Editor's note: This article is excerpted from
Make Big Profits on eBay.
For a small, part-time eBay seller, an eBay store could be
helpful, but it's not necessary. But for someone who wants to
build a substantial, profitable business selling on eBay, a store
is an excellent tool.
An eBay store is a place on eBay where you can display all your
listings in one customizable place, encourage multiple purchases
from buyers, cross-promote your merchandise, and maintain a larger
permanent inventory than you sell through auctions. eBay supports
store operators with a variety of promotions, including the store
icon in the Seller Information box of every listing that links to
your store. The eBay stores directory is designed to promote all
stores, and you'll also have your own web address (URL) that
you can use as you wish. The Stores E-mail Marketing Tool lets you
send e-mails directly to your buyers; you can use this tool to
announce new items or specials, or to deliver other information
that will propel the buyers on your list into your store to
shop.
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The process of opening an eBay store is almost as simple as
setting up your initial User ID. The only requirements are that you
be a registered eBay seller and have a feedback of 20 or higher, or
be ID verified, or have a PayPal account in good standing.
Store Levels and Prices
The cost of an eBay store ranges from nominal to substantial,
depending on the level you choose. Check the web site for current
rates. The three levels are:
1. Basic. Ideal for sellers who are just starting out and
want an affordable, easy-to-use platform for online sales, a basic
store is automatically listed in the eBay stores directory and will
appear in every category directory where you have items listed.
2. Featured. Designed for small-to-medium-sized sellers
who want to grow their online business, a featured store rotates
through a special featured section on the eBay stores home page;
receives priority placement in "related stores" on search
and listings pages; and is featured within the category directory
pages where you have items listed.
3. Anchor. The advanced solution for high-volume sellers
who want maximum eBay exposure, anchor stores offer the same
benefits as featured stores, plus your store can be showcased with
your logo within the eBay stores directory pages and will receive
premium placement in "related stores" on search and
listings pages.
In general, the more you invest in your eBay store--both in
level and effort--the more your store sales will be.
Setting Up Your eBay Store
From the eBay home page, click on eBay Stores, then on
"Open a Store" and follow the steps to get your store set
up. You should come up with a name for your store before you begin
this process.
Your eBay store name, which will also be its URL, can be a
maximum of 35 characters that will be displayed in lowercase
letters. Choose a straightforward name that tells buyers what you
sell.
Your store name must start and end with a letter or number;
cannot start with four or more consecutive letter A's; cannot
start with an E followed by a number; and cannot infringe on any
other company's trademark. Your store name can be the same as
your User ID, assuming it meets the store name requirements.
eBay's Help Center offers additional advice for naming your
store.
Keep It Staffed
Your eBay store will be open for business 24/7/365--whether
you're awake or asleep, at your computer, or playing golf.
Though it doesn't need to be physically staffed around the
clock, you need to pay attention to it every day. Monitor your
store closely, answer questions from shoppers promptly, ship
merchandise on schedule and as promised, and deal with any other
customer service issues that might arise as soon as possible.
If you go on vacation or are going to be away for any reason,
try to arrange for someone else to monitor the site and take care
of your business. If that isn't practical, take advantage of
eBay's vacation hold service. You can choose a setting that
will hide your store inventory or one that tells shoppers that you
are gone and when you will return.