REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS? Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can't sell on eBay? Online auctions are the past; fixed-price selling is the future. It's time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You'll need to make some new plans, learn some new skills, and change some of the things you do--but you'll find that there's more money to be made on your own than relying on traditional eBay online auction sales. Put together a plan to maintain your sales level and profitability--to counteract eBay's changes
Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace
Find out if running an eBay Store or selling on Half.com makes sense for your business
Learn out how to sell locally on craigslist and other online classifieds sites
Discover how to sell fixed-price merchandise on the Amazon marketplace
Find out how to launch your own e-commerce website--and promote your online store
Learn how to sell products across multiple channels--and manage multichannel conflicts Introduction 1 What's in This Book 2 Who Can Use This Book 3 How to Use This Book 3 There's More Online... 4 Making the Move 4 I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS 5 1 The Problem with Online Auctions 7 What eBay Used to Be Like... 7 Why Is eBay Abandoning Smaller Sellers? 10 Changes Are Afoot--and You Probably Won't Like Them 12 Emphasizing Fixed-Price Sales over Auction Sales 12 Changes to the Fee Structure 12 Changes to the Payment System 14 Changes to the Feedback System 15 Changes to Search Results 15 eBay's Deal with Buy.com 16 How Do eBay's Changes Affect You? 16 2 Planning for Selling Success 19 Planning for Life Beyond eBay Auctions 19 Asking--and Answering--Key Questions 20 What Type of Merchandise Do You Want to Sell? 20 How Much Money Do You Want to Make? 21 How Do You Intend to Manage Your Business? 23 Where Do You Want to Sell? 25 Conceiving a Business Plan 26 Understanding the Components of a Useful Business Plan 28 Mission 29 Opportunity 30 Strategy 30 Organization and Operations 31 Strengths and Weaknesses 31 Financials 31 Writing Your Business Plan 32 Implementing Your Business Plan 33 II FIXED-PRICE SELLING ON EBAY 35 3 Migrating to Fixed-Price Listings 37 Why Fixed-Priced Sales Are the Way to Go 37 Comparing Fees 38 Comparing Listing Lengths 40 Factoring in Customer Demand 41 Different Ways to Sell at a Fixed Pric 42 Understanding eBay's Fixed-Price Listings 43 Understanding eBay's Buy It Now Auctions 44 Understanding eBay Stores 46 Understanding Half.com 47 Creating an eBay Fixed-Price Listing 50 Creating an Auction Listing with a Buy It Now Price 51 Managing Fixed-Price Sales 52 Before the Sale: Setting the Price 53 After the Sale: Payment and Shipping 53 4 Fixed-Price Selling in an eBay Store 57 What Is an eBay Store? 57 Benefits of Opening Your Own eBay Store 59 Challenges of eBay Store Selling 60 Understanding eBay Store Subscription Levels 61 Understanding Insertion Fees and FVFs 63 How to Open an eBay Store 63 Further Customizing Your eBay Store 67 Managing Your eBay Store 68 Listing Merchandise for Sale in Your eBay Store 70 Handling eBay Store Sales 71 Marking Down Your Merchandise 72 Viewing eBay Store Reports 73 5 Fixed-Price Selling on Half.com 77 Getting to Know Half.com 77 Understanding the Half.com Shopping Experience 79 Understanding Half.com Fees 80 Listing on Half.com 81 Pricing Your Half.com Items 83 Calculating Shipping and Handling Charges 84 Managing Half.com Sales 85 6 Promoting Your Fixed-Price eBay Sales 87 Promoting Your Fixed-Price Listings on the eBay Site 87 Optimizing Your Listings for eBay Search 88 Linking from Other Sites to Your eBay Listings 90 Promoting Your eBay Store 90 Seeding Listings into the Traditional eBay Marketplace 91 Enabling Cross-Promotions 91 Creating an Email Mailing List 92 Linking to Your eBay Store 94 Adding a Stores Widget to Your Blog or Website 95 Creating a Listing Feed 95 Exporting Your Listings to Search Engines and Shopping Sites 96 Advertising on the eBay Site with AdCommerce 97 Advertising Across the Web with Google AdWords 99 Promoting Your Store in the Real World 101 Promoting Your Half.com Listings 102 III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS 105 7 Online Classifieds: Are They Right for Your Business? 107 Understanding Online Classifieds 107 Examining Major Online Classifieds Sites 110 craigslist 110 Oodle 111 Kijiji 113 backpage.com 114 LiveDea 115 Google Base 116 The Pros and Cons of Selling via Online Classifieds 117 Pros of Online Classifieds Selling 117 Cons of Online Classifieds Selling 118 Do Online Classifieds Make Sense for Your Business? 120 The Best Businesses for Migrating to Online Classifieds 120 The Worst Businesses for Migrating to Online Classifieds 121 8 Doing Business on craigslist 125 Understanding craigslist 125 Navigating craigslist Listings 126 Before You List... 129 Listing an Item for Sale 130 Formatting Your Item Description 133 Using HTML Formatting 133 Inserting Images into Your Listings 134 Managing Your Listings 135 Editing a Listing 135 Deleting a Listing 136 Making a Sale 136 9 Migrating from Online Auctions to Online Classifieds 139 What Items Should You Move to craigslist? 