Sunday, May 17, 2009

When and How to Withdraw Your eBay Bid (and Why You Might Not Want To)

eBay are a little strict about letting you withdraw your bid. They call it a ‘bid retraction’, and have a stringent set of conditions that you must meet before you are allowed to do it. Here are eBay’s three acceptable reasons for withdrawing a bid.

You made a typographical error: This means that you accidentally typed the wrong amount into the bid box, bidding a far higher price than you meant to. This can be scary: imagine bidding $100 and accidentally adding an extra ‘0’! You are entirely allowed to withdraw your bid in this situation, and bid again if you want to.

The item’s description changed: If you bid on something and then the seller updates the description, you have the right to withdraw your bid. It wouldn’t be fair, after all, to force you to take something that you now realise you don’t want.

The seller is uncontactable: If emails to the seller bounce and they don’t answer their phone, then the auction obviously can’t continue, and you can cancel it.

So How Do I Retract My Bid?

eBay hide away the bid retraction form a bit, because they don’t like people using it. You can find it by going here:

http://cgi1.ebay.com/aw-cgi/eBayISAPI.dll?RetractBidShow

Now all you need is the item number from your auction: this can be found on the item description page’s top right corner. If you can’t see it on the page, look in your browser’s title bar, and in any emails eBay have sent you about your bid on the item. Choose one of the three allowed reasons, click ‘retract bid’, and you’re done.

Are There Any Consequences?

Well yes, there are. The more unethical among you might have considered that you could just cancel bids anytime you feel like it by saying that you accidentally entered the wrong amount. eBay are one step ahead of you. Each time you retract a bid, it is counted on your feedback page for all to see – and anyone with a lot of retracted bids looks more than a little dodgy. eBay also say that abusing the bid retraction feature could get you banned.

So is there a way to retract your bid without facing a penalty? There is if your seller is nice, and most are. Sellers can cancel bids on their auctions at any time, and if you email them with a half-decent excuse then most will be more than happy to do this for you. After all, it’s not in their interest for their item to go to someone who won’t like it, as you might leave negative feedback.

Of course, retracting your bid should still be a rare thing: you won’t win auctions that way! If you’ve followed us this far, the chances are you’ve won an auction by now, or you’re close – but you might be a little puzzled about what to do next. Our next post will give you a few pointers.

Saturday, May 16, 2009

eBay Auction Buyer’s Tips and Tricks

eBay isn’t just an auction and a marketplace: often it can feel quite a lot like a game. Like any game, you can get ahead if you think strategically, using your head to outwit the other buyers and get the best price. Here are a few things you can try.

Shop in the Summer.

This is simple, but effective. Summer is the quiet season on eBay – almost everything sells for less. While everyone else is out enjoying the sun, invest a little time to find some real bargains.

Beat Them by a Few Cents.

Outbid people by a few cents instead of a few dollars – if they don’t check back before the auction ends, then you will be the winner. To avoid people using this tactic on you, though, always bid strange, hard-to-guess amounts instead of round numbers.

Play Dirty.

If you know when the auction ends, you can get in there at the very last second and outbid your rivals. The chances are that they won’t have the time to sit in front of the auction waiting for it to end – as a rule, he who stays wins. If someone else does retaliate at the end of the auction, though, try not to get carried away in those last few seconds and end up paying too much!

Take Risks.

This is a strategy for the braver eBay buyer. All of the advice you will see for eBay beginners tells you to buy items that have good pictures, clear descriptions, trustworthy sellers and all the rest. If you’re brave, why not take a risk and do the exact opposite?

Many buyers won’t want that item from the seller with a feedback rating of 5, no picture and a one-line description. If you take a calculated risk and bid anyway, you might be able to make a tiny bid and win by default. There are people on eBay who make their living from winning auctions like these, taking good pictures of the item, writing a good description and then reselling it at a huge profit. Be careful, though: do this for long enough, and you will inevitably lose your money at some point. It’s especially unwise to try it with very high-value items.

Avoid Bidding Wars.

