Matthew is an eBay Expert & consultant with over 10 years of experience on eBay. Has worked for two eBay auction management companies and has helped hundreds of eBay based businesses sell on eBay, including his own for 3 years.

eBay Expert Having run his own business on eBay UK for 3 years, been featured on BBC News 24, BBC Radio 4 “In Business” with Peter Day and also featured in the Sunday Times.

eBay Top Rated SellerHosting the very first eBay PowerSellers meeting of its kind in the UK, attended by eBay, which then lead to the eBay university program. Then working for the USA auction management company (now owned by ChannelAdvisor) here in the UK and then later on another eBay listing software company, Matthew has probably seen more eBay based businesses outside the confines of eBay than anyone else in the UK.

Matthew takes a different approach to eBay and it really shows in the articles he writes. eBay is just a sales channel, admittedly a rather large one at that, but this should never be forgotten and he knows that its all to easy to become caught up in a whirl-wind of noise that is generated by selling on eBay and does his best to help keep your feet on the ground and focus at the job at hand, making more profit.

Its unlikely you’re going to ask Matthew something he does not already know about eBay, you can contact him on his dedicated Contact Matthew page.

Hear from a Business that is Moving to the 3rd Generation

Last week we shared with you an interview with a business owner called Gurpreet that processes 2,000 orders a week and pays no commissions.

While we’ve not got another story like this to share with you right now (3 more coming very soon!), what we can do is share with you the story of Alex’s business, how & why he’s moving to the 3rd Generation right now.

Hear how he started selling a few items on eBay, turned it into a full time business where he is buying containers and his struggle with multi-channel software. Alex is now in the process of moving to the 3rd Generation of multi-channel software.

Oh and you can hear how his current provider phoned him up and well, you’re not going to believe what they said, that’s at about 10 minutes into the interview…  You can listen to the interview here.

The 3rd Generation is REAL

This is where we can tell you outright, we are helping business move to this new generation.

We might not have all the answers and that’s ok, we’re learning and if there is one thing to take away from this podcast, the 3rd generation is REAL. It’s been around for years, the thing is the business owners that are using it are keeping quiet because they’re saving oodles every month and the other software companies out there don’t want you to know about it either.

I’ve been accused of being a used-car-salesman and one cheeky-minx implied I have “really annoying west country drawl” in the past few days after the Podcast we published last week. But the thing is, I don’t work for a software provider any more, I have no involvement with any of them and I am not here to please everyone either.


The person I am here to please is you, the multi-channel business owner in my world, you are the “cool people”.

But please understand I’m smart enough to know how certain businesses work, I know how they tick, remember I’ve been around for over 10 years in this industry as a seller like you and with two software providers and I can’t share with you everything just yet.

Some of these companies have shown their true colours and I have wised-up to know when to shut-up (trust me that is really hard) and I can’t share everything that we’re up to right now. In this interim period between now & January, it’s going to be dribs & drabs of information and to some people I’m going to look bad and that’s ok, I know, we know what is on the other side.

Meet the Cool People

Next week you’re going to start hearing from more “cool people”, businesses owners like you, entrepreneurs, how they started, what challenges they have had from all over the world, the UK, Australia, Germany, Vietnam & the United States.

And if that sounds like something you’d like to be involved in too, you can get in contact with me directly here.

Oh and of course don’t forget to listen into Alex’s story, click the monstrously huge button below to tune in right now:

See you soon,


Do You Like Being Called “an Entrepreneur”?

  • Have you had to struggle to get your business where it is today?
  • Do you like being called an Entrepreneur?

If you’ve answered yes to either or both of these, I would love to hear from you and for you to join myself & Dave on the UnderstandingE Podcast we’re calling “The Entrepreneur’s Corner”.

It’s so that we can share the challenges that marketplace business owners like you have experienced, how they’re handled and for you to listen to like-minded entrepreneurs.


Share Your Story

It’s the story behind the never-ending challenge of running your own business is what we’re looking for.

We know how tough it is to start a marketplace business, rules changing every 5 minutes, sometimes with no warning at all. Once you’ve got past your first years trading, then the years that follow are tougher than the first.

And it’s this story we’re looking to you to help share with other like-minded entrepreneurs. How people just like you suck-up the challenges that you’re thrown, spit them out and say “bring it on”.

