{"product_id":"selling-online-2-0-book-michael-miller-9780789739742","title":"Selling Online 2.0","description":"REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS?     Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can't sell on eBay? Online auctions are the past; fixed-price selling is the future. It's time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You'll need to make some new plans, learn some new skills, and change some of the things you do--but you'll find that there's more money to be made on your own than relying on traditional eBay online auction sales.        Put together a plan to maintain your sales level and profitability--to counteract eBay's changes  Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace  Find out if running an eBay Store or selling on Half.com makes sense for your business  Learn out how to sell locally on craigslist and other online classifieds sites  Discover how to sell fixed-price merchandise on the Amazon marketplace  Find out how to launch your own e-commerce website--and promote your online store  Learn how to sell products across multiple channels--and manage multichannel conflicts         Introduction     1    What's in This Book     2    Who Can Use This Book     3    How to Use This Book     3    There's More Online...     4    Making the Move     4    I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS     5    1 The Problem with Online Auctions     7    What eBay Used to Be Like...     7    Why Is eBay Abandoning Smaller Sellers?      10    Changes Are Afoot--and You Probably Won't Like Them     12    Emphasizing Fixed-Price Sales over Auction Sales     12    Changes to the Fee Structure     12    Changes to the Payment System     14    Changes to the Feedback System     15    Changes to Search Results     15    eBay's Deal with Buy.com     16    How Do eBay's Changes Affect You?      16    2 Planning for Selling Success     19    Planning for Life Beyond eBay Auctions     19    Asking--and Answering--Key Questions     20    What Type of Merchandise Do You Want to Sell?      20    How Much Money Do You Want to Make?      21    How Do You Intend to Manage Your Business?      23    Where Do You Want to Sell?      25    Conceiving a Business Plan     26    Understanding the Components of a Useful Business Plan     28    Mission     29    Opportunity     30    Strategy     30    Organization and Operations     31    Strengths and Weaknesses     31    Financials     31    Writing Your Business Plan     32    Implementing Your Business Plan     33    II FIXED-PRICE SELLING ON EBAY     35    3 Migrating to Fixed-Price Listings     37    Why Fixed-Priced Sales Are the Way to Go     37    Comparing Fees     38    Comparing Listing Lengths     40    Factoring in Customer Demand     41    Different Ways to Sell at a Fixed Pric     42    Understanding eBay's Fixed-Price Listings     43    Understanding eBay's Buy It Now Auctions     44    Understanding eBay Stores     46    Understanding Half.com     47    Creating an eBay Fixed-Price Listing      50    Creating an Auction Listing with a Buy It Now Price     51    Managing Fixed-Price Sales     52    Before the Sale: Setting the Price     53    After the Sale: Payment and Shipping     53    4 Fixed-Price Selling in an eBay Store     57    What Is an eBay Store?      57    Benefits of Opening Your Own eBay Store     59    Challenges of eBay Store Selling     60    Understanding eBay Store Subscription Levels     61    Understanding Insertion Fees and FVFs     63    How to Open an eBay Store     63    Further Customizing Your eBay Store     67    Managing Your eBay Store     68    Listing Merchandise for Sale in Your eBay Store     70    Handling eBay Store Sales     71    Marking Down Your Merchandise     72    Viewing eBay Store Reports     73    5 Fixed-Price Selling on Half.com     77    Getting to Know Half.com     77    Understanding the Half.com Shopping Experience     79    Understanding Half.com Fees     80    Listing on Half.com     81    Pricing Your Half.com Items     83    Calculating Shipping and Handling Charges     84    Managing Half.com Sales     85    6 Promoting Your Fixed-Price eBay Sales     87    Promoting Your Fixed-Price Listings on the eBay Site     87    Optimizing Your Listings for eBay Search     88    Linking from Other Sites to Your eBay Listings     90    Promoting Your eBay Store     90    Seeding Listings into the Traditional eBay Marketplace     91    Enabling Cross-Promotions     91    Creating an Email Mailing List     92    Linking to Your eBay Store     94    Adding a Stores Widget to Your Blog or Website     95    Creating a Listing Feed     95    Exporting Your Listings to Search Engines and Shopping Sites     96    Advertising on the eBay Site with AdCommerce     97    Advertising Across the Web with Google AdWords     99    Promoting Your Store in the Real World     101    Promoting Your Half.com Listings     102    III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS     105    7 Online Classifieds: Are They Right for Your Business?      107    Understanding Online Classifieds     107    Examining Major Online Classifieds Sites     110    craigslist     110    Oodle     111    Kijiji     113    backpage.com     114    LiveDea     115    Google Base     116    The Pros and Cons of Selling via Online Classifieds     117    Pros of Online Classifieds Selling     117    Cons of Online Classifieds Selling     118    Do Online Classifieds Make Sense for Your Business?      120    The Best Businesses for Migrating to Online Classifieds     120    The Worst Businesses for Migrating to Online Classifieds     121    8 Doing Business on craigslist     125    Understanding craigslist     125    Navigating craigslist Listings     126    Before You List...     129    Listing an Item for Sale     130    Formatting Your Item Description     133    Using HTML Formatting     133    Inserting Images into Your Listings     134    Managing Your Listings     135    Editing a Listing     135    Deleting a Listing     136    Making a Sale     136    9 Migrating from Online Auctions to Online Classifieds     139    What Items Should You Move to craigslist?      