There are few things on eBay that are so rare that you’ll only see them once and never again. There are usually quite a few sellers who have an item. What’s more, they will generally have more than one to sell, even if they haven’t listed them all at once. Always check your seller’s history to see whether they sell your item all the time – and if they do, then wait for the next one instead of bidding to the skies.

Now, there may come a time in your eBay life when you realise that you’ve screwed up your bid, and you wish there was an ‘undo’ button. Here’s the good news for you: there is! The next post will be all about withdrawing your eBay bids.

Friday, May 15, 2009

When to “Buy Now” and When to Bid

You will often find yourself facing the choice of whether to pay a fixed price or keep on bidding. This choice might be presented to you in a single auction, or you might be choosing between different auctions of the different types. So should you use that ‘Buy it Now’ button or keep on trying to outbid everyone else? It’s all a question of weighing up the advantages and disadvantages.

Buy it Now.

- The Advantages.

When you use Buy it Now, you know the asking price and you can take some time to decide
whether to pay it or not – you can even negotiate. You don’t need to keeping your eye on the auction, or get caught up in the last-minute bidding frenzy that is now inevitable on any popular item.

Not only that, but the seller will be happy to get a fixed price for their item, and they’re likely to nicer to you than usual. Some sellers can be a little resentful when they feel that you got a little too much of a bargain on their item.

- The Disadvantages.

You will almost certainly pay more for the item, especially with more expensive items. Also, it takes some of the fun out of eBay. Aren’t you there for an auction, after all? If you want to pay a fixed price then there are thousands of online stores you could be visiting. It’s like pressing ‘collect’ instead of ‘gamble’ on a fruit machine: it’s the boring option. But then, maybe that’s what you want.

These rules are relatively constant: there are few times when using Buy it Now would allow you to get something cheaper, or when bidding would be an easier way to do it. In the end, as with so many things in life, it’s a simple question of price vs. convenience, and it’s up to you.

There are those times, though, when the strategic use of the Buy it Now button can be a useful tool to help you outwit your competition. If the current bid is almost as high as the Buy it Now price, then why bid higher and keep the contest going? Clicking that button is a no-brainer. The same goes for times when a seller has, for some reason, set the Buy it Now price only slightly higher than their starting price for bids. Why bother to go through all the hassle of bidding?

You might also find that there are times when you should leave the Buy it Now button as a last resort: it can be a useful way of ending last-minute contests with a decisive ‘this is mine’ gesture.

In fact, there are all sorts of tricks you can use on eBay, if you want to get ahead of the game. Remember that most buyers on eBay are casual, and don’t know what they’re doing: a little knowledge can go a long way in getting you an advantage. Our next post will have a few tips and tricks for you.

Understanding the Different eBay Auction Types

Over the years, eBay has introduced all sorts of different auction types, in an effort to give people more options when they buy and sell their things on eBay. There are many people who don’t like the idea that their item might sell for a far lower price than they intend.

Equally, there are people who have hundreds of the same item and don’t want to sell them individually. This email gives you an overview of the different kinds of auctions and how to spot them.

Normal Auctions.

These are the bread-and-butter of eBay, the auctions everyone knows: you bid, others outbid you, you outbid them, and the winner gets the item. Simple.

Reserve Auctions.

Reserve auctions are for sellers who don’t want their items to sell for less than a certain price – a concept you’ll know about if you’re familiar with real auctions. They work just like normal auctions on eBay, except that you will be told if your bid has not met the reserve price set by the seller. If no-one is willing to meet this price, then the auction is cancelled, and the seller keeps the item.

You can spot these auctions by looking out for ‘Reserve not met’ or ‘Reserve met’ written next to the current bid on an item’s description page.

Fixed Price (‘Buy it Now’) Auctions.

Buy it Now auctions can work in one of two ways. A seller might add a Buy it Now button to a normal auction, meaning that you can choose either to bid normally or to simply pay the asking price and avoid the whole bidding process. Some sellers, though, now cut out the auction process altogether and simply list all their items at fixed price. Recently, eBay added a twist to fixed price auctions: the ‘best offer’. This means that you can negotiate a price to someone who offers their items using Buy it Now, which could be a great way to get a bargain on things that don’t seem to be selling.

