Slides from the Invest NI Selling Through Online Marketplaces Advanced workshop.

1. Selling through Online
Marketplaces

2. Chris Dawson
www.tamebay.com

3. History
Selling through Online
Marketplaces
History
What do consumers want today?
eBay 2013 Updates
Winning in eBay Best Match & Amazon Buy
Box
Amazon FBA
Cross Border Trade on Amazon & eBay
Q&A

4. In the beginning...In the beginning...In the beginning...In the beginning...
...There were shops...There were shops...There were shops...There were shops

5. The aim was to reach the townThe aim was to reach the townThe aim was to reach the townThe aim was to reach the town

6. Maybe all Northern Ireland...Maybe all Northern Ireland...Maybe all Northern Ireland...Maybe all Northern Ireland...

7. Or the whole countryOr the whole countryOr the whole countryOr the whole country

8. Marketplaces open up...Marketplaces open up...Marketplaces open up...Marketplaces open up...
...the whole world....the whole world....the whole world....the whole world.

9. eBay 108M active users in Q3 2012
Where do you buy online?
eBay 108M active users in Q3 2012
17m visitors per month in the UK
One in two online buyers in the UK
visits eBay.co.uk every month
Amazon 200M active users in Q4 2012
20m visitors per month in the UK

10. eBay & Amazon have changedeBay & Amazon have changedeBay & Amazon have changedeBay & Amazon have changed

11. To international businessTo international businessTo international businessTo international business
platformsplatformsplatformsplatforms

12. LinnworksLinnworksLinnworksLinnworks studystudystudystudy
---- 1500 UK ecommerce retailers1500 UK ecommerce retailers1500 UK ecommerce retailers1500 UK ecommerce retailers
---- 94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/Amazon---- 94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/Amazon94% of sales on eBay/Amazon
Source:Source:Source:Source: http://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworks----studystudystudystudy----missedmissedmissedmissed----salessalessalessales----opportunities.htmlopportunities.htmlopportunities.htmlopportunities.html

13. Go where your customers are.Go where your customers are.Go where your customers are.Go where your customers are.
Allow them to buy when andAllow them to buy when andAllow them to buy when andAllow them to buy when and
where they want.where they want.where they want.where they want.where they want.where they want.where they want.where they want.
Customers are mobile!Customers are mobile!Customers are mobile!Customers are mobile!

14. Your customers are alreadyYour customers are alreadyYour customers are alreadyYour customers are already
using the eBay andusing the eBay andusing the eBay andusing the eBay and
Amazon appsAmazon appsAmazon appsAmazon appsAmazon appsAmazon appsAmazon appsAmazon apps

15. To buy what they want, where they
What do consumers want?
To buy what they want, where they
want, when they want, however they
want.
But they are getting more demanding!

16. ConfidenceConfidenceConfidenceConfidence
---- Great ImagesGreat ImagesGreat ImagesGreat Images
---- Plain backgroundPlain backgroundPlain backgroundPlain background---- Plain backgroundPlain backgroundPlain backgroundPlain background
---- Multiple ImagesMultiple ImagesMultiple ImagesMultiple Images
---- All angles/details/blemishesAll angles/details/blemishesAll angles/details/blemishesAll angles/details/blemishes
---- DescriptionsDescriptionsDescriptionsDescriptions
---- ReturnsReturnsReturnsReturns
---- Business/Top Rated sellersBusiness/Top Rated sellersBusiness/Top Rated sellersBusiness/Top Rated sellers

17. SafetySafetySafetySafety
---- FeedbackFeedbackFeedbackFeedback
---- PayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon payments---- PayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon paymentsPayPal or Amazon payments
---- RRRReeeessssoooolllluuuuttttiiiioooonnnn wwwwhhhheeeennnn tttthhhhiiiinnnnggggssss ggggoooo
wrongwrongwrongwrong

18. SelectionSelectionSelectionSelection
---- Multiple categoriesMultiple categoriesMultiple categoriesMultiple categories
---- Choice of productChoice of productChoice of productChoice of product
---- Choice of supplierChoice of supplierChoice of supplierChoice of supplier
---- Choice of buying formatChoice of buying formatChoice of buying formatChoice of buying format

