Helping you achieve your business aspirations. No BS. Real changes & fresh ideas that can take you to where you want to be, from someone who understands and has been there himself.

Sometimes trying to achieve your business goals can be clouded by the day to day operations or technical difficulties. Matthew can help you with mentoring or one-on-one business consulting. Matthew is extremely skilled in both eBay and Amazon marketplaces and has worked for two auction management companies.

Matthew has a Business Consultation page and you can contact him on his dedicated Contact Matthew page.

Do You Tell Your Buyers What to Do?

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I’m writing a chapter for my book on this very topic at the moment, however, I feel is important to raise the question with you before it’s published.

Telling people what to do can be seen as impolite, but guiding the user to complete an action that you’d like them to complete is something quite different, specially if you conduct it nicely, you’re just leading them to complete an action you’d like them to complete, that’s all.

 

So, do you tell your buyers what to do?

That’s a serious question and ports not only from eCommerce, but into almost every application of the Internet. It could be asking for the sale, a newsletter sign up, a like or a subscribe, it doesn’t matter, you’re helping lead the visitor to complete an action that you’d like them to complete.

There are parts on this site that I’m working on to make the process of asking the user (that’s you) to complete and also tracking this with tools to track conversion. This will be in an another article in the next few days as I had some fun in setting this up and I’m looking forward to sharing some of the results with you.

However for now, I’d like for you to watch a video and count the number of times that you are asked to perform an action. Ignore the content of the video, its 2 minutes long, just press play on the video below:

Summary

  • Did at any time did I appear rude or impolite?
  • Did I ask for anything unreasonable?

Think about that for a while, what could you ask (AKA “tell”) your customers to do which would be so easy it wouldn’t take them a few moments to complete?

I would like you to complete an action for me.

In the comments box below, how many actions did I ask you in the video above?
(Browny points to anyone who spots the other 3!)

A Question For You!

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Well it’s about time really! It’s why I have been quite quiet here for past week or so. I’m about 9,000 words in and half way through the table of contents I first wrote a few weeks back. Yep that’s right I’m writing a book, well two actually.

No one section of the first book is complete enough to share properly and I’ve not hammered down what I am going to call the book, but to give you a synopsis of what the is intended to be:

Help optimise multi channel businesses by sharing advice and guidance, that takes no more than 10 minutes per day.

It’s why I added an out of place article earlier last week around Google Calendar and major part to this book is going to be your ability to set up reminds to just spend 10 minutes working on your business and for me to show you exactly where you should be spending those 10 minutes each day to really maximise what you’re up to.

A Question For You

I’ve got a lot of unanswered questions currently, most are to do with how deep do I push certain subjects, which I’m sure I’ll find an answer to as I work on them more over the next few weeks.

However…. As helpful as I feel such a book would be to you, what I am considering is moulding the written book to a video diary that you can follow.

For example on day three I may take you through registering social accounts to protect your business trading names, having this in a written format might be suitable for some, but a video sessions of a few minutes with me explain why and then taking you off to go and register the top 5 or so accounts.

So that question…

Would you find the combination of a well written book that guides you through tasks that are designed to take no more than 10 minutes each day with a video series that also literally talks you through each stage, help you to commit to making the actions needed? Or would the book alone be enough?

I’m trying to gauge what would be most effective for you, to take the critical step into taking action for a couple of mornings a week over a cuppa?

Let me know in the comments box below.

Barcodes, GTIN’s,UPC’s, EAN’s, ISBN’s, JAN’s & ASIN’s Explained

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Barcodes, these can cause confusion, especially if we account for all the different names they can be referenced as and even the term barcode isn’t technically correct, GTIN is. As such this article aims to dis-spell the myths & confusion around them and give you the 101 on the different variations, what they are and how they’re used.

For the purpose of this article, I’m going to broadly call all GTIN (Global Trade Item Numbers) as ‘barcodes’, this is what you’ll likely to recognise them as from day-to-day items and will help keep things in plain English (which I know you like).

What is a “Barcode”?

A ‘barcode’ is the visual representation of a set of numbers. In the video below, I show several products and on the back of each of them are images and some numbers, like in the image below:

What is a barcode?The ‘barcode’ is the vertical lines and these are the visual form of the numbers below, ie 012345678900. However for ease, very few people know what GTINs are and the term “barcode” will make more sense to more people as we’ve all seen them on products, like soup. So I’m calling them ‘barcodes’.

A barcode by its correct name is a GTIN or its full name ‘Global Trade Item Number’. These come in various forms and are globally universal indentifies to find product information across databases and differing platforms.

Think of them as an international “postcode” that identifies a single address, but for products.

Video Explaining Barcodes with Examples

This video covers the contents of this article, including examples and where you can obtain your own barcode range for selling on eBay & Amazon.

Note: Before you watch the video, I’m going to quickly add that this was recorded last year, since then I’ve solved the lighting and sound quality issues, plus my office has been re-decorated with the artwork from the children.

Why are Barcodes Important?

When you’re shopping (say in Tesco’s) you’ll see the clerk scan the items through the till, the till is scanning the barcode on the product and then this is being looked up in a database to obtain its price and do some other stuff too.

Barcodes are ‘keys’, this is a term for used in databases and the idea is just like your front door key, the key should only fit one lock, thus that key belongs to that door and ‘ideally’ none others (see the note on this later).

This is why when your items are being scanned in the supermarket, the price is returned and you gain an accurate bill. Also in the background, this key is also used for many other purposes, such as stock control and reporting functions.

In short, one barcode = one product

Barcodes on Amazon

Just like in the supermarket when shopping, Amazon also uses these ‘barcodes’ as unique identifiers for products.

There are some exceptions which are for seeds & plants, furniture and home decoration categories and in such instances approval must be gained from Amazon to do this. However as a general rule you will need a barcode to create a new product on Amazon.