Fixed price auctions are easy to spot, as they have a little ‘Buy it Now’ logo either next to or instead of the current number of bids on the search listings page.

Multiple Item (‘Dutch’) Auctions.

These are auctions where a seller is selling more than one of a certain item. Dutch auctions can be done by bidding. Buyers bid a price and say how many items they want, and then everyone pays the lowest price that was bid by one of the winning bidders. If you have trouble getting your head around that, then don’t worry – everyone else does too! These auctions are very rare.

What is more common is when a seller has a lot of one item, and lists it using a combination of two auction types: a multiple-item fixed price auction. This just means that they say how many they have, and offer them at a fixed price. You can enter how many you want and then just click Buy it

Now to get them.

After all this, you might find yourself facing a dilemma: when you have the option, should you bid, or should you just use Buy it Now and save yourself the hassle? That’s what the next post will be about.

Wednesday, May 13, 2009

eBay.com sellers get five free auctions every month

eBay.com have announced five free auctions every 30 days, for all sellers, starting in June this year. Insertion fees will be zero with a final value fee of 8.75% capped at a maximum of $20 (for the sixth and subsequent listings fees will be as normal).

eBay say this is open to all sellers, but that’s not quite true. To qualify you have to use either the Sell Your Item (SYI) form or Simple listing form, you can “opt out” by using an eBay tool or third-party listing solution. Quite frankly not many pro-sellers will want to use the SYI form so simply won’t be eligible, which is probably a good thing if you expect your item to sell for a high price (More than $62.00 final value and you’re cheaper “opting out”.

Also if you’re going to list an item with a Start/BIN/Reserve price of $18 million or higher you’ll sadly be excluded from the promotion. I’d suggest starting your item at at a big price but a pence less than $18 million as then your final value fee will be just $20

Adding videos to your eBay listings

Most newer cell phones and digital cameras have video capabilities, so why not use that to your advantage on your eBay listings?

You don’t have to be an experienced video producer to create videos to post on eBay with your listings. Including a video allows you to show 360 degree views of the product, talk directly to shoppers, demonstrate the product in use, and add your own personal creativity to your listings.

Adding video is easy. Just embed the code into the HTML portion of the listing.

If your item is a new consumer item, such as a technical product, you may want to use a TV commercial already uploaded to a public site. This is perfectly eBay legal. eBay likes this - a professionally made commercial will help sell your item, and both you and eBay will benefit. Using a previously uploaded TV commercial will save you time. Let the commercial do the selling for you - why reinvent the wheel if you don't have to?

If you are creating your own video, make sure that the final video has a clear picture and good sound quality. Show 360 degree views of the product and demonstrate using the product if applicable.

Write your listing as usual and include all relevant information in the description text. Understand that not everyone will be able to view your video due to slow connections, sound problems, and other technical issues. You want to be sure to use words and photos as well as video to describe the item. You don't want to miss a sale if the customer can't watch the video and there is no other information about your item on the listing. He will get frustrated and just click away.

You can embed code for videos from any of these sites:

AOL

AuctionMercial

AuctionPlayer

AuctionVideo

CarTHINK

CreativeVideosOnline

Dailymotion

Google

i2iAuction

Microsoft

MySpace

Silverdock

Vzaar (Will go into more detail later on this cool new service)

YouTube

Give it a try! You might be surprised at how much fun it can be to include the videos. It is like making your own TV commercial!

Tuesday, May 12, 2009

10 Ways to Avoid Being Ripped Off on eBay

It is important to remember that eBay is a lot like a marketplace. There will always be a dodgy guy in the corner, selling things that most people wouldn’t touch. The trouble is that, on the Internet, these people can be a little harder to spot. Here are ten tips to help you keep an eye out for the rip-off merchants.

1. If it seems too good to be true, it probably is: This holds for everything in life, but especially for eBay. Things that seem too cheap are usually too cheap for a reason – it might be a complete scam, or the items might just be of extremely poor quality. Investigate before you go further.