139 Changing Your Business Model 141 Going Local 141 Pickups, No Shipping 142 Cash Is King 143 We Don't Need No Stinking Tools 143 It's the Wild West 144 Businesses Aren't Always Accepted 144 Making the Move 145 10 Promoting Your craigslist Business 147 Choosing the Right Community and Category 147 Optimizing Your Listings for Search 148 Keeping Your Ad at the Top of the List 148 IV SELLING ON THE AMAZON MARKETPLACE 151 11 The Amazon Marketplace: Is It Right for Your Business? 153 Understanding the Amazon Marketplace 153 What the Buyers See 154 The Many Ways to Sell on Amazon 156 Selling Individual Items on the Amazon Marketplace 157 Understanding the Amazon Marketplace 158 Understanding Amazon's Fees 159 Selling as a Pro Merchant 161 Selling on Amazon via Selling on Amazon 162 Selling in an Amazon WebStore 163 Using Amazon to Fulfill Your Orders 163 How It Works 164 Understanding Fulfillment Pricing 164 The Pros and Cons of Selling on Amazon 166 Selling on Amazon: Pros 166 Selling on Amazon: Cons 167 12 Doing Business in the Amazon Marketplace 169 Listing Individual Items in the Amazon Marketplace 169 Listing Your First Item 69 Managing Your Account and Inventory 173 Selling an Item 175 Setting Up Your Amazon Storefront 176 Moving to the Pro Merchant Program 177 Upgrading to Pro Merchant Status 177 Uploading Multiple Listings 178 Creating a Product Detail Page 180 13 Migrating Your eBay Business to Amazon 185 Does Migrating to Amazon Make Sense? 85 Comparing Fees 185 Comparing Sales and Effort 187 Which Items Should You Migrate? 188 Evolving Your Business Model 189 Making the Move 190 14 Promoting Your Amazon Business 193 Keeping Your Listings Competitive 193 Competing on Feedback 194 Placing Product Ads on the Amazon Site 196 Advertising Your Business with a Display Ad 197 V SELLING ON YOUR OWN WEBSITE 201 15 Establishing Your Own Website: Is It Right for Your Business? 203 Building an Online Store--What's Involved? 203 The Components of an E-Commerce Website 203 Different Ways to Build a Store 206 How Much Does It Cost? 207 Pros and Cons of Running Your Own Website 208 Pros of Running Your Own Online Store 208 Cons of Running Your Own Online Store 209 Does an Online Store Make Sense for Your Business? 211 16 Planning Your Online Presence 215 Step One: Create Your Plan and Define Your Goals 215 Step Two: Determine What You're Selling 216 Step Three: Choose a Hosting Service 216 Step Four: Build Your Website 217 Step Five: Choose an Online Payment Service 218 Step Six: Plan Your Promotion 219 Step Seven: Launch Your Site 220 Step Eight: Evaluate Your Performance 221 17 Setting Up an E-Commerce Website 223 Choosing a Hosting Service 223 Features to Look For 224 Comparing Prices 226 Using eBay ProStores 227 ProStores for eBay Sellers 227 Subscription Levels 228 Getting Started with ProStores 229 Building an Amazon WebStore Store 230 Inside an Amazon WebStore Store 230 Creating Your Own WebStore 231 Building a Yahoo! Merchant Website 233 Subscription Levels 233 Unique Features 234 Creating Your Own Yahoo! Store 235 Exploring Other Pre-Designed Storefronts 236 18 Managing Online Sales 241 Managing Your Inventory 241 Managing Your Sales 243 Managing Your Customers 245 19 Choosing an Online Payment System 249 Accepting Payments with PayPal 249 Pros and Cons of PayPal 250 Signing Up for PayPal 251 Understanding PayPal Fees 252 Adding PayPal to Your Website 253 Collecting PayPal Payments 254 Accepting Payments with Google Checkout 255 Pros and Cons of Google Checkout 255 Understanding Google Checkout Fees 256 Setting Up a Google Checkout Account 257 Choosing a Google Checkout Service 257 Adding Google Checkout to Your Website 258 Collecting Google Checkout Payments 259 Withdrawing Google Checkout Funds 260 Integrating Google Checkout with Google AdWords 260 Accepting Payments with Checkout by Amazon 261 Pros and Cons of Checkout by Amazon 261 Understanding Checkout by Amazon Fees 262 Setting Up Checkout by Amazon 262 Establishing Your Own Merchant Credit Card Account 263 Pros and Cons of a Merchant Account 264 Choosing a Credit Card Processor 265 20 Promoting Your E-Commerce Website 267 Putting Together a Marketing Plan 267 Optimizing Your Site for Search Engines 269 All About Search Engine Marketing--and SEO 269 SEO Tip #1: Fine-Tune Your Keywords 269 SEO Tip #2: Tweak Your and Tags 271 SEO Tip #3: Solicit Inbound Links from Other Sites 271 SEO Tip #4: Submit Your Site to the Major Search Engines 272 SEO Tip #5: Use Text Instead of Images 274 Submitting Your Products to Comparison Shopping Sites 275 How Comparison Shopping Sites Work 275 Examining the Major Comparison Shopping Sites 276 Submitting Your Listings to Comparison Shopping Sites 278 Creating and Uploading a Data File 279 Buying PPC Advertising 280 How Important Is PPC Advertising? 280 Purchasing Keywords 281 Paying by the Click 282 Evaluating the Big PPC Ad Networks 283 Creating a PPC Campaign 285 Buying Display Ads 286 Engaging in Email Marketing 287 Marketing on YouTube 288 Marketing to the Blogosphere 289 Conducting Online Public Relations 290 21 Migrating Your eBay Business to Your Own Website 293 Does Migrating to Your Own Online Store Make Sense? 293 Comparing Costs 293 Comparing Effort 295 Which Items Should You Migrate? 295 Changing Your Business Model and Processes 296 Making the Move 297 22 Selling in Multiple Channels 301 What Is Multichannel Selling--and How Does It Work? 301 Pros and Cons of Multichannel Selling 302 Benefits of Multichannel Selling 302 Drawbacks of Multichannel Selling 303 When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305 Managing Inventory Across Channels 306 Creating a Multichannel Marketing Plan 307 Index 311