Some examples of the questions we would ask you:

  • Can you tell a little more about what you business does?
  • How did you start selling online?
  • What challenges have you had along the way?
  • What one tip would you give someone listening to this who wanted to start selling online right now?

And of course:

  • No hidden or sly questions
  • You don’t need to share your turnover
  • You don’t even need to share your business’s identity (but you can shamelessly plug it if you wish)
  • Just be you

Contact Us!

If this is something you would like to be involved in use the contact form below and myself or Dave will be in touch shortly:

1 + 4 = ?

Credits: Image

30 Seconds of Silence as the Penny Dropped

We were on a call yesterday with what you could say is your “typical” multi-channel business owner, in many ways he’s probably just like you.

Business is doing well, it’s been a slog this year and literally this weekend has just started to show signs of picking up. One eBay account, one Amazon account, a website that could do better and nothing really that complex to put high demands on pretty much any of the 2nd generation multi-channel software providers.

But why on earth did he go completely silent on us, for what felt like hours?

Read on and you’ll find out why.


Typical Business As Usual?

Being in the most demanding categories for the marketplaces, fashion, he has to deal with complex inventory, sizes, colours, mixed sizing, demanding buyers, demanding marketplaces and most of all, the challenge of seasonality.

Fashion has to be the #1 toughest category to do well in online and this chap is rocking it & is set for his highest turnover Christmas ever.

On the other hand, in many ways it’s not a complicated setup they have, we’re only talking one eBay account with a couple of thousand listings, Amazon does really well for them now they’re settled in and from an operational standpoint, the team is experienced.

The booking in system for new lines is fast as they use excel & a couple of macros to create the variations & the order processing system is simple, no real warehouse control per-say, but a simple system that works and can manage 200-400 orders a day with ease.


As the conversation progressed he brought up the project me & Dave have been working on. He had seen a couple of the emails, read some of the articles and was wondering what was keeping us so busy. So we told him.

For the sake of this article and because he’s switching providers in January to the 3rd Generation we’re going to call him “Mohammed”, plus the numbers quoted are vague to protect his business.

The conversation went something like this:

Dave: “We’re building the training guides for the 3rd Generation of multi-channel software”

Mohammed: “So what does that mean exactly?”

Dave: “Well you know you’re using <removed> right now to manage, eBay, Amazon & your website?”

Mohammed: “Yes”

Dave: “Matt found a way of using Magento for exactly the same thing. You’ve heard of Magento?”

Mohammed: “Yea, I want to move our website to that after Christmas. We’ve been frustrated not being able to add anything to our current site”

Matt: “If you’ve looked at Magento, you’ll have seen it can handle fashion products just like yours, sizes, colours, shoe sizes etc… It has basic stock control and does pretty much everything you’re used to right now on your website.”

Mohammed: “Yes, my cousin uses it for his site and it does well”

Dave: “Matt was asked earlier this year to set up an eBay/Amazon & website business for a friend, he couldn’t use the software you were using as it’s too expensive so we had to look alternatives. He had already been working on Magento for a connector for eSellerPro, so knew it well. What he ended up realising was that Magento & an extension called M2E Pro could do pretty-much the same as the software you’re using”

Matt: “That’s right. They aren’t too dissimilar to your setup, but they had more products. Well 61,152 to be precise and roughly 2,400 variations. We were quoted £500 a month + 1% from one of the providers, it was a new business and there was no way that the business could afford that. So we have to look at other options

What I found was as Dave said, pretty much exactly what you have set up right now and we automated the supplier feeds in and the orders go off to the suppliers directly. We downloaded Magento for free and M2E Pro is also free because eBay subsidise it. He’s only just added his website now, as we’re using Magento not for the website part, but for the inventory & order management capabilities”

Mohammed: “Free & Free, I like the sound of this already”

Dave: “Yea we thought you would. The thing is besides the work the that Matt & the client put in, they’re only paying £114 a month for a server”

Mohammed: “What no commissions?”

Matt: “No commissions and the only reason he using such a ludicrously expensive server is because he complained about speed of one of my small servers. They’re not built for Magento, plus I didn’t want the hassle, so I got him a pair of xenon quad core processors, 16Gb of RAM and two SSD disks with hardware RAID 0 and dared him to complain about speed again. After that he never did, probably was a little over-kill if I’m honest”

Mohammed: “So he runs his business using Magento & M2E Pro, the same channels, has more inventory than us and pays £114 a month?”

