Marketing Strategies for eBay

4 Best Marketing Strategies To Scale Your eBay Store

Skirmantas Venckus
December 18, 2022

Two billion transactions are completed on eBay daily, and most buyers spend only about eight minutes on the website to complete their purchases.

That’s a massive untapped market you're missing out on if you’re not on eBay yet.

But setting up your eBay store is one of many things you must do. Tapping into that market is much more than simply listing your items and waiting for shoppers. You'll need effective eBay marketing strategies to generate sales for your business.

With that in mind, we'll cover the four best marketing strategies to help you scale your eBay store.

Let’s dive in!

Improve Rankings for Organic Listings

Image source: eBay

eBay's search engine (Cassini) determines where and when your items appear on the search results. It considers the keywords and content of each listing to help eBay shoppers find relevant products by using your sales history, customer service record, and product pricing.

As a result, more people will see your listing if it appears earlier on search engine results pages (SERPs). And the more people see your listing, the more potential customers you have.

Becoming a top seller on eBay works differently than on other search engines and shopping platforms. So, here are some tips to help you improve rankings for organic listings:

  • Use effective keywords in your eBay listings. Make sure your keywords accurately describe what customers are looking at.
  • Use keyword-focused, engaging, and concise titles to make your eBay listing title stand out.
  • Write detailed but concise listing descriptions by incorporating keywords, highlighting the benefits, being honest, and keeping it short and simple.
  • Incorporate clear and compelling product images with neutral backgrounds and good lighting.

Use Other Channels To Drive Traffic to Your eBay Store

eBay marketing is more than just what you do on the online platform. You can also use other channels to build brand awareness and make shoppers spend more.

Here are some channels you can use:

Email Newsletters

eBay provides a suite of email marketing tools that can help you keep customers interested in your product offerings long after they make their first purchase.

Shoppers can subscribe for updates by adding your store to their Saved Sellers list or clicking the sign-up link on your store's homepage. You can then create regular newsletters promoting your upcoming sale and special offers, which builds excitement and increases your chances of making sales.

Social Media

Many groups on Facebook, Instagram, Twitter, and Pinterest are interested in specific items on eBay. You can take advantage of these already-formed communities with interested potential customers.

Taking time to announce the products you have on sale on each platform will be worth it. You’ll have quality views on your listings, boosting your chances of making a sale.


If you own a website, you can include a Where to Buy tool on your homepage to help visitors see where your products are currently available. This can be on online marketplaces like eBay or retail stores like Shopify.

Visitors can then check out by selecting their preferred retailer. They'll be taken directly to the relevant third-party product page with a single click, where they can immediately add the item to their cart and check out.

That simplifies the consumer journey and reduces distractions. Otherwise, if the visitor did an eBay search after viewing your website, there would be numerous opportunities for competitor listings to win them over.

Use the Promotions Manager

eBay Promotions Manager allows you to create, edit, and manage special offers from a single interface. As a result, you can make offers visible to anyone browsing the search results. Customers can also choose only to view listings with deals.

Image source: eBay

The Promotions Manager mainly applies special offers and discounts to any product listings. You’ll often find yourself selecting from these five common types of deals: order discounts, shipping discounts, codeless coupons, accessory discounts, and sales events.

The benefits of the Promotions Manager include:

  • It's user-friendly — you can manage thousands of discounted products from one place.
  • It's a proven sales driver since customers enjoy getting a good deal.
  • It's integrated with eBay and continually updated with no third-party requirements.
  • It's data-driven, helping you easily see which promotions are the most effective.

Try eBay Advertising

Image source: eBay

You can make huge sales through eBay advertising if you play your cards right. However, only specific groups of sellers are eligible for eBay advertising.

For example, eBay suggests you promote products that fit into these categories: new listings, bestsellers, moderate sellers, and seasonal items. You can’t promote items in travel, real estate, vehicles, and the “everything else” category.

Also, only certain eBay sellers have access to promoted listings. They include eBay Stores subscribers and non-store sellers with either Top Rated or Above Standard status.

If you fall into any of these categories, eBay advertising can be a powerful marketing tool you can use to boost your sales and revenue. Sponsored listings can increase sales by 142%. That’s why over a million sellers use them.

eBay advertising excels because it’s adaptable and allows you to target customers based on various segments. It offers over 550 customer groups, including income, shopping habits, demographics, and other key characteristics, to ensure you effectively reach your target audience.

Market Your eBay Store Today

There you have it. Four eBay marketing strategies to help you grow your eBay store.

The most significant benefit of selling on eBay is that you'll have access to a large audience that’s ready to buy. But you need more than simply uploading your listings to reach this audience. You have to implement the eBay marketing strategies above to gain maximum exposure.

Do you have more marketing strategies we haven't mentioned? Share the post with your answers.

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