Quick answer: The 5 most impactful eBay practices
If you implement nothing else, these five practices will move the needle most:
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- Complete every item specific — Filtered searches exclude incomplete listings
- Use 12+ high-quality photos — More photos correlate with higher conversion rates
- Offer free shipping — eBay confirms this is a ranking factor
- Set 1-day handling time — Required for Top Rated Plus and preferred by Cassini
- Accept 30-day free returns — Builds buyer confidence and improves search placement
These aren't opinions—they're the patterns that Top Rated Sellers and eBay's own guidance consistently point to. The rest of this guide breaks down each practice in detail, plus 10 more that compound your results.
Who this is for
Established eBay sellers who want to optimize their operations and increase sales. If you're brand new, start with our eBay selling guide first, then return here to level up.
The goal
Implement proven best practices across every aspect of your eBay business—from listing optimization to customer service. Each practice includes the "why" (how it affects visibility or conversion) and the "how" (specific implementation steps).
Listing optimization best practices
1. Write keyword-rich 80-character titles
Your title is the single most important factor for search visibility. eBay gives you 80 characters—use them strategically.
Structure that works:
Brand → Product Type → Key Attribute → Condition → Size/Color
Example:
Nike Air Max 90 Running Shoes Mens Size 10 White Vintage 1995 Original
What to include:
- Brand name (if applicable)
- Product type (what is it?)
- Model or style name
- Size, color, quantity
- Condition (new, used, refurbished)
What wastes characters:
- "L@@K" or "WOW" (nobody searches these)
- Multiple exclamation points
- "Great gift" or "Must have"
- "Fast shipping" or "Free returns" (put these in listing settings)
Mobile users see only 50-60 characters, so front-load your most important keywords. For detailed title strategies, see our eBay title optimization guide.
2. Complete every item specific
Item specifics are the structured fields like Brand, Size, Color, and Material. When buyers filter search results by "Brand: Nike" and "Size: 10," your listing only appears if those fields are filled.
The rule is simple: Incomplete item specifics = invisible in filtered searches.
eBay shows you which fields are required, recommended, and optional. Fill in all of them. Even optional fields help Cassini understand and rank your listing.
Categories vary, but typical item specifics include:
- Brand, Model, Type
- Size, Color, Material
- Condition, Features
- MPN (Manufacturer Part Number)
- UPC or other product identifiers
Sellers consistently report that completing all item specifics improves search placement—even when those specifics aren't in the title.
3. Use all 12 photo slots (minimum)
eBay allows up to 24 photos per listing. Use at least 12. More photos correlate with higher conversion rates because buyers can evaluate the item thoroughly before purchasing.
Photo requirements:
- Minimum: 500 x 500 pixels
- Recommended: 1600 x 1600 pixels (enables zoom)
- White or neutral background
- No watermarks or text overlays
- JPEG, PNG, or HEIC format
What to photograph:
- Main product shot (this is your search thumbnail)
- All angles: front, back, sides, top, bottom
- Close-ups of important details
- Any flaws, wear, or damage
- Labels, tags, and authenticity markers
- Size references or measurements
- Product in use (if applicable)
Your first photo is critical—it's the thumbnail buyers see in search results. Make it clean, professional, and clearly show what the item is.
4. Write descriptions that reduce returns
Descriptions don't affect search ranking (Cassini doesn't index them), but they affect conversion and returns. A thorough description sets accurate expectations.
Include:
- Detailed measurements (not just "size medium")
- Material composition
- Condition details and any flaws
- What's included (accessories, original packaging)
- Compatibility information (for parts/electronics)
- Care instructions
Keep it scannable:
- Use short paragraphs
- Bullet points for specs
- Bold key information
- Avoid walls of text
The goal: A buyer who reads your description should know exactly what they're getting. Surprises lead to returns and negative feedback.
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Pricing best practices
5. Price competitively using sold data
Don't guess at pricing. eBay's sold listings show you exactly what buyers pay for similar items.
How to research:
- Search for your item
- Click "Sold" filter on the left
- Filter by condition (used, new, etc.)
- Look at the last 30-90 days of sales
- Note the price range and average
Price within that range. Significantly overpriced items get fewer impressions—Cassini considers price competitiveness.
Terapeak (free with Basic Store or higher) provides deeper analytics on pricing trends, sell-through rates, and seasonal patterns.
6. Enable Best Offer on fixed-price listings
Best Offer lets buyers negotiate. eBay has stated that listings with Best Offer enabled may receive preference in Best Match results.