Dave: “How much did you pay <removed> last month?”

Mohammed: “I’ll get the invoice, it’s here somewhere”

Mohammed: “Got it”


We heard the chair creak in the background, the sound of paper shuffling and then a deeply exhaled breath.

It must have only been 30 seconds or so.

But it felt like hours.


Dave finally asked, “did you find it?”

Indeed Mohammed has found his invoice, it had £1,500 on it  (approx $2,400 USD).

What I had set up for a client earlier this year can scale and for Mohammed came in at a tenth each month of what he’s paying right now and is set to save him around £17,000 – £19,000 next year.

UnderstandingE goes live on January 1st, what do you think he’ll be doing that day?

The Pieces are Almost a Picture

We’ll be open with you, the pieces of the puzzle are not all there yet, but we’re getting close, very close.

For Mohammed’s business, he’s going to need a couple of extensions to get all the backend features into place, two order extensions & two courier integrations (Royal Mail DMO was one of them) and a couple of the extensions we’ve been building to get him going. Plus we should never forget the training of the staff (which is where UnderstandingE comes in) and the time to migrate products between systems.

And on that note.

Say Hello to the 3rd Generation

We silently put the UnderstandingE site live a week or so ago. The reason why is simple, it doesn’t matter what you do for a launch party, it’s what you do for the next 6 years that truly matters.

While the guides are not published yet, they’re being released on January 1st, the forums are open and we are listening.

We’re listening to business owners like Mohammed and business owners like you.

Tell us what you need
Tell us what you cannot live without
Tell us how you want to innovate in your business once again
Rid your business of bills costing tens of thousands each year

And the best thing is…. We will show you how for free.

The 3rd Generation, everything you’ll need to know. It’s a click away (click here!!!!)

Come over & say hello to the 3rd Generation.

And we’ll see you there.

Matt & Dave

What’s The One Thing Missing from the 3rd Generation?

We’ve been working hard in the background trying to fill in as many blanks as we can so that when we go live in January we have all the bases covered for both new businesses, but established businesses as well.

However there is one thing this is missing and we need your help.



If you’ve used any of the current multi-channel software providers, most, if not all of these offer keywords (also known as macro’s or variables) that help you create informative & comprehensive eBay listings.

Even simple keywords like the image URL’s help you make great looking image galleries in your listings or maybe a keyword to bring through your domestic shipping cost, so you can add a simple line of text saying something like this:

“Our UK Delivery is just £1.99”.

The uses are almost endless.

How Big Sellers Manage Their eBay Listings

This is how the really big sellers on eBay make fantastic looking listings that look like they have uniquely made each listing, but they separated their data out in the management tool so that only the small bits of information, like a product title or bullet points need to be added.

This saves them countless hours each month when adding new products and when it comes to redesigning an eBay listing template, because the product data is removed and keywords are left in their place, upgrading or tweaking designs is made sooo much easier.

Note: If you have never come across this idea of keywords before, I’ve written two articles on this to show you exactly how they could work and reverse engineer a live eBay listing, you can find part 1 here and part 2 here. And if you’d like a glimpse at what you can potentially do with such keywords, see this article.

We Need Your Help

help-imageM2E Pro, one of the core components of the 3rd generation supports all the common Magento attribute values and you can even in add in an image gallery within a few clicks that looks great. But we’re missing some vital keywords and that’s where we need your help.

I’ve put together a comprehensive list of keywords that I know that you will need for the 3rd Generation (huh? 3rd generation, see here for that that is).

This is using my experience from the past 10 years, as a business owner that used eBay, two multi-channel software companies and hundreds of business I have  had the pleasure working with. We need these extra keywords and we need your help making the point to the development team over at M2E Pro that you need these too.

So… Myself & Dave need your help.

This is How You Can Help

Note this is not only for yourself for when you migrate to the 3rd generation, this will help every business owner that also moves to the 3rd generation, globally.

M2E Pro Vote for Keywords to be Added

  1. Go to this page:
  2. Check over the specification I have written and add a comment you feel appropriate to the bottom
    (something like “OMG we need this” would be appropriate)
  3. In the top left-hand corner there is a “Vote” button
  4. Press the “vote” button
  5. Enter your email address
  6. And press “3 Votes”

This shouldn’t take more than 1 minute of your time and in doing so, you can help make the world a better place with new functionality for everyone to use.

