Detailed explanation of eBay platform data analysis tools: improving sales and management efficiency

The eBay platform provides sellers with a variety of data analysis tools designed to help sellers better understand and optimize business processes. Among them, Growth and Performance are the two core tools.

Growth Tools: Optimizing listings and inventory management

The Growth tool is mainly divided into three parts: Listing improvements, Sourcing guidance, and Restock advice. These three modules start from different Angular helps sellers optimize their business.

Listing improvements

• Analyze listing: Analyze the comparison between the product and similar products in terms of exposure, browsing, conversion rate, etc., to help sellers find the shortcomings of the product and make further adjustments.
• Recommended price: The recommended price is derived based on the sales of the product on various platforms. It is currently only fully open on the US/German site.
• Days unsold: Optimize products that have been online for more than three months and sold to avoid affecting the overall account exposure.

It should be noted that the sales performance of the account not only depends on the price, but also is affected by factors such as competitors, account performance, product quality and service, and previous sales.

Sourcing guidance

• Keyword classification method: Directly enter keywords, such as “smart watch”, to obtain relevant location information.
• Target category classification method: Find related products through target categories, also taking “smart watch” as an example.
• Seasonality: Develop products in season.
• Price breakdown: Develop products within a price range that is generally accepted by buyers.
• Top opportunities (market demand): Comprehensive analysis of buyer preferences to discover precise market demand.

Sellers should focus on the trends of product categories on their own sites and conduct category analysis in a focused manner.

Restock advice

• Low stock Listings: Based on the current sales situation, it is predicted that products may be sold out in the next four weeks, and sellers are reminded to replenish inventory in a timely manner.
• Create a good shopping experience: Check the health of your account and use the buyer experience report provided by eBay backend to monitor areas for improvement in transactions.

For items that have been online for a long time, sellers can enable eBay’s “zero inventory protection feature” to prevent products from being removed from the shelves due to insufficient inventory.

Performance Tool: Comprehensive assessment of account performance

The Performance tool evaluates the overall performance of the account through five dimensions, including Seller level (overview of seller ratings), Sales (sales report analysis), Selling costs (sales cost report) , Traffic (traffic data analysis) , and Impressions (impressions analysis) .

Seller level

Click on the seller rating to jump to the “Seller Dashboard” to view detailed information.

Sales

• View the overall sales volume in the past 31 days;
• Analyze the comparison of sales data between the last 31 days and the previous 31 days to understand changes in transaction volume;
• Understand daily sales volume and cost of sales expenses and returns;
• Pay attention to the sales of each Listing, find products with high return rates, and increase investment.

Selling costs

• View the overall cost of sales data for the past 31 days;
• Analyze sales cost and sales ratio in the past 31 days;
• Understand the specific distribution of various expenses;
• Analyze the cost of sale for each eBay listing.

Traffic

• Listing impressions on eBay: The item appears on the buyer’s search results page;
• Listing page views: Number of pages visited;
• Click-through rate: The number of times buyers click on seller items;
• Sales conversion rate: sales divided by page views;
• Transactions from all traffic: Transaction volume.

Adopt corresponding strategies for optimization according to different traffic conditions.

Impressions

• View the overall account exposure data in the past 31 days;
• Compare exposure over the past 31 days;
• Analyze the specific sources of account exposure.

Through the above tools, sellers can fully understand their performance on the eBay platform and make corresponding adjustments to improve their business levels.