up an eBay Store is not a tough thing to do, but there
are a lot of parts to address as you do so. This tutorial
should assist you in getting your Store ready to welcome
shoppers. (Note: I use the terms Classic Store and New
Store to distinguish between the classic store look and
the new store layout introduced in October, 2013.)
MY STORE BACK
you've created your eBay Store subscription, you likely
did the Quick Store Setup when you subscribed, but those
settings are not locked in forever. You can now edit your
eBay Store up by going to your My eBay and selecting "Manage
My Store" (MMS) under subscriptions on the left
side as shown at bottom of image to left. On the classic
store pages, you can also get to MMS by the Seller, Manage
Store link at the bottom right of store pages. On new
store pages, at the top right, is a link, Manage my Store.
this tutorial, any text in italics indicate
a clickable link on the eBay page. Text in bold
indicates a button to click.
That takes you to the Manage My Store landing page (Classic
BACK TO TOP
is an overview page with links to various parts of Manage
of the first things you may want to do is set up your store
categories. These can reflect the eBay category names or
be those which make sense for your offerings. It is assumed
you will have already decided which categories you want
in your store and any sub-categories you may wish to have.
Of course, consider what is easiest for you in your organization
of categories, but it's most important to set things up
in a logical manner from the point of view of shoppers.
You may have a total of 300 categories and sub-categories,
each one up to 30 characters long. I recommend 10-20 top-level
categories if you will have many store categories to make
it easiest for shoppers to narrow down to the item(s) they're
SEO (Search Engine Optimization) when naming your store
categories! They should be named for product types and
brand names, if appropriate.
note, if you later modify, add or delete your store categories
AND you use listing software such as SixBit, Turbo Lister
or others, you will need to follow your software's instructions
to update your store categories in that program.
this tutorial, we're setting up an eBay Store for a
coin seller (fictitious name here: ABC Coins Fake Store
- though I'll be using ABC Coins as the name in these
samples), so categories and other information will consider
that type of business. You likely sell other items,
so please be aware you may set up some things differently
than in this tutorial.
set up your store categories, on the left side of the MMS
under Store Design, click on Store Categories.
You will set up your top-level categories. In this sample,
we just have added 3 categories. To do so, click on the
Add Category button:
new page will open. Add your category names in the fields
as shown to right. If you click the Add more categories
link at the bottom of the Category Name fields, more fields
will open below the Category Name fields.
be sure to click on the links to information which
may further assist you in setting up your store, such
have our 3 main store categories set up for ABC Coins, but
now need to create subcategories in each. To add sub-categories
to US Coins, click on US Coins as shown to left.
It opens a page to which you add these second level store
sub-categories. You may add third level categories by clicking
on the second level category links as just done for creating
the second level categories.
is the section from which you name your eBay store, select
its logo and enter its description - or to change these
in the future. Click on the Change link to the
right in the Basic Information bar to edit these settings.
the Edit Basic Information page which opens from that Change
link, enter your store name and description into the appropriate
fields. Resist the urge to use fluffy, "Welcome to
our eBay Store" sort of text in the description: USE
KEYWORDS such as the product you sell, brand names, etc.
- terms shoppers may search on. This will assist in search
next choose a store logo from this section as shown below.
may use one of the eBay-supplied logos as shown to right
above, you may upload a 310 x 90 pixel store logo image
to eBay or you may enter the URL of the store logo you have
hosted online off-eBay or choose to not display a logo.
aware your default store logo must fit into the 310
x 90 pixel space. If your logo is taller rather than
wide, it will be compressed to fit the available space.
If you choose to customize your eBay store, you may
use your other-sized logo within the customized HTML.
(More on customization later.)
THEME AND DISPLAY
store theme is the general layout of your eBay Store. You
may click the link to Change to another theme to
pick a different layout. Look thru the various available themes
by clicking on theme links shown in image to right. Please
note, the Custom Header Only theme under Easily Customizable
will not include anything in the header until you insert your
custom HTML (with graphics, if appropriate) into the Custom
Header (more on this later).
change the color scheme, when you click on the Edit
current theme link, the page below will open. You may
click on the color chooser to open the palette shown and
select your colors that way. If you have custom colors,
you will enter their Hex Color code into the fields. (Some
photo editing software, such as Photoshop, will provide
the Hex codes in the color chooser. You might also do a
web search for "hex color chart" to find many
pages with the colors and their Hex codes.) Click Save
Settings to save your color scheme.
Left Navigation Bar settings allow you to choose whether
or not you want to display a store search box, categories,
buyer display options and links to your store pages.