Again the direct link to this feature request is here:

Make your contribution to the 3rd generation today, and for that myself & Dave, thank you.

Matt & Dave

Does This Look Familiar to You?

If you were unfortunate enough to miss out on the no-holes-barred history to the 3rd generation at the eCommerce Expo two weeks ago, it’s about time we give you a little teaser to the 3rd generation (if you missed this, see here for part 1)

Today’s article is a sneak-peak at the progress being made & what the 3rd generation could look like, if you want it to look like this at all.


Order Processing

If you’ve ever used or seen eSellerPro the image below should be familiar to you. If not, it’s really simple to follow, I’ll cover the colour codes with you in a moment

Multi-Channel Order Processing

This screenshot is from a test system that shows orders in different statues, each row is an order. Here is the breakdown on the order colours:

  • Pink is pending a PayPal payment
  • White is processing and good to be processed
  • Brown, well those orders are brown for a very good reason, they’re fraud or reversed payments
  • Green is shipped or complete
  • Yellow the order is pending payment
  • And the blue, the order is on hold

As a business owner you now know exactly which orders should be processed and where they came from too.


There’s a caveat, I didn’t write a single line of code to do this.

It already exists, the whole 3rd Generation already exists.

But there are some people that don’t want us to tell you what it is…

A Different Way

Hit play on the video below:

Then go to and change your business forever.

See you there!

Matt & Dave

Meet the UnderstandingE Team @ eCommerce Expo (2 Oct)

By now you’ll have heard quite a lot of buzz about UnderstandingE, we believe it’s going to put you back in control and change the world of eCommerce forever and we bet you’d like to know more and here’s your only chance before January.

This is something never done before, we have a clear vision and a single goal of what we are going to achieve and using the passion we have for eCommerce we truly believe that what we launch in January will be of benefit to soo many online sellers like you.


Find Out What UnderstandingE is

Myself and Dave Furness will be making our first appearance as UnderstandingE at the eCommerce Expo next week.  We will only be there for few hours on Weds 2nd October because of the epic challenge we have set ourselves between now and January 1st and need to get back the grindstones.

We are arranging a special meetup at one of the stands at 2:00pm.  This way we can get to share with you, the cool people, the business owners what exactly it is we are up to and how with your help, together we’re going to create something amazing.

Here are just a few of the comments we’ve had in the last few days:

“We never considered using it like that before”.
We know, we didn’t realise this ourselves until earlier this year when we had no other option

“You telling me that this will work?”
Yep, we’re using it ourselves, we know it works

“That’s going to save us thousands”
Yup, that’s us off the Christmas card lists

So Which Stand?

To find out which stand we’ll loitering on at 2pm, pop your name & email on the UnderstandingE site here and we’ll let you know on Wednesday morning.

Looking forward to seeing you there!

Matt & Dave

Why there will NEVER be 4th Generation of Multi-Channel Software (Ever)

The only direction for the 3rd generation of multi-channel eCommerce software to go is to take ownership. To write, to own the software that will directly integrate your business into the marketplaces, this is exactly the piece that you never want and I’ll explain why.


A Mirror Image

It’s just like what we have right now with the 2nd generation, a multitude of multi-channel software providers, all with varying levels of integration and complexities. A “one-size-fits-all” approach and as I’ve already admitted, this approach isn’t the right approach anymore.

Let’s imagine for a few moments if you owned one of the software companies. You would have to deal with never-ending updates from the marketplaces, couriers integrations, bug-fixes, feature requests from your ever expanding user-base, the list just goes on and on and on and on… It’s software that is never finished and the thing is, it never can be finished.

So to step into the responsibilities of managing multiple marketplaces, the direct API integrations is not a world you want to be in as a business owner.

It’s expensive, it’s complicated, it’s ever-changing and unless you’ve got the experience, clear requirements and have a skilled development team on hand, you’ll be strangled by the overheads needed to be able to keep abreast of the highly-dynamic environment we use to operate businesses in and restricted by the one thing that keeps any business going, the ability to innovate and adapt.


In conversation for the past eight months with the “cool people”, (that’s business owners just like you), “innovation”, “being able to innovate” has come up again & again.

I know you’re not happy.

The 3rd Generation allows you to innovate, it breaks you free of the massive overheads and allows you to focus on your business exclusively and when you need to add in extra functionality, then it’s optional. Think of it as a salad bowl, you can pick & choose and it’s exclusive to your own requirements.

