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Last Post Sep 6, 2007 12:05 PM by: deirdre@ebay.com
Replies: 35
deirdre@ebay.com
Posts: 3,846

Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Aug 31, 2007 10:52 AM
Topic: Member Workshop: Building a Profitable eBay Business with Secondary Market Merchandise

Host: liquidationonline
Date: Thursday 09/06
Time: 11:00 a.m. to 12:00 p.m. Pacific time
Location: Workshop Board

Description: eBay sellers are under constant pressure to not only have the right inventory to sell, but to acquire it at a cost much lower than the price that eBay buyers are willing to pay per item. The secondary market can be an eBay seller's "gold mine" for finding the right inventory to stay competitive. As you scale your eBay business, it is important know how to locate quality sources of products and how to effectively resell the goods to eBay buyers. Please join Julie Davis and Steve Kuertz of Liquidation.com as they discuss how to effectively use the secondary market to maximize your profit potential.

Cheers,

Deirdre
eBay Community Development
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:50 AM
Welcome!

My name is Julie Davis and I am the Communications Director for Liquidation.com. Joining me today is Steve Kuertz, Director of Buyer Services for Liquidation.com. Liquidation.com is a Liquidity Services, Inc. marketplace where professional buyers can source commercial surplus inventory and government surplus assets in an online auction environment. Bulk lots are sold by the truckload, pallet, or small package, and conditions range from new in a box to customer returns and used. Our wide variety of product categories includes apparel, computers, electronics, housewares, jewelry, do-it yourself hardware tools, vehicles, and much more.

Today we are going to talk about understanding the secondary market and how to effectively source the right goods that will create a profit for your eBay business. Please ask as many questions as you like!
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:52 AM
What is Driving the Secondary Market?
The reverse supply chain (moving goods in the opposite direction, or away from the consumer/ end-user) is a rapidly growing industry that is fueling a predicted $63.1 billion dollars of merchandise to secondary markets by 2008, up from $38.5 billion in 2004 (D.F. Blumberg Associates, 2005). This accelerated growth is being driven by liberal return policies, product innovation, supply chain inefficiencies and even regulatory policies. Any corporation or government agency that manufactures, distributes, sells or uses finished goods have a recurring need to dispose of overstock and other types of excess inventory such as returned merchandise. As such, goods in the secondary market mirror the U.S. retail supply chain. Everything from consumer electronics, computers, sport and athletic apparel, house wares, hardware and building tools, jewelry, and even vehicles can be found in the secondary market.

It is important to understand not only what types of merchandise are flowing to the secondary market but also consider why the goods are moving away from the end-user. In some instances you’ll have product that is pulled from the retail store shelf that is brand new in the box and is being sold through a secondary market channel because it is not current in terms of current technology or current season. Every three to six months it seems that technology leap frogs what is currently on the store shelves and that replenishment of technology drives a lot of valuable merchandise out of stores and into the secondary market.

Of course, other condition categories are present in liquidation channels and the reverse supply chain such as opened box return items, shelf pulls where there has been some handling of the item, damaged or defective items which are appropriate for a buyer with refurbishing capabilities, and even salvage merchandise which would typically be used for parts. Buyers with the right expertise can reutilize those parts for refurbished products.

A few interesting examples of why the secondary market is growing include:
• 4-6% of retail merchandise sold per year is returned to brick-and-mortar stores and about twice that is returned to online merchants. Following the holiday season there is a slight surge in returns. In 2006, NRF reported that almost 9% of holiday purchases would be returned.
• Product life cycles have shrunk from years to months or even weeks in hot consumer electronics categories.
• Studies show that the average consumer in the U.S. will struggle for 20 minutes to get a consumer electronic device working before giving up and returning it to the store.
• The federal government disposes of an average of 10,000 computers per week.
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:53 AM
Locating Quality Sources of Secondary Market Merchandise
Big box retailers, leading e-tailers, department store chains, service and warranty companies, manufactures, distributors and federal, state and local government agencies are large contributors to the secondary market. Traditionally, buyers have had limited access to these large sellers, relying instead on a personal network of industry contacts and fixed-site auctioneers to locate, evaluate and purchase specific items of interest. As you scale your eBay business as a larger sales channel, it’s important to find sources that have solid relationships with these sellers and have the resources to facilitate the sale of these items through an easily accessible sales channel.