Note: While barcodes used for Amazon should be unique, it’s possible to find products on Amazon that have more than one GTIN used to identify a product. This is caused by two reasons:

  • Expiry
    As I cover in the video above, barcodes are leased, not owned. It’s quite possible for the barcodes to be re-used and thus two different products have the same barcode identifier for them.
  • Duplication bySellers
    It’s quite common for two different businesses to have their own barcode ranges, as such with unbranded goods its quite possible for the same product (say a pair of boots) to be listed more than once on Amazon under different identifiers.

GTIN Variations

There are five main types of GTIN’s that are in use (with regards to Amazon), these are:

  • ISBN
  • UPC
  • EAN
  • JAN
  • GTN-14

ISBN’s

ISBN ExampleThese you’ll find on books, this is because ISBN is short for ‘International Standard Book Number’ and can come in both 13 and 10 digit numbers.

I’ve included a photo of the back of one of the books I’m reading at the moment and you’ll see in the bottom right-hand corner an ISBN both as a number and the visual representation of that number for barcode readers.

UPC’s

These are “Universal Product Code’s” and generally you’ll find them on most USA (American) based items.

The use of these in the UK for products is somewhat limited and you’ll see EAN’s far more more often and you’ll see why in the next section.

EAN’s

EAN is short for ‘European Article Number’, hence this why you’ll see these more frequently in the UK.

EAN’s are everywhere, some examples are below on some random items I found in my home, if you look around your’s, you’ll find they’re everywhere!

Examples of EAN's from Household Items

JAN’s

These are ‘Japanese Article Number’s and, to be honest, you’re unlikely to come across them in the UK for products listings to Amazon or just about anywhere.

GTIN’s

Global Trade Item Number or GTIN’s have a few names, the first is GTIN-14, UCC14 or ITF-14, ultimately they are 14 digits.

ASIN’s

Amazon LogoAn ASIN is an acronym for ‘Amazon Standard Identification Number’. Once an inventory record has been created on Amazon, Amazon assigns their own version of a barcode, called the ‘ASIN’ and it’s a key that is unique to the Amazon marketplace.

The crucial note here is that ASIN’s are Amazon’s own product identification system and is unique to Amazon.

Note: I am working on a more in-depth description of what ASIN’s are, it’ll be published in the next week or so, if I forget to update this article (quite likely) search for ASIN at the top of this site.

Obtaining a Barcodes

Barcodes are not technically owned by a business owner, instead they are leased for a period of time. You can lease these from numerous companies, however, the source of these is a company called GS1, you can find more information about them here http://www.gs1.org/barcodes or http://www.gs1uk.org/ for the United Kingdom.

Allocation is based upon the companies requirement, for example if you are a small manufacturing firm with only a few products, then you may only be allocated 1000, however if you require hundreds of thousands, then you’ll be allocated many, many more.

The fees for the subscription are based upon company turnover, using the current figures (July 2011) from the UK GS1 site, the joining fee is £107 and the annual company annual subscription fee is £117.

You can contact GS1 at http://www.gs1uk.org/about-us/Pages/Contact-Us.aspx if you have any specific questions regarding pricing and subscriptions.

Summary

Barcodes or should I now say GTIN’s are everywhere and they are a way for businesses to assigned unique product identifiers to their products.

They appear in several common formats and we should also note that while a ASIN is not a true GTIN, its so commonly used in eCommerce for Amazon, it might as well be.

So do you feel more comfortable with ‘barcodes’ now, how and where they’re used? Let me know in the comments box below & if you have any feedback, I’d also love to hear from you.

The Top 8 Pitfalls of Using 3rd Party Software To Manage Your Business

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“I thought using 3rd party software to automate my online business was one of the best decisions I ever made?”

I asked myself this question back in November last year, since then certain events have happened and  I strongly feel that adding software to manage repetitive parts of an on-line business is a sensible move.

This is to the point that it doesn’t matter which tools you use, as long as they’re automated and take less work than processing the tasks manually would take is a good thing. However, sometimes the pitfalls are overlooked and in this article I delve into these.

Setting the Scenerio

Let’s make a fictitious company called “Widgets Ltd”.

This company started from one person and as the business model was proved, several members of staff were added and a team formed.

Widgets Ltd sells on multiple channels, they started with eBay, dabbled with Amazon and also have their own website, they also have a trade site and a trade counter with a simple till, with no real stock control over any of the platforms.

Approximately a year into the business, multi channel software was employed and while this took a few weeks to employ & for the staff to get up to speed, due to the forced efficiencies of the software, better stock control & they looked at Amazon more seriously, sales grew within a few months, compounded by a seasonal period, sales figures rose to levels they’ve only dreamt about and everything looks rosy.

Pitfalls, What Pitfalls?

On first glance, Widgets Ltd has done really well, mainly because they got past the one person stage and had a business model that worked at small scale, with efficiencies through the use of software,  the business was able to amplify the model worked and allowed them to add the important factor scale and grew.

As I suggested, everything looked rosy. More & more money going through the business, everyone looking busy, feedback rocketing & receiving some real kudos from their family, suppliers & friends.

To quickly clarify, automation especially when it comes to labour intensive tasks is a generally a “good thing”. By automating these tasks, it can allow the business owner(s) to work on their business and not always in it. Purely because of this, this is why most 3rd party tools are a positive to their business, to a point that is, which I’m making in this article.

The moment you add software to automate a process, you become removed from it and this is the stem of majority of the issues that 3rd party software creates.

However, I’m going to take the most basic of examples, probably the most highly desired automated process of them all, leaving feedback on marketplaces such as eBay.

Can you remember when you first started on eBay? You probably bought a few items and gained some feedback, you then started selling a few items and leaving feedback was a personalised affair, tailored to each customer, you were leaving them manually and keeping a keen eye on what buyers were telling you.