19. ConvenienceConvenienceConvenienceConvenience
---- Buy in storeBuy in storeBuy in storeBuy in store
---- Buy on desktopBuy on desktopBuy on desktopBuy on desktop---- Buy on desktopBuy on desktopBuy on desktopBuy on desktop
---- Buy on tabletBuy on tabletBuy on tabletBuy on tablet
---- Buy on mobile appBuy on mobile appBuy on mobile appBuy on mobile app
Anywhere, any time, any how!Anywhere, any time, any how!Anywhere, any time, any how!Anywhere, any time, any how!

20. But when do they want it?But when do they want it?But when do they want it?But when do they want it?
Tomorrow!Tomorrow!Tomorrow!Tomorrow!
Today!Today!Today!Today!Today!Today!Today!Today!

21. New eBay Home Page
2013 Update
eBay Feed
New eBay Home Page
Buyers choose what they want to see
Always new and fresh

24. 2013 Update
eBay Top Rated Seller

25. The Value of eBay TRSThe Value of eBay TRSThe Value of eBay TRSThe Value of eBay TRS
---- 20% to 25% higher placement20% to 25% higher placement20% to 25% higher placement20% to 25% higher placement
in Best Matchin Best Matchin Best Matchin Best Match
---- Approx 15% uplift in salesApprox 15% uplift in salesApprox 15% uplift in salesApprox 15% uplift in sales

26. Current TRS RequirementsCurrent TRS RequirementsCurrent TRS RequirementsCurrent TRS Requirements
---- Have an eBay account thatHave an eBay account thatHave an eBay account thatHave an eBay account that’s been active for at least 90 days.s been active for at least 90 days.s been active for at least 90 days.s been active for at least 90 days.
---- Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.---- Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.Have a positive Feedback rating of at least 98%.
---- Be a member of theBe a member of theBe a member of theBe a member of the PowerSellerPowerSellerPowerSellerPowerSeller programme.programme.programme.programme.
---- Follow eBay selling practices policy.Follow eBay selling practices policy.Follow eBay selling practices policy.Follow eBay selling practices policy.
---- Have at least 100 transactions andHave at least 100 transactions andHave at least 100 transactions andHave at least 100 transactions and £2,000 in sales during the2,000 in sales during the2,000 in sales during the2,000 in sales during the
last 12 months with UK and IE buyerslast 12 months with UK and IE buyerslast 12 months with UK and IE buyerslast 12 months with UK and IE buyers
---- Have minimum average DSRs of 4.60Have minimum average DSRs of 4.60Have minimum average DSRs of 4.60Have minimum average DSRs of 4.60
---- Have a maximum number of 1Have a maximum number of 1Have a maximum number of 1Have a maximum number of 1---- and 2and 2and 2and 2----star DSRs below 0.5% or totalstar DSRs below 0.5% or totalstar DSRs below 0.5% or totalstar DSRs below 0.5% or total
of 2 or lessof 2 or lessof 2 or lessof 2 or less
---- Have a maximum number of closed cases without seller resolutionHave a maximum number of closed cases without seller resolutionHave a maximum number of closed cases without seller resolutionHave a maximum number of closed cases without seller resolution
below 0.3% total of 2 or lessbelow 0.3% total of 2 or lessbelow 0.3% total of 2 or lessbelow 0.3% total of 2 or less

27. New Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS Requirements
---- A minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar days
---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch
---- An express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 day
---- A free domestic postage optionA free domestic postage optionA free domestic postage optionA free domestic postage option
---- Improved visibility in Best Match search results.Improved visibility in Best Match search results.Improved visibility in Best Match search results.Improved visibility in Best Match search results.
---- The new eBay TopThe new eBay TopThe new eBay TopThe new eBay Top----rated seller badge on the item page.rated seller badge on the item page.rated seller badge on the item page.rated seller badge on the item page.
---- 15% discount on final value fees on eBay UK15% discount on final value fees on eBay UK15% discount on final value fees on eBay UK15% discount on final value fees on eBay UK