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lgrsnf/N:\!genesis_files_for_add\_add\ftp2020-10\Pearson eLibrary\-450108106_5c6f9b0105e2c03b933f3465.pdf

nexusstc/''Selling online 2.0: migrating from eBay to Amazon, Craigslist, and your own e-commerce website''/30ab66233fc7040e8806b96a83209903.pdf

zlib/Business & Economics/Sales & Marketing/Miller, Michael/Selling Online 2.0 - Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website_9240465.pdf

0768690501.pdf

Michael Miller

Michael R. Miller

Michael Miller

Alpha Books

Hayden

United States, United States of America

Indianapolis, Ind, Indiana, 2009

1, PS, 2009

lg2853924

producers:
Acrobat Distiller 7.0.5 for Macintosh

{"isbns":["0789739747","9780789739742"],"last_page":333,"publisher":"Que"}

<p>REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS?</p>
<p>Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can’t sell on eBay? Online auctions are the past; fixed-price selling is the future. It’s time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You’ll need to make some new plans, learn some new skills, and change some of the things you do—but you’ll find that there’s more money to be made on your own than relying on traditional eBay online auction sales.</p>
<ul>
<li>Put together a plan to maintain your sales level and profitability—to counteract eBay’s changes</li>
<li>Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace</li>
<li>Find out if running an eBay Store or selling on Half.com makes sense for your business</li>
<li>Learn out how to sell locally on craigslist and other online classifieds sites</li>
<li>Discover how to sell fixed-price merchandise on the Amazon marketplace</li>
<li>Find out how to launch your own e-commerce website—and promote your online store</li>
<li>Learn how to sell products across multiple channels—and manage multichannel conflicts</li>
</ul>
<p>Introduction 1</p>
<p>What’s in This Book 2</p>
<p>Who Can Use This Book 3</p>
<p>How to Use This Book 3</p>
<p>There’s More Online... 4</p>
<p>Making the Move 4</p>
<p>I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS 5</p>
<p>1 The Problem with Online Auctions 7</p>
<p>What eBay Used to Be Like... 7</p>
<p>Why Is eBay Abandoning Smaller Sellers? 10</p>
<p>Changes Are Afoot—and You Probably Won’t Like Them 12</p>
<p>Emphasizing Fixed-Price Sales over Auction Sales 12</p>
<p>Changes to the Fee Structure 12</p>
<p>Changes to the Payment System 14</p>
<p>Changes to the Feedback System 15</p>
<p>Changes to Search Results 15</p>
<p>eBay’s Deal with Buy.com 16</p>
<p>How Do eBay’s Changes Affect You? 16</p>
<p>2 Planning for Selling Success 19</p>
<p>Planning for Life Beyond eBay Auctions 19</p>
<p>Asking—and Answering—Key Questions 20</p>
<p>What Type of Merchandise Do You Want to Sell? 20</p>
<p>How Much Money Do You Want to Make? 21</p>
<p>How Do You Intend to Manage Your Business? 23</p>
<p>Where Do You Want to Sell? 25</p>
<p>Conceiving a Business Plan 26</p>
<p>Understanding the Components of a Useful Business Plan 28</p>
<p>Mission 29</p>
<p>Opportunity 30</p>
<p>Strategy 30</p>
<p>Organization and Operations 31</p>
<p>Strengths and Weaknesses 31</p>
<p>Financials 31</p>
<p>Writing Your Business Plan 32</p>
<p>Implementing Your Business Plan 33</p>
<p>II FIXED-PRICE SELLING ON EBAY 35</p>
<p>3 Migrating to Fixed-Price Listings 37</p>
<p>Why Fixed-Priced Sales Are the Way to Go 37</p>
<p>Comparing Fees 38</p>
