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Selling Online 2.0: Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website

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  • Copyright 2009
  • Dimensions: 6 X 9
  • Pages: 360
  • Edition: 1st
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  • ISBN-10: 0-7897-3974-7
  • ISBN-13: 978-0-7897-3974-2
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  • ISBN-10: 0-7686-9050-1
  • ISBN-13: 978-0-7686-9050-7

REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS?

Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can’t sell on eBay? Online auctions are the past; fixed-price selling is the future. It’s time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You’ll need to make some new plans, learn some new skills, and change some of the things you do--but you’ll find that there’s more money to be made on your own than relying on traditional eBay online auction sales.

  • Put together a plan to maintain your sales level and profitability--to counteract eBay’s changes
  • Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace
  • Find out if running an eBay Store or selling on Half.com makes sense for your business
  • Learn out how to sell locally on craigslist and other online classifieds sites
  • Discover how to sell fixed-price merchandise on the Amazon marketplace
  • Find out how to launch your own e-commerce website--and promote your online store
  • Learn how to sell products across multiple channels--and manage multichannel conflicts

 

Introduction     1

What’s in This Book     2

Who Can Use This Book     3

How to Use This Book     3

There’s More Online...     4

Making the Move     4

I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS     5

1 The Problem with Online Auctions     7

What eBay Used to Be Like...     7

Why Is eBay Abandoning Smaller Sellers?      10

Changes Are Afoot--and You Probably Won’t Like Them     12

Emphasizing Fixed-Price Sales over Auction Sales     12

Changes to the Fee Structure     12

Changes to the Payment System     14

Changes to the Feedback System     15

Changes to Search Results     15

eBay’s Deal with Buy.com     16

How Do eBay’s Changes Affect You?      16

2 Planning for Selling Success     19

Planning for Life Beyond eBay Auctions     19

Asking--and Answering--Key Questions     20

What Type of Merchandise Do You Want to Sell?      20

How Much Money Do You Want to Make?      21

How Do You Intend to Manage Your Business?      23

Where Do You Want to Sell?      25

Conceiving a Business Plan     26

Understanding the Components of a Useful Business Plan     28

Mission     29

Opportunity     30

Strategy     30

Organization and Operations     31

Strengths and Weaknesses     31

Financials     31

Writing Your Business Plan     32

Implementing Your Business Plan     33

II FIXED-PRICE SELLING ON EBAY     35

3 Migrating to Fixed-Price Listings     37

Why Fixed-Priced Sales Are the Way to Go     37

Comparing Fees     38

Comparing Listing Lengths     40

Factoring in Customer Demand     41

Different Ways to Sell at a Fixed Pric     42

Understanding eBay’s Fixed-Price Listings     43

Understanding eBay’s Buy It Now Auctions     44

Understanding eBay Stores     46

Understanding Half.com     47

Creating an eBay Fixed-Price Listing      50

Creating an Auction Listing with a Buy It Now Price     51

Managing Fixed-Price Sales     52

Before the Sale: Setting the Price     53

After the Sale: Payment and Shipping     53

4 Fixed-Price Selling in an eBay Store     57

What Is an eBay Store?      57

Benefits of Opening Your Own eBay Store     59

Challenges of eBay Store Selling     60

Understanding eBay Store Subscription Levels     61

Understanding Insertion Fees and FVFs     63

How to Open an eBay Store     63

Further Customizing Your eBay Store     67

Managing Your eBay Store     68

Listing Merchandise for Sale in Your eBay Store     70

Handling eBay Store Sales     71

Marking Down Your Merchandise     72

Viewing eBay Store Reports     73

5 Fixed-Price Selling on Half.com     77

Getting to Know Half.com     77

Understanding the Half.com Shopping Experience     79

Understanding Half.com Fees     80

Listing on Half.com     81

Pricing Your Half.com Items     83