2. Know the value of what you want to buy: There are people on eBay who regularly bid such high prices for used cameras that they might as well have gone out and bought them brand new. Check around for prices first.

3. Only bid on real things: eBay has plenty of people who are trying to sell all sorts of schemes and scams. It is never worth bidding for these, no matter how cheap they might be.

4. Don’t do anything outside eBay: Occasionally people will ask you to send them money outside eBay, to avoid the fees eBay charges sellers. Any money you send this way is entirely insecure – don’t do it.

5. Be careful where you send payment: People may hack into others’ accounts, and ask you to send payment to addresses that eBay has not confirmed as belonging to that account – you might send your money and receive nothing in return.

6. Look out for sellers who suddenly change what they sell: Sellers can look like they’ve made lots of transactions, when really they’ve never sold anything of worth. If they suddenly start selling $1,000 televisions, steer clear – the chances are they’re planning to run off with the money.

7. Beware the shill bidder: If someone who doesn’t seem to have bought anything before is constantly outbidding you on a certain item, be suspicious. It might be a seller ‘shill bidding’ to force up his item’s price.

8. Don’t use the seller’s escrow service: If an escrow service is recommended to you by a seller, it could well be owned and run by them – and they’re quite likely to keep your money and send you nothing.

9. Pay electronically: You are more likely to be able to recover any losses if you pay using a credit card instead of sending out cheques and money orders – these low-tech payment methods can’t be tracked as easily.

10. Buy from reputable sellers: Each seller has a number next to their name, which is their feedback rating. The higher this rating, the more you can trust them.

Your Rights as an eBay Buyer

When you buy things on eBay, you pay the seller before they send you anything. This means that you, as a buyer, are vulnerable to all sorts of problems. You might not get the items you have paid for, or they might be damaged or faulty. Luckily, you have two very important rights when you buy on eBay.

The Right to Receive Your Item.

Maybe the seller never sent the item, or maybe it got lost in the post. Whatever happened, you paid for the item. If it doesn’t arrive in the post as described, you have the right to a replacement or a refund, whether it’s the seller’s fault or not.

The fact that you bought something on eBay doesn’t mean that you don’t have the exact same rights that you would have if you bought it in a shop (these rights are pretty much the same all over the world). Plus, under eBay’s rules, the seller isn’t allowed to change their mind about selling you the item: once the auction ends, it becomes a contract – you must buy and they must sell, or face eBay’s penalties.

The Right for Your Item to Be as Described in the Auction.

Sometimes sellers don’t wrap items properly, and so they get broken. Occasionally they write descriptions that are misleading or just plain wrong to begin with, leaving out vital details that would have caused you to change your mind about buying. If this happens to you, you again have the right to a replacement or a refund.

So How Do I Use My Rights?

First, you should take it up with the seller – most will be responsive, as do not want to have their reputation damaged when an upset buyer leaves negative feedback for all their future buyers to see. If that doesn’t work, report them to eBay.

While eBay don’t have many people handling complaints, they do have a relatively effective set of automatic process to handle common problems buyers and sellers have with one another.

Finally, if that doesn’t work, then you should seek advice from consumer groups in your country, and as a last resort from the police. You should never have to get this far, though: problems on eBay that can’t be resolved easily are extremely rare.

Don’t Be Too Quick.

Remember not to get too annoyed and be unfair to the seller: nice sellers have agreed to give me refunds for undelivered items, only for me to find out a few weeks later that they were being held for me at the post office! Always try your best to communicate and think of everything that might have gone wrong: eBay works best when buyers and sellers sort out their problems together, instead of reporting each other to the authorities straight away.

More often that not receiving what they paid for, buyers have an altogether different problem: they knew what they were paying for, but didn’t realise that what they were paying for was overpriced, low quality or a scam. The next post will give you a list of tips on how to avoid being ripped off on eBay.

Friday, May 8, 2009

An Introduction to Bidding and Buying on eBay

Have you noticed that whenever you open a newspaper, watch the TV or have a conversation, people seem to be talking about eBay? If you’ve never used it and you’ve no idea what it’s all about, then the chances are that you’re starting to feel a little left out. But don’t worry! This email contains everything you need to know about the basics of bidding and buying on eBay.

