Productsup provides a SaaS solution for product content integration, optimization and distribution. Our aim is to help brands and retailers to stay agile and be at the forefront of digital transformation.
Product feed management and data syndication has never been easier. Built with the business user in mind, Productsup excels in usability and innovation.
eBay sees 113 million unique visitors each month. It’s one of the most popular ecommerce channels on the planet and also one of Amazon’s top competitors in the US. There are numerous reasons for brands and retailers to advertise on eBay, including the channel’s strength, the popularity of its mobile app, and its focus on unique or used products.
|Key eBay stats|
|175 million active buyers||1 billion live listings||414 million app downloads|
Though extremely popular, eBay is also highly unique – a trait that is particularly apparent in the eBay data feed requirements. With a different attributes and best practices, a complete eBay feed won’t be the exact same as a Google or Amazon feed. Let’s start with the absolute basics before getting into your opportunities for optimization.
First, let’s break down the different types of feeds. Businesses of any size and industry will start by uploading their data to the Merchant Integration Platform (MIP). While eBay does require many of the same attributes as other channels, these attributes can be broken up into different feeds or combined into one.
These are the most basic types of eBay data feeds:
Here are the required attributes that must be included in your eBay product feed.
|Title||Title of the item.|
|Product description||Longer description of the item.|
|SKU||A Stock Keeping Unit; this must be unique across your inventory.|
|Localized for||The language in which your products will be listed.|
|Condition||Condition or state of the item.|
|Picture URL||URL of the image of the item.|
There are also several additional feeds that are used for strengthening visibility or generally managing your main feed:
There are several optimizations that can be made to a product data feed in order to drive returns. In order to get shoppers to click and convert, data must be complete, professional, and compelling. Be sure you optimize important product attributes in order to drive interest and sales. Not sure where to start? Here’s what you can do:
As with every channel, there is one key attribute to achieving success: product title. Keep eBay product titles under 80 characters. These should use only objective information rather than emotional words like “best” or “popular.” Titles over 80 characters should be entered into a Custom Field, where they can then be used in a product’s description template.
Then there are subtitles. These appear right under the title, providing businesses with an extra 55 characters to describe their products. These do cost extra to use on eBay, but studies have found correlations between subtitles and high sales. This is likely because they allow businesses to include more key selling points and make their product listings stand out better.
For many categories, unique product identifiers will be required for any product that is produced by a manufacturer or brand. That includes just about anything that isn’t handmade. Advertisers should always plan to submit either: a GTIN or brand and MPN. If possible, provide all three.
Even when not required, unique identifiers make data feeds stronger by helping with SEO. Therefore, always try to include them in your feed when available.
eBay isn’t as strict as Google and Amazon when it comes to product images. This is likely because eBay has a huge amount of used and unique products, so not every unit of the same product will look the same. However, eBay is still more conservative than marketing-focused channels like Facebook or Instagram. In short: while mannequins and colored background are allowed, promotional information is not.
Image requirements specific for eBay:
|TIP: eBay reports that photos combining these practices with images larger than the basic requirement are 5% more likely to sell.|
There’s a certain AI everyone listing on eBay should know about: Cassini. This is the search engine on eBay and it will determine when and where your product shows up. In many ways, Cassini is very straightforward. It grades products based on a series of (somewhat mysterious) data points to create a score reflecting how well a product matches the given search. Whichever product returns the highest score goes on top of the results. Therefore, products that seem to be the “best match” for the search will show up higher in search results. This is what eBay sellers should aim to optimize for.
Many of the factors Cassini considers won’t be related to product data. Poor feedback, shipping costs, and return policies will all affect a product’s ranking. There are, however, some data feed optimizations any seller can make in order to get on Cassini’s good side and better win search listings.
Attributes in eBay’s Item Specifics data feed help the search engine understand exactly what the product is. This can directly help Cassini classify products and is commonly used to boost eBay SEO.
|Optional/Conditional||Group ID||Channel ID||Attribute||Variation Vector, Variation Attributes|
As eBay grew in popularity in the 90s and 2000s, it also became more crowded with sellers. This led to a somewhat complicated customer experience, and eBay had to come up with ways of keeping product listings clean and reliable. One key tool is the Catalog, which has also become required for some product types.
The Catalog is an online library of standardized product details and images. eBay strongly encourages sellers to use this information in their listings. Because eBay knows this data is correct, it helps ensure that product listings are consistent and useful. It also helps shoppers find all of the sellers of the particular item they’re searching for.
Even when not required, this is a key tool to winning on eBay. Be sure to still add unique images of your own to make your listing stand out.
Title is just as important on eBay as it is on other sites. Always include 3-5 keywords that the searcher is likely to use. This will help Cassini recognize how relevant your product is to the search. Lastly, titles should be unique and not identical to other catalog entries.
Beware of common errors.
Shoppers don’t find products only through the search bar. They can also narrow down their options using product categories. These categories also help Cassini understand the product. It’s common practice on other channels to add Google product categories or category type, and it’s the same reasoning here. This data makes your products more understandable to the channel.
Changes occur somewhat regularly to these categories, so stay up to date by visiting eBay’s dedicated page.
Fees are yet another area where eBay will be slightly different. Marketers won’t be working with a basic CPC bidding format. Sellers on eBay who have an eBay Store get 50 free (basic) listings upfront. That means there are no extra fees just to list the products. Beyond this 50, there will be an Insertion Fee for each product. On top of this, eBay will charge different amounts for different listings, depending on:
For those marketers planning to start selling on eBay, be sure to get these straight or you could be in for a surprise.
Other fees you may have to pay in order to create an optimized listing include fees for:
Ready to jump on the Merchant Integration Platform? Productsup can help you ready, cleanse, and perfect your feed. Optimize titles, subtitles, images, and any other attribute quickly and effectively.
Plus, you can stop worrying about changes to feed requirements or errors in your exported products. Productsup includes built-in best practices and analysis features to ensure you always export top-notch product feeds. Learn more about how you can take your data feed from “okay” to optimized and ready-to-go.
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