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Launching a Successful Ebay Store


Launching a Successful Ebay Store Cover


Synopses & Reviews

Publisher Comments:

Disregard the recent grumbling over recent eBay Store fee hikes. A well-run eBay Store is worth every penny, and can add considerably to your profitability! Recent enhancements to eBay's Store features make running a Store an essential part of successful eBay selling. Stores give you so many new ways to cross-promote your eBay items that running a Store gives you an almost unfair advantage over sellers without one.  

When shoppers enter your eBay Store they visit your own private eBay. They see only your items, organized in a way that suites what you sell; and when they use your Store's search feature only your items appear.


Stores can actually reduce your Final Values fees by 75% in some cases. Stores let you organize, showcase, cross-promote and catalog all of your items, (including auctions) in ways that make it easier for shoppers to find and purchase your items.


eBay Stores have come a very long way in the past few years, and when augmented with tools like eBay Express, Selling Manager Pro and Blackthorne, (all discussed in this book), they are poised for astronomical growth. If you are not onboard yet, it's time to get moving. You need a Store, and this book will help you launch and run a great one or bring your existing Store up-to-date.


Launching a Successful eBay Store offers eBay sellers tips, techniques, best practices and resources necessary to have their items gain high visibility on and off of eBay. You'll find out how to set up a new store, choose what to sell in the store, perform store bookkeeping, manage store inventory, promote the store on and off eBay, purchase eBay keywords and more. It will also show you how to take your selling to the next level, while saving money in the process.

Book News Annotation:

Intended for serious sellers, this guide introduces the store-based management tools for selling both open-auction and fixed-price store items, cross-promotion boxes, ideas for advertising a store outside eBay, store referral credits, and report generation with selling manager feature. Black and white photographs and screenshots are provided.
Annotation 2006 Book News, Inc., Portland, OR (booknews.com)

Book News Annotation:

Intended for serious sellers, this guide introduces the store-based management tools for selling both open-auction and fixed-price store items, cross-promotion boxes, ideas for advertising a store outside eBay, store referral credits, and report generation with selling manager feature. Black and white photographs and screenshots are provided. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)

About the Author

Ron Mansfield is a computer consultant, instructor, and freelance writer. Recently he joined the team at www.i-soldit.com to help roll out the premier eBay drop store franchise network with more 100 stores open and 400 under contract. In his spare time he enjoys collecting, restoring, buying, and selling collectible electronics from the fifties and sixties. He has achieved PowerSeller status, and runs an eBay Store and an active online community for enthusiasts of mid-century electronics. His best-selling, award winning books have been published by Que and others in eighteen countries, and in more than a dozen languages.

Table of Contents


Part I Store Basics

1 Why You Need an eBay Store

Control and Monitor Your Inventory

Showcase Your Merchandise

Get Your Own Private Search Engine

Cross-promote Your Items on eBay

Reduce eBay Selling Fees

Become Visible to Search Engines

Learn from Store Reports

Save Time Listing and Relisting

Get Marketing Help from eBay

Improve Your Image

2 Examples of Stores, Plain and Fancy

A No-frills Store

Easy, Popular Store Features

Advanced Store Features

Design and Window Options

Turning Landing Pages into Catalog Covers

Store Listing and Final Value Fees

Saving Final Value Fees with Your Store

3 Types of Store Selling Formats

The Importance of Mixing Selling Formats

Auction Items

Fixed-price Items

Store Inventory Format

Good ’Til Cancelled

4 Sources of Items to Sell

Traditional eBay Auctions

Buy It Now, Especially in Lots

eBay’s Wholesale Lots Categories

eBay’s New Reseller Marketplace

Direct from the Manufacturer

Local Retail Stores

Wholesale Lots Warehouses

Online Wholesale Lot Sellers

Local Auctions

Storage Company Auctions

Law Enforcement Auctions

With a Little Help from Your Friends

Direct Solicitation

Want It Now

5 Designing and Building a Brand

Your Company Name

Your eBay ID(s)

Don’t Get Sued!

Do a URL Search

The “Look and Feel” of Your Store

Use Color and Style to Identify Your Store

Pay for a Logo

Follow Through

Your Store Has Its Own URL–Use It!

