A reader related his negative experience in selling on some of the smaller auction sites in the last issue. This week, another reader wrote in to tell of a different, more positive experience. In the 4 years we've been publishing AuctionBytes, the debate has raged: what is the most effective selling strategy? Should sellers post exclusively on eBay, which has the most number of registered users? Should sellers be concerned that eBay is or will become a monopoly?
We've always advocated being auction-site independent, and working on ways to develop repeat business. Auction management service provider AuctionWatch changed its name last week to Vendio.com to demonstrate its broadened focus on ecommerce for small businesses. They believe small eBay businesses are looking for multi-channel selling strategies.
In this issue, we interview the founder of AuntiesBeads.com. Ron Henderson has established a site targeted toward jewelry designers and hobbyists. He is able to drive traffic to his site and realizes a 66% repeat business. He seems to have borrowed the approach of mail-order companies, and does very little business on eBay.
ChannelAdvisor, another auction management vendor, presented a different scenario on Friday. SoundView Technology Group hosted a conference call in which ChannelAdvisor presented a report on its new Merchant software. Four "Super Powersellers" were on hand to answer questions. (I'll be reporting more details in this week's Newsflash newsletter.)
These companies are what I would call branded liquidators, and they find eBay to be an incredibly efficient marketplace. eValueville was one of the companies presenting on Friday. eValueville sells solely on eBay. It has established a strong brand, so many customers go directly to eValueville's own Web site, which mirrors its eBay About Me page. It has an 87% repeat customer rate.
Companies like eValueville do several things to make their businesses successful: they get good inventory cheap; they keep expenses low; they offer consistent value and good service to customers.
David exhibited at the Atlantique City antiques show in March, and was pleased to report the show was a success. The word from dealers was that Saturday was an excellent day, and Sunday was a so-so day.
Thanks to everyone that signed up for the Bookologist and helped to spread the word. We've gotten an incredible response to the first issue. The next issue will be published on Wednesday. http://www.bookologist.com
It sometimes seems odd to be going on with our daily business considering the war in Iraq. CNN is on a lot in this household, as we watch with great concern the sometimes heart-breaking news. We hope for a speedy end to war.
Ina Steiner is Editor of AuctionBytes.com and author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). She has a background in marketing and research in the high-tech and publishing fields. If you have story ideas, comments or questions, send them to ina@auctionbytes.com.