So What is eBay?

eBay is an online auction website – and not just any auction site, but the biggest one in the world. If you know how an auction works, then you already know how roughly eBay works. Someone adds something they want to sell to the site, and then buyers come along and place bids on it. The highest bid wins the item! It’s that simple.

eBay being an online auction makes a big difference, though. Buying and selling are not reserved for any elite. eBay accept almost any item, no matter how small, and will then advertise it on their sites all over the world. It’s a powerful combination of an auction and a slightly chaotic marketplace.

What is Bidding?

Bidding is when you say how much you will pay for an item in an auction. Bidding on eBay, however, doesn’t work in exactly the same way as a normal auction, at least in theory. On eBay, you tell the site what the maximum you are willing to pay for each item is, and then eBay places the bids on your behalf. That means you could say you were willing to pay up to $100 for something and only have to pay $50, if that was the highest maximum bid anyone else placed.

It’s not as complicated as it sounds – the best way to get used to it is to give it a try. First, the best thing to do is to go to the eBay website designed for your country. If you don’t know the address for it, just go to www.ebay.com and it will tell you there. Now, on the front page you should see a big box marked ‘search’: just type in anything that you’d like to buy there.

Wasn’t that easy? Now you should have a list of items for sale in front of you, along with how much people are currently bidding for them and the time when bidding ends for each item. If you click one of these, you can read the description, and then – if you’re happy with the item and happy to pay more than the current highest bidder is – you can bid!

How Do I Bid?

Go ahead and scroll down to the bottom of an item’s description page, and type the maximum you are willing to pay (your maximum bid) into the box. Then simply press the ‘place bid’ button – you will need to sign in once you press the button, or go through a quick registration process if you don’t have an eBay username).

If someone else’s maximum bid on that item is higher than yours, then eBay will tell you and give you the opportunity to bid again. Otherwise, you’re now the new highest bidder! All you need to do now is wait until the end of the auction – if someone else outbids you, then eBay will email you and you can bid again.

All sounds great, doesn’t it? But by now you might be wondering whether a site as chaotic as eBay can really be all that safe to buy from. That’s why the next post in this series will be about your rights when you buy from eBay.

Tuesday, May 5, 2009

How to Make More Money with eBay’s Affiliate Program

If you’ve been on the web for a while, the chances are that at some time or other you will have taken part in an affiliate program. They generally work by giving you a URL to send people to their site that contains your affiliate number, and then giving you a small amount for each person who comes in using your link and signs up or buys something.

eBay's affiliate program follows this basic formula, but with a few twists.

It pays a lot: Each user who follows your link to eBay, signs up and then bids on anything within 30 days will earn you $20. Most affiliate programs will only give you something like 10% of the user’s first purchase. What’s more, for each existing eBay user who clicks through from your site and then places a bid or buys something, you’ll get 10c.

You can be your own affiliate: If you just link to your own auctions with your affiliate link number from your own website, then you’re getting money without sending buyers to anyone except yourself. There aren’t many affiliate programs that can say that.

So Where Do I Sign Up?

You can visit eBay’s affiliate program at http://affiliates.ebay.com. Once you’re there, just click ‘Join the Program’. You will then be required to sign up for Commission Junction, which is free.

How Can I Get People to Click the Links?

eBay suggest a number of ‘business models’ for their affiliates. Before people can click your affiliate links, they need to be at your website. There are two ways to get them there using a search engine, which eBay refer to as ‘natural’ and ‘paid’ search.

Natural search: This is when someone finds your website in a search engine’s normal results, either because something you wrote is relevant to them or you used SEO (search engine optimisation) techniques. Be careful not to use any dodgy methods to get a high search engine ranking, though, or eBay might come after you and keep your affiliate money.

Paid search: This strategy involves paying for traffic to your website or directly to eBay, by buying ads on search engines. If you go for this option, it’s actually worth placing ads on the less popular search engines instead of the big ones: they’ll have similar click-through rates as a percentage, but the cost typically won’t be anywhere near as high.