Calculating Shipping and Handling Charges     84

Managing Half.com Sales     85

6 Promoting Your Fixed-Price eBay Sales     87

Promoting Your Fixed-Price Listings on the eBay Site     87

Optimizing Your Listings for eBay Search     88

Linking from Other Sites to Your eBay Listings     90

Promoting Your eBay Store     90

Seeding Listings into the Traditional eBay Marketplace     91

Enabling Cross-Promotions     91

Creating an Email Mailing List     92

Linking to Your eBay Store     94

Adding a Stores Widget to Your Blog or Website     95

Creating a Listing Feed     95

Exporting Your Listings to Search Engines and Shopping Sites     96

Advertising on the eBay Site with AdCommerce     97

Advertising Across the Web with Google AdWords     99

Promoting Your Store in the Real World     101

Promoting Your Half.com Listings     102

III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS     105

7 Online Classifieds: Are They Right for Your Business?      107

Understanding Online Classifieds     107

Examining Major Online Classifieds Sites     110

craigslist     110

Oodle     111

Kijiji     113

backpage.com     114

LiveDea     115

Google Base     116

The Pros and Cons of Selling via Online Classifieds     117

Pros of Online Classifieds Selling     117

Cons of Online Classifieds Selling     118

Do Online Classifieds Make Sense for Your Business?      120

The Best Businesses for Migrating to Online Classifieds     120

The Worst Businesses for Migrating to Online Classifieds     121

8 Doing Business on craigslist     125

Understanding craigslist     125

Navigating craigslist Listings     126

Before You List...     129

Listing an Item for Sale     130

Formatting Your Item Description     133

Using HTML Formatting     133

Inserting Images into Your Listings     134

Managing Your Listings     135

Editing a Listing     135

Deleting a Listing     136

Making a Sale     136

9 Migrating from Online Auctions to Online Classifieds     139

What Items Should You Move to craigslist?      139

Changing Your Business Model     141

Going Local     141

Pickups,No Shipping     142

Cash Is King     143

We Don’t Need No Stinking Tools     143

It’s the Wild West     144

Businesses Aren’t Always Accepted     144

Making the Move     145

10 Promoting Your craigslist Business     147

Choosing the Right Community and Category     147

Optimizing Your Listings for Search     148

Keeping Your Ad at the Top of the List     148

IV SELLING ON THE AMAZON MARKETPLACE     151

11 The Amazon Marketplace: Is It Right for Your Business?      153

Understanding the Amazon Marketplace     153

What the Buyers See     154

The Many Ways to Sell on Amazon     156

Selling Individual Items on the Amazon Marketplace     157

Understanding the Amazon Marketplace     158

Understanding Amazon’s Fees     159

Selling as a Pro Merchant     161

Selling on Amazon via Selling on Amazon     162

Selling in an Amazon WebStore     163

Using Amazon to Fulfill Your Orders     163

How It Works     164

Understanding Fulfillment Pricing     164

The Pros and Cons of Selling on Amazon     166

Selling on Amazon: Pros     166

Selling on Amazon: Cons     167

12 Doing Business in the Amazon Marketplace     169

Listing Individual Items in the Amazon Marketplace     169

Listing Your First Item     69

Managing Your Account and Inventory     173

Selling an Item     175

Setting Up Your Amazon Storefront     176

Moving to the Pro Merchant Program     177

Upgrading to Pro Merchant Status     177

Uploading Multiple Listings     178

Creating a Product Detail Page     180

13 Migrating Your eBay Business to Amazon     185

Does Migrating to Amazon Make Sense?      85

Comparing Fees     185

Comparing Sales and Effort     187

Which Items Should You Migrate?      188

Evolving Your Business Model     189

Making the Move     190

14 Promoting Your Amazon Business     193

Keeping Your Listings Competitive     193

Competing on Feedback     194

Placing Product Ads on the Amazon Site     196

Advertising Your Business with a Display Ad     197

V SELLING ON YOUR OWN WEBSITE     201

15 Establishing Your Own Website: Is It Right for Your Business?      203

Building an Online Store--What’s Involved?      203

The Components of an E-Commerce Website     203

