eBay is rethinking its seller advertising program and will begin testing some new approaches to Promoted Listing ads, a company executive revealed last week.
Jordan Sweetnam said he agreed with sellers who expressed concern that eBay allows sub-par sellers to get greater visibility than quality sellers by paying for search exposure.
He indicated sellers should use the ad program judiciously - for example, to promote new products. But he said sellers should not take money away from investments in fast shipping or better packing in order to pay for a promoted listing placement instead.
eBay is already discussing the issue internally,
he said, and while he could not commit to specifics, he said he expects the marketplace to begin testing in the New Year and announce changes by the second quarter of 2020.
Sweetnam returned to eBay in July after a stint at Walmart and is now Senior Vice President and General Manager, Americas Market at eBay. (Former Vice President of eBay Americas Jay Hanson left the company in November.)
Sweetnam also addressed sellers' concern about eBay's practice of sending order confirmation emails to buyers that display identical listings from rival sellers at lower prices, which often results in buyers cancelling their orders in favor of cheaper alternatives recommended by eBay.
He said cancelled orders happen on every site and that Amazon has made it so easy for buyers to cancel after making a purchase that it is now expected across all sites.But he also blamed eBay's lack of a product catalog.
eBay includes additional listings in order confirmation emails that are meant to be complementary items, but eBay can't tell the difference between "similar" and "same."
eBay can fix the problem, but it is much harder without a catalog,
Sweetnam said. eBay's emails are better now at driving incremental sales, but he said eBay has further to go to make them more relevant for buyers and less frustrating for sellers.