28. New Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS RequirementsNew Listing TRS Requirements
---- A minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar daysA minimum returns period of 14 calendar days
---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch---- 1111----day or sameday or sameday or sameday or same----day dispatchday dispatchday dispatchday dispatch
---- An express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 dayAn express delivery option offering delivery within 1 day
---- A free domestic postage optionA free domestic postage optionA free domestic postage optionA free domestic postage option
---- meet the new Top Rated Seller requirementsmeet the new Top Rated Seller requirementsmeet the new Top Rated Seller requirementsmeet the new Top Rated Seller requirements
and get 5% discount from your final value feesand get 5% discount from your final value feesand get 5% discount from your final value feesand get 5% discount from your final value fees
for each eligible listing until 31for each eligible listing until 31for each eligible listing until 31for each eligible listing until 31stststst JulyJulyJulyJuly

29. 2013 Update
Despatch & Returns

30. Same Day Despatch OptionSame Day Despatch OptionSame Day Despatch OptionSame Day Despatch Option
---- Zero day handlingZero day handlingZero day handlingZero day handling
---- You set the cut off timeYou set the cut off timeYou set the cut off timeYou set the cut off time---- You set the cut off timeYou set the cut off timeYou set the cut off timeYou set the cut off time
---- Delivery next working dayDelivery next working dayDelivery next working dayDelivery next working day

31. Clear Returns InformationClear Returns InformationClear Returns InformationClear Returns Information
---- Who pays the postage cost?Who pays the postage cost?Who pays the postage cost?Who pays the postage cost?
---- How many days to cancel?How many days to cancel?How many days to cancel?How many days to cancel?---- How many days to cancel?How many days to cancel?How many days to cancel?How many days to cancel?
(Minimum 14 days)(Minimum 14 days)(Minimum 14 days)(Minimum 14 days)

32. Get your listing to the top of search
eBay Best Match
Get your listing to the top of search

34. Use Multi Variation ListingsUse Multi Variation ListingsUse Multi Variation ListingsUse Multi Variation Listings
to increase recent sales scoreto increase recent sales scoreto increase recent sales scoreto increase recent sales score

35. Winning the Amazon Buy Box

37. Fulfilment by Amazon

38. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon
---- Store, pick, pack and shipStore, pick, pack and shipStore, pick, pack and shipStore, pick, pack and ship

39. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon
---- Eligible for SuperEligible for SuperEligible for SuperEligible for Super
Saver DeliverySaver DeliverySaver DeliverySaver DeliverySaver DeliverySaver DeliverySaver DeliverySaver Delivery

40. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon
---- Sort by item priceSort by item priceSort by item priceSort by item price
without shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping cost

41. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon
---- Sort by item priceSort by item priceSort by item priceSort by item price
without shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping costwithout shipping cost
---- Equality with AmazonEquality with AmazonEquality with AmazonEquality with Amazon

42. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon
---- Customer service andCustomer service andCustomer service andCustomer service and
returns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazonreturns by Amazon

43. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon
---- Fulfil orders on allFulfil orders on allFulfil orders on allFulfil orders on all
Amazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sitesAmazon EU sites

44. FBAFBAFBAFBA – Fulfilment by AmazonFulfilment by AmazonFulfilment by AmazonFulfilment by Amazon
---- Fulfil orders from otherFulfil orders from otherFulfil orders from otherFulfil orders from other
channelschannelschannelschannelschannelschannelschannelschannels

45. Order on eBay...Order on eBay...Order on eBay...Order on eBay...

46. Order on eBay shipped by FBAOrder on eBay shipped by FBAOrder on eBay shipped by FBAOrder on eBay shipped by FBA

47. FBA allows locker deliveryFBA allows locker deliveryFBA allows locker deliveryFBA allows locker delivery

48. FBA allows locker deliveryFBA allows locker deliveryFBA allows locker deliveryFBA allows locker delivery

49. Cross Border Trade

50. Cross Border TradeCross Border TradeCross Border TradeCross Border Trade
---- PassivePassivePassivePassive
IIII’ll ship if they buyll ship if they buyll ship if they buyll ship if they buy
---- ActiveActiveActiveActive
IIII’ll target internationalll target internationalll target internationalll target international
buyersbuyersbuyersbuyers

