eBay has the last laugh at its sellers expense, throws a bit of sand in boycotters faces with earnings report
Apparently, eBay's policy
changes are having desirable effects, despite the massive public outcry the
company received. While the company cut its listing fees, it more than
made up for it by significantly raising its commissions on successful sales,
particularly on low-priced items such as video games and CDs. The higher
rates along with the elimination of negative seller feedback to the buyer
created outcry among many loyal eBay sellers.
Some sellers tried to boycott eBay. Initial metrics seemed
to show the boycott to be working -- listings were decreasing and sales
were down, by most official counts, although eBay insisted they weren't.
However eBay soon rebounded and resumed largely business as usual, despite
having lost a few loyal sellers. As DailyTech's Shane McGlaun
wrote in a blog, sellers
really had few choices -- Amazon.com only allows resale of select items
such as CDs or books, and Craigslist.com is avoided by many, due to its
unseemly reputation as a hotbed
for illegal activity. Most sellers were stuck with eBay, whether they
loved it or hated it.
On Wednesday, eBay CEO John Donahoe announced
a stronger than expected earnings report, with the company reporting $2.19B
USD in revenue, a 24 percent increase over Q1 2007. The performance
significantly beat analyst expectations. Net income also rose 22 percent
to $562M USD.
Despite the boycott, listings jumped 10 percent to 647.4 million, which eBay
attributes to the listing fee cuts. However, eBay did admit that its
"conversion rate", the percentage of sales ending in success,
"declined only slightly", though eBay would not reveal exact
figures. The total "gross merchandise volume", a metric
measuring the value of goods sold on eBay and associated properties, experienced
10 percent growth to $16M USD
However, while eBay may have a bit of grounds to gloat over the boycotting
sellers, the long-term outlook for the company is not quite as peachy. In
2008's first quarter, eBay had 83.9 million active users, up just over one
percent from last year, at 82.9 million users. The stagnant growth
indicates that eBay may be reaching the market saturation point.
For a company at a market saturation point, customer satisfaction becomes
increasingly important. EBay CFO Bob Swan noted, "We've concluded
that the best way to grow our active user base is by not losing any of
them."
However, while Donahoe may not want to lose his users, his company's policy
certainly threatens to send some users packing, or at least slow growth further.
Next month, the company will eliminate negative feedback from sellers to
buyers, taking away a major tool which sellers could use to safeguard
themselves against malicious customers. While Power Sellers will have
some new protections, normal sellers will find themselves in a much more
dangerous situation, at the mercy of their buyer's reviews.
Donahoe feels that it’s a buyers’ market, and that the changes are necessary,
whether sellers like it or not. He states, "We are extremely focused
on improving the buyer experience on eBay. This is not to say that
sellers are not important to us, but our belief is and has always been that
what is good for buyers is ultimately good for sellers."
Swan said that the slowing
U.S. economy is catching up to eBay as well. He mentions, "We
saw a slowing in buyers' propensity to buy toward the end of the quarter."
This coming month eBay plans to step up its coupon initiatives, to try to lure
buyers to buy more and buy more often. The move continues eBay's focus on
giving the buyer the best benefits.
Perhaps emboldened by its modest success eBay's management says they will be
sticking with their new policies no matter how much sellers complain. Said
Donahoe, "As we expected, some of the announcements generated a lot of
passion from our community. We stayed the course on the changes that we
believe are critical for the overall health of the marketplace and the
long-term success of our community of users. We may have some sellers
that make some noise, but we're absolutely confident of the direction we're
going."
The only minor concession eBay made was to further reduce
the listing fees for low price items, helping to lessen the sting of the
particularly large commission increase.
"People Don't Respect Confidentiality in This Industry" -- Sony Computer Entertainment of America President and CEO Jack Tretton
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