139    Changing Your Business Model     141    Going Local     141    Pickups,No Shipping     142    Cash Is King     143    We Don't Need No Stinking Tools     143    It's the Wild West     144    Businesses Aren't Always Accepted     144    Making the Move     145    10 Promoting Your craigslist Business     147    Choosing the Right Community and Category     147    Optimizing Your Listings for Search     148    Keeping Your Ad at the Top of the List     148    IV SELLING ON THE AMAZON MARKETPLACE     151    11 The Amazon Marketplace: Is It Right for Your Business?      153    Understanding the Amazon Marketplace     153    What the Buyers See     154    The Many Ways to Sell on Amazon     156    Selling Individual Items on the Amazon Marketplace     157    Understanding the Amazon Marketplace     158    Understanding Amazon's Fees     159    Selling as a Pro Merchant     161    Selling on Amazon via Selling on Amazon     162    Selling in an Amazon WebStore     163    Using Amazon to Fulfill Your Orders     163    How It Works     164    Understanding Fulfillment Pricing     164    The Pros and Cons of Selling on Amazon     166    Selling on Amazon: Pros     166    Selling on Amazon: Cons     167    12 Doing Business in the Amazon Marketplace     169    Listing Individual Items in the Amazon Marketplace     169    Listing Your First Item     69    Managing Your Account and Inventory     173    Selling an Item     175    Setting Up Your Amazon Storefront     176    Moving to the Pro Merchant Program     177    Upgrading to Pro Merchant Status     177    Uploading Multiple Listings     178    Creating a Product Detail Page     180    13 Migrating Your eBay Business to Amazon     185    Does Migrating to Amazon Make Sense?      85    Comparing Fees     185    Comparing Sales and Effort     187    Which Items Should You Migrate?      188    Evolving Your Business Model     189    Making the Move     190    14 Promoting Your Amazon Business     193    Keeping Your Listings Competitive     193    Competing on Feedback     194    Placing Product Ads on the Amazon Site     196    Advertising Your Business with a Display Ad     197    V SELLING ON YOUR OWN WEBSITE     201    15 Establishing Your Own Website: Is It Right for Your Business?      203    Building an Online Store--What's Involved?      203    The Components of an E-Commerce Website     203    Different Ways to Build a Store     206    How Much Does It Cost?      207    Pros and Cons of Running Your Own Website     208    Pros of Running Your Own Online Store     208    Cons of Running Your Own Online Store     209    Does an Online Store Make Sense for Your Business?      211    16 Planning Your Online Presence     215    Step One: Create Your Plan and Define Your Goals     215    Step Two:Determine What You're Selling     216    Step Three: Choose a Hosting Service     216    Step Four: Build Your Website     217    Step Five: Choose an Online Payment Service     218    Step Six: Plan Your Promotion     219    Step Seven: Launch Your Site     220    Step Eight: Evaluate Your Performance     221    17 Setting Up an E-Commerce Website     223    Choosing a Hosting Service     223    Features to Look For     224    Comparing Prices     226    Using eBay ProStores     227    ProStores for eBay Sellers     227    Subscription Levels     228    Getting Started with ProStores     229    Building an Amazon WebStore Store     230    Inside an Amazon WebStore Store     230    Creating Your Own WebStore     231    Building a Yahoo! Merchant Website     233    Subscription Levels     233    Unique Features     234    Creating Your Own Yahoo! Store     235    Exploring Other Pre-Designed Storefronts     236    18 Managing Online Sales     241    Managing Your Inventory     241    Managing Your Sales     243    Managing Your Customers     245    19 Choosing an Online Payment System     249    Accepting Payments with PayPal     249    Pros and Cons of PayPal     250    Signing Up for PayPal     251    Understanding PayPal Fees     252    Adding PayPal to Your Website     253    Collecting PayPal Payments     254    Accepting Payments with Google Checkout     255    Pros and Cons of Google Checkout     255    Understanding Google Checkout Fees     256    Setting Up a Google Checkout Account     257    Choosing a Google Checkout Service     257    Adding Google Checkout to Your Website     258    Collecting Google Checkout Payments     259    Withdrawing Google Checkout Funds     260    Integrating Google Checkout with Google AdWords     260    Accepting Payments with Checkout by Amazon     261    Pros and Cons of Checkout by Amazon     261    Understanding Checkout by Amazon Fees     262    Setting Up Checkout by Amazon     262    Establishing Your Own Merchant Credit Card Account     263    Pros and Cons of a Merchant Account      264    Choosing a Credit Card Processor     265    20 Promoting Your E-Commerce Website     267    Putting Together a Marketing Plan     267    Optimizing Your Site for Search Engines     269    All About Search Engine Marketing--and SEO     269    SEO Tip #1: Fine-Tune Your Keywords     269    SEO Tip #2: Tweak Your  and","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49649131880721,"sku":"GOR002046576","price":4.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49999471902993,"sku":"GOR006565992","price":3.9,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0789739747.jpg?v=1750914687","url":"https:\/\/www.worldofbooks.com\/en-gb\/products\/selling-online-2-0-book-michael-miller-9780789739742","provider":"World of Books ","version":"1.0","type":"link"}