Benefits:
- Captures buyers at different price points
- Creates urgency (buyers engage rather than leaving)
- Provides data on what buyers will pay
- May improve search visibility
Set auto-accept and auto-decline thresholds:
- Auto-accept: Lowest price you're happy with
- Auto-decline: Offers below your floor (don't waste time on lowballs)
Example: $100 item with auto-accept at $85 and auto-decline below $70. Offers between $70-$85 come to you for review.
7. Factor in all fees before pricing
Know your actual profit margin before listing. eBay fees consume 14-16% of most sales.
Fee components:
- Final value fee: 12.7-15.3% (varies by category)
- Per-order fee: $0.30-$0.40
- International fee: +1.65% (if applicable)
- Promoted Listings: 2-20% (if you advertise)
Pricing formula:
Minimum Price = (Product Cost + Shipping Cost + Target Profit) / (1 - Fee Percentage)
Example: $15 product cost, $5 shipping cost, $20 target profit, 14% fees:
Minimum Price = ($15 + $5 + $20) / (1 - 0.14) = $46.51
For detailed fee breakdowns by category, see our eBay fees guide.
Shipping best practices
8. Set 1-day handling time (if you can maintain it)
Handling time is how long you take to ship after a sale. Shorter handling improves search placement and is required for Top Rated Plus.
Why it matters:
- Cassini favors fast shippers
- Required for Top Rated Plus (10% fee discount)
- Buyers filter by "Ships in 1 day"
- Late shipments hurt your seller metrics
The catch: You must actually ship within 1 business day. Consistently missing your handling time damages your account.
Start with 2-3 day handling if you're unsure. Move to 1-day once you have a reliable shipping routine.
9. Offer free shipping (build it into the price)
eBay has confirmed that free shipping is a ranking factor. Listings with free shipping often appear higher in search results.
How to implement:
- Calculate your average shipping cost
- Add it to your item price
- Set shipping to "Free"
Example: Instead of $40 item + $8 shipping, list at $48 with free shipping.
When calculated shipping makes sense:
- Heavy items with high shipping variance
- Oversized items
- Items frequently shipped internationally
For most standard items, free shipping performs better. Buyers prefer the certainty of a total price.
10. Upload tracking immediately
Tracking serves multiple purposes:
- Releases payment holds faster (for new sellers)
- Protects against "Item Not Received" claims
- Shows Cassini you're a reliable shipper
- Required for seller protection
Use eBay Labels:
- Up to 33% off USPS rates
- Tracking uploads automatically
- Integrates with Seller Hub
- Creates shipping records for disputes
Upload tracking the same day you ship—ideally within hours of printing the label.
Customer service best practices
11. Accept 30-day free returns
Generous return policies correlate with better search placement and higher conversion rates. Buyers trust sellers who stand behind their items.
Top Rated Plus requires:
- 30-day (or longer) returns
- Free return shipping
Benefits of accepting returns:
- Improved search visibility
- Higher buyer confidence
- Required for fee discount
- Fewer negative feedback cases
Managing return costs:
- Returns for "buyer's remorse" = buyer pays shipping
- Returns for "not as described" = you pay shipping
- Accurate descriptions reduce INAD returns
The return rate on most items is low (2-5%). The visibility and conversion benefits outweigh the occasional return cost.
12. Respond to messages within 24 hours
Response time affects your seller metrics and buyer trust. eBay tracks how quickly you respond to buyer messages.
Best practices:
- Check messages at least twice daily
- Use saved replies for common questions
- Answer questions completely to avoid follow-ups
- Be professional even with difficult buyers
Enable mobile notifications so you don't miss time-sensitive questions from buyers ready to purchase.
Quick responses often convert undecided buyers. A question answered in 2 hours beats one answered in 2 days.
Top Rated Seller best practices
13. Meet Top Rated Seller requirements
Top Rated Sellers get a search boost, and Top Rated Plus listings receive a 10% fee discount. Here's what you need:
Top Rated Seller requirements:
- 100+ transactions AND $1,000+ sales in the past 12 months
- Defect rate below 0.5%
- Late shipment rate below 3%
- Tracking uploaded on time for 95%+ of orders
Top Rated Plus requirements (per listing):
- Same-day or 1-business-day handling
- 30-day (or longer) free returns
Metrics that matter:
- Transaction defect rate (cancellations, cases closed against you)
- Late shipment rate (orders shipped after handling time)
- Tracking validation rate (tracking uploaded on time)
Monitor your metrics weekly in Seller Hub. One bad month can drop you from Top Rated status for the next evaluation period.
