Maximizing sales: An eBay selling guide

eBay is one of the most popular online marketplaces globally, boasting over 134 million active buyers and 2.4 billion live listings1. With such a vast user base, the platform presents a significant opportunity to broaden market reach and enhance sales for Malaysian businesses. By shipping on eBay from Malaysia, local companies can reach a diverse international customer base and sell their products to a global audience.

For Malaysian entrepreneurs looking for guidance regarding the selling process on eBay, this blog will cover essential tips and strategies for setting up your store, optimizing listings, and using platform tools to maximize your potential. Whether you are new to e-commerce or looking to expand your online presence, this guide will help you understand how to sell internationally on eBay and capitalize on its vast opportunities.

1. Setting up your eBay store

Creating an eBay seller account

To start your eBay selling journey and begin shipping internationally, follow these steps to create a seller account for your business:

1. Open the “My eBay” dropdown menu on the eBay page and select “Selling.”
2. Select either a Personal or Business account based on your selling entity. Fill out the registration form, providing accurate contact information.
3. Once redirected to “My eBay,” open the dropdown menu again and select “Selling.” Click the “List an item” button on the Selling Overview page.
4. Enter a product name and click the magnifying glass icon.
5. Fill out the “Sell your item” form and click “List it.” You will be prompted to complete seller registration. Enter your phone number for verification.
6. Upon registering, your eBay seller account details will be verified. Once complete, you can receive payouts directly to your bank account.

Setting up an online storefront

After creating your eBay seller account, here is how you can set up an online storefront to display your products to a global audience:

1. Select a subscription level that aligns with your business needs.
2. Go to “Choose a Store Subscription,” select your desired store type, choose a subscription term (yearly or monthly), enter a store name, and submit your order.
3. Carefully choose a name that reflects your brand and products. Be mindful of eBay's naming guidelines.
4. Once subscribed, eBay will guide you through personalizing your store, organizing inventory with custom categories, and previewing its appearance to buyers.

Optimizing product listings

Consider the following tips to create compelling product listings that capture attention and drive conversions:

1. Select the appropriate format: Choose between Auction-style or Fixed Price. Auction-style listings allow buyers to bid, which can drive up the price, while Fixed Price listings let you set a specific price, often with an option for buyers to make offers.
2. Create a clear title: Use relevant keywords in a clear and concise title. Aim for at least 60 characters for better visibility in search results.
3. Provide detailed descriptions: Include information about the product's features, benefits, and condition. Use descriptive language to highlight unique selling points. For example, if you sell health supplements online, address potential customer concerns directly.
4. Use high-quality images: Use well-lit, high-resolution images that accurately represent your products from multiple angles. High-quality visuals are essential when you want to send international parcel shipments to buyers who cannot inspect the item in person.
5. Research competitive pricing: Examine your competitors to understand market prices for similar products. When calculating your final price, remember to factor in the eBay international shipping cost to remain competitive globally.

2. Mastering eBay selling tools

Key selling tools and features

eBay offers powerful tools and features to help sellers in Malaysia maximize their reach and boost sales.

• Promoted listings: Increase your product visibility in search results and attract more buyers internationally using eBay's promoted listings feature. You can pay a higher fee when your item sells, giving you more control over your advertising budget.
• Seller analytics: Gain valuable insights into your sales performance, customer behavior, and listing effectiveness with eBay's seller account analytics dashboard. Use this data to identify areas for improvement and optimize your selling strategies.
• Multi-channel integration: Use eBay's multi-channel integration tools to manage your inventory and sales across multiple channels, including your website and other online marketplaces. This is particularly useful when managing eBay international shipping charges across different platforms to ensure consistency.

Leveraging marketing tools for success

eBay's marketing tools section in “My eBay” offers a variety of promotional avenues to enhance your brand's presence and boost sales.

1. Use “Cross Promotions” to strategically showcase your other listings on relevant sellers' pages, expanding your reach.
2. Set up “Email Marketing” to maintain direct communication with your buyers, build relationships, and inform them about top-selling or new items or promotions on eBay.
3. Feature your best-selling products on eBay in “Favorite Seller Top Picks” emails and pages, capturing the attention of loyal customers.
4. Feature your listings alongside similar items from other sellers using the “Promote Similar Items” tool to increase visibility on eBay.
5. Incorporate your logos and branding into eBay checkout pages and transaction emails to boost brand recognition and leave a lasting impression on those buying from your business in Malaysia.

3. Managing inventory and fulfillment

To maintain a successful eBay business, you must move beyond basic manual tracking. Efficient fulfillment is the backbone of positive buyer feedback and long-term scalability. Consider the following best practices:

• Implement multi-channel synchronization: Use a "Single Source of Truth" to sync inventory in real time across platforms like eBay, Shopee, and your webstore using tools such as SiteGiant, HashMicro, or Linnworks. This prevents overselling and ensures your eBay international shipping for sellers remains reliable.
• Set dynamic safety stock and batching: Apply lead-time formulas to prevent stockouts and use shipping aggregators for batch fulfillment. Printing 50+ labels at once significantly reduces the time required to send international parcel orders to your global customers.
• Use customs-centric packaging and documentation: Use a "Double-Wall" rule for fragile exports and provide Digital Customs Data (Electronic HS Codes) rather than manual descriptions. Accurate 6-digit codes help your international delivery bypass border delays and simplify any potential eBay shipping refund process.
• Leverage eco-friendly "Green" fulfillment: Replace plastic bubble wrap with recyclable honeycomb paper or shredded cardboard to appeal to sustainable-minded buyers in Europe and Australia. Highlighting these practices in your eBay selling guide can help build stronger brand loyalty.

