14 Jan Automotive eBay seller case study
Automotive eBay seller develops own ecommerce channel
An established eBay seller wanted to establish a website to reduce the risk of trading on eBay alone. At any moment, a change in the performance rules could close the store and leave him in the cold. A website had been created three times before, each time failing to sell.
The objective was to build a website that could deliver the vision once and for all.
Create a growth plan that would align everyone’s expectations on the journey
The first step is to create a growth plan that would align everyone’s expectations on the journey. We agreed on the vision, the sales targets and timescales.
First we needed to get the product data together. We established an ERP to manage all the stock and product information and would feed this via channel manager software. This was more work, but the accuracy of data was critical so we didn’t let customers down. We knew data can take time, so we started early.
Requested extra stock to ensure as we scaled via new platforms that we could fulfil the orders
Using sales and margin analysis, we compiled a list of the best performing products and margins and requested extra stock to ensure as we scaled via new platforms that we could fulfill the orders. Funding was provided by a Capital Partner to enable this investment allowing free cashflow and business as usual. Shipping can take 120 days.
The growth plan researched competitors selling like for like products. A niche was identified to enter competitively and profitably before building a wider offer out. We needed free shipping, 30 day returns and a fitment guarantee from the get go.
Future proofed with features if we needed them as we scale.
The business had a low number of SKU’s, with relatively simple search criteria so we chose a platform that had a low monthly cost / basic functionality but was future proofed with features if we needed them as we scale.
The site was live in under 2 months, and took its first order in the first week from an email marketing campaign. Google came next, prioritising Shopping with the task being to drive the cost of sale down and the search position up. Google Ads and Remarketing, along with Paid Social channels saw the business going from startup to daily trades in 90 days.
The business is forecasting sales to be selling the same as eBay within 19 months.
The site now accounts for 23% of total business, and hasn’t affected sales via eBay. The business is forecasting sales to be selling the same as eBay within 19 months. Customer service has been improved via the ERP data and feed system, reducing man hours in the business and also opening up more sales channels and territories.
To establish your own ecommerce channel, contact Supplyant.