After all the rest of the selling process was probably all manual as well and you knew everything about the products, listings, questions, orders, customers etc… However the second you automate one of these processes, you become removed and tend to focus on the visually detrimental parts, such as neutral, negative feedback & DSR scores and forget about the positive comments that may hold the key to moving forwards with the business.

And that’s why it’s quite easy to identify the pitfalls, because the dangers are all around the business when automation is employed and this is what I have dedicated the rest of this article to.

The Eight Common Pitfalls

There are way more than just eight of them, however, these are the common occurrences.

  1. Not at ground level any more
    As I suggested in the simplest of examples above, when you automate processes, you can easily become removed from the ground level and only focus on the bad points, rather than the good points that become overshadowed. This happens throughout the business, as the decision makers become further removed the ground.
  2. Mistaking marketplace growth for business growth
    Focusing on eBay & Amazon, these sites have seen double digit growths over the years, however eBay has slowed down & Amazon has picked up pace (on a global scale), however we’re not seeing huge growths with eBay anymore and it can be misleading to assume that the 5-25% growth in your business has been to the effects that your actions have had, rather that the marketplaces have grown by these numbers and you’re riding the wave.
    Note: This is discussed in detail in two articles called The eBay “Best Match” Position Bias Modifier Hypothesis and Why do eBay Sales Stay Consistent?
  3. Unable to identify trends effectively
    This goes back to the ground level view again, when the business in the example above Widgets Ltd was only one or a few people, it was easy to identify which products were moving and which ones we not, because the staff knew them intimately. However as the owners moved up the ranks, they became further & further removed from the front lines and if the software that they’re using is able to report on data their business is generating, then can lead to the business hitting a plateau and no-one knowing why and in the next one the most lethal of them all is covered.
  4. Happy with the businesses performance
    Some business models have a natural plateau point in them due to the factors that make the business up and while adding automation to a business can remove most of the softer walls to a business to progressing, if we combine a spike of growth over a few months and the owners becoming complacent, the business becomes ‘happy’ with the current results and doesn’t take a serious look on how to expand further.
  5. Unhappy with the businesses performance
    And a complete inverse of the above is that the business owners may mistake the automation of their systems and growth of their business as a huge demand for their offerings, when in fact the automation part, just allowed them to work more effectively, focused on a few key issues like stock control, sourcing, customer service and order management, but continuously expect the same amount of growth of the business that the employment of automation first provided.
    I have one question for this, do you define success as a business that lasts 10 years with ever decreasing profitability or a business that lasts 10 years and keeps a competitive advantage and a decent profitability? Maybe both are right, but which one do you automatically get pulled towards?
  6. Unsupported or time lag to new features
    When working with multiple marketplaces, things are bound to move. This is especially true of eBay you release updates every few months, some of which can completely alter the way that the marketplace works, such as best match did or the introduction of multi-variations (see earlier article here for examples), the same goes for updates to other platforms & software products, take a courier integration, they shelve the older version and you’re forced to the new version.
    Now imagine that your current software provider, that was previously automating the courier process is unable to support the changes for 2-3 weeks. That’s a scary thought & while I’ve never experienced a courier software change that inflicted weeks of failure in automation, it can happen and crucially does happen.
  7. Owners are not always good managers
    Before you draw insult from this, I am the first to admit that I am not a very good manager. People that are brilliant technicians rarely make brilliant managers. While they are outstanding at ground level, maybe creating code or graphic design, they can lack core skills to be able to manage people & businesses effectively. Employing automation can blur this, but without a core understanding of the processes required to scale or adding members to the team that can manage such roles, then this as I know all too well, can cause issues.
  8. Tell others about their automation tools
    I’ve personally seen this a few times now, where business owners have seen obscene growths in turnover have spilled their tools to others (either knowing or unknowingly) and competitors and even suppliers have jumped in too and taken the advantages the automation provides.
    While I’m not going to name examples of the latter, I can note here that one of the first tasks I made when using MarketWorks (a tool to automate eBay processes), the first task that I took was putting a layer on top of the MarketWorks logo that was automatically inserted in the listings, so that competitors could not readily work out which tool I was using.

Summary

While the above was not exhaustive and that 3rd party software products can provide huge benefits to businesses through automation, there are downsides to using them.

Some are obvious, such as competitors or even suppliers picking up that the business is using certain tools to manage their business and then using them to compete more fairly with the business, while others less succinct issues like the owners not being competent managers, or time lags in changes to marketplaces or being unable to trend their business can all impact a businesses effectiveness.

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5 Questions for Dzine-Hub – A Professional eBay & Web Design Company

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Following on from the two-part series “Why buy a professionally designed eBay listing template?” for which you can read part 1 here and part 2 here, I thought it would be a brilliant idea to interview a company that specialises in such designs and share with you first hand the experiences and feedback from such a provider.

Introduction

I’ve got 5 brilliant questions for Abbas from DZine-Hub.com lined up, but first let me introduce Abbas to you.

I first met Abbas when we were given an exceptionally large quote for a revamp of one of my clients eBay shops and listing templates, to the point we had to find an alternative.

It turned out to be somewhat ironic, the company that we chose had been busy creating templates for other businesses in the same category as this client and it was almost full-circle for Abbas to end up re-designing the original eBay shop that had inspired so many other merchants to up-their-game with a professionally designed template.

I’ve also had the pleasure of meeting Abbas face-to-face, Abbas came over to the UK from India where DZine-Hub is based in March 2001 for the Internet Retailing Conference. After the conference had finished, Abbas stayed in Bristol for the following week or so and we met up and took Abbas to my 3rd place, a cafe on the edge of Bristol docks.

Since then I’ve worked with Abbas & his team on numerous projects and its normally the first recommended design resource for all eBay related projects.

I’ve lined up five questions and over to Abbas!

Before we start, Abbas, can you tell us a little more about what your company does?