Store Header Display settings allow you to insert a custom
header if you wish. (This is custom HTML you insert.) If
you want a custom header or to add info to the header, you'll
check the Yes, include? radio button rather
than the No, do not? button as in image
to right. By clicking on the Stores HTML Builder
link, a pop-up window will open. Within that window, you
can create links to items, a Store page or Store search
which will appear in your header.
the Edit Store Header Display page, you may also choose
to have a minimal eBay header on your store pages IF you
have a subscription for a Premier or Anchor Store.
the Display Settings page, your last option is to set the
Item Display. Choose whether you want your store to display
in a list or gallery view and to sort via highest price, lowest
price, ending first or newly listed. This is how your shoppers
will see your listings when they first visit your store.
see this advanced information below.
may click on the Guided Setup link for an easy
way to create promotion boxes in your eBay store. On the
Guided Setup page, you may choose to include the default
promotion boxes or may change (edit) them by clicking on
the Change promotion box link. As those steps are
easy to follow, this tutorial will show you how to create
a promotion box without using the Guided Setup.
begin, click on the Create New Promotion Box
button as in above image. From the Promotion box types page
which opens, you'll select which type of Promotion box you're
creating - to Advertise items, Provide links to other parts
of your Store or to Communicate to your buyers (fully customizable)
as in image to right.
on the Continue> button once you've chosen
the type. This opens a page on which you select the Promotion
Box Location and Store page(s) where that promotion box should
Promotion Box: Content and Color
on and Refresh preview the various display types
to choose which type of promo box you want to create. Choose
the Item selection criteria. You may rename your Promotion
box title if you wish. (Click on Refresh preview
to see how your new title looks.) Select the ending time
period and from which category to show items in this promo
will next Change color and font if desired. (I
have been unable to do this in Firefox, but have to change
the color and font in Internet Explorer. Perhaps this is
due to some obscure Firefox setting I have.)
your Promotion box for your own information. You may then
want to Preview sample page then save your promotion
box you've just created.
you don't want to currently use this promo box but do want
to save it for future use, select Remove from the
Actions Drop-down selector as shown to right. You will then
be able to Make this promotion box inactive or Delete
this promotion box permanently.
you do want to activate this promotion box, click on the Inactive
link to see this (and any other inactive) promo box listed
as in sample to right.
ENGINE KEYWORDS BACK
lists your store pages and store categories. eBay adds keywords
to each by default, but you should edit these by clicking
on the Edit your keywords for... link on the right
side of each page or category. As the title of this section
indicates, these keywords are valuable because they aid
search engines in finding your eBay store and items.
seller of vintage postcards I know spent a fair amount of
time on this to good results; in her second-level categories
of each state, she entered popular cities for each state
as her keywords, thus if someone were to google Dearborn,
MI postcard, for example, chances are her eBay store will
pop up pretty high in the results.
will generate the HTML code for you to create these links:
a link to an item
a link to a Store page
a link to a Store search
links to items
links to Store pages
links to Store searches
off-eBay links to items
example, if you want to create a link (both text and image)
to your listings for items with dog or cat in the title,
you'd complete the content section something like this to
will then generate the code to create the image and link
below. (Both the image and the text are links.):
page lists Manage My Store features with links to more information
TOOLS: SUMMARY BACK
is a summary of the features you have in Store Marketing
are the sections under Email Marketing: Create Email, Pending
Emails, Sent Emails, Mailing Lists, Subscriber Lists.
on the button to Create Email to get to the creation page.
You will chose your type of Email (Welcome, Ending Soonest,
Newly Listed, Previous Purchase, Items on Sale or Custom).
For any type other than Custom, select the template layout
you want, click the Continue button and complete all on
the resulting page.
the Custom email, select that, click the Continue button
and complete all the fields. In the Personal Message box,
you will add the HTML and text you want to appear in your
emails you created but haven't yet sent out will appear
in this section.
you've sent out will appear in this section.
email lists you've created will appear in this section.
ebay IDs and date each signed up for your newsletter appear
listing frame goes on all of your listings on ebay; it includes
your store header (the default eBay, one - not customized)
and your store categories, if you want to include them.
Your header will appear in the colors and with the logo
you set up in Display Settings. Select the features and
add links you may want to include, then click the Apply
button to apply the listing frame to your listings. The
areas highlighted in blue to the left show the header and
store categories in one sellers' listing frame.
may create a promotional flyer to print out and distribute
as you wish. Click the Create Promotional Flyer
button to go to the page on which you'll select the information
to be included in this flyer. Keeping most of the default
settings, this 8½" x 11" printable flyer
(image to right) was generated for ABC Coins.
the Custom message field of the flyer creation page, you
may enter HTML if desired.
Right now! Click on the RSS Feeds link in MMS and
select to Activate your fixed price listings through RSS,
then click the Apply button. This will send out your listings
to search engines, thus improving their chances at being
found by searchers for your type of products.
has a tutorial about Markdown Manager at http:/pages.eBay.com/stores/markdown-manager/tutorial/index.html.
Learn how - and why - to apply discounts to one, more or
all of your store items.
may set up rules to cross-promote other items you have on
eBay when a shopper views or bids on another item. For example,
if ABC Coins receives a bid on a Morgan dollar, they may
wish the bidder to view other silver US coins they have
SELLER TOP PICKS
may select the items which you want to promote to those
who have you chosen as one of their favorite sellers.
may choose to promote your items on other sellers' notices
and closed eBay listings and have other sellers' items promoted
similarly on your notices and closed listings.
