HOW TO SELL ON EBAY

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on How to Sell on eBay.

Selling on eBay gives individuals and businesses access to one of the world’s largest online marketplaces. With over 130 million active buyers globally, eBay remains a powerful platform for new sellers, established retailers, and niche brands alike. Understanding how to set up, optimise, and manage your listings can make the difference between occasional sales and sustainable success.

What eBay Selling Involves

Selling on eBay means listing products for auction or fixed-price sale, handling transactions through eBay’s integrated payment system, and managing shipping and customer service. eBay provides a flexible setup where sellers can start small and scale up as they grow.

The platform caters to both individuals clearing unwanted items and professional sellers running full ecommerce operations. You can create listings manually or use tools such as eBay Seller Hub to manage inventory, track performance, and automate processes.

Who Selling on eBay Is For

Selling on eBay suits almost anyone looking to reach a broad online audience without the costs of running a standalone website. It works particularly well for:

  • Start-ups testing new product ideas before investing in a website.

  • Small retailers wanting additional sales channels.

  • Hobbyists and collectors selling niche or vintage items.

  • Established ecommerce businesses expanding their reach.

eBay’s marketplace model removes much of the technical work involved in ecommerce, making it accessible even for beginners.

How to Set Up an eBay Seller Account

Before listing items, you’ll need an eBay account. If you don’t already have one, sign up using your email address and select whether you want a personal or business account.

For regular sales, a business account is best. It allows you to use your company name, manage VAT details, and gain access to analytics through the eBay Seller Hub.

Once registered, set up your payment preferences through eBay’s managed payments system. This system processes payments on your behalf and deposits funds directly into your chosen bank account.

Choosing What to Sell

Your product selection determines your success on eBay. Focus on products with consistent demand and manageable competition. Popular categories include electronics, fashion, collectables, home and garden items, and automotive accessories.

Research the market by searching similar products on eBay and checking sold listings. This will help you gauge demand and pricing trends. Use eBay’s Terapeak Research tool to analyse which items are selling well and at what prices.

If you sell your own branded products, make sure your listings highlight unique selling points, such as eco-friendly materials, UK-made quality, or limited-edition features.

Creating High-Quality Listings

A well-optimised listing improves both visibility and conversion. Each listing should clearly communicate what the product is, why it’s worth buying, and how it compares with alternatives.

Product Titles

Your title should include the main keyword buyers use to search for your product, along with key details like brand, model, colour, or size. Keep it clear and under 80 characters. Example: “Apple iPhone 14 Pro 128GB – Silver – Unlocked.”

Descriptions

The product description should expand on the title, covering specifications, condition, and key benefits. Write naturally and avoid keyword stuffing. Include relevant details that help buyers make informed decisions, such as compatibility, measurements, or warranty information.

Photos

Good imagery drives sales. Upload clear, high-resolution photos from multiple angles. eBay allows up to 24 images per listing, so make use of them. Use neutral backgrounds and good lighting to ensure your product stands out.

Item Specifics

eBay uses item specifics to match products to buyer searches. Complete as many of these fields as possible, including brand, size, colour, material, and condition. This helps your product appear in filtered search results.

Pricing Strategy

You can choose between auction-style listings and fixed-price (Buy It Now) formats.

  • Auction: Suitable for rare or high-demand items where competitive bidding can raise the final price.

  • Fixed Price: Best for everyday retail items or consistent stock where you want predictable pricing.

Research competitors’ prices and consider including postage in your total cost for simplicity. If you’re selling regularly, you can use eBay’s Promotions Manager to create discounts, bundle deals, or multi-buy offers.

Managing Shipping and Delivery

Buyers expect fast and reliable delivery. Offer multiple postage options, including tracked services, and be transparent about dispatch times. eBay rewards sellers who meet or exceed delivery expectations with better visibility in search results.

You can use eBay’s integrated delivery partners such as Evri, Royal Mail, or DPD. If you ship internationally, enable eBay’s Global Shipping Programme to simplify overseas orders and automatically calculate customs costs.

Always pack products securely to prevent damage during transit and include clear return instructions.

Customer Service and Seller Reputation

Your feedback rating is crucial on eBay. Respond promptly to buyer messages, handle issues professionally, and aim to resolve disputes quickly. High feedback scores increase buyer confidence and can improve your search rankings within eBay’s Cassini algorithm.

Use eBay’s messaging system for all communications and maintain clear records of transactions and delivery confirmations.

Understanding eBay Fees

eBay charges a combination of listing and selling fees. The standard selling fee is a percentage of the total sale amount, including postage. For most categories, this is around 12.8 percent plus a fixed 30p per order.

Optional upgrades like international visibility, bold titles, or subtitle listings can increase exposure but also add to your costs. Regular sellers should monitor fees carefully and consider opening an eBay Shop, which offers discounted rates and additional tools.

The Benefits of Opening an eBay Shop

For serious sellers, an eBay Shop offers several advantages:

  • Lower selling fees and free listings.

  • Customisable storefront with your logo and branding.

  • Access to advanced analytics and promotional tools.

  • Increased visibility within eBay search results.

Shop subscriptions come in different tiers Starter, Basic, Featured, and Anchor depending on how many products you list and your monthly sales volume.

eBay SEO and Listing Optimisation

Just like Google, eBay has its own search algorithm called Cassini. It ranks listings based on relevance, sales history, conversion rate, and customer satisfaction. To optimise your listings:

  • Use relevant keywords naturally in titles and descriptions.

  • Keep your prices competitive.

  • Maintain high feedback scores and fast response times.

  • Use item specifics to appear in filtered searches.

  • Include professional photos and clear shipping information.

Regularly updating listings, offering free returns, and providing quick delivery can also improve visibility.

Challenges of Selling on eBay

While eBay provides access to a large audience, competition can be intense. Sellers must stay on top of pricing trends, maintain positive feedback, and deal with potential returns or buyer disputes. Fees can also add up, especially for low-margin products.

Managing inventory across multiple channels can be another challenge, but tools like Shopify and WooCommerce integrations help streamline listings between platforms.

Complementary Strategies for eBay Sellers

To grow your sales further, combine eBay with other digital marketing tactics:

  • Social Media Marketing: Drive traffic to your eBay listings through Instagram, TikTok, or Facebook.

  • Email Marketing: Collect buyer emails (where allowed) for future promotions.

  • Ecommerce SEO: Build your own website alongside your eBay store for long-term brand visibility.

  • Google Shopping Ads: Promote key listings directly in search results to reach new buyers.

Integrating these strategies strengthens your overall online presence and reduces reliance on one platform.

Expert Tips for Successful Selling

  1. Always research keywords before creating listings to match buyer intent.

  2. Offer same-day or next-day dispatch whenever possible.

  3. Include tracking numbers to protect yourself and reassure buyers.

  4. Avoid duplicate listings that can confuse search results.

  5. Monitor your Seller Hub analytics to identify top-performing items.

  6. Continuously update your photos and descriptions for accuracy.

  7. Test promotions and measure their impact on sales volume.

  8. Use eBay’s automated feedback requests to build your reputation.

Final Thoughts

Selling on eBay can be an excellent way to generate income, test new products, and reach a global audience. With the right approach to listings, pricing, customer service, and optimisation, it’s possible to turn a simple eBay account into a thriving online business.

We have also written in depth articles on How Much Does it Cost to Sell on eBay and Is It Worth Opening an eBay Shop UK? as well as our eBay Hub to give you further guidance.