🛒 eBay

eBay is the gold standard for resellers. With 130+ million active buyers, virtually unlimited categories, and powerful seller tools, eBay offers the largest audience and most flexibility of any platform. But that scale comes with complexity—fees, policies, and competition require strategy to succeed.

Understanding eBay Fees

eBay's fee structure is more complex than other platforms. Here's what you actually pay:

Final Value Fees by Category

Category	Fee Rate	Notes
Most categories	13.25%	Standard rate for clothing, home, collectibles, etc.
Sneakers (auth.)	8%	Lower rate for authenticated sneakers over $100
Watches (auth.)	8-12%	Tiered by price point
Musical instruments	6.35%	One of the lowest fee categories
Heavy equipment	3%	Lowest fee category
Books/Media	14.95%	Higher than standard

Additional Fees to Know

Listing Optimization

eBay's search algorithm (Cassini) determines who sees your listings. Here's how to rank higher.

Title Best Practices

• Use all 80 characters — More keywords = more search matches
• Front-load important terms — Brand, item type, key features first
• No ALL CAPS or !!!! — Looks spammy, doesn't help search
• Include size/color/model — These are common search filters
• Avoid filler words — "WOW" "LOOK" "L@@K" waste characters

Item Specifics Matter

Item specifics are the structured data fields eBay provides (brand, size, color, material, etc.). These are CRITICAL for search ranking.

• Fill in EVERY field — Even optional ones help
• Use exact values — Select from eBay's dropdowns when possible
• Add custom specifics — Model number, year, pattern name
• Be accurate — Wrong specifics = unhappy buyers = returns

Photos That Convert

• Use all 24 photo slots for valuable items
• Minimum 1600x1600 pixels — Enables zoom function
• White or clean background — Professional look
• First photo = thumbnail — Most important, full item view
• Show every angle — Front, back, sides, details, flaws
• Include measurements in photos — Tape measure against item

Listing Formats

Auction vs. Buy It Now

Format	Best For	Pros	Cons
Buy It Now	Most items, known value	Predictable price, faster sales	May leave money on table for rare items
Auction	Rare/unique items, price discovery	Can exceed expectations	Can sell below value, time-consuming
Auction + BIN	Testing prices	Flexibility	BIN disappears after first bid
Best Offer	Higher-priced items	Negotiation, faster sales	Lowball offers are annoying

Best Offer Settings

• Auto-accept threshold: Set at ~90% of list price for quick sales
• Auto-decline threshold: Set at your absolute minimum (don't go below cost!)
• Counter offers: Always counter lowballs rather than declining—keeps negotiation open

Shipping Strategy

Shipping can make or break your profit margin. Here's how to optimize:

Free Shipping vs. Calculated

Carrier Options

Carrier	Best For	eBay Discount
USPS First Class	Under 1 lb, small items	Yes, significant
USPS Priority	1-5 lbs, fast delivery needed	Yes
USPS Ground Advantage	Budget option, not time-sensitive	Yes
UPS Ground	Heavy items (over 5 lbs)	Yes, often better than USPS for heavy
FedEx	Heavy, oversized, time-sensitive	Limited

Promoted Listings

eBay's advertising system can boost visibility, but it costs money. Use strategically.

When to Use Promoted Listings

• Competitive categories: Where organic ranking is tough
• Slow-moving inventory: Items sitting 30+ days
• Seasonal items: During peak demand periods
• New listings: To jumpstart visibility (first 7-14 days)

When to Skip Promoted Listings

• Unique items: One-of-a-kind pieces find buyers organically
• Low-margin items: 3% fee eats into already thin profits
• Already selling well: Don't pay for what you're getting free

Promoted Listings Tips

• Start at suggested rate — eBay's recommendation is usually close to optimal
• Monitor performance — If spend is high but sales aren't, reduce or remove
• Factor into pricing — A 5% ad rate means your effective fee is ~18%

Returns Policy

Your returns policy affects search ranking, buyer trust, and your bottom line.

Policy Options

Policy	Search Impact	Buyer Trust	Risk
30-day free returns	Best ranking	Highest	Higher return rate
30-day buyer pays	Good ranking	Good	Moderate returns
No returns	Lower ranking	Lower trust	Still have INAD returns

Handling Returns

• Accept gracefully — Fighting returns damages your metrics
• Inspect returned items — Some buyers damage items or swap
• Partial refunds — Offer if buyer wants to keep item with minor issue
• Document everything — Photos before shipping protect against false claims

Account Health & Metrics

eBay tracks your performance. Poor metrics = reduced visibility and selling limits.

Key Metrics

Top Rated Seller Status

Top Rated Plus gives you:

• Search ranking boost
• 10% final value fee discount
• Top Rated Plus badge on listings
• Increased buyer trust

Requirements: 100+ transactions + $1000 in sales over 12 months, under 0.5% defect rate, under 3% late shipment, tracking uploaded on time, same-day or 1-day handling.

eBay-Specific Tips

Timing Your Listings

• Best days to list: Sunday evening, Monday-Wednesday
• Worst days: Friday-Saturday (people are busy)
• End auctions Sunday evening — Peak browsing time

Terapeak Research

Free with eBay Store subscription. Use it for:

• Historical sold prices (beyond 90 days)
• Sell-through rates by category
• Seasonal trends
• Average selling price by condition

Seller Hub

eBay's dashboard for serious sellers. Key features:

• Performance metrics at a glance
• Sales reports and analytics
• Listing management tools
• Marketing and promotions

Common eBay Mistakes

1. Ignoring item specifics — Fill them ALL in. Every. Single. One.
2. Poor titles — Wasted characters, missing keywords
3. One photo — Use all 24 for valuable items
4. Forgetting to factor fees — 13%+ off the top. Price accordingly.
5. Slow shipping — Same-day or next-day is expected. Delays hurt metrics.
6. Fighting every return — Pick your battles. Metrics matter more than one refund.
7. Not using eBay labels — Missing out on significant discounts
8. Ignoring international — Global Shipping Program is easy money

eBay Store Subscription

Store Level	Monthly Cost	Free Listings	Best For
No store	$0	250	Testing, casual selling
Starter	$7.95	250	Small sellers, 250+ items
Basic	$27.95	1,000	Part-time sellers
Premium	$74.95	10,000	Full-time sellers
Anchor	$349.95	25,000	Large operations

Related Guides

• Platform Comparison — Compare eBay to other marketplaces
• Photography Guide — Take photos that sell
• Copywriting Guide — Write titles that convert
• Pricing Guide — Price your items right
• Returns Guide — Handle returns professionally