In our last blog, we talked about the cost of doing business in an eBay Store. You’ve got to run the figures for each pricing level to ensure that your cost-of-sale is manageable.
When there is cost associated with selling a product (except for Google Shopping, when isn’t there?), we do everything in our power to reduce our cost exposure. eBay Stores has been a bit clunky in that regard. eBay Stores is a store but not really a shopping cart. In a typical shopping cart, you get to shop – meaning that you can add an item to your cart, continue shopping, add another product to your cart, and when you’ve completed your shopping, you check out and pay your bill – just like you’d do at any brick and mortar store. eBay Stores has not, in the past, allowed a true shopping experience. eBay Stores did not allow buyers to add a product to a shopping cart with the intent to continue shopping. Their model was always built on the one-product auction model. If you selected a product, you had to purchase it then. If you wanted to purchase 4 products from the same vendor, you had to endure 4 separate purchase transactions. Worse, you could not take advantage of lower shipping rates tied to the purchase of more than one product from that vendor. My belief is that this pricing model deterred online consumers from purchasing more products from the same vendor.
A couple of weeks ago, eBay announced plans to “add a shopping-cart feature that will allow customers to keep track of multiple purchases on the site.” This is a big boost to sellers on eBay Stores because it entices and encourages consumers to purchase more than one product per shopping session and also allows consumers (we hope, haven’t heard anything on this yet) to take advantage of lower shipping rates tied to multiple product purchases. The buyer ends up not making as much money on a product sale but should end up making more on sales volume.