I originally started as a drop-ship business selling on eBay, building a team we cleared over 20,000 items in a 6 month period, but it was the designing that was my passion and we now use this understanding of how eBay works from a sellers perspective to help our clients set up businesses on eBay, through websites & the social platforms more efficiently.

My team now focus purely on eCommerce design projects, which includes eBay shop designs, eBay listing templates, eCommerce website design, Facebook fan pages and also customising clients Twitter pages.

When we first started Dzine-Hub, there were very few successful design companies, their turn around times were slow and the prices for services were highly impractical. We optimised our processes, focusing on quality and always aiming to remain small & nimble to keep the entire process as personal as possible, after all these are peoples businesses we are representing with the designs and impacts them greatly.

Why do you feel that people use services such as yours for eBay listing templates and eBay shops?

There are many many people selling on eBay and many using eBay shops. One of the best ways to get ahead of the rest of the sellers on eBay is to use a professional design for your eBay store and listings.

An eBay store design and listing template design is vital for three important reasons –

Branding

A strong brand is invaluable as the battle for customers on the eBay market increases by day. Time taken to create a brand, and then market that effectively is time well spent. Branding increases your credibility with the customer & concretes user loyalty. A unique high-quality design helps in effective branding.

Interface

A bad design interface can discourage a potential customer from making a purchase owing to the fact that the navigation is not too simple. A good interface can put the customer at ease, with navigation made easy between store pages and other information. Our store designs are not just good looking, we create a good navigation interface to make your eBay store more customer-centric.

[Matt’s comment: The basic eBay shop is fine to a degree, but after that they all look the same and 3rd party design companies can really add some flair to the eBay shops and add a superior user interface which ultimately helps buyers find items faster & more efficiently in both the eBay shop and the listings themselves ]

Cross-promotion

Another way of increasing sales / conversions is cross-promotion – let the customer know what you feel might be of interest to them apart from the primary area of focus. Creative banners and well-designed promotion category boxes can communicate with the customer more effectively.

Abbas, DZine-Hub is not based in the UK, while I personally have no issues with outsourcing activities such as design work that I am not specialised in, what 5 tips would give UK business owners when outsourcing their design work?

We have positioned ourselves as an Internet-based business, just like our clients, where the core competencies of our company are measured by the kind of services we offer and how we deliver them.

Beyond a point the location only matters little, it is about how we do what we do, to the best our abilities.

Here are 5 tips for UK business owners looking to outsource their design work:

  1. Look for experience
    Have a look at the portfolio, that would give you an idea on what they are capable of. Live links to eBay stores which showcase the work done.
  2. Genuine reviews
    Look at what people have spoken about their work (preferably on a third-party website).
  3. Service
    See the terms of service, after sales support and how easily contactable they are. Give them a call and/or an email and see what response you get back from them.
  4. Nature of their clientele
    See how big their clients are, their eBay feedback. If they’re attracting high volume, high value businesses, then they’re worth contacting.
  5. Expertise
    Many businesses use software tools to run their businesses on eBay. Its crucial that they have knowledge of the software system the company is working with.

[Matt’s comment: Just to add to the points above, never be afraid of picking up the phone and speaking to them. Look for a UK number or a Skype contact and call them. It’ll take no more than a few minutes and you’ll know first hand what the level of communication is going to be like. Maybe just like what your buyers do to your business ;-) ]

When we last spoke, you had exceeded the 600 designs mark, could you tell us how the journey has been this far?

The journey this far has been an exciting one to say the least. In the last couple of years of us being fully functional, we have learnt an amazing lot and grown from strength to strength.

We have launched 600 eBay stores and it’s not so much the volume that matters – but the fact that we have personally dealt with and successfully helped launch that many businesses on eBay. We’ve also designed a fashion outlet store in the UK along with the many others and have launched 50 eCommerce websites (and counting) based on the Magento platform.

Myself & my team are looking to an even more exciting time ahead – our next year should feature us venturing into Amazon web-stores, and launching more designs for other eCommerce websites that function on different shopping carts other than Magento, like OpenCart, Volusion, BigCommerce, Prestashop to name a few.

First impressions are huge, how do you work with your clients to ensure theirs are first-rate?

My1stWish Design ExampleHaving been in the business of eBay selling for quite a while, we’ve identified how critical it is for the designed templates to have the right balance of design and cross-promotion, suited to each individual business model.

We have been designing templates for varied set of clients, selling products & services across a very wide range of categories. A lot of our time is spent on deciding with our clients, what to do and how for each small / medium / large business, which we plan to have an impact on.

We understand how important it is for our clients to instill trust and confidence in their prospective buyers minds and all this is achieved with well designed professional templates.

First impressions count everywhere – we do our best to ensure that our clients make a very good first impression on their customers.

Some examples of our work are below:

Thank You

Abbas, thank you for taking the time answer those questions for us.

You can find out more about DZine-Hub.com here, the link goes straight to the gallery page of over 100 eBay design examples.

When Was The Last Time You Bought From A Competitor?

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Seeing what your competition are up to is always an enlightening experience. You’re able to reverse engineer what their processes are and what the product quality & service is like and to gauge how you compare.

 

Real Example

One of the businesses that I’m working with as part of ProjectE had an action last week, which was to investigate a potential competitor on a new marketplace. What was found is that they were lacking badly and there is potential in them exploring this marketplace further.

I have removed some details from the email so that it remains anonymous and replaced the sections with [comments] as applicable.

Hi Matt! Hope you’re having a good week.

My [product] has just arrived from [marketplace] in a crappy cardboard box (which I’m sure is supposed to have some reference to [marketplace] on the outside?). No invoice in the box. Just a badly cut slip of paper with more bad puntuation and grammar which is in keeping with the email they sent!

And the [product] .

The quality is appalling – none of the [key attributes] in places and poor [person’s] face is the weirdest colour I’ve ever seen!  We know that these issues are caused by either using [a tool incorrectly]. Very amateurish to say the least.