Different Ways to Build a Store     206

How Much Does It Cost?      207

Pros and Cons of Running Your Own Website     208

Pros of Running Your Own Online Store     208

Cons of Running Your Own Online Store     209

Does an Online Store Make Sense for Your Business?      211

16 Planning Your Online Presence     215

Step One: Create Your Plan and Define Your Goals     215

Step Two:Determine What You’re Selling     216

Step Three: Choose a Hosting Service     216

Step Four: Build Your Website     217

Step Five: Choose an Online Payment Service     218

Step Six: Plan Your Promotion     219

Step Seven: Launch Your Site     220

Step Eight: Evaluate Your Performance     221

17 Setting Up an E-Commerce Website     223

Choosing a Hosting Service     223

Features to Look For     224

Comparing Prices     226

Using eBay ProStores     227

ProStores for eBay Sellers     227

Subscription Levels     228

Getting Started with ProStores     229

Building an Amazon WebStore Store     230

Inside an Amazon WebStore Store     230

Creating Your Own WebStore     231

Building a Yahoo! Merchant Website     233

Subscription Levels     233

Unique Features     234

Creating Your Own Yahoo! Store     235

Exploring Other Pre-Designed Storefronts     236

18 Managing Online Sales     241

Managing Your Inventory     241

Managing Your Sales     243

Managing Your Customers     245

19 Choosing an Online Payment System     249

Accepting Payments with PayPal     249

Pros and Cons of PayPal     250

Signing Up for PayPal     251

Understanding PayPal Fees     252

Adding PayPal to Your Website     253

Collecting PayPal Payments     254

Accepting Payments with Google Checkout     255

Pros and Cons of Google Checkout     255

Understanding Google Checkout Fees     256

Setting Up a Google Checkout Account     257

Choosing a Google Checkout Service     257

Adding Google Checkout to Your Website     258

Collecting Google Checkout Payments     259

Withdrawing Google Checkout Funds     260

Integrating Google Checkout with Google AdWords     260

Accepting Payments with Checkout by Amazon     261

Pros and Cons of Checkout by Amazon     261

Understanding Checkout by Amazon Fees     262

Setting Up Checkout by Amazon     262

Establishing Your Own Merchant Credit Card Account     263

Pros and Cons of a Merchant Account      264

Choosing a Credit Card Processor     265

20 Promoting Your E-Commerce Website     267

Putting Together a Marketing Plan     267

Optimizing Your Site for Search Engines     269

All About Search Engine Marketing--and SEO     269

SEO Tip #1: Fine-Tune Your Keywords     269

SEO Tip #2: Tweak Your <META> and <TITLE> Tags     271

SEO Tip #3: Solicit Inbound Links from Other Sites     271

SEO Tip #4: Submit Your Site to the Major Search Engines     272

SEO Tip #5: Use Text Instead of Images     274

Submitting Your Products to Comparison Shopping Sites     275

How Comparison Shopping Sites Work     275

Examining the Major Comparison Shopping Sites     276

Submitting Your Listings to Comparison Shopping Sites     278

Creating and Uploading a Data File     279

Buying PPC Advertising     280

How Important Is PPC Advertising?      280

Purchasing Keywords     281

Paying by the Click     282

Evaluating the Big PPC Ad Networks     283

Creating a PPC Campaign     285

Buying Display Ads     286

Engaging in Email Marketing     287

Marketing on YouTube     288

Marketing to the Blogosphere     289

Conducting Online Public Relations     290

21 Migrating Your eBay Business to Your Own Website     293

Does Migrating to Your Own Online Store Make Sense?      293

Comparing Costs     293

Comparing Effort     295

Which Items Should You Migrate?      295

Changing Your Business Model and Processes     296

Making the Move     297

22 Selling in Multiple Channels     301

What Is Multichannel Selling--and How Does It Work?      301

Pros and Cons of Multichannel Selling     302

Benefits of Multichannel Selling     302

Drawbacks of Multichannel Selling     303

When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster?      305

Managing Inventory Across Channels      306

Creating a Multichannel Marketing Plan     307

Index     311

Online Sample Chapter

Establishing Your Own Website: Is It Right for Your Business?