51. LinnworksLinnworksLinnworksLinnworks ---- 1500 retailers1500 retailers1500 retailers1500 retailers
---- Ship 19% extra with eBayShip 19% extra with eBayShip 19% extra with eBayShip 19% extra with eBay
---- Ship 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with Amazon---- Ship 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with AmazonShip 11% extra with Amazon
Source:Source:Source:Source: http://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworkshttp://tamebay.com/2012/10/linnworks----studystudystudystudy----missedmissedmissedmissed----salessalessalessales----opportunities.htmlopportunities.htmlopportunities.htmlopportunities.html

52. Add shipping to international customers
Amazon Passive
Cross Border Trade
Add shipping to international customers
Ship from your warehouse or ship with FBA

53. Amazon FBA Export programAmazon FBA Export programAmazon FBA Export programAmazon FBA Export program
List on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UKList on Amazon UK
Buyers in EU canBuyers in EU canBuyers in EU canBuyers in EU can
purchase from youpurchase from youpurchase from youpurchase from you
Order fulfilled by AmazonOrder fulfilled by AmazonOrder fulfilled by AmazonOrder fulfilled by Amazon

54. Amazon FBA Export programAmazon FBA Export programAmazon FBA Export programAmazon FBA Export program
No extra costsNo extra costsNo extra costsNo extra costs
9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set9 or 26 Country set
GermanyGermanyGermanyGermany
FranceFranceFranceFrance
SpainSpainSpainSpain
ItalyItalyItalyItaly
BelgiumBelgiumBelgiumBelgium
LuxembourgLuxembourgLuxembourgLuxembourg
NetherlandsNetherlandsNetherlandsNetherlands
Republic of IrelandRepublic of IrelandRepublic of IrelandRepublic of Ireland
PortugalPortugalPortugalPortugal
AustriaAustriaAustriaAustria
BulgariaBulgariaBulgariaBulgaria
CyprusCyprusCyprusCyprus
Czech RepublicCzech RepublicCzech RepublicCzech Republic
DenmarkDenmarkDenmarkDenmark
EstoniaEstoniaEstoniaEstonia
FinlandFinlandFinlandFinland
GreeceGreeceGreeceGreece
HungaryHungaryHungaryHungary
LatviaLatviaLatviaLatvia
LithuaniaLithuaniaLithuaniaLithuania
MaltaMaltaMaltaMalta
PolandPolandPolandPoland
RomaniaRomaniaRomaniaRomania
SlovakiaSlovakiaSlovakiaSlovakia
SloveniaSloveniaSloveniaSlovenia
SwedenSwedenSwedenSweden

55. Actively list on Amazon EU sites
Amazon Active
Cross Border Trade
Actively list on Amazon EU sites
UK – Germany - France
Italy – Spain
One unified Amazon European Marketplace
Account

56. All orders in one accountAll orders in one accountAll orders in one accountAll orders in one account
One set of stockOne set of stockOne set of stockOne set of stockOne set of stockOne set of stockOne set of stockOne set of stock
Buyers in EU canBuyers in EU canBuyers in EU canBuyers in EU can
purchase from youpurchase from youpurchase from youpurchase from you
Ship yourself or use FBAShip yourself or use FBAShip yourself or use FBAShip yourself or use FBA

57. European Fulfilment NetworkEuropean Fulfilment NetworkEuropean Fulfilment NetworkEuropean Fulfilment Network
Orders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilledOrders fulfilled
from UK Amazon FCfrom UK Amazon FCfrom UK Amazon FCfrom UK Amazon FC
Extra costExtra costExtra costExtra cost
But no need to ship to EU FCsBut no need to ship to EU FCsBut no need to ship to EU FCsBut no need to ship to EU FCs

58. Amazon EFN Fees from UK FCAmazon EFN Fees from UK FCAmazon EFN Fees from UK FCAmazon EFN Fees from UK FC
(Added to normal FBA fees)(Added to normal FBA fees)(Added to normal FBA fees)(Added to normal FBA fees)

59. 1) Fulfil the Requirements for
eBay Passive
Cross Border Trade
1) Fulfil the Requirements for
international selling
2) Offer PayPal as a payment method
3) Offer international postage
Your listings on eBay.co.uk will
automatically be visible on other eBay
sites to international buyers.