So we know we can wipe the floor with these guys – they say they are the cheapest on [marketplace] , well in this case you get what you pay for! As soon as I get our new [something] back we’re on there!

Just thought I’d share that with you. Just toying with the idea of leaving feedback now.

Sometimes you hit gold like this, where competitors have no sense of standards and quality processes in place. Do you think that they’ll now be investigating this marketplace further? I think so.

A quick note around the feedback either formal feedback on the marketplaces or personally to them is that I’d not suggest you do this and refrain from leaving any, especially if it’s going to be negative. Also, I frankly see no reason except for a high-ground-moral-reason to tell them if you can get over that. I’d keep quiet and let them fail in peace.

Stop - Take Action!When was the last time you bought from a competitor?
You can learn so much from buying items from not only competitors, but also companies in other areas. It only takes a few minutes, the cost can be exceptionally low, however, the insights can be enlightening.

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Solid Advice from 250,000 Feedback eBay Seller Bamford Trading

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Bamford TradingIt’s fantastic to see John & Gill from Bamford Trading being featured on eBay’s SellerSphere this month. Both John & Gill have covered several key elements that should be considered when running a successful eBay business.

The original article is eBay focused however we should take note of the breadth of Bamford trading sales channels, as eBay is only one part of the multi-channel approach:

  • eBay
    As focused in the article, their eBay shop is here Bamford Trading
  • Amazon
    Amazon is also part of their sales channels, here.
  • Website
    Their website is at BamfordTrading.com
  • Twitter
    While not “massive”, the Twitter account is up and running and branded towards the company here.
  • Facebook
    John & Gills dedicated Facebook page is here.

Below are the 3 video’s from the eBay article, there is some fantastic advice in them and I strongly suggest you take the 5 minutes each to watch them.

How to Sell Successfully on eBay

Tips for Successful eBay Selling

Bamford Trading eBay Case Study

Summary

Both Gill and John have included some solid advice in these video’s. What you’ll be seeing from me in the forthcoming weeks, is the expansion of this advice into focused articles that delve into these much, much deeper.

Also an interesting observation, out of the 5 featured sellers featured in eBay’s SellerSphere, I’ve either helped or worked with 4 out of the 5 so far.

Question: Do you believe that you’ll reach 250,000 feedback on eBay? Comment below!

What is an eBay Listing Template?

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In this article I’ll be covering what an eBay listing template is, examples of such listing templates in action and finally why you need one, even if its a really simple one.

What is an eBay Listing Template?

So what really is a eBay listing template then? In its shortest form, all it is is a template (think of a set of of guides or like drawing some pencil lines on a page) to help you layout your product or service information out in a consistent, informative manner for both yourself and your customers.

eBay listing templates can be exceptionally complex especially when you mix in logic testing keywords and multiple sets of  data. Some of the templates I’ve helped design have far surpassed anything that you’ll ever come across, (going on a slight tangent here, bear with me) I remember one template that I worked on that involved nested keywords in eSellerPro (an auction management tool) that had about 300 lines deep of logic tests and  that excluded the sub paragraphs that were being pulled in with even more keywords in them.

Quick & Simple Example

However on the flip side, they can be exceptionally basic, just a few place holders for the description, images and maybe a few common lines of text for shipping and postage.

I’ve made a really simple one below, even this would assist in easy listing creation:

Item Title Here
  • Major point 1 – Maybe condition?
  • Major point 2
  • Major point 3
  • Major point 4
  • Major point 5 – If you’re stuck for a 5th, why not mention you’re fast delivery or fantastic feedback?

Main description here

Postage Information
Enter text here about postage. You could include the odd paragraph here as well and just leave place holders for postage prices for example:
UK Shipping is £UKShippingHere and Europe is £EUShippingHere

Payment Information
Enter text here about payment, I’ve also included the paypal logo below as well to give you a hand.
We Accept PayPal

Returns Information
Include standard information here, but please don’t scare people away with 10 pages of T&C’s. Write it in plain english

My point is that eBay listing templates can with third party tools go to extremes, but they all do the same job no matter how simple or how complex, which is:

  1. Format information clearly buyers
  2. Format information easily for merchants/sellers to populate
  3. To speed up the listing process
  4. To (hopefully) allow making changes at a later date much easier

Note: We’ll be including complex examples soon and also we have it noted to include some more basic examples and maybe even a short HTML to help you with the basics.

Examples of eBay Listing Templates in Use

For these examples, I’m going to include examples of professionally designed eBay templates, mainly because these show the use of such templates to their best effect, but as noted above, eBay listing templates don’t need to be ultra complex or professionally designed to be a great benefit to you and your customers, its all about displaying information in a clean, well structured format.

Example 1

uniq-clothing-ebay-template

uniq-clothing Template (click the image for super sized image)

In this example, we’ve got a whole host of template things going on. I’ll break these down for you.Firstly the entire outer shell is one big template, for example the logo, the top navigation, the sides and the content areas. If we focus on the sections that change, such as the images, the seller has loaded these images into a back end tool and then the gallery is auto created by the template, placing the first image as a large one and the extra images as smaller images down the side.The listing title “UNIQ P2-J Long Womens MAXI/ Boho/Hippie Summer DRESS” is also included as a keyword (see our other articles for what this means) to bring it through automatically when the item is listed.

Moving down to the item description, this is probably included from one of two places in the backend system, but the output is the same, they’ve entered the description in a description box (of some form) and its being spilled out into the listing where its being told to in the template. A similar process is happening for the lower tabs for sizing, brands, payment, delivery and returns, but instead of them being entered manually each time, they’re most likely hard coded (sorry this is a term I use, it means “written by hand”) into the template, so that they don’t need to keep writing it over and over. Just like the basic example I included above.