<p>Comparing Listing Lengths 40</p>
<p>Factoring in Customer Demand 41</p>
<p>Different Ways to Sell at a Fixed Pric 42</p>
<p>Understanding eBay’s Fixed-Price Listings 43</p>
<p>Understanding eBay’s Buy It Now Auctions 44</p>
<p>Understanding eBay Stores 46</p>
<p>Understanding Half.com 47</p>
<p>Creating an eBay Fixed-Price Listing 50</p>
<p>Creating an Auction Listing with a Buy It Now Price 51</p>
<p>Managing Fixed-Price Sales 52</p>
<p>Before the Sale: Setting the Price 53</p>
<p>After the Sale: Payment and Shipping 53</p>
<p>4 Fixed-Price Selling in an eBay Store 57</p>
<p>What Is an eBay Store? 57</p>
<p>Benefits of Opening Your Own eBay Store 59</p>
<p>Challenges of eBay Store Selling 60</p>
<p>Understanding eBay Store Subscription Levels 61</p>
<p>Understanding Insertion Fees and FVFs 63</p>
<p>How to Open an eBay Store 63</p>
<p>Further Customizing Your eBay Store 67</p>
<p>Managing Your eBay Store 68</p>
<p>Listing Merchandise for Sale in Your eBay Store 70</p>
<p>Handling eBay Store Sales 71</p>
<p>Marking Down Your Merchandise 72</p>
<p>Viewing eBay Store Reports 73</p>
<p>5 Fixed-Price Selling on Half.com 77</p>
<p>Getting to Know Half.com 77</p>
<p>Understanding the Half.com Shopping Experience 79</p>
<p>Understanding Half.com Fees 80</p>
<p>Listing on Half.com 81</p>
<p>Pricing Your Half.com Items 83</p>
<p>Calculating Shipping and Handling Charges 84</p>
<p>Managing Half.com Sales 85</p>
<p>6 Promoting Your Fixed-Price eBay Sales 87</p>
<p>Promoting Your Fixed-Price Listings on the eBay Site 87</p>
<p>Optimizing Your Listings for eBay Search 88</p>
<p>Linking from Other Sites to Your eBay Listings 90</p>
<p>Promoting Your eBay Store 90</p>
<p>Seeding Listings into the Traditional eBay Marketplace 91</p>
<p>Enabling Cross-Promotions 91</p>
<p>Creating an Email Mailing List 92</p>
<p>Linking to Your eBay Store 94</p>
<p>Adding a Stores Widget to Your Blog or Website 95</p>
<p>Creating a Listing Feed 95</p>
<p>Exporting Your Listings to Search Engines and Shopping Sites 96</p>
<p>Advertising on the eBay Site with AdCommerce 97</p>
<p>Advertising Across the Web with Google AdWords 99</p>
<p>Promoting Your Store in the Real World 101</p>
<p>Promoting Your Half.com Listings 102</p>
<p>III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS 105</p>
<p>7 Online Classifieds: Are They Right for Your Business? 107</p>
<p>Understanding Online Classifieds 107</p>
<p>Examining Major Online Classifieds Sites 110</p>
<p>craigslist 110</p>
<p>Oodle 111</p>
<p>Kijiji 113</p>
<p>backpage.com 114</p>
<p>LiveDea 115</p>
<p>Google Base 116</p>
<p>The Pros and Cons of Selling via Online Classifieds 117</p>
<p>Pros of Online Classifieds Selling 117</p>
<p>Cons of Online Classifieds Selling 118</p>
<p>Do Online Classifieds Make Sense for Your Business? 120</p>
<p>The Best Businesses for Migrating to Online Classifieds 120</p>
<p>The Worst Businesses for Migrating to Online Classifieds 121</p>
<p>8 Doing Business on craigslist 125</p>
<p>Understanding craigslist 125</p>
<p>Navigating craigslist Listings 126</p>
<p>Before You List... 129</p>
<p>Listing an Item for Sale 130</p>
<p>Formatting Your Item Description 133</p>
<p>Using HTML Formatting 133</p>
<p>Inserting Images into Your Listings 134</p>
<p>Managing Your Listings 135</p>
<p>Editing a Listing 135</p>
<p>Deleting a Listing 136</p>
<p>Making a Sale 136</p>
<p>9 Migrating from Online Auctions to Online Classifieds 139</p>