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Table of Contents

Introduction     1

What’s in This Book     2

Who Can Use This Book     3

How to Use This Book     3

There’s More Online...     4

Making the Move     4

I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS     5

1 The Problem with Online Auctions     7

What eBay Used to Be Like...     7

Why Is eBay Abandoning Smaller Sellers?      10

Changes Are Afoot--and You Probably Won’t Like Them     12

Emphasizing Fixed-Price Sales over Auction Sales     12

Changes to the Fee Structure     12

Changes to the Payment System     14

Changes to the Feedback System     15

Changes to Search Results     15

eBay’s Deal with Buy.com     16

How Do eBay’s Changes Affect You?      16

2 Planning for Selling Success     19

Planning for Life Beyond eBay Auctions     19

Asking--and Answering--Key Questions     20

What Type of Merchandise Do You Want to Sell?      20

How Much Money Do You Want to Make?      21

How Do You Intend to Manage Your Business?      23

Where Do You Want to Sell?      25

Conceiving a Business Plan     26

Understanding the Components of a Useful Business Plan     28

Mission     29

Opportunity     30

Strategy     30

Organization and Operations     31

Strengths and Weaknesses     31

Financials     31

Writing Your Business Plan     32

Implementing Your Business Plan     33

II FIXED-PRICE SELLING ON EBAY     35

3 Migrating to Fixed-Price Listings     37

Why Fixed-Priced Sales Are the Way to Go     37

Comparing Fees     38

Comparing Listing Lengths     40

Factoring in Customer Demand     41

Different Ways to Sell at a Fixed Pric     42

Understanding eBay’s Fixed-Price Listings     43

Understanding eBay’s Buy It Now Auctions     44

Understanding eBay Stores     46

Understanding Half.com     47

Creating an eBay Fixed-Price Listing      50

Creating an Auction Listing with a Buy It Now Price     51

Managing Fixed-Price Sales     52

Before the Sale: Setting the Price     53

After the Sale: Payment and Shipping     53

4 Fixed-Price Selling in an eBay Store     57

What Is an eBay Store?      57

Benefits of Opening Your Own eBay Store     59

Challenges of eBay Store Selling     60

Understanding eBay Store Subscription Levels     61

Understanding Insertion Fees and FVFs     63

How to Open an eBay Store     63

Further Customizing Your eBay Store     67

Managing Your eBay Store     68

Listing Merchandise for Sale in Your eBay Store     70

Handling eBay Store Sales     71

Marking Down Your Merchandise     72

Viewing eBay Store Reports     73

5 Fixed-Price Selling on Half.com     77

Getting to Know Half.com     77

Understanding the Half.com Shopping Experience     79

Understanding Half.com Fees     80

Listing on Half.com     81

Pricing Your Half.com Items     83

Calculating Shipping and Handling Charges     84

Managing Half.com Sales     85

6 Promoting Your Fixed-Price eBay Sales     87

Promoting Your Fixed-Price Listings on the eBay Site     87

Optimizing Your Listings for eBay Search     88

Linking from Other Sites to Your eBay Listings     90

Promoting Your eBay Store     90

Seeding Listings into the Traditional eBay Marketplace     91

Enabling Cross-Promotions     91

Creating an Email Mailing List     92

Linking to Your eBay Store     94

Adding a Stores Widget to Your Blog or Website     95

Creating a Listing Feed     95

Exporting Your Listings to Search Engines and Shopping Sites     96

Advertising on the eBay Site with AdCommerce     97

Advertising Across the Web with Google AdWords     99

Promoting Your Store in the Real World     101

Promoting Your Half.com Listings     102

III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS     105

7 Online Classifieds: Are They Right for Your Business?      107

Understanding Online Classifieds     107

Examining Major Online Classifieds Sites     110

craigslist     110

Oodle     111

Kijiji     113

backpage.com     114

LiveDea     115

Google Base     116

The Pros and Cons of Selling via Online Classifieds     117

Pros of Online Classifieds Selling     117

Cons of Online Classifieds Selling     118

Do Online Classifieds Make Sense for Your Business?      120

The Best Businesses for Migrating to Online Classifieds     120

The Worst Businesses for Migrating to Online Classifieds     121

8 Doing Business on craigslist     125

Understanding craigslist     125

Navigating craigslist Listings     126

Before You List...     129

Listing an Item for Sale     130

Formatting Your Item Description     133

Using HTML Formatting     133

Inserting Images into Your Listings     134

Managing Your Listings     135

Editing a Listing     135

Deleting a Listing     136

Making a Sale     136

9 Migrating from Online Auctions to Online Classifieds     139

What Items Should You Move to craigslist?      139

Changing Your Business Model     141

Going Local     141

Pickups,No Shipping     142

Cash Is King     143

We Don’t Need No Stinking Tools     143

It’s the Wild West     144

Businesses Aren’t Always Accepted     144

Making the Move     145

10 Promoting Your craigslist Business     147

Choosing the Right Community and Category     147

Optimizing Your Listings for Search     148

Keeping Your Ad at the Top of the List     148

IV SELLING ON THE AMAZON MARKETPLACE     151

11 The Amazon Marketplace: Is It Right for Your Business?      153

Understanding the Amazon Marketplace     153

What the Buyers See     154

The Many Ways to Sell on Amazon     156

Selling Individual Items on the Amazon Marketplace     157

Understanding the Amazon Marketplace     158

Understanding Amazon’s Fees     159

Selling as a Pro Merchant     161