14. Avoid defects at all costs
Defects are the fastest way to tank your seller status. Below Standard sellers pay 6% extra on all fees.
What causes defects:
- Seller-initiated cancellations (you cancel the order)
- Cases closed without resolution
- Late shipments above threshold
- High "Item Not As Described" returns
How to prevent defects:
- Never list items you don't have in stock
- Ship on time, every time
- Describe items accurately (prevents INAD claims)
- Resolve issues before buyers open cases
- Communicate proactively about delays
One defect in 200 transactions puts you at 0.5%—the threshold for Top Rated. Keep your defect rate at zero whenever possible.
Promoted Listings best practices
15. Promote strategically, not everything
Promoted Listings increases visibility, but it's not right for every item. Promote strategically based on margin and competition.
Best candidates for promotion:
- High-margin items (40%+ gross margin)
- Proven sellers with good conversion rates
- Competitive categories with many similar listings
- New listings that need initial visibility
Skip promotion for:
- Low-margin items (ad costs eat profit)
- Unique items with few competitors
- Items that sell well organically
- Poor-performing listings (fix quality first)
Starting ad rates by category:
| Category | Suggested Rate |
|---|---|
| Electronics | 2-4% |
| Clothing | 5-10% |
| Home & Garden | 3-6% |
| Collectibles | 5-12% |
Start at eBay's suggested rate, run for 2 weeks, then adjust based on ROI data. For detailed Promoted Listings strategies, see our complete guide.
Inventory management best practices
Maintain accurate stock levels
Nothing damages your account faster than selling items you don't have. Seller-initiated cancellations create defects.
Best practices:
- Update quantities immediately after sales
- Remove or pause listings for out-of-stock items
- Use inventory management software for high volume
- Set restock alerts for popular items
Good 'Til Cancelled listings renew monthly. Review them regularly—don't let stale inventory sit indefinitely.
Relist or revise underperformers
If a listing hasn't sold in 30 days, something's wrong. Don't just wait—diagnose and fix.
Check these factors:
- Is your price competitive? (Check sold listings)
- Are your photos high quality?
- Is your title keyword-optimized?
- Are all item specifics complete?
- Is there buyer demand for this item?
Sometimes the product just doesn't sell on eBay. Cut your losses and move inventory elsewhere rather than paying renewal fees indefinitely.
Implementation checklist
Use this checklist for every listing:
Title and specifics:
- Title uses all 80 characters with relevant keywords
- Front-loaded brand and product type
- All item specifics completed (required AND optional)
- Correct category selected
Photos:
- 12+ high-quality photos uploaded
- White or neutral background
- All angles and details shown
- Any flaws clearly photographed
Pricing and shipping:
- Price competitive with sold listings
- Best Offer enabled
- Free shipping (or competitive calculated rate)
- 1-day handling time (if maintainable)
Policies:
- 30-day free returns accepted
- Description sets accurate expectations
- All compatibility/sizing information included
FAQ
What's the single most important eBay best practice?
Complete all item specifics. Missing item specifics make your listing invisible in filtered searches—buyers literally can't find you. This is the highest-impact fix for most sellers.
How do I become a Top Rated Seller?
You need 100+ transactions and $1,000+ in sales over 12 months, plus: defect rate below 0.5%, late shipment rate below 3%, and 95%+ tracking upload rate. Then individual listings qualify for Top Rated Plus with 1-day handling and 30-day free returns.
Should I use free shipping or calculated shipping?
Free shipping for most items—eBay confirms it's a ranking factor. Use calculated shipping only for heavy, oversized, or highly variable-weight items where building shipping into the price would overprice the listing.
How often should I update my listings?
Review underperforming listings (no views or sales in 30 days) and update them. For performing listings, update only when you have new information (better photos, price changes, condition changes). Frequent changes can temporarily affect visibility.
What ad rate should I use for Promoted Listings?
Start at eBay's suggested rate for your category. Run for 2 weeks, then check your ROI in Seller Hub. If profitable, maintain or increase. If ROI is poor, lower the rate or remove promotion. Most categories perform well at 4-8%.
Next steps
- Audit your current listings against this checklist
- Complete missing item specifics on your top 20 listings today
- Optimize your titles with our eBay title guide
- Understand the algorithm with our Cassini guide
- Review your fees with our eBay fees breakdown
For AI-powered listing optimization, try our eBay Listing Generator to create titles and descriptions that follow these best practices automatically.
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