The doubling of the eBay Wow! offers from one item to two items per day has, as expected, not brought any revenue advantages. On the contrary, it even caused some losses in September:
Computer Reseller News editor Matthias Hell interviewed (GE/EN) eBay Germany’s Managing Director Stephan Zoll a couple of weeks ago:
CRN: One of the largest changes that eBay introduced this year was the live shopping modeled “Wow!” campaigns. How has this sales format developed in the meantime?
Zoll: Very good. From one daily deal we have transitioned to two, and will soon present four daily deals.
The sellers have given very positive feedback, because they can now sell large volumes on eBay within a short time, which many merchants have wanted for a long time.
On the buyer side, the Wow! offers have been in demand from both the classic eBay buyers as well new customers. Since the launch of the sales format, products from completely different areas have been offered, whereby 30-40% had a focus on electronic goods.
Interestingly, consumer questionnaires have shown that even more electronic items would be welcomed.
CRN: The second big innovation was the launch of branded shops on the eBay platform this summer. Can you already draw conclusions here?
Zoll: After eBay was already strong with C2C and B2C sales, we wanted to offer goods for sale with branded shops which would otherwise primarily be sold from outlet shops.
We launched the format at the end of May and now have 19 branded shops on the platform. By the end of the year it should be already 30 - 40 shops, which shows that the resonance is very positive with the manufacturers.
The spectrum of the offered products is very broad and extends from fashion articles to electronic goods.
Zoll: Very good. From one daily deal we have transitioned to two, and will soon present four daily deals.
The sellers have given very positive feedback, because they can now sell large volumes on eBay within a short time, which many merchants have wanted for a long time.
On the buyer side, the Wow! offers have been in demand from both the classic eBay buyers as well new customers. Since the launch of the sales format, products from completely different areas have been offered, whereby 30-40% had a focus on electronic goods.
Interestingly, consumer questionnaires have shown that even more electronic items would be welcomed.
CRN: The second big innovation was the launch of branded shops on the eBay platform this summer. Can you already draw conclusions here?
Zoll: After eBay was already strong with C2C and B2C sales, we wanted to offer goods for sale with branded shops which would otherwise primarily be sold from outlet shops.
We launched the format at the end of May and now have 19 branded shops on the platform. By the end of the year it should be already 30 - 40 shops, which shows that the resonance is very positive with the manufacturers.
The spectrum of the offered products is very broad and extends from fashion articles to electronic goods.
The complete interview in German is here. eBay CEO John Donahoe explained already at the recent Shop.org conference why eBay doesn’t want to depend strictly on auctions anymore.
Interesting as well that eBay is considering a merchant interlinked shopping cart system (GE/EN).
Related posts:
- Shop.org Summit Highlights: Can Gilt Groupe Threaten eBay?
- eBay Germany’s Wow! Campaign Makes 10 Million Euro in First 6 Months
- LSD 010: How The Secondary Market is Changing E-commerce
Originally posted in German by Jochen Krisch, adapted for excitingcommerce.com by Jason Soo.