Selling on Amazon via Selling on Amazon     162

Selling in an Amazon WebStore     163

Using Amazon to Fulfill Your Orders     163

How It Works     164

Understanding Fulfillment Pricing     164

The Pros and Cons of Selling on Amazon     166

Selling on Amazon: Pros     166

Selling on Amazon: Cons     167

12 Doing Business in the Amazon Marketplace     169

Listing Individual Items in the Amazon Marketplace     169

Listing Your First Item     69

Managing Your Account and Inventory     173

Selling an Item     175

Setting Up Your Amazon Storefront     176

Moving to the Pro Merchant Program     177

Upgrading to Pro Merchant Status     177

Uploading Multiple Listings     178

Creating a Product Detail Page     180

13 Migrating Your eBay Business to Amazon     185

Does Migrating to Amazon Make Sense?      85

Comparing Fees     185

Comparing Sales and Effort     187

Which Items Should You Migrate?      188

Evolving Your Business Model     189

Making the Move     190

14 Promoting Your Amazon Business     193

Keeping Your Listings Competitive     193

Competing on Feedback     194

Placing Product Ads on the Amazon Site     196

Advertising Your Business with a Display Ad     197

V SELLING ON YOUR OWN WEBSITE     201

15 Establishing Your Own Website: Is It Right for Your Business?      203

Building an Online Store--What’s Involved?      203

The Components of an E-Commerce Website     203

Different Ways to Build a Store     206

How Much Does It Cost?      207

Pros and Cons of Running Your Own Website     208

Pros of Running Your Own Online Store     208

Cons of Running Your Own Online Store     209

Does an Online Store Make Sense for Your Business?      211

16 Planning Your Online Presence     215

Step One: Create Your Plan and Define Your Goals     215

Step Two:Determine What You’re Selling     216

Step Three: Choose a Hosting Service     216

Step Four: Build Your Website     217

Step Five: Choose an Online Payment Service     218

Step Six: Plan Your Promotion     219

Step Seven: Launch Your Site     220

Step Eight: Evaluate Your Performance     221

17 Setting Up an E-Commerce Website     223

Choosing a Hosting Service     223

Features to Look For     224

Comparing Prices     226

Using eBay ProStores     227

ProStores for eBay Sellers     227

Subscription Levels     228

Getting Started with ProStores     229

Building an Amazon WebStore Store     230

Inside an Amazon WebStore Store     230

Creating Your Own WebStore     231

Building a Yahoo! Merchant Website     233

Subscription Levels     233

Unique Features     234

Creating Your Own Yahoo! Store     235

Exploring Other Pre-Designed Storefronts     236

18 Managing Online Sales     241

Managing Your Inventory     241

Managing Your Sales     243

Managing Your Customers     245

19 Choosing an Online Payment System     249

Accepting Payments with PayPal     249

Pros and Cons of PayPal     250

Signing Up for PayPal     251

Understanding PayPal Fees     252

Adding PayPal to Your Website     253

Collecting PayPal Payments     254

Accepting Payments with Google Checkout     255

Pros and Cons of Google Checkout     255

Understanding Google Checkout Fees     256

Setting Up a Google Checkout Account     257

Choosing a Google Checkout Service     257

Adding Google Checkout to Your Website     258

Collecting Google Checkout Payments     259

Withdrawing Google Checkout Funds     260

Integrating Google Checkout with Google AdWords     260

Accepting Payments with Checkout by Amazon     261

Pros and Cons of Checkout by Amazon     261

Understanding Checkout by Amazon Fees     262

Setting Up Checkout by Amazon     262

Establishing Your Own Merchant Credit Card Account     263

Pros and Cons of a Merchant Account      264

Choosing a Credit Card Processor     265

20 Promoting Your E-Commerce Website     267

Putting Together a Marketing Plan     267

Optimizing Your Site for Search Engines     269

All About Search Engine Marketing--and SEO     269

SEO Tip #1: Fine-Tune Your Keywords     269

SEO Tip #2: Tweak Your <META> and <TITLE> Tags     271

SEO Tip #3: Solicit Inbound Links from Other Sites     271

SEO Tip #4: Submit Your Site to the Major Search Engines     272

SEO Tip #5: Use Text Instead of Images     274

Submitting Your Products to Comparison Shopping Sites     275

How Comparison Shopping Sites Work     275

Examining the Major Comparison Shopping Sites     276

Submitting Your Listings to Comparison Shopping Sites     278

Creating and Uploading a Data File     279

Buying PPC Advertising     280

How Important Is PPC Advertising?      280

Purchasing Keywords     281

Paying by the Click     282

Evaluating the Big PPC Ad Networks     283

Creating a PPC Campaign     285

Buying Display Ads     286

Engaging in Email Marketing     287

Marketing on YouTube     288

Marketing to the Blogosphere     289

Conducting Online Public Relations     290

21 Migrating Your eBay Business to Your Own Website     293

Does Migrating to Your Own Online Store Make Sense?      293

Comparing Costs     293

Comparing Effort     295

Which Items Should You Migrate?      295

Changing Your Business Model and Processes     296

Making the Move     297

22 Selling in Multiple Channels     301

What Is Multichannel Selling--and How Does It Work?      301

Pros and Cons of Multichannel Selling     302

Benefits of Multichannel Selling     302

Drawbacks of Multichannel Selling     303

When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster?      305

Managing Inventory Across Channels      306

Creating a Multichannel Marketing Plan     307

Index     311

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