4. Navigating international shipping and logistics

Mastering international logistics and customs

Navigating the logistics of shipping internationally with eBay requires precision to ensure your goods clear customs without unnecessary delays. To manage this, focus on the following:

• Customs and paperwork accuracy: Ensure your commercial invoice matches your eBay listing exactly. Key details include a clear product description, the correct 6-digit HS code, the declared value, and a check for any country-specific restrictions (e.g., permits for certain electronics).
• Choosing between DAP and DDP: Decide who pays import fees to ensure a smooth international delivery. With Delivered At Place (DAP), the buyer pays duties upon arrival, which can lead to disputes. Delivered Duty Paid (DDP) lets you cover these costs upfront, providing the seamless experience modern buyers expect.
• Managing delivery exceptions: Wrong addresses or damaged items can occur. When a carrier flags an issue, communicate proactively with your buyer. Providing immediate tracking updates and clear solutions helps maintain your seller rating even during disruptions.

How to quote shipping without losing your margin

Setting your eBay international shipping charges involves more than just the base rate. To protect your profitability, implement these cost-saving strategies:

• Understand dimensional (dim) weight basics: Carriers charge based on either actual weight or the space a package occupies — whichever is greater. Calculate your dim weight by multiplying L x W x H and dividing by the carrier’s specific divisor to avoid unexpected surcharges.
• Optimize packaging to reduce costs: Use the smallest box possible and minimize void fill without compromising safety. Even reducing your box dimensions by an inch can significantly lower your eBay international shipping costs.
• Factor in a logistics overhead: Build a small "cost-to-serve" margin — typically 2-3% — into your product price. This helps cover the expense of occasional shipping exceptions or items that require an eBay shipping refund due to unforeseen transit issues.

5. Handling returns and customer service

Here are some tips for handling returns and providing an excellent customer experience:

1. Establish a clear eBay returns policy: Define return conditions clearly. To protect SME cash flow, set a 30-day window and utilize "buyer pays return shipping" for remorse returns. Top-rated sellers can also deduct up to 50% from an eBay shipping refund if the item is returned damaged.
2. Manage the eBay return and refund policy professionally: Respond to requests promptly. Always inspect returned goods before issuing a refund or replacement to ensure the eBay return and refund policy is followed fairly.
3. Prioritize communication: Use eBay’s messaging system to resolve inquiries quickly. Proactive communication is vital when shipping internationally with eBay to bridge time zones and prevent disputes.

6. Optimizing performance and growth

To achieve sustainable success on eBay, here are some techniques to continuously analyze your performance, identify improvement areas, and implement strategies for growth:

1. Use eBay's seller analytics dashboard to track key performance indicators (KPIs), including sales volume, average order value, conversion rates, and customer acquisition costs. Identify trends and patterns for optimization.
2. Monitor your listings' performance by tracking views, impressions, and click-through rates. Use this data to refine your titles, descriptions, images, and pricing strategies to remain competitive.
3. Pay close attention to customer feedback and reviews. Address concerns promptly and use positive feedback to identify your strengths and areas for further enhancement.
4. Stay updated about industry trends, competitor activities, and emerging customer preferences and adjust your product offerings and marketing strategies accordingly.
5. Participate in eBay's academy to stay up to date on the latest best practices and industry insights for selling internationally on eBay.

7. Understanding shipping and delivery troubleshooting

Even with a detailed eBay selling guide, logistics exceptions like customs delays or transit damage can occur. To protect your business and reputation, consider these steps:

• Resolve customs holds: Ensure your HS code and declared value match your commercial invoice. Use worldwide express tracking to identify holds early and provide paperwork before the buyer notices a delay.
• Address transit damage: Request photos of the packaging and product from the buyer. This documentation is essential for the eBay return and refund policy and for filing claims to expedite a refund.
• Monitor proactive tracking: Stay informed of your international delivery status in real time. If an exception, like an incorrect address, occurs, resolve it with the carrier immediately to prevent negative feedback.
• Maintain transparent communication: If you spot a delay while shipping from Malaysia, message the buyer immediately. Explaining the resolution steps builds trust and prevents open disputes.

Elevate your eBay success with DHL Express

Selling on eBay provides Malaysian businesses a gateway to the global marketplace and significant cross-border growth. Success requires strategic execution, from crafting compelling listings to mastering the eBay returns policy, to maintain a high online reputation. Partnering with DHL Express further enhances this, offering a robust international delivery network that ensures products reach global buyers securely and efficiently.

By optimizing listings and capitalizing on eBay’s platform, you can scale your business to a worldwide audience today. To begin, ship on eBay in 3 simple steps: get a quote for your international shipping cost on MyDHL+, schedule a pickup or drop-off, and monitor your shipment with real-time tracking until it reaches your buyer.