eBay is very important customer acquisition tool because you have a customer who already trusted you to spend money ! Here are some suggestions, they are not exhaustive and they may work in some categories and not others: First, eBay considers every registered user as their customer, but in reality, eBay’s only customers are the sellers who pay them fees, so if an eBay user buys from you they are now your customer. You need to treat them as such.
Provide a mailing list opt-in option on your website so that you can reach out to them with specials and other marketing initiatives. You can download sales data which includes your customer email address. You can then send your customer customised thank you or dispatch emails with opt-in options. There must be incentive for the customers to visit your store like free shipping or discount on first purchase. eBay marketing is targeted marketing and very effective as they are already your customers and you know what they want to buy.
Research your eBay competition. Check their completed sales to see what is selling. Identify, through your sales history, those items that have the highest potential for success and list them in core. Use store inventory for potentially less successful product that will add breadth to your eBay listings and provide additional exposure. The key here is to limit what you list on eBay. Only list items on eBay that you have the most confidence in. Clearly spell out that you have a far greater selection of product on your website and if possible use checkout redirect to allow them to complete their order on your website. Some customers don’t like this so weigh your options. Do not go overboard on your eBay listings or your expenses will quickly get out of control. Remember, the key is to use eBay as advertising so come up with a budget you can live with and limit what you list on eBay. Use eBay’s sticky apps like MyWorld, Guides, Wiki’s , Blogs and place a link to you website on your About Me page to introduce yourself to potential customers. Please read eBay TOS (Terms of Service) to make sure you are not violating any rules.
The key to using eBay is changing your mindset. Once you see eBay as a marketing tool you can use your creativity and product knowledge to drive your customers to your website.