Through the development of B2B marketplaces, and especially online B2B auction marketplaces, buyers have global access to a huge volume of these assets through centralized and professionally managed marketplaces. These marketplaces are able to develop high-value relationships with key sellers and can thus provide a continuous flow of merchandise. In addition, the use of online marketplaces creates an efficient and inexpensive sourcing process for the buyer.

As you evaluate potential B2B resources, the following tips will help you identify the best venue for your needs.
• Look for providers that have established relationships with large sellers and can provide a consistent flow of quality inventory.
• Remember, you don’t have to have a huge budget to take advantage of these marketplaces. Flexibility in package size and product conditions is also important for buyers. Finding sources that provide the right products, from single packages to full truckloads, in mixed or single SKU lots, and multiple condition categories allows buyers the pricing and quantity flexibility to meet specific needs.
• Superior product information such as detailed product descriptions, digital images, shipping dimensions and extensive technical information enables more informed purchasing decisions.
• Be positive you understand the terms and conditions for every purchase. If you have questions, contact the marketplace for clarification.
• Key Service Offerings –Good B2B sources will provide services such as these to help the buyer make the most informed decision about products, shipping, and transaction settlement, as well as provide a channel for buyers to ask questions or moderate dispute resolution. Email alerts, search tools and My Account information will help you to be aware of the products of interest as soon as they become available.
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:55 AM
Types of Secondary Market Merchandise Categories
It is important to remember that these goods are flowing back from the consumer or end user and are funneled into secondary markets for resale and refurbishing. Goods flowing from the retail community occasionally have minor damage such as scratches or damage to the packaging. Typically the product is in good working condition with only minor cosmetic damage, but goods can range from new in the box to salvage. As you fill your specific niche within the eBay marketplace, it is critical to note the condition code of the inventory you are sourcing prior to purchase. The definitions will help you get a good idea of what to expect:
New - New assets are in original packaging and possess all of the characteristics/qualities/features as advertised by the manufacturer. Traditionally, they are overstock items that were never offered for sale in a retail environment or used in any way.
Refurbished - Refurbished assets are used but have been inspected, tested, and restored to full working condition. They rarely come in original packaging and seldom contain any documentation or any additional parts and/or accessories. Due to their operational history, refurbished assets possess noticeable cosmetic defects and blemishes, including but not limited to dents, scratches, and signs of age.
Shelf Pulls - Shelf pulls were previously available for sale in a retail environment but were never sold. They usually possess one or more price tags and/or stickers, indicating multiple markdowns, and have been exposed to appreciable customer contact. In addition, since most of these items are sent through a reverse supply chain (e.g. from a retailer back to a centralized warehouse), they can show signs of further handling. Accordingly, Shelf Pulls may exhibit a wide range of individual product and package conditions that can differ substantially from the original manufacturing.
Used - Used assets were previously sold and put into use. They possess noticeable cosmetic defects and blemishes, including but not limited to dents, scratches, and signs of age. Since these assets are usually pulled from a working environment, they rarely come in original packaging and rarely contain any documentation, additional parts, and/or accessories. They are minimally tested to meet only the most basic requirements of functionality. Used assets therefore may not be in optimal working condition and may require additional maintenance and repair.
Returns - Returned merchandise was sold to a customer, who then either physically brought the item back to a store or mailed it to a specified location. Reasons for returning a product may not have any correlation to its usefulness (i.e., size, color, model, etc.), and as a result that product may be in fine working order. The majority of returns, however, do have some operational and/or cosmetic problem. Depending on a company's return policy, these items may also reflect a measurable amount of use. In addition, since most of these items are sent through a reverse supply chain (e.g. from a customer back to a store or a centralized warehouse), they can show signs of further handling. They generally do not come in original packaging and often do not have any of the advertised documentation or additional parts and/or accessories. Accordingly, returns can exhibit a wide range of individual product and package conditions that can differ substantially from the original manufacturing.
Salvage - Salvage assets have been identified as defective for reasons concerning their functionality, appearance, or both. Salvage assets usually can only be used for parts.
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:56 AM
How to Source These Goods and Maximize Profit Potential
eBay sellers have to be savvy in knowing how to spot goods that can be purchased inexpensively and then “cleaned up” in some fashion to create a higher per unit sales price from eBay consumers. When sourcing bulk inventory from B2B channels consider the following:
• Review the history around individual products that you’re purchasing. Can you look at historical auctions to see how much those goods have sold for in the past that helps you develop a purchasing strategy.
• Try to estimate the ultimate resale value you will achieve for individual items and how much profit you need to make. From this information, a buyer can easily back out the highest amount they are willing to pay for the auction.
• Make sure you are purchasing the right quantity of goods for your needs. It is typical that larger lots provide lower costs per item, but you don’t want to purchase more than you sell.
• It is important to calculate shipping costs into your total budget. To reduce these costs, look for sources that have warehouses or distribution centers near your geographic region and will either allow you to pick up your goods or will provide discounted rates on regional shipping. If you must source from farther away areas, look for sources that have negotiated rates with major shipping carriers. In addition, always obtain the shipping estimate prior to deciding how much you are will to pay for the merchandise. The less you spend on shipping, the more you can pay for the goods. One last tactic is to ask if they can combine purchases into one shipment.
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:56 AM
Tips for Selling
1. Source quality merchandise that is attractive to your customer and target market – KNOW YOUR NICHE
2. Avoid impulse purchases – don’t purchase anything simply because it is a “great deal”
3. Avoid buying too deep in any given SKU
4. Develop targeted merchandising strategies
5. Add value to each individual item where appropriate – clean, test or refurbhish times such as consumer electronics, house hold gadgets, etc.
6. Benchmark what the market will bear in terms of pricing (original retail vs. secondary market)
7. Understand what the competition is selling. If there are a lot of sellers for a hot item such as an MP3 player, consider selling the accessories instead.
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:57 AM
5 Steps to Get Started
1. Determine the appropriate market niche
2. Secure products from a leading B2B marketplace
3. Develop a bid / merchandising strategy
4. Develop your retail pricing strategy
5. Start slow, buy conservatively in the beginning, test the marketplace and grow as fast as desired
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 8:58 AM
In summary, for any business that makes money by selling tangible goods, a mission critical task is to find a reliable source of inventory at the right price. As small business owners, it is essential for eBay sellers to really take advantage of any resource they can find for sourcing products. It’s been our experience that business-to-business online auction marketplaces are a great avenue for small businesses to fill that need for sourcing products for resale. The information and tips provided above will help you find the right inventory for your eBay business, at the right cost.