Content: What you can do is just have a normal website, with articles on a variety of subjects and perhaps a community forum. Run the website for pleasure, but place the occasional eBay affiliate link there.

Newsletters: Don’t ignore the potential of putting your affiliate ID in each time you send out a newsletter. You can get 10c for every bid it generates with no extra work, which could be enough for the email to pay for itself, whether it leads to any sales or not.

Sadly, our time together is nearly at an end, but there is one thing that I have left to show you. It’s called the featured gallery, and it could help your sales. Look out for the next post!

Monday, May 4, 2009

Understanding eBay’s “Description Theft” Policy

When a seller writes an original description of an item or takes an original picture, they own the copyright on their work. This happens without any requirement for them to register or even to want the copyright – that’s just the way copyright works. What that means is that it’s actually illegal to copy another sellers description or pictures.

eBay's Policy:

eBay refer to the practice of copying another seller’s listing and using it in your own auction as ‘description theft’. It is against their listing policies, and ignorance of the rules is no defence.

What Could Happen?

If your ‘theft’ is discovered, then your listing will be ended and all bids will be cancelled. Do it more than once and your account could get suspended, and you’re subject to the usual eBay punishments: you could lose PowerSeller privileges, or your auctions could be ended, leaving you with a stack of eBay fees.

Is it Likely?

It’s only likely that eBay will investigate description theft and go after you if the seller whose description you took actually takes the time to report you. When you’re competing with that seller directly, though, don’t be surprised if they do turn you in – after all, you’re their competitor!

Think of how you’d feel if someone was re-using a description that you took the time to research and fine-tune for the most sales – and not only that, but they were using it against you, to list competingitems. That’s why other sellers don’t want their descriptions taken.

But I Don’t Like Writing Descriptions:

Instead of taking another seller’s descriptions, you can use the stock descriptions that eBay have on file for many items, especially things like CDs, DVDs and books. Simply enter the item’s unique ID number (an ISBN for a book, for example), and the listing will be created for you. If you can’t find any unique ID, then you can also search by name to find a matching item.

Once you’ve found your item, you’ll get a listing with all the technical details on the item, and often a stock picture, too. This is called ‘pre-filled item information’, and eBay licence it from big databases on your behalf.

It really is worth taking the time to write your own descriptions, though, as many people will be listing items using the pre-filled information. Remember that if you sell the same things often then you can re-use your own descriptions as many times as you want. You can keep your own database, re-using the ones that get high prices and re-writing the ones that don’t. Writing descriptions is the biggest way that you have control over your auctions.

It’s easy to keep discovering new things about eBay, isn’t it? So many of the rules and functions are completely hidden away that sometimes it feels like unravelling one big mystery – and, for me at least, that’s a big part of the fun. In the next post, we’ll take a look at how to make more money with eBay’s affiliate program.

Saturday, May 2, 2009

Tips for Selling Collectibles on eBay

Yes, collectibles! Collectibles are where eBay started, and they’re still one of its biggest areas – however much they might want you to believe they’re not. eBay's most hardcore and long-time users are almost all collectors of something or other – it is quite common to post what you think is a mundane item, only to have collectors suddenly go to war over it because it is somehow linked to something they collect.

Collectors are the people on eBay who really do pay top-dollar for things that seem like junk to you and I – not to mention to the people you’ll be getting your stock from! That’s why you can make so much profit on collectibles. Here are a few tips.

Go to people’s homes: People’s homes are full of things that someone out there collects – they are the best and cheapest source of collectibles out there. Sure, you might find something if you hang around at enough garage sales, but you’d have competition. Getting invited to people’s homes to look around should be a dream for you, and one you’re doing your best to make a reality.

Buy on other auction sites: You’ll be surprised how much money you can make if you buy the collectibles that people sell on smaller auction sites like Yahoo Auctions, and then list it on eBay.

These sellers will often be perfectly knowledgeable about their item, but simply getting a lower price because they serve a smaller marketplace. Sometimes you can almost double your money.