They’ve also got a related items box in this listing too, I know how you can do this and I’ll be including the steps to do this in a later article (try searching for “related items” in the search box on the right.

While I’ve picked a pretty complex template to begin with, this only amplifies that the seller would never have been able to achieve such a quality of presentation without the use of an eBay template.

Example 2

funkydivaltd-ebay-template

funkydivaltd eBay Template (Click for super-sized version)

While I personally dislike white text on a black background and excessive use of CAPSLOCK (and flash for that matter), they’ve done themselves a huge favour by using a template.They’re able to include the product information in very easily and are saving themselves a huge amount of time and even with my personal gripes with the template, it gives a uniform layout across all their listings and have a few bonuses to boot, such as the lack of requirement to include the repetitive information for shipping, about us, size guides and returns information, plus including some useful links to their other aspects and a basic cross selling module to the right for categories or products they also stock.

Example 3

cliphair-ltd-ebay-template

cliphair.ltd eBay Template (Click for super-sized version)

While not as visually appealing as the previous two examples, if you look closely at the contents, they’re using a layout to format their information much more clearly than just a few lines of text.For example the opening two paragraphs are common across their listings and adds brand awareness to the listing. I actually quite like the “We Promise” section and reassures the buyer viewing the listing. If you look further down the listing you’ll see a couple of tables included, these are fantastic for showing product specifics and even further down the shipping table, while not ‘visually pretty’, does a good job at formatting the shipping information.

Conclusion

eBay listing templates don’t need to be ultra complex, even though I’ve hinted that some (if not all) of the largest sellers on eBay use complex versions, even if you’re selling just a few items, a simple template like the one I’ve included, will enable you to list faster, not miss out on key information for your listings, provide the information in a clear format for your buyers and crucially make your life a lot simpler, if you need to update the listings at a later date.

Roles Within an Online Business (And Why You Should Delegate)

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We are expected to wear many hats in a business, in Michael Gerber’s book eMyth Revisited (aff link), there are three core hats that are detailed, the technician, the manager and the entrepreneur. However in reality, there are many more and my point of this video is that we cannot wear them all, all the time and as such delegation and outsourcing is really the only way forwards to keep ourselves sane!

Roles Within A Business

As a small business owner, you’re expected to carry out numerous roles and frankly I’m poor at most of these and I’m guessing you are probably too.

The core roles are:

  • Technical operations
  • Marketing
  • Operational
  • Customer service
  • Business relationship
  • Product management and merchandising

As mentioned in the video over a coffee on Thursday I jotted down a few roles that you maybe carrying out today and that you probably can at least 10 more to this list:

  • Manager
  • Director
  • Visionary
  • Photographer
  • Data Analyst
  • Accountant
  • Customer services
  • Warehouseman/woman
  • Pick/Packer
  • Marketer
  • Product guru
  • IT Administrator
  • Buyer
  • Risk management
  • Negotiator
  • Channel manager/expert
  • Returns administrator
  • Law expert
  • Tax collector
  • HR
  • Credit controller
  • And so on…

We Need To…

The word for this is “delegate“. The moment you realise that you cannot be ALL these, then suddenly life becomes easier as I (as hopefully you too) look for alternatives.

Are you trying to do too much?

The Top 10 (or so) LastDropofInk Articles of 2011

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In this article I recall my top 10 favourite and most notable articles of 2011 and provide a reflection on each of them.

2011 saw myself and the LastDropofInk site go through some major changes, the site got a complete redesign in August and that dead mosquito was finally laid to rest and a new shiny design was put into place. This also saw me step into the world of video too and my thanks to AndyLuckyShot for helping me with the introduction section to the video content, the comments that you all made around the quality of them and I also took the opportunity to explore some of the topics that had been on my to-do list for quite some time.

A quick count shows that I created over 100 articles for the year, for which I’m pleasantly surprised, as some weeks I’d add nothing and some weeks 5 or more articles in one hit. I openly admit that some of them were weak, however there are several that helped me (and hopefully you too) understand some of the complexities that impact the way we work and the way that the marketplaces also work too.

Top 10 Articles of 2011

These are my top 10 articles of 2011. There are a lot more than just 10 though, as many of them are interlinked or were created in parts that lead on from each other. This is why its easy for me to reflect on what was documented over the year as I can see the full picture now of where each article was going and how they were linked together.

#1 – Tesco Marketplace

Tesco LogoIn November 2010 we heard concrete rumours that Tesco were going to launch into the marketplace arena, the launch date kept slipping throughout 2011 and now its set for sometime 2012.

However that didn’t stop me pondering what positives could be taken from the existing two key players in the marketplace arena, eBay & Amazon and from niche sites like Etsy and to ponder what would happen if you could rewrite the marketplace platform from scratch.

The article was titled “Part 1: Battle of The Giants – Tesco V’s Amazon – Who Will Win?” and it quickly exceeded 25,000 words so I published the first part in January.

If you look through the comments you’ll see that I didn’t actually publish the latter parts of articles detailing the steps and USP’s that I felt that were needed to create a killer marketplace. After all, Tesco in my mind is the only company that I know of that could actually take on Amazon in the UK and make a serious dent.

I did get my chance to pass a few of these ideas over earlier this year, but frankly screwed the chance up as the person I spoke to, didn’t really comprehend what I was discussing and it was entirely my fault for not putting it into a language that they understood.

When Tesco finally launch the marketplace, it has the potential to make a minor dent to Amazon’s trade, but sadly I suspect it will not be the marketplace that so many businesses are looking for to provide viable alternatives to the major players eBay & Amazon.

#2 – SEO for eBay – 10 Minutes Per Day

elephant-car

See even elephants need spoonful sized mouthfulls too. Yummy

While this article only scratched the surface, the important note was made.

That being that even with 10 minutes per day, the cumulative effect of lots of minor changes over time would become a huge positive.