Your Reputation Is Part of Your Brand

Consider Opening More Than One Store

6 Setting Up Your Store

Store Prerequisites

Opening a Seller’s Account

Be Sure You Have a Store Plan

Creating Your Store

Choose a Theme and Color Scheme

Store Header

Navigation Bar

Custom Page Navigation

Store Footers

Predesigned vs. Customizable Themes

Store Name, Description, and Logo

Store Name

Store Description


Picking a Subscription Level

Custom Headers

Creating and Editing Listing Headers

Header Options

7 Defining Store Categories

Departments, Aisles, and Shelves

Organizing Narrow Inventories

Organizing Diverse Inventories

What’s Right for You?

Setting Up Your Store Categories

Rearranging Categories

Only Stocked Categories Show

Store Category Referrals in New Listings

Listings Can Appear in Two Store Categories

Changing a Listing’s Category

Modifying Category Names

Overcoming Category Limits

8 Custom Store Pages

Why Use Custom Store Pages?

Elements of a Custom Page

Creating a Custom Page

Providing Custom Page Content

Managing Custom Pages

Editing Custom Pages

Deactivating Custom Pages

Activating Custom Pages

Reordering Custom Pages

Deleting Custom Pages

Creating a “Landing” or Home Page

Creating a “Category Pointer” Page

Using Fancy Search Filters

Consider Hidden Search Codes

Part II Managing Your Store

9 Automating with Selling Manager Pro (SMP)

Selling Manager Pro Features

Your Store at a Glance

Inventory Wrangling

Inventory and Template Creation

Automation Preferences

Other Helpful Links

SMP Integrated Shipping Tools

Customizing SMP Views

Filtering Views in Selling Manager Pro

Viewing Reports Through SMP

10 Creating Listings and Templates

Creating Basic Store Listings

Selecting an eBay Selling Category

Specifying Store Categories

Adding a Title, Photos, and Description

Specifying the Condition of the Item

Entering and Formatting Descriptions

Creating Description Inserts

Using Inserts

Using the Spelling Checker

Specifying Themes and Counters

Setting the Price

Donating a Percentage of Proceeds to Charity

Payment Options

Buyer Requirements, Sales Tax, and Return Policy

Search Result Appearance Options

Double-checking Your Work

Revising Live Listings

Seeing New Items in Your Store

Creating New Listings with Selling Manager Pro

Products vs. Listings


Organizing with Folders

Creating a New Product Record in SMP

Renaming Templates

Creating Different Selling Formats for the Same Item

11 Managing Your Inventory and Auctions

Launching Items

Activating SMP Inventory (Start Selling)

Scheduled Launches

Monitoring Bidders, Sales, Payments, and Shipments

Monitoring Sales

Viewing the Correct Period

Using the Awaiting Payment Lists

Shipments, Invoices, and Emails

Saving Changes

Adjusting Inventory Counts

Inventory Control and Automated Relisting Options

Automating Emails and Feedback

Automating Feedback

Automating Emails

Suspending Automated Listings

12 Store Bookkeeping and QuickBooks

The Tools at Hand

We Need to Do What?


Setting Up Your Chart of Accounts

eBay Accounting Assistant

Getting Started with eBay Accounting Assistant

Downloading the Accounting Assistant

Getting QuickBooks Ready for the Accounting Assistant

Installing the Accounting Assistant

Alternatives and Embellishments

Downloading eBay Invoice Data

13 Shipping

Shipping with SMP

Printing Address Labels Alone

Printing an Address Label and Invoice/Packing Slip Combo

Printing an Invoice/Packing Slip

Printing Invoices for Your Records

Automating USPS and UPS Labels with PayPal

Printing Domestic USPS Mail Labels with Postage

Package and Address Particulars

Signature Confirmation

Showing/Hiding Postage Amounts (Stealth Printing)

USPS Insurance

Confirming and Printing the Label

Print a Sample First!

Reprinting a Label or Requesting a Refund

Confirming/Changing Shipped Status

International Shipping

Entering International Shipping Details

Review the Shipping Rates and Agree (or Don’t)

Creating Customs Documents

Entering International Customs Package Information

Confirming and Printing International Labels

Printing International Postage

Shipping Via UPS Using PayPal

Third-party Shipping Solutions

Automated Shipping Emails

Part III Promoting Your Store

14 Cross-promoting Your Store on eBay

Promotional Boxes in Active Listings

Creating Cross-promotion Boxes in Listings

Changing Cross-promotion Rules and Setting Preferences

Manually Specifying Cross-promotions for Items

Promotional Boxes in Store Pages

Cross-promotion Appearance Options

Quick-and-Dirty Predesigned Store Promotional Box Setup

Controlling/Modifying Cross-Promotions

Promotion Box Sizes

Promotion Box Contents

Creating a Custom Promotion Box

Cross-promoting with Other Stores (Connections)

