There is nothing in eBay’s rules to prevent you from advertising your store in each and every one of your eBay listings. For some types of goods (common consumer goods that can be purchased anywhere, for example), such advertisements may not do much good. If you deal in unique, boutique, high-end, or one-of-a-kind goods, however, eBay ads can drive extra business to your store at volumes that you might find to be surprising.
Some examples of sellers that do this well include Cameta Camera, Studio Antiques, and Metro Sound & Music Co.. Notice in each case that the seller includes a number of elements essential for driving foot and inquiry traffic to an offline store:
- A phone number where the store can be reached
- Physical walk-in address, store hours, and details about parking
- Background about the store and its popularity or importance
- Graphics of some kind (preferably a photo that shows your store in some way) that give the reader an impression of the kind of establishment you operate
- An invitation (even if just implied) to call or visit
Remember, the goal is to make it seem as though the offline store is also a place a bidder might want to visit or call—it should seem inviting and appear to offer additional products and services that aren’t necessarily easily available through your eBay auctions. Draw attention to any inventory or expertise you have onsite that can’t easily be accessed through eBay. Include any historical or background details that give the impression that your store is one that a bidder might want to see or call. Make clear that you accept orders for many of the same items through your phone line if this is indeed the case. Consider adding a MapQuest or similar graphic showing the map of your area.
eBay is a great place to sell. It’s also a great way to advertise your offline business!
