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

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Notă GoodReads:
en Limba Engleză Carte Paperback – April 2009
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
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Specificații

ISBN-13: 9780789739742
ISBN-10: 0789739747
Pagini: 333
Dimensiuni: 162 x 227 x 21 mm
Greutate: 0.49 kg
Ediția: 1
Editura: Que
Locul publicării: Indianapolis, United States

Cuprins

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

Notă biografică

Michael Miller has written more than 90 nonfiction how-to books over the past two decades, including Que’s Absolute Beginner’s Guide to eBay, Making a Living from Your eBay Business, and Tricks of the eBay Business Masters. He also wrote Teach Yourself Business Plans in 24 Hours and The Complete Idiot’s Guide to Search Engine Optimization for Alpha Books and Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus for Wiley.
 
Mr. Miller has established a reputation for clearly explaining complex topics to the average reader and for offering useful real-world advice. Find more information at his website, www.molehillgroup.com.

Textul de pe ultima copertă

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 and 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