The 3rd Generation isn’t bogged down with the really complicated parts, that’s the 4th stage of the life-cycle, the taking ownership of the integrations yourself and for 99.9999999% of you reading this, you’ll never want to be involved with this, ever.

January 1st

January the 1st, for most of you will be the same story, you will have just had the busiest season online ever.

You’ll have seen the best and worst of your multi-channel software when you needed it most. You’ll also be sat there with probably the largest bill you have ever had if you’re using one of the multi-channel software providers that take a cut of your sales.

And on January 1st 2014, we’ll be sat there with another way, the next generation and that’s our deadline.

Part 3, where we bare-all is Coming Soon

Think of this article as a delicious appetizer between now and then, but also think of it, that with this open commitment to you, we better deliver what we’re talking about…

We don’t pretend to have all the answers, sadly we never will, but an option where you’re not tied down is already out there, we just need to show you how.

And the thing is, we know we can :)

Matt & Dave

PS. If you’ve not yet signed up to be notified the moment UnderstandingE is launched yet, you can here

Part 2 – Hands Up I Was Wrong – But What About?

In this second part of the History of Multi-Channel Software, we’re starting a journey, a journey to find the utopia and a journey that we’re going to share openly, wins, failures, the lot.

The utopia for multi-channel software that can fit the needs of any business regardless of size, type, location or revenue both today and tomorrow.

And to do this effectively, I need to admit I was wrong.


A Re-Cap

In part 1 of the History of Multi-Channel Software we covered how we have ended up where we are today with the collection of software providers that offer pretty much the same options, all wrapped up into different interfaces for multi-channel businesses to use.

I also shared with you the vision for the future which I’ve put below, the “utopia”, the goal that we’re aiming for and the commitment that I believe together we can achieve. I also admitted that I don’t have all the answers and never will but are willing to share this journey as we go and we invited you to join in.

The Vision of the Future

“A hybrid of both free and paid for open source software where multi-channel business owners can pick & choose the tools that suit their business, both now and in the future

I Used To Think…

I used to think that multi-channel software had to:

  • Fit the needs of every business perfectly
  • Have every single feature, bell & whistle going
  • Advanced to the point of being over complicated
  • Do everything, anyone could ever want
  • Be one system that encompassed everything

And the thing is… Hands up, I was wrong, so very wrong.

The Glimmer of Hope

Crude by today’s standards, I had built my own eBay order management tool back in the early 2000’s using excel, outlook, an addon for Outlook and some VBA (Visual Basic for Applications).

I was parsing the notifications for “end of auction” and “end of transaction” emails from eBay using a plugin for Outlook (which amazingly you can still buy it today, see here), loading them into an excel spreadsheet and then using VBA to process them, adding in notification flags for a pick/pack/despatch process with mail merges to create invoices , then email mail merges to email customers their order received, packed and then despatched notices.

I’m probably being a little mean to what I built back then by calling it “crude”, it took me from using a paper tracking system to a semi-automated system, which then led the business to a stage where it could afford more advanced software such MarketWorks or ChannelAdvisor (the only two options we had back then) at around £15-20K a month turnover and then we added in MarketWorks, we ni-on quadrupled the business in 3 months.

I have always wondered “what if the business could have afforded the best software available earlier on?”.

As I sat there in the cyber-cafe looking at eSellerPro for the first time, I genuinely felt that “this was it”. What had frustrated me as a business owner myself and through having seen hundreds of business at Marketworks, seeing them struggle with a slowly developed product with the possibility that those frustrations could be answered and what you use today in eSellerPro is part of the answer I saw back then (after a ~3 years stint that is).

The Stark Reality

I believed one product could fit the needs of every scenario thrown at it and that is where I was wrong.

  • No software product will fit the needs of every business perfectly, ever
  • Software doesn’t need every cool idea in it for it to be viable and meet the needs of the vast majority of businesses
  • Who needs complicated when straight-forwards will work just as well?
  • Why does software need to do everything for everyone, when the core essentials are all that are needed?

The reality is that:

No single software product will ever meet the needs of every single business perfectly

And Wrong Again? Maybe Not….

I know many of you will cringe at the idea of ChannelAdvisor, having a core system and with bolt on modules, using specialists in their own areas, it’s a “hybrid system”.

Frankly speaking, you’re most likely scoffing at the idea because it doesn’t help that the base system is so expensive it rules it out as being a viable solution for +99% of all multi-channel businesses.