The article titled “How to: SEO for eBay – 10 Minutes Per Day” first tackled the perception that it’s a large job, but a spoonful at time was perfectly manageable and then moved into the 5 key areas to focus upon.

#3 – Making Sense of the Pending eBay UK Updates in May 2011

girl-cryingAfter deciding to take a different stance towards the updates that eBay released in May 2001 (frankly, I had been too negative in some cases), I included my favourite image and quotation to date.

As far as I see it there are two options
#1 You cry like a little girl
#2 You fully embrace the changes in advance

There are two types of sellers on eBay, serious merchants and ones that chuck their toys out of the pram and cry at every turn. This was a prime opportunity for me to poke fun at the latter and help push the former seller types forwards with information that they could actually use to embrace the changes.

In these updates we saw the fee structure change for eBay, mainly for the better, multi-variations go live in many more categories and also the reincarnation of the failed eBay express checkout, adapted to a shopping cart and what we see now on eBay UK today.

#4 – eSellerPro (x2)

eSellerProI can tell you neither of these won me any browny-points, but as far as I am concerned they needed to be written and I’ll explain why now. This is actually a combination of two articles, the first is “The Unofficial History of eSellerPro” and the second being “Are There Alternatives to eSellerPro?“.

In the unofficial history of eSellerPro article, I pointed out the incubation factors that led to the creation of eSellerPro. There were a couple of factors, but the two main ones were the failing of both MartketWorks and ChannelAdvisor to adapt to the UK market fast enough.

The incubation period didn’t just spawn one new product/service provider (that being eSellerPro), it actually spawned at least one more within a 2-3 month window. Sadly [for eSellerPro, which was a product that I personally worked on to solve, not hinder merchants], with hindsight at my side, I now understand that there are specific conditions right now, that will spawn a 3rd generation take (they’re different, but they’re there), for which we’ll probably see arrive publicly by late 2012.

To add to this statement, I’m not part of this, but I am open to offers as CEO or evangelist. You can contact me directly here to discuss further.

This feeds nicely into the second part of this section, as when I wrote the “Are There Alternatives to eSellerPro?” the whole point was that you[as a merchant] should not change providers at all, instead try and look at the provider differently and solve the issues  that were hindering your business differently.

#5 – Affiliate Networks

Again this is a combination of articles, all focused around affiliate networks as an additional sales channel . It’s a topic that I am looking forward to expanding in 2012 and I will be posting more on in 2012.

  1. Part 1: What Are Affiliate Networks & Should I be using Them?
  2. Part 2: What Are Affiliate Networks & Should I be using Them?
  3. The Top UK Affiliate Networks

Affiliate networks can offer a new sales channel for medium (and larger) sized businesses and not just larger corporates. As the entire channel is pretty much working on “commission  on confirmed sale”, this is very similar to the eBay & Amazon marketplaces, just that it takes longer and the overheads are different.

To keep this as easy as possible for you:

If you’re paying over £300 a month to eBay or Amazon and have a website that is half decent, then affiliate networks should be seriously considered.

#6 – Using eBay Shop Keywords to Leverage the Extra eBay Shop Pages

eBay Shop keywordsThis was a fab article for myself (and you hopefully), as I had been meaning to complete this for months.

After finally sitting down and taking the time to document the eBay Shop  keywords that can be used in the custom pages of eBay shops and included plenty of examples, it turned out to be a thorough article and also lead to the article I was aiming to do which was another titled “How to Make Your Own eBay Daily Deals & Weekly Deals”

#7 – The Book Responsible for Where I am Now

“I owe everything to this book and if I can learn its contents in a week, in a caravan with no computer, you can too.”

I can actually tie the reason why I am where I am today down to a single book. There’s no need to explain this further as I made a video especially for this which is below:


Video not showing? Click here

#8 – The E, A, S & Y Model

In 2011 I was able to hammer out an approach that was simple to follow and would allow me to take a structured approach that both myself and clients could easily work to, helping them with their businesses.

I wanted this to be as easy as possible so I named it as “EASY”. The crux of this model is outlined in three articles, these are:

  1. E is for Efficiency
  2. A is for Add more Sales Channels
  3. S is for Stock
  4. Y is for why or who is doing it

You’ll notice that there is no dedicated article for the Y part, this is simply because its not a speciality of mine and as such I have drawn the line at this point. The first 3 stages will impact the fourth stage, however this stage requires skills and experience that I just don’t have and if you have the first 3 stages licked then your game is huge!

#9 – The Limits of Marketplaces

Why do eBay Sales Stay ConsistentI had first wrapped this up as a ‘conspiracy theory’ in late 2010, but actually that was bollocks.

Marketplaces such as eBay & Amazon have limits, they were once thought of as having unlimited growth and merchants shouldn’t have any reason at all to stray from just one or both of them, because all the customers they could possible reach were there.

As 3rd party software as developed and evolved over time, its allowed businesses to sell over multiple channels and even on the same channels but under different persona’s. Reaching a wider and wider audience. We’ve seen this in reverse with larger corporates (see this article) now leveraging eBay & Amazon in a trend which is likely to peak in 2012, as they realise that these marketplaces are viable, complementary channels for their existing operations.

Such limitations were first covered in the article “Why do eBay Sales Stay Consistent?” in September 2011 and I am now 100% sure such a modifier that I discussed in second the article “The eBay “Best Match” Position Bias Modifier Hypothesis” is actually true. Its true because with the unique view that I have had over the past few years as proven it to be the case and ironically its exactly what I would do!

#10 – UnderstandingE, code-named “ProjectE”

understandingeAfter flirting with this idea for years, it wasn’t until someone approached me with a similar idea is when the wheels started to turn on the original idea earlier this year.

I had the huge pleasure of working with 6 people (not businesses) after making a rather public and free commitment to 5 businesses in August for eight weeks. The first video of me making the commitment is here and the second video with a more formal invitation is here.