<p>What Items Should You Move to craigslist? 139</p>
<p>Changing Your Business Model 141</p>
<p>Going Local 141</p>
<p>Pickups,No Shipping 142</p>
<p>Cash Is King 143</p>
<p>We Don’t Need No Stinking Tools 143</p>
<p>It’s the Wild West 144</p>
<p>Businesses Aren’t Always Accepted 144</p>
<p>Making the Move 145</p>
<p>10 Promoting Your craigslist Business 147</p>
<p>Choosing the Right Community and Category 147</p>
<p>Optimizing Your Listings for Search 148</p>
<p>Keeping Your Ad at the Top of the List 148</p>
<p>IV SELLING ON THE AMAZON MARKETPLACE 151</p>
<p>11 The Amazon Marketplace: Is It Right for Your Business? 153</p>
<p>Understanding the Amazon Marketplace 153</p>
<p>What the Buyers See 154</p>
<p>The Many Ways to Sell on Amazon 156</p>
<p>Selling Individual Items on the Amazon Marketplace 157</p>
<p>Understanding the Amazon Marketplace 158</p>
<p>Understanding Amazon’s Fees 159</p>
<p>Selling as a Pro Merchant 161</p>
<p>Selling on Amazon via Selling on Amazon 162</p>
<p>Selling in an Amazon WebStore 163</p>
<p>Using Amazon to Fulfill Your Orders 163</p>
<p>How It Works 164</p>
<p>Understanding Fulfillment Pricing 164</p>
<p>The Pros and Cons of Selling on Amazon 166</p>
<p>Selling on Amazon: Pros 166</p>
<p>Selling on Amazon: Cons 167</p>
<p>12 Doing Business in the Amazon Marketplace 169</p>
<p>Listing Individual Items in the Amazon Marketplace 169</p>
<p>Listing Your First Item 69</p>
<p>Managing Your Account and Inventory 173</p>
<p>Selling an Item 175</p>
<p>Setting Up Your Amazon Storefront 176</p>
<p>Moving to the Pro Merchant Program 177</p>
<p>Upgrading to Pro Merchant Status 177</p>
<p>Uploading Multiple Listings 178</p>
<p>Creating a Product Detail Page 180</p>
<p>13 Migrating Your eBay Business to Amazon 185</p>
<p>Does Migrating to Amazon Make Sense? 85</p>
<p>Comparing Fees 185</p>
<p>Comparing Sales and Effort 187</p>
<p>Which Items Should You Migrate? 188</p>
<p>Evolving Your Business Model 189</p>
<p>Making the Move 190</p>
<p>14 Promoting Your Amazon Business 193</p>
<p>Keeping Your Listings Competitive 193</p>
<p>Competing on Feedback 194</p>
<p>Placing Product Ads on the Amazon Site 196</p>
<p>Advertising Your Business with a Display Ad 197</p>
<p>V SELLING ON YOUR OWN WEBSITE 201</p>
<p>15 Establishing Your Own Website: Is It Right for Your Business? 203</p>
<p>Building an Online Store—What’s Involved? 203</p>
<p>The Components of an E-Commerce Website 203</p>
<p>Different Ways to Build a Store 206</p>
<p>How Much Does It Cost? 207</p>
<p>Pros and Cons of Running Your Own Website 208</p>
<p>Pros of Running Your Own Online Store 208</p>
<p>Cons of Running Your Own Online Store 209</p>
<p>Does an Online Store Make Sense for Your Business? 211</p>
<p>16 Planning Your Online Presence 215</p>
<p>Step One: Create Your Plan and Define Your Goals 215</p>
<p>Step Two:Determine What You’re Selling 216</p>
<p>Step Three: Choose a Hosting Service 216</p>
<p>Step Four: Build Your Website 217</p>
<p>Step Five: Choose an Online Payment Service 218</p>
<p>Step Six: Plan Your Promotion 219</p>
<p>Step Seven: Launch Your Site 220</p>
<p>Step Eight: Evaluate Your Performance 221</p>
<p>17 Setting Up an E-Commerce Website 223</p>
<p>Choosing a Hosting Service 223</p>
<p>Features to Look For 224</p>
<p>Comparing Prices 226</p>
<p>Using eBay ProStores 227</p>
<p>ProStores for eBay Sellers 227</p>
<p>Subscription Levels 228</p>
<p>Getting Started with ProStores 229</p>