Getting Connected

15 More Promotional Help from eBay

eBay Store Directory

How Shoppers Find Your Store in the Directory

Your Store Description Should Be Compelling

Using eBay’s Opt-in Email Marketing

Setting Up Your Newsletter Campaign

Creating a Mailing List

Getting Subscribers

Creating Emails

Item Showcases

Previewing and Launching the Email

Measuring Newsletter Progress

Blocking Subscribers

Printing eBay’s Promotional Flyers and Other Inserts

Selecting Highlighted Items

Buying eBay Keywords

Creating a Keywords Campaign

Specifying Maximum Click Costs

Selecting Keywords and Phrases

Adding Long, Specific Lists of Keywords

Determining Click Costs

Managing and Monitoring Keyword Campaigns

Writing eBay Guides and Reviews

16 Promoting Your Store Outside of eBay

Your Own Website(s)

Blogs and Enthusiasts Sites

Build External Links with eBay’s HTML Builder

Creating Simple Links

Text Links to an Item

Text Links to a Store Page

Text Links to Search Results

Making Advanced Links

Building Off-eBay Links

Use HTML in Your Emails

Promoting Your Store in Printed Materials and Elsewhere

Put Your Store URL on Everything!

Printed Material Design Help from eBay


eBay Co-op Advertising

17 Store Referral Credits (eBay Fee Discounts)

What’s “Outside of eBay”?

Where Should You Send Shoppers

The Importance of Adding “refid=store” to Links

Store Landing or Home Page Links

Store Item Listings Links

Custom Category or Subcategory Links

About Me Links

Custom Searches You Create .

x Launching a Successful eBay Store

Confirming Referral Credits .

When Won’t You Get Credit?

18 Getting Noticed by Search Engines

About Page Titles and Meta Tags

How Are Shoppers Searching Your Store?

Changing Keywords

Keyword Tips and Cautions

19 eBay Express and Other Comparison Shopping Sites

Froogle and Google

Yahoo! Shopping



eBay Express

Experience and Feedback Requirements for eBay Express

PayPal Requirements for eBay Express

Meeting the eBay Express Listing Criteria

Meeting the Category Criteria

Viewing Your Listings on eBay Express

Other Comparison Sites

20 Really Simple Syndication (RSS)

What Do You Need?

Creating RSS Feeds for Your eBay Listings

Seeing and Promoting Your RSS Feeds

Getting News about eBay with RSS

Using RSS to Help Buy Inventory

Part IV Reports

21 Selling Manager Pro Summaries

Selling Manager Pro Reports

Printing Selling Manager Pro Reports

Downloading Reports

22 Using Store Sales Reports Plus

Sales Reports Plus

Important Concepts

Other Reporting Limitations

Paralysis by Analysis

Subscribing to Reports Plus

Categories of Reports

Sales Summary

Sales by Category

Sales by Format

Marketplace Data

Viewing Prior (Archived) Reports

Printing Reports

Printing from Internet Explorer

Printing from Netscape Navigator

Downloading Sales Report Data

Report Preference Settings


23 Using eBay Store Traffic Reports

Enabling and Viewing Traffic Reports

Page Views and Visits Graphs

Specifying Date Ranges

Visits, Visitors, and Views

Another Way to Navigate the Reports

Finding Methods

Search Engines Reports

Search Keywords Reports

Return Frequency Reports

Visitor Profile

Technology Used

Custom Traffic Reports

Storefront Homepage Views Report

Store Search Terms Report

Path Reports

Time Spent Reports

Previous and Next Page Reports

Bidding/Buying Reports

Downloading Reports

Downloading PDF Reports

Downloading Microsoft Word Reports

Downloading CSV Reports 42

Downloading Microsoft Excel Reports 44

Downloading HTML Reports


Product Details

Mansfield, Ron C.
Mansfield, Ron
New Business Enterprises
Internet marketing
Internet auctions
E-Commerce - Internet Marketing
E-Commerce - General
Electronic Commerce
New business enterprises -- Management.
Business-Start Up Business
Edition Description:
Trade paper
Publication Date:
August 2006
Grade Level:
9.1 x 7 x 0.845 in 578 gr

Related Subjects

Business » General
Business » Start Up Business
Business » eCommerce
Computers and Internet » Internet » eBay

Launching a Successful Ebay Store
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Product details 384 pages Que - English 9780789735751 Reviews:
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