It was only meant to be 5 businesses that were included, there were +50 applications that I received and a sixth snuck-in. Ironically, it was the 6th that had the largest increase to their business post the eight weeks with growths of hundreds of percent and are now posed with operational issues that the other 5 had hit and overcome some time before. What a “good problem”.

This allowed me the opportunity to play with a few ideas I had and test them out, outside of my normal client base. The outcome wasn’t exactly what I expected, I discovered a new factor that I must include in the UnderstandingE business when its launched in January.

I’d like to take the opportunity to thank Jason, Gill, John, Paul, Sue & Danny for allowing me an insight into your businesses. What you allowed me to do was absolutely fundamental to the pending launch of UnderstandingE.

Summary

I know I’m supposed to summarise here, but one last article that is worth of a mention is an article I wrote about the Podcasts I listen to and one of my idols posted a comment back here on the site, the article and comments are here. This had everything to do with Dave and thank you, it made my year!

I’d like to thank you for taking the time to read the articles I’ve written, I’m hopeful that you have found them exceptionally useful.

What I have been able to do is create content that is timeless and while flirting with the UnderstandingE project and procrastinating on it heavily for months, I’m ending this article on the note that UnderstandingE is a go! And as such you’ll be hearing &amp seeing me a lot more in 2012.

3% of Sales Coming from the EU? Say Hello to the EU VAT Bomb

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If your business has been happily taking orders from around the EU and even if this is as low as 3% to one EU country hot-spot for a £1M turn over business, then you could be sat on an awkward issue regarding VAT.

This was another one of those ‘ah-ha moments’, although quickly followed with ‘wtf’ and ‘omg’ that’s going to be fun. In this article I do my best (as I’m not an accountant) to bring this topic into plain English.

This is certainly an issue that hasn’t been highlighted to businesses from either Amazon or eBay to my knowledge and is quite concerning eBay has been in such a push for Cross Board Trade (CBT) in recent months with statements that it fuels half a billion export boom and pushing the international site visibility upgrades and featuring eBay UK listings on the EU sites.

Disclaimer

Firstly lets clear a few points:

  • #1 I’m not an accountant
  • #2 I’m not a VAT expert
  • #3 I’ll never be #1 or #2.
  • #4 If you are #1 or #2 or have experience of this topic with your business, then fell free to comment and I’ll amend this article accordingly as needed.

That said let’s dig in and take a look a potentially nasty issue for medium to larger eCommerce businesses, because its really easy to go past the VAT limits, as they’re sooo low!

The UK VAT System

Starting from the beginning, VAT in the UK is pretty much a given. At around £73K of gross turnover or if expected to exceed this, a business is pretty much required to register to become a VAT tax collector and give the HMRC 20% of sales (and to be able to claim back the VAT on purchases and on expenses). This may not be technically correct, as there are deviants of this, but that’s the crux of it for most product based businesses.

So if you exceed or ‘expect to’ exceed ~ £73,000 of sales in one year, you normally need to register for VAT in the UK. Relatively straight forward so far. Yay!

The EU VAT Thresholds

Now this is where it can get nasty. As that expectation to exceed the threshold in the UK, also applies to business delivering products from the UK into the EU member states (called distant selling), but these states don’t all have such high thresholds when compared to the UK. In fact some of them are really low at around £30,000!

Let’s say you’ve been happily running a £1M p/a business that uses the marketplaces and also a couple of other sales channels. As you’ve been processing your orders from the UK, in most circumstances you’ve also bee taking orders from a wide variety of countries outside of the UK too.

The shocking reality is that if as little as 3% of these orders have come from one of the EU countries such as Austria, Belgium, Cyprus, Estonia, Finland, Greece, Ireland, Malta, Portugal or Sweden. You have an issue. 

Each of these countries have a VAT threshold of €35,000 (approximately £30K), when you hit this threshold then apparently you’re then required to register for VAT in those countries locally.

VAT Thresholds For European Countries (Sept 2011)

Doing some homework prior to writing this article, I found this document on the European Commissions website under Taxation & Customs Union. The middle section shows the thresholds for each of the member states in this document and I’ve extracted this to form the table below and highlighted the thresholds in bold.

Member State Threshold for application of the special scheme for distance selling
Belgium €35.000
Bulgaria 70.000 BGN (€35.791)
Czech Republic 1.140.000 CZ (€46.570)
Denmark 280.000 DKK (€37.557 )
Germany €100.000
Estonia €35.151 
Ireland €35.000
Greece €35.000
Spain €35.000
France €100.000
Italy €35.000
Cyprus €35.000
Latvia 24.000 LVL (€34.052)
Lithuania 125.000 LTL (€36.203)
Luxembourg €100.000
Hungary 8.800.000 HUF (€32.257)
Malta €35.000
Netherlands €100.000
Austria €35.000
Poland 160.000 PLN (€40.293)
Portugal €35.000
Romania 118.000 RON (€28.012)
Slovenia €35.000
Slovakia €35.000
Finland €35.000
Sweden 320.000 SEK (€36.232)
United Kingdom 70.000 GBP (€81.843)

Even with the approximation that €35,000 is £30,000, for a £1M p/a business, this is only 3% of sales and actually very easy to achieve by sheer accident into one or more of these countries.

It’s reassuring to know that the more likely culprits to top the £30K limit such as Germany, France & Italy have a much higher threshold of €100,000 or approximately £83,000, although in some circumstances, this could also be easily achieved without a second thought.

Summary

The aim of this article was purely to highlight and bring this topic into a ‘plain English’ format. I hope I have done that successfully.

If you even suspect that you’re likely to approach these figures to any of the countries above in your trading year, then please consult expert advice, such as from your accountant.

PS: If anyone knows how this applies to Amazon FBA items that are held in say France or Germany, I’d love to hear from you and please post a comment in the comments section below.