New Store Operation Essentials 2025: Key Strategies

Starting a new eBay store requires a solid foundation in operations, including effective return management, review optimization, and strategic promotion. This guide provides practical insights based on real-world examples and the latest eBay policies to help new sellers avoid common pitfalls and build a sustainable business.

Problem Scenario: Ineffective Return Management

A new seller from Shenzhen launched an electronics accessory product on eBay without clear return policies. Within a month, they received multiple returns due to incorrect product descriptions, leading to customer dissatisfaction and negative feedback.

• Customer confusion over return eligibility
• Increased operational costs for processing returns
• Impact on seller performance metrics

Underlying Logic: Importance of Clear Return Policies

According to eBay's official policy (Ebay Seller Guide - Section 4.2), sellers must clearly state their return policy and provide a way for buyers to request returns. Failure to comply can result in penalties or account suspension.

Effective return management not only improves customer satisfaction but also enhances your store’s reputation and increases the chances of positive reviews.

Solution: Implement a Structured Return Policy

Here is a step-by-step approach to setting up a clear return policy:

• Access the policy settings: Go to Seller Central > Account Settings > Return Policy
• Define return window (e.g., 30 days from delivery)
• Specify conditions for returns (e.g., item must be unused, with original packaging)
• Provide a return address and instructions for customers

This helps manage expectations and reduces unnecessary disputes.

Pitfall Avoidance: Misunderstanding Return Eligibility

A seller from Guangdong failed to update their return policy after changing product specifications, leading to multiple return requests that were denied. The customer left a negative review, affecting the seller's rating.

• Always review and update return policies when product details change
• Ensure all return instructions are visible on the product listing
• Train customer service staff to handle return inquiries consistently

Problem Scenario: Poor Review Optimization

A new seller from Jiangsu sold fashion accessories without actively managing their reviews. After a few months, their product had an average rating of 2.5 stars, significantly impacting sales and visibility.

• Low review count reduced buyer trust
• Negative reviews influenced search rankings
• Lack of response to customer issues

Underlying Logic: Review Impact on Sales and Visibility

Ebay’s algorithm prioritizes products with high ratings and a large number of reviews. According to the 2023 eBay Seller Report, products with more than 100 reviews have a 35% higher chance of appearing in top search results.

Positive reviews increase buyer confidence and can lead to better conversion rates.

Solution: Proactive Review Management

Implement the following strategies to optimize reviews:

• Send follow-up emails after delivery to request feedback
• Respond to negative reviews professionally and offer solutions
• Encourage satisfied customers to leave detailed reviews

Use tools like Email Marketing or third-party apps to automate review requests.

Pitfall Avoidance: Ignoring Negative Reviews

A seller from Zhejiang ignored a series of negative reviews about poor product quality. Over time, this led to a decline in sales and a loss of trust among potential buyers.

• Address each negative review promptly and politely
• Offer compensation or replacement when appropriate
• Track common issues and improve product quality accordingly

Problem Scenario: Inadequate Promotion Strategy

A new seller from Shanghai listed a home decor product but failed to use eBay’s promotional tools. As a result, the product remained invisible in search results, and sales were minimal.

• Lack of exposure to target audience
• No use of sponsored listings or marketing campaigns
• Missed opportunities for seasonal promotions

Underlying Logic: Strategic Promotion Boosts Visibility

Ebay’s Sponsored Listings allow sellers to promote products based on keywords and buyer behavior. According to the 2023 eBay Marketing