<p>Building an Amazon WebStore Store 230</p>
<p>Inside an Amazon WebStore Store 230</p>
<p>Creating Your Own WebStore 231</p>
<p>Building a Yahoo! Merchant Website 233</p>
<p>Subscription Levels 233</p>
<p>Unique Features 234</p>
<p>Creating Your Own Yahoo! Store 235</p>
<p>Exploring Other Pre-Designed Storefronts 236</p>
<p>18 Managing Online Sales 241</p>
<p>Managing Your Inventory 241</p>
<p>Managing Your Sales 243</p>
<p>Managing Your Customers 245</p>
<p>19 Choosing an Online Payment System 249</p>
<p>Accepting Payments with PayPal 249</p>
<p>Pros and Cons of PayPal 250</p>
<p>Signing Up for PayPal 251</p>
<p>Understanding PayPal Fees 252</p>
<p>Adding PayPal to Your Website 253</p>
<p>Collecting PayPal Payments 254</p>
<p>Accepting Payments with Google Checkout 255</p>
<p>Pros and Cons of Google Checkout 255</p>
<p>Understanding Google Checkout Fees 256</p>
<p>Setting Up a Google Checkout Account 257</p>
<p>Choosing a Google Checkout Service 257</p>
<p>Adding Google Checkout to Your Website 258</p>
<p>Collecting Google Checkout Payments 259</p>
<p>Withdrawing Google Checkout Funds 260</p>
<p>Integrating Google Checkout with Google AdWords 260</p>
<p>Accepting Payments with Checkout by Amazon 261</p>
<p>Pros and Cons of Checkout by Amazon 261</p>
<p>Understanding Checkout by Amazon Fees 262</p>
<p>Setting Up Checkout by Amazon 262</p>
<p>Establishing Your Own Merchant Credit Card Account 263</p>
<p>Pros and Cons of a Merchant Account 264</p>
<p>Choosing a Credit Card Processor 265</p>
<p>20 Promoting Your E-Commerce Website 267</p>
<p>Putting Together a Marketing Plan 267</p>
<p>Optimizing Your Site for Search Engines 269</p>
<p>All About Search Engine Marketing—and SEO 269</p>
<p>SEO Tip #1: Fine-Tune Your Keywords 269</p>
<p>SEO Tip #2: Tweak Your and Tags 271</p>
<p>SEO Tip #3: Solicit Inbound Links from Other Sites 271</p>
<p>SEO Tip #4: Submit Your Site to the Major Search Engines 272</p>
<p>SEO Tip #5: Use Text Instead of Images 274</p>
<p>Submitting Your Products to Comparison Shopping Sites 275</p>
<p>How Comparison Shopping Sites Work 275</p>
<p>Examining the Major Comparison Shopping Sites 276</p>
<p>Submitting Your Listings to Comparison Shopping Sites 278</p>
<p>Creating and Uploading a Data File 279</p>
<p>Buying PPC Advertising 280</p>
<p>How Important Is PPC Advertising? 280</p>
<p>Purchasing Keywords 281</p>
<p>Paying by the Click 282</p>
<p>Evaluating the Big PPC Ad Networks 283</p>
<p>Creating a PPC Campaign 285</p>
<p>Buying Display Ads 286</p>
<p>Engaging in Email Marketing 287</p>
<p>Marketing on YouTube 288</p>
<p>Marketing to the Blogosphere 289</p>
<p>Conducting Online Public Relations 290</p>
<p>21 Migrating Your eBay Business to Your Own Website 293</p>
<p>Does Migrating to Your Own Online Store Make Sense? 293</p>
<p>Comparing Costs 293</p>
<p>Comparing Effort 295</p>
<p>Which Items Should You Migrate? 295</p>
<p>Changing Your Business Model and Processes 296</p>
<p>Making the Move 297</p>
<p>22 Selling in Multiple Channels 301</p>
<p>What Is Multichannel Selling—and How Does It Work? 301</p>
<p>Pros and Cons of Multichannel Selling 302</p>
<p>Benefits of Multichannel Selling 302</p>
<p>Drawbacks of Multichannel Selling 303</p>
<p>When Does Multichannel Selling Make Sense—and When Is It a Recipe for Disaster? 305</p>
<p>Managing Inventory Across Channels 306</p>
<p>Creating a Multichannel Marketing Plan 307</p>
<p>Index 311</p>