AND BRANDING BACK
of 11/23/13, the link to Logos and Branding goes to a "Manage
Buyer Communication" page.
may edit your invoice, manage questions and link to email
marketing from this page.
reports provide info you can use to learn what keywords
buyers use to discover your items and to see what pages
they view in your ebay store. Use this info for fine-tuning
your marketing efforts.
chart shows what your traffic reports include based on your
store subscription level:
reports include the following info for the previous month
or one of the weeks in the previous month:
amount, number of ended listings and items, average sale
of the above plus number of buyers for the previous 3
ebay and paypal fees for the previous 3 months
Items reminders sent, final value fee claims requested
and unpaid as percent of sold items for the previous 3
My Store - Link takes you to your store home page
Vacation Settings - Settings for your ebay messages and
to set your store on vacation
Manager - Takes you to your Selling Manager Summary page
in your My eBay
Subscriptions - Your eBay subscriptions with suggestions
for other items you may want to subscribe to
Store Tuneup - General recommendations "that have worked
for other successful Store sellers"
My Account - Links to page with info regarding closing your
you need more information on setting up, modifying or customizing
your eBay Store, please refer to the following:
Stores Discussion Forum - http://forums.ebay.com/db2/forum/Ebay-Stores/21
(Fellow members assist eachother)
Discussion Forum - http:/forums.eBay.com/db2/forum.jspa?forumID=99
(Fellow members assist eachother)
Start Page - http://pages.ebay.com/storefronts/start.html
(See links along the left side of this page to go to further
Guides - http://reviews.ebay.com/
(Fellow members' and staffers' guides about eBay Stores)
Workshops - http://workshops.ebay.com/forum.jspa?forumID=93
(eBay no longer presents workshops, so search the archives
for topics - and be aware, things may have changed since
a workshop was presented.)
BACK TO TOP
comments are my own based on my own experiences and observations.
an eBay Store, even a slick, well-designed and well-organized
Store, does NOT mean you'll have customers! You HAVE to
market your eBay business and do the best practices as advised
by eBay to attract shoppers and buyers. All aution and fixed
price items you list will appear in both your store and
in search results pages on eBay.
your Store header, make sure you have keywords shoppers
will search on from search engines such as google. It is
nice to welcome shoppers and tell them about your commitment
to service and your great products, but search engines will
find your eBay Store by the items and brands noted in your
header text. (For the ABC Coins store in this tutorial,
using keywords such as silver coins, gold, Morgan Dollars,
French Roosters, Chinese Pandas, etc. are the type of words
which should be used.)
time on the discussion forums, workshops and burrowing thru
eBay's Help files can be quite useful - not only to learn
about eBay Stores, but about being an eBay seller in general.
Running an eBay business is not only about listing and shipping,
but about growing!
BACK TO TOP
extras for your eBay store:
document - Word document you can modify for your own
custom FAQ page. (Copy text to Notepad; the formatting Word
adds in is HORRIBLE for web pages!
your store - Some tips & tricks I've used over the
tools - eBay Community Hall of Famer, Shipscript, has
created some excellent tools you can use on your eBay pages.
(Most are free!)
Special Stores HTML Tags - Special tags you can add
to your eBay store pages to display various things. (eBay.com
no longer has the page up, this is the UK page; tags work
STORES LAYOUT BACK
new layout design for eBay stores announced in October,
2013, is a simplified and updated look. (Until eBay adds
some features to aid in SEO with this new design (such as
custom pages), I must recommend against using this layout.
If you are a casual seller, this new layout is fine, but
if your eBay business is a more serious venture, you can
benefit much by the SEO and customized branding opportunities
in the classic layout.)
is how your ebay store will look when you first switch to
the new layout:
on the Manage my Store link near the top right of
one of your store pages to edit it. Then, click on the Edit
Store Link as shown in image to right.
the store edit page, you can enter (or change) your store
name in the first section. "Billboard" is the
next section. A billboard is a 1200 x 270 pixel image to
top your store pages. Click on the Add image link
in the billboard section to select the image you want to
use. "Logo" is the next section. Add a 150 x 150
pixel image with your logo.
is a sample of what can be done with a billboard image and
the logo covers a bit of the bottom left of the billboard.
This is a template you can use for your billboard and logo
- right-click to save it. (It's shown a bit small here,
but the download will be full size.):
section - You have up to 1000 characters to enter a description
about your ebay store and items. This is for search engines
more than shoppers, so use as many keywords and phrases
as you can. Items and brands you sell will be picked up
by search engines, so use 'em!
Listings section - You may choose up to 4 items to feature,
otherwise eBay will select 4 based on your choice of ending
soonest or newly listed. Be sure to check your store regularly;
if one of your featured item sells, it will disappear from
section - Select the order you want your store listings
to appear in and your item layout (List or Gallery).