Please feel free to ask as many questions as you would like. Any remaining questions from this workshop can be addressed to buyers@liquidation.com.

Thank you very much for being here today, and thanks to eBay for providing this Workshop so that we could talk, and help each other learn more about becoming successful eBay entrepreneurs!
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daphne@ebay.com
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 9:04 AM
Hi folks -- Our host be back at 11:00 a.m. Pacific time to take questions and comments. We hope you'll join us!

Daphne
Community Development
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deirdre@ebay.com
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 11:02 AM
Welcome and thanks for joining us today!

We love workshops to be interactive, so please feel free to ask your questions that directly relate to this topic.

Added note: If you click on the "Watch this discussion" link, you will receive an email each time someone posts to the workshop.

Stop Watching: If at any time you no longer want to receive updates on a thread you are watching, just click on the link titled "Stop Watching Thread" found in the specific thread being watched. Also you can remove any watched thread by clicking on the "Watched Discussions" link located in the log in bar and deleting the watched thread.

If you're new to the discussion boards, please be sure to check out the board tutorial:

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A from our Legal Department: The statements and opinions made in this discussion board are those of the workshop host only and do not reflect eBay policy or eBay's opinion with respect to such statements.


Cheers,

Deirdre
eBay Community Development
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liquidationonline
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 11:05 AM
Hello! Steve and I are eager to answer any questions you may have. Fire away!

Thanks,
Julie
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taylors0795
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 11:09 AM
help. i am trying to watch this and cannot find you....
i only get emails every time someone says something!!!
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deirdre@ebay.com
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 11:12 AM
Hi taylors0795 and welcome to the workshop:

Re: post 10

Stop Watching: If at any time you no longer want to receive updates on a thread you are watching, just click on the link titled "Stop Watching Thread" found in the specific thread being watched. Also you can remove any watched thread by clicking on the "Watched Discussions" link located in the log in bar and deleting the watched thread.

Let us know if you have any questions or comments based on the information posted.

Thanks,

Deirdre
eBay Community Development
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disland62
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Building a Profitable eBay Business with Secondary Market Merchandise 09/06

Sep 6, 2007 11:17 AM
Do you have any sources for the secondary market that is based in FL?
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