The thing is, I believe we were all wrong about this “hybrid” approach and I’ll explain why.

Take the massive cost out of this hybrid approach, so let’s say we take £600 monthly minimum fees and floor them by 95% to just £30 (yes that is thirty quid or $47 USD, or less but that’s a topic for another day) and suddenly it’s a lot more attractive don’t you agree?

Hold on to that thought for a few moments…

Breaking it Apart

Let’s boil everything down to the three key parts of a multi-channel software product.

An inventory management system, an order management system and listing abilities to marketplaces. This goes for any of the 2nd generation providers regardless of origin.

Inventory Management
The inventory management system would need to be able to with both simple and complex products (variations), kits, virtual products, stock control, imports, exports and customisable fields that you can match to eBay & Amazon item specifics.

Order Management
Then the order management system which would need to aggregate orders from multiple channels, websites, multiple eBay accounts, multiple Amazon accounts (if you’re being naughty lol), have order stages, customisable despatch options, links into couriers and back to the marketplaces for order updates. Email notifications, while they’re not an essential they are a nice to have and are of notable value for any order management system.

Listing Abilities
Being able to match up to existing listings on the marketplaces, create new listings and keep prices, descriptions and stock levels updated. And be kept upto date with the updates that these marketplaces like to do every few months.

These 3 are the key components for any multi-channel software product. I am missing one other part on purpose though, support. Because this component it is so special, I need to be address it specifically at a later date.

The Current Approaches

As we saw in part 1 the vast array of options, there is no one right way of approaching each of these components and when we look at the different providers out there, they have all come from different angles and ended up with varying levels of success for each of the 3 components.

Let’s pick on two other providers as an example. StoreFeeder, StoreFeeder came from a fulfilment background so as you would expect the despatch process in StoreFeeder is amazing. I love how you can batch process orders easily and I’ve not seen anything to touch it at the price point they offer. ChannelGrabber, they needed simplicity, so ease of use is unparalleled.

Each and every multi-channel software has come from a different direction and ended up with something that can (or is being) labeled as “Multi-Channel Software” and they can all be boiled down to these 3 components.

Again, hold onto that thought for a few moments too…

So a Time for a Different Approach

Keeping the key components in mind, 3 questions for you to seriously consider.

#1 What if we took the ChannelAdvisor, hybrid approach. One core system that has inventory management, order management and listing abilities and bolstered it with industry expertise?

#2 What if we took away the costly overheads and we leveraged a platform that was open-source and getting back to that £30/$47 I mentioned earlier, what if it would run on shared web-hosting, which is available anywhere, globally, inexpensively?

#3 What if we then said because it’s open-source, you can extend it further and gave you the power to innovate?

What if the listing abilities were available for free to eBay and Amazon was ridiculously inexpensive?

And Then Consider

Originally I thought this hybrid approach wasn’t the correct path to follow. It’s expensive with the current providers but on the flip side allows us to bring in industry expertise in each area, when you need it, if you need it.

So what happens if we floor that massive overhead, leverage the already existing technologies that are proven globally, bring in expertise when needed, if needed at all and open the doors to be able to innovate through open source? The potential is huge?

Interesting theory right?

Like we said in Part 1, we know that this new approach works, it’s not a theory for us or you anymore.

All that is needed is a journey to be started, for knowledge to be shared and for each of us to work together.

We have the the vision of a world where you can use a hybrid of both free and paid for open source software where you can as a where multi-channel business owner you can pick & choose the tools that suit your business, both now and in the future.

Find out more at

And in part 3, we reveal all :)

The History of Multi-Channel Software – Part 1

Multi-channel software, love it or hate it, if you’re selling online and using the online marketplaces such as eBay or Amazon, you need it and it makes a massive difference to you being able to run a successful online business or having to wade through the endless repetitive tasks each day manually.

This is part 1 of a 3 part series on that covers the history of multi-channel software and is the beginning of a journey that will change the future of multi-channel software.

If you were wondering, this is directly related to main reason why I have been so quiet lately and together (thats us & you) will be changing the world of multi-channel eCommerce software forever and dipping our toes into the world of 3rd Generation multi-channel software.

However before we can get to the really cool stuff, we need to start our journey from somewhere and the best place to do that is to reflect on where we have come from and where we are today and this is what this article, part 1 and accompanying video is all about.


