargingitseparately.Promoting‘freeshipping’isaneffectivemarketingtool

Shipping(cont)

eBayoftenformspartnershipswithshippingcompaniesto

ooffersignificantdiscountstoeBaysellers.PleasecheckwithyourlocaleBayofficetofindoutmore.

chooseapremiumshippingservice

oSettherightexpectationwiththebuyerbyclearlystatingtheestimatedshippingdurationforeachofyourshippingoptions

oIfyouhaveatrackingnumber,provideittothebuyersothathe/shecanfollowtheshipmentstatusenroute

oBesuretoresearchintocustomdutiesandtaxesleviedbythecountriesyouareshippingtoandindicatetheseclearlyinyouritemdescription

“WhenI’mdreaminginmysleep,Ialsogetmoneypumpingintomybankaccount…that’s

amazing!”Caroline

OfferPayPaltoattractmorebuyersandincreaseyour

successfulsalesby20%oncross~borderitems.FiveoutofsixbuyersoneBayprefertopaywithPayPal.

Payment

oClearlyindicatethepaymentoptionsthatyouarewillingtoacceptfrominternationalbuyers:

www.paypal.c

PayPal–thepreferredpaymentmethodoneBay-acceptsallmajorcreditcards,debitcards,andbanktransfersinonepaymentsolution

BankDirectDeposits

Banker'sDraft

CreditCard

MoneyOrder

PersonalCheques

TelegraphicTransfer

oeBaydoesnotrecommendcashorcashwiretransfersasapaymentmethod.Ifyoupaybycash,youdonotreceiveprotectionundertheeBayStandardPurchaseProtectionProgram.Withoutproofofpayment,youwillhavelittleremedyfortransactionproblems

Payment(cont.)

Whiletherearemanypaymentoptionsavailable,thepreferredpaymentmethodbymillionsofeBaybuyersandsellersworldwideisPayPal.PayPal,aneBay

company,isthegloballeaderinonlinepaymentsolutions.Availableinover103marketsandmultiplecurrencies,itisthemostefficientpaymentmethodfor

internationaltransactions.

IncreaseYourSalesandLoweryourRiskwithPayPal:

PayPalgeneratesa16.7%highersellingpriceforitemssoldinternationally

on.eB.Additionally,internationalsellersoneBaywhoofferPayPalhaveonaverage43%lowerUnpaidItemratesthanthosesellerswhodonotofferPayPal.

eBaybuyersandsellerspreferusingPayPaltosendandreceiveonline

payments,becauseit’sfast,secure,easyandcosteffective–allyouneedtogetstartedisanemailaddressandcreditcard.

•Fast:Receiveinstantpaymentsforitemsinmultiplecurrencies–Nowaitingforchequesormoneyorders

•Secure:Getpaidsecurely–You’reprotectedagainstfraudwithadvancedtechnologyandexpertfraudteams

•Easy:Offerbuyersmorewaystopay-Creditcardsandbankaccounts;Manageandtrackmultiplecurrencytransactionseasily

•Costeffective:Payonlywhenyouacceptpayments–Nomonthlyfees;usefreetoolstoeffortlesslyintegratePayPalintoyoureBaylistings

oHowdoIregisterforaPayPalaccount?

Goto

andclickonthe

“SignUp”link

ChooseAccountType(PremierforcasualsellersorBusinessforbusinessowners)

Completethesimpleregistrationformwithcontactinformation

Confirmyouremailaddressandactivateyouraccountthroughalinkgiveninanemailsenttoyou

Enteryourbankaccountandcreditcardinformation

SafetyTip:Verifyyouraccountforaddedsecurityandtoincreaseyourreceivingandwithdrawallimits.

“ComparingPayPaltotheother

paymentmethodsthatwe’veadded,weget4timesgreatersalesthanthoseothermethodscombinedthroughPayPal”

Matthew

PostSales

Customersupportdoesnotendafteryourlistingsends.Providinggoodpost-salessupportandservicewillhelpyoubuildaloyalcustomerbase.

oCustomerSupport

Goodcustomersupportcandifferentiateyoufromyourcompetitorsandhelpyousellmore.Answerbuyers’questionsaccuratelyandpromptly

Alwayskeepyourcustomersinformedofanydelaysinshipping

oManageFeedback

Yourfeedbackscoreisthe#1assetofyoureBaybusiness.Consistentpositivefeedbacksletbuyersknowthatyoumanagetransactionswellandthatyoucareaboutyourreputation.Onthecontrary,negative

feedbackscreatedoubtsinbuyersanddrivethemaway

Alwaysleavefeedbackattheendofalltransactionsandsolicitfeedbackfromyourcustomersinreturn

oHaveaReturnPolicy

Clearlystateyourreturnpolicyinyourlistinginordertoincreasebuyerconfidence.Researchshowsthatmorethan20%ofthenon-buyerscite“lackofreturnpolicy”asthereasontheybuyelsewhere

oMeasureYourOwnSuccess

ThesuccessfuleBaysellersalwaysmonitortheireBaybusinesses

quantitativelytolookforopportunitiestoimprove.SomeusefulperformancemetricsforaneBaybusinessinclude:

Sales(overallandbyproductcategory)

Costofsalesratio(eBayfeesasapercentageofsales)

Conversionrate(percentageofitemslistedthatresultinasale)

Averagesellingprice

RepeatbuyersareanimportantassetofyoureBaybusiness.Theywillrecommendyourproductstoothersandaremorelikelytobuyyournextnewproduct.

Trusta