Cover......Page 1
Table of Contents......Page 7
Introduction......Page 20
What’s in This Book......Page 21
How to Use This Book......Page 22
Making the Move......Page 23
I: BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS......Page 24
What eBay Used to Be Like.........Page 26
Why Is eBay Abandoning Smaller Sellers?......Page 29
Changes Are Afoot—and You Probably Won’t Like Them......Page 31
How Do eBay’s Changes Affect You?......Page 35
Planning for Life Beyond eBay Auctions......Page 38
Asking—and Answering—Key Questions......Page 39
Conceiving a Business Plan......Page 45
Understanding the Components of a Useful Business Plan......Page 47
Writing Your Business Plan......Page 51
Implementing Your Business Plan......Page 52
II: FIXED-PRICE SELLING ON EBAY......Page 54
Why Fixed-Priced Sales Are the Way to Go......Page 56
Different Ways to Sell at a Fixed Price......Page 61
Creating an eBay Fixed-Price Listing......Page 69
Creating an Auction Listing with a Buy It Now Price......Page 70
Managing Fixed-Price Sales......Page 71
What Is an eBay Store?......Page 76
Benefits of Opening Your Own eBay Store......Page 78
Challenges of eBay Store Selling......Page 79
Understanding eBay Store Subscription Levels......Page 80
How to Open an eBay Store......Page 82
Further Customizing Your eBay Store......Page 86
Managing Your eBay Store......Page 87
Listing Merchandise for Sale in Your eBay Store......Page 89
Handling eBay Store Sales......Page 90
Marking Down Your Merchandise......Page 91
Viewing eBay Store Reports......Page 92
Getting to Know Half.com......Page 96
Understanding the Half.com Shopping Experience......Page 98
Understanding Half.com Fees......Page 99
Listing on Half.com......Page 100
Pricing Your Half.com Items......Page 102
Calculating Shipping and Handling Charges......Page 103
Managing Half.com Sales......Page 104
Promoting Your Fixed-Price Listings on the eBay Site......Page 106
Promoting Your eBay Store......Page 109
Promoting Your Half.com Listings......Page 121
III: SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS......Page 124
Understanding Online Classifieds......Page 126
Examining Major Online Classifieds Sites......Page 129
The Pros and Cons of Selling via Online Classifieds......Page 136
Do Online Classifieds Make Sense for Your Business?......Page 139
Understanding craigslist......Page 144
Navigating craigslist Listings......Page 145
Before You List.........Page 148
Listing an Item for Sale......Page 149
Formatting Your Item Description......Page 152
Managing Your Listings......Page 154
Making a Sale......Page 155
What Items Should You Move to craigslist?......Page 158
Changing Your Business Model......Page 160
Making the Move......Page 164
Choosing the Right Community and Category......Page 166
Keeping Your Ad at the Top of the List......Page 167
IV: SELLING ON THE AMAZON MARKETPLACE......Page 170
Understanding the Amazon Marketplace......Page 172
Selling Individual Items on the Amazon Marketplace......Page 176
Selling as a Pro Merchant......Page 180
Selling on Amazon via Selling on Amazon......Page 181
Using Amazon to Fulfill Your Orders......Page 182
The Pros and Cons of Selling on Amazon......Page 185
Listing Individual Items in the Amazon Marketplace......Page 188
Moving to the Pro Merchant Program......Page 196
Does Migrating to Amazon Make Sense?......Page 204
Which Items Should You Migrate?......Page 207
Evolving Your Business Model......Page 208
Making the Move......Page 209
Keeping Your Listings Competitive......Page 212
Competing on Feedback......Page 213
Placing Product Ads on the Amazon Site......Page 215
Advertising Your Business with a Display Ad......Page 216
V: SELLING ON YOUR OWN WEBSITE......Page 220
Building an Online Store—What’s Involved?......Page 222
Pros and Cons of Running Your Own Website......Page 227
Does an Online Store Make Sense for Your Business?......Page 230
Step One: Create Your Plan and Define Your Goals......Page 234
Step Three: Choose a Hosting Service......Page 235
Step Four: Build Your Website......Page 236
Step Five: Choose an Online Payment Service......Page 237
Step Six: Plan Your Promotion......Page 238
Step Seven: Launch Your Site......Page 239
Step Eight: Evaluate Your Performance......Page 240
Choosing a Hosting Service......Page 242
Using eBay ProStores......Page 246
Building an Amazon WebStore Store......Page 249
Building a Yahoo! Merchant Website......Page 252
Exploring Other Pre-Designed Storefronts......Page 255
Managing Your Inventory......Page 260
Managing Your Sales......Page 262
Managing Your Customers......Page 264
Accepting Payments with PayPal......Page 268
Accepting Payments with Google Checkout......Page 274
Accepting Payments with Checkout by Amazon......Page 279
Establishing Your Own Merchant Credit Card Account......Page 282
Putting Together a Marketing Plan......Page 286
Optimizing Your Site for Search Engines......Page 288
Submitting Your Products to Comparison Shopping Sites......Page 294
Buying PPC Advertising......Page 299
Buying Display Ads......Page 305
Engaging in Email Marketing......Page 306
Marketing on YouTube......Page 307
Marketing to the Blogosphere......Page 308
Conducting Online Public Relations......Page 309
Does Migrating to Your Own Online Store Make Sense?......Page 312
Which Items Should You Migrate?......Page 314
Changing Your Business Model and Processes......Page 315
Making the Move......Page 316
What Is Multichannel Selling—and How Does It Work?......Page 320
Pros and Cons of Multichannel Selling......Page 321
When Does Multichannel Selling Make Sense—and When Is It a Recipe for Disaster?......Page 324
Managing Inventory Across Channels......Page 325
Creating a Multichannel Marketing Plan......Page 326
A......Page 330
C......Page 332
E......Page 334
F......Page 338
H......Page 339
L......Page 340
M......Page 341
O......Page 343
P......Page 345
S......Page 348
W......Page 350
X–Z......Page 352