60. Offer International PostageOffer International PostageOffer International PostageOffer International Postage

62. Listing on eBay.co.ukListing on eBay.co.ukListing on eBay.co.ukListing on eBay.co.uk

63. Listing visibleListing visibleListing visibleListing visible on eBay.comon eBay.comon eBay.comon eBay.com

64. eBay Active
Cross Border Trade

65. 1) Fulfil the Requirements for
eBay Active
Cross Border Trade
1) Fulfil the Requirements for
international selling
2) Offer PayPal as a payment method
3) List directly onto international
eBay sites

66. 1) Go to the site where you want to list. The site
eBay Active
Cross Border Trade
1) Go to the site where you want to list. The site
is displayed in the local language.
2) Click “Sell” at the top of the page and create
your listing.
3) When you come to ‘Give buyers P&P details’
choose an option from outside the country.
4) Submit the listing form to make your item
visible on the site.

67. Duplicate Listings
Cross Border Trade
Avoid “Duplicate Listings”Avoid “Duplicate Listings”
If you list on eBay.com:
Exclude US shipping from your ebay.co.uk
listing
Exclude UK from your ebay.com listing

69. Localise Listings
Cross Border Trade

70. Optimise title and descriptionOptimise title and descriptionOptimise title and descriptionOptimise title and description
for local buyers / search.for local buyers / search.for local buyers / search.for local buyers / search.
Pants!Pants!Pants!Pants!
Check typical price ranges inCheck typical price ranges inCheck typical price ranges inCheck typical price ranges in
that country.that country.that country.that country.

71. TranslationTranslationTranslationTranslation
1)1)1)1) MachineMachineMachineMachine1)1)1)1) MachineMachineMachineMachine
((((e.g.Googlee.g.Googlee.g.Googlee.g.Google))))
2) Human2) Human2) Human2) Human
3) Outsource3) Outsource3) Outsource3) Outsource

72. Inventory Management
Cross Border Trade

73. Inventory ManagementInventory ManagementInventory ManagementInventory Management
PassivePassivePassivePassive – List on eBay UK onlyList on eBay UK onlyList on eBay UK onlyList on eBay UK onlyPassivePassivePassivePassive – List on eBay UK onlyList on eBay UK onlyList on eBay UK onlyList on eBay UK only
ActiveActiveActiveActive – Balance inventoryBalance inventoryBalance inventoryBalance inventory
between sitesbetween sitesbetween sitesbetween sites
Use multiUse multiUse multiUse multi----channel managementchannel managementchannel managementchannel management

74. www.tamebayguide.com/managementwww.tamebayguide.com/managementwww.tamebayguide.com/managementwww.tamebayguide.com/management

75. eBay Fees
Cross Border Trade

76. Unlimited Free 30day/GTC listingsUnlimited Free 30day/GTC listingsUnlimited Free 30day/GTC listingsUnlimited Free 30day/GTC listings
+ 2500 free listings on+ 2500 free listings on+ 2500 free listings on+ 2500 free listings on

77. eBay International Tracked PostageInternational Tracked PostageInternational Tracked PostageInternational Tracked Postage
Cross Border Trade
Coming in 2013Coming in 2013
Full end-to-end tracking
Quick and flexible delivery options from
2–5 days within the European Union
Easy returns option

78. eBay International Tracked PostageInternational Tracked PostageInternational Tracked PostageInternational Tracked Postage
Cross Border Trade
Sample PricesSample Prices
500g parcel to Germany from £4.00
1kg parcel to Italy from £7.00
1kg parcel to the US from £12.00
2kg parcel to Australia from £13.00
2kg parcel to France from £5.75

79. ResourcesResourcesResourcesResources
Selling through Online
Marketplaces
ResourcesResourcesResourcesResources
tamebay.com tamebayguide.comtamebay.com tamebayguide.comtamebay.com tamebayguide.comtamebay.com tamebayguide.com