Part 1 – The History of Multi-Channel Software

Myself & Dave have put a video together to explain the history of multi-channel software below.

You can subscribe to the UnderstandingE YouTube channel here:

Proprietary, 1st & 2nd Generation Software

From it’s beginning where proprietary tools like Turbo-Lister (eBay) and Seller Desktop (Amazon) were created by the marketplaces themselves, then through the demands of businesses to expand further and add-in several missing features tools like InkFrog (1999), Auctiva, AMan Pro (for Amazon) and ChannelAdvisor who appeared on the scene in 2001. The 1st generation of software born and was there to help businesses be more productive with these channels.

Then the 2nd generation came around in the latter part of the naughties (around 2008/2009) where “Auction Management Software” turned properly into “Multi-Channel software” and was needed by businesses as they really started to leverage both eBay & Amazon and other online sales channels. We suspect this was because the Amazon marketplace really started to take off around then and the requirements changed for online businesses, they were selling in more than just one location, they had eBay, they had Amazon, their offline trade and the website platforms out there were getting better & better.

A Change in Requirements

This change in the landscape of business requirements spawned multiple 2nd generation providers that include ChannelAdvisor, who jumped from 1st generation (as they added in Amazon support), MarketWorks, ChannelGrabber, Linnworks, eSellerPro, SellerExpress and numerous other software companies who have come in later such as Brightpearl & StoreFeeder that have woken up to the apparent lucrative world of multi-channel software and whom we see today.

Some companies haven’t made the jump from the 1st generation at all, InkFrog, Auctiva & AMan Pro haven’t really strayed from their original selling platforms and that’s “ok” if that’s all you need for your business.

In the cases of eSellerPro and 247TopSeller, these were created by the failings of the original two providers that serviced the United Kingdom, ChannelAdvisor & Marketworks to adapt to the UK (and Europe for that matter) fast enough.

eSellerPro started as a shipping solution and with an integration to Sage from MarketWorks that then evolved into the tool we see today (see here for the unofficial history), as for 247 TopSeller well this was born in the same 2-3 months time window of eSellerPro because neither of the existing options (CA & MW) would meet the requirements of UK wholesaler.

Cost, Cost, Cost

The current options for business owners like yourself that use multiple sales channels (including the marketplaces) all fall into one of the two camps when it comes to pricing, fixed price and a percentage of sale.

Generally the “smaller” providers offer fixed price software where you pay a set amount each month to them for them to help you manage one or more marketplaces, these are generally medium cost and viable options. The more expensive options appear from the larger providers such as eSellerPro and ChannelAdvisor, where you’ll have a committed minimum monthly bill in the region of £500-600 and if a percentage of sales (around 1-2%) exceeds this value, then you pay more. That’s why you’ll find numerous businesses paying in excess of £1,000 a month for multi-channel software.

It doesn’t matter which path you have followed up to today, all the current 2nd generation multi-channel software products offer good-ish value for money.

As a whole, they all do the same tasks with similar features when we look at them from a high-enough level (in some cases it has to be really high with a slight squint). When we get down to the minute detail, there are major differences which explains the differences in the amounts that different providers charge and it’s these smaller details that generally depict which business uses which software provider because their business needs these small, less “transparent” options.

3rd Generation

It took a mistake by one of the 2nd generation providers to force this path to be explored and when we joined the pieces of the puzzle together we ended up with something that is greater than the original parts combined. What has been missing up until now is for us all to work out that this is actually viable and what we found, personally I was very surprised by.

The 3rd generation is a completely new take on multi-channel eCommerce software and while I say completely new, this has been around for the best part of 3 years already. We’ll cover more on this in part’s 2 & 3.

We don’t have all the answers, frankly we never will, however we know this path works. It’s highly flexible, ridiculously inexpensive and leverages the might of both open source and the backing of a massive corporate umbrella. For the past 7 months, I have followed it myself and there are examples of businesses turning over millions each month using this method.

The Vision of the Future

“A hybrid of both free and paid for open source software where multi-channel business owners can pick & choose the tools that suit their business, both now and in the future

We’re going to leave you with the vision of the future of multi-channel eCommerce software and we’re starting a journey today and we both invite you to join in at

PS. You can find part 2 here, where I admit I was wrong. But what about?

Sneak Preview: The Reason Why We Have Been So Quiet Lately :)

Have you ever had an idea that gives you chills down your spine?