Cover 1
Table of Contents 7
Introduction 20
What’s in This Book 21
Who Can Use This Book 22
How to Use This Book 22
There’s More Online... 23
Making the Move 23
I: BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS 24
1 The Problem with Online Auctions 26
What eBay Used to Be Like... 26
Why Is eBay Abandoning Smaller Sellers? 29
Changes Are Afoot—and You Probably Won’t Like Them 31
How Do eBay’s Changes Affect You? 35
2 Planning for Selling Success 38
Planning for Life Beyond eBay Auctions 38
Asking—and Answering—Key Questions 39
Conceiving a Business Plan 45
Understanding the Components of a Useful Business Plan 47
Writing Your Business Plan 51
Implementing Your Business Plan 52
II: FIXED-PRICE SELLING ON EBAY 54
3 Migrating to Fixed-Price Listings 56
Why Fixed-Priced Sales Are the Way to Go 56
Different Ways to Sell at a Fixed Price 61
Creating an eBay Fixed-Price Listing 69
Creating an Auction Listing with a Buy It Now Price 70
Managing Fixed-Price Sales 71
4 Fixed-Price Selling in an eBay Store 76
What Is an eBay Store? 76
Benefits of Opening Your Own eBay Store 78
Challenges of eBay Store Selling 79
Understanding eBay Store Subscription Levels 80
Understanding Insertion Fees and FVFs 82
How to Open an eBay Store 82
Further Customizing Your eBay Store 86
Managing Your eBay Store 87
Listing Merchandise for Sale in Your eBay Store 89
Handling eBay Store Sales 90
Marking Down Your Merchandise 91
Viewing eBay Store Reports 92
5 Fixed-Price Selling on Half.com 96
Getting to Know Half.com 96
Understanding the Half.com Shopping Experience 98
Understanding Half.com Fees 99
Listing on Half.com 100
Pricing Your Half.com Items 102
Calculating Shipping and Handling Charges 103
Managing Half.com Sales 104
6 Promoting Your Fixed-Price eBay Sales 106
Promoting Your Fixed-Price Listings on the eBay Site 106
Promoting Your eBay Store 109
Promoting Your Half.com Listings 121
III: SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS 124
7 Online Classifieds: Are They Right for Your Business? 126
Understanding Online Classifieds 126
Examining Major Online Classifieds Sites 129
The Pros and Cons of Selling via Online Classifieds 136
Do Online Classifieds Make Sense for Your Business? 139
8 Doing Business on craigslist 144
Understanding craigslist 144
Navigating craigslist Listings 145
Before You List... 148
Listing an Item for Sale 149
Formatting Your Item Description 152
Managing Your Listings 154
Making a Sale 155
9 Migrating from Online Auctions to Online Classifieds 158
What Items Should You Move to craigslist? 158
Changing Your Business Model 160
Making the Move 164
10 Promoting Your craigslist Business 166
Choosing the Right Community and Category 166
Optimizing Your Listings for Search 167
Keeping Your Ad at the Top of the List 167
IV: SELLING ON THE AMAZON MARKETPLACE 170
11 The Amazon Marketplace: Is It Right for Your Business? 172
Understanding the Amazon Marketplace 172
Selling Individual Items on the Amazon Marketplace 176
Selling as a Pro Merchant 180
Selling on Amazon via Selling on Amazon 181
Selling in an Amazon WebStore 182
Using Amazon to Fulfill Your Orders 182
The Pros and Cons of Selling on Amazon 185
12 Doing Business in the Amazon Marketplace 188
Listing Individual Items in the Amazon Marketplace 188
Moving to the Pro Merchant Program 196
13 Migrating Your eBay Business to Amazon 204
Does Migrating to Amazon Make Sense? 204
Which Items Should You Migrate? 207
Evolving Your Business Model 208
Making the Move 209
14 Promoting Your Amazon Business 212
Keeping Your Listings Competitive 212
Competing on Feedback 213
Placing Product Ads on the Amazon Site 215
Advertising Your Business with a Display Ad 216
V: SELLING ON YOUR OWN WEBSITE 220
15 Establishing Your Own Website: Is It Right for Your Business? 222
Building an Online Store—What’s Involved? 222
Pros and Cons of Running Your Own Website 227
Does an Online Store Make Sense for Your Business? 230
16 Planning Your Online Presence 234
Step One: Create Your Plan and Define Your Goals 234
Step Two:Determine What You’re Selling 235
Step Three: Choose a Hosting Service 235
Step Four: Build Your Website 236
Step Five: Choose an Online Payment Service 237
Step Six: Plan Your Promotion 238
Step Seven: Launch Your Site 239
Step Eight: Evaluate Your Performance 240
17 Setting Up an E-Commerce Website 242
Choosing a Hosting Service 242
Using eBay ProStores 246
Building an Amazon WebStore Store 249
Building a Yahoo! Merchant Website 252
Exploring Other Pre-Designed Storefronts 255
18 Managing Online Sales 260
Managing Your Inventory 260
Managing Your Sales 262
Managing Your Customers 264
19 Choosing an Online Payment System 268
Accepting Payments with PayPal 268
Accepting Payments with Google Checkout 274
Accepting Payments with Checkout by Amazon 279
Establishing Your Own Merchant Credit Card Account 282
20 Promoting Your E-Commerce Website 286
Putting Together a Marketing Plan 286
Optimizing Your Site for Search Engines 288
Submitting Your Products to Comparison Shopping Sites 294
Buying PPC Advertising 299
Buying Display Ads 305
Engaging in Email Marketing 306
Marketing on YouTube 307
Marketing to the Blogosphere 308
Conducting Online Public Relations 309
21 Migrating Your eBay Business to Your Own Website 312
Does Migrating to Your Own Online Store Make Sense? 312
Which Items Should You Migrate? 314
Changing Your Business Model and Processes 315
Making the Move 316
22 Selling in Multiple Channels 320
What Is Multichannel Selling—and How Does It Work? 320
Pros and Cons of Multichannel Selling 321
When Does Multichannel Selling Make Sense—and When Is It a Recipe for Disaster? 324
Managing Inventory Across Channels 325
Creating a Multichannel Marketing Plan 326
Index 330
A 330
B 332
C 332
D 334
E 334
F 338
G 339
H 339
I 340
J–K 340
L 340
M 341
N 343
O 343
P 345
Q–R 348
S 348
T 350
U–V 350
W 350
X–Z 352

2020-11-29