List in non-collectible categories: If your collectible doesn’t have a category of its own under ‘collectibles’, you might prefer to list it in a category that has something to do with the item but nothing to do with collecting. What you will often find is that people browsing a category for their favourite thing will pay more for your collectible than actual collectors would.

Do lots of research: Never list something you think might be valuable without searching and searching to dig up every piece of information you can on it. Everything you find out is likely to be useful when you come to list it.

List every tiny, tiny detail: Remember that collectors really care about the most seemingly insignificant things. An item from one year can be worth thousands while the one from the year before is near-worthless, or an item that is one shade of a colour can be worth far more than one of a subtly different shade. It’s not worth puzzling over and it’s not worth trying to pass your items off as something they’re not – just make sure you put absolutely everything you know in the description.

When you are listing items that require close research and description down to the tiniest detail, however, don’t be tempted to steal someone else’s work! Whatever you do, don’t take another seller’s description and try to pass it off as your own, as this could have all sorts of consequences for you. Our next post gives you a guide to eBay’s policy on ‘description theft’.

eBay CEO: 'We're Not Amazon'

While Amazon's stock price has risen 41 percent over the past two years, eBay's has lost more than 50 percent of its value -- a fact that hasn't gone overlooked by its shareholders.

But speaking today during its annual shareholder meeting, eBay (NASDAQ: EBAY) CEO John Donahoe downplayed the comparison, saying that eBay has to factor in the needs of its seller community, unlike its e-commerce rival.

"We're not trying to be Amazon, just as Amazon isn't trying to be eBay," he said. "We have to make changes within the context of a buyer-seller community."

Keeping sellers happy is an especially sensitive issue for eBay. The company's efforts to shore up its business last year hit some turbulence as fee and feedback policy changes prompted outrage within the seller community, resulting in widespread boycotts and some online merchants vowing to defect to smaller startup marketplaces.

But during yesterday's shareholder meeting, eBay executives faced questions about whether it had acted too slowly in implementing necessary changes to reverse the stock's decline.

"Our challenge is that we're a marketplace model and we are deeply committed to that -- we're not retail," Donahoe said. "So on the one hand, analysts ask why we aren't changing fast enough, but the fact is we're sensitive to our sellers' needs, and they say we've been too aggressive and too fast, so we try to strike a balance."

"In 2008, we instituted incremental changes to make the experience safer and easier, in the interim, the competition moved faster, so 18 months ago our user experience had to catch up. That meant making not incremental, but fundamental changes -- that meant making controversial changes to feedback, pricing, search.

The news continues efforts by eBay execs to distance their company from Amazon (NASDAQ: AMZN), by saying that the two are fundamentally different businesses: eBay includes a mix of liquidation, collectibles and flea market-type wares based on a tight seller community, while individual sellers have less of a direct role in Amazon's model.

But eBay executives are still under the gun to prove their model can work -- especially after posting fourth-quarter results that included a 31 percent decline in revenue -- its a year to year drop of revenue.

Making matters worse is that Amazon (NASDAQ: AMZN) reported total sales of $4.89 billion, up 18 percent from the first quarter in 2008 and ahead of Wall Street estimates.

The continued problems have industry watchers wondering whether the company's on the correct track.

"I think Donahoe got it right, in terms of sellers saying, 'Stop, it's too much, too fast,'" Ina Steiner, editor of AuctionBytes.com told us in an intervew. "That's absolutely correct."

"But the real question is if the stock is down, are the changes being made the right changes?" she added. "I was surprised given the results of Q4 and Q1 that instead of saying, 'Sure, you're going in the right direction, just not fast enough,' that someone didn't ask if it was the right approach."

For now, the company is forging ahead with a plan of action laid out during the eBay analysts briefing a month ago. According to that plan, the company expects to continue pushing its PayPal unit as the global leader in online payments, while its Skype Internet telephony unit will be spun off, potentially through an IPO.

Meanwhile, eBay's core marketplace will continue shifting to become a more diversified e-commerce platform focusing on liquidation items, Donahoe said today.