We believe that we’re going to change your world forever and for the better too.

Hit play on the video below:

It’s not 1st generation, nor 2nd generation, it’s 3rd generation with a completely fresh look on the world of [something amazing].

She’s not ready yet, but she’s coming soon, infact one month from today and we will change your world forever.

Be notified the moment she’s live here

Why is eSellerPro still the best of a “Bad Bunch”?

It was 3 years ago I left eSellerPro and still today, eSellerPro is generally the better choice for larger multi-channel marketplace businesses, but why is this? That’s the question I aim to answer in this article & accompanying video.

I’m answering the same question a couple of times a week and rather than repeating myself over and over, I thought it would be more productive for me to create a video and explain the once :) If I’ve referred you to this page, scroll down and hit play on the YouTube video.


So why 3 years on is eSellerPro still the best of a bad bunch?

Just for the record, “Bad Bunch” is not my term, this is the term being used by business owners like you to describe the multi-channel eCommerce software providers out there today.

And back on topic… Well, the answer falls down to only three key areas:

  1. Inventory Management
  2. Importing & Exporting
  3. Stock Control

So let’s look at these in more detail. You can either follow these in the video below or the written overview that follows.

1. Inventory Management

I’m really surprised that none of the other providers have picked up on this and this can be boiled down to two key areas, inventory structure and the extensible data fields called “custom fields”. So let’s look at the inventory management side in more detail and custom fields, I’ve covered before.

Simply Master, Sub, Listing, Variation and Kit inventory records are the answer here.

No other multi-channel software product out there has an inventory system similar to what is found in eSellerPro and it’s still holding strong  with the inventory types we created over 6 years ago. And this boils down to several key inventory types, these are:

  • Master
  • Sub
  • Listing
  • Variation
  • Kits

Basically you have maximum control over the way your inventory works and if you’re selling products that come in variations or have more than one sales channel, then these really come into their own and kick every other software providers butts.

2. Importing and Exporting

If we take a moment to look at what some of the other software tools have out there and then look at eSellerPro, you’ll then understand why importing & export still rocks in eSellerPro.

Let’s take Linnworks, what would take a single import in eSellerPro takes 3 imports in Linnworks, oh and then you have to combine this with a disjointed interface, managing lots of inventory becomes cumbersome.

Now let’s look at ChannelAdvisor, ChannelAdvisor has the second best importing system out there and in a few places a superior import system as you can run excel based logic when importing product data, but it’s let down by the poor inventory management system behind it, thus falls flat on that part.

ChannelGrabber, they still don’t seem to be able to handle a single import for all products, instead you have separate records for the same product. So if you have one product and 10 listings on the channels, you have 11 records (or there-abouts), times that over 1000 products, you can see the problem.

Other software tools like SellerExpress, StoreFeeder, 247TopSeller etc… I’m unable/unwilling to comment on, but they don’t have the same inventory structure we covered in #1, so they’re basically flawed for larger businesses when compared like for like.

3. Stock Control

In eSellerPro there is a system that was a cool idea in the beginning and even today I’d personally class it as “insanely cool” and I bow to the developer that built the code behind this, it’s amazing.

This all boils down to the way that stock is managed over multiple sales channels and inventory records. But let’s keep it simple!

Say we have a pair of sunglasses that we have 10 in stock, we are selling these on eBay on two accounts, Amazon and our website, we can sell these sunglasses on all the sales channels and when the stock level decreases, then all the channels are updated, when we have stock arrive, then the stock levels are also updated.

But it doesn’t stop there with the channel profile you can set up minimum quantities to limit the risk of overselling, you can use it to calculate prices and it’ll list and delist products as your products come in and out of stock and also by it’s very name “Channel Profile”, you can have more than one profile doing different things for different products

So why is eSellerPro still the best of a bad bunch?

Their inventory system is designed for large multi-channel marketplace businesses, their import & export system is one of the best and most flexible systems out there and finally with the Channel Profile, you can have ultimate control over where and how products are listed.

And frankly what did you expect?

After all I genuinely did believe that eSellerPro was the last software product I would be helping create for multichannel businesses, this is clearly shown  six years on as it’s still the better choice of a bunch of providers out there.

I hope that helps you!

PS: If you’re one of the 3rd party software providers I just covered above and don’t like my summaries or explanations, make your software better, the keys to doing this are covered in the video :)