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eBay Focused on Premium Brands over the Holidays

One of the ways eBay drives traffic to marketplace product listings is through its affiliate program, called the eBay Partner Network (ePN). The company rewards affiliates (publishers) for sending shoppers to the eBay Marketplace, and over the holiday shopping season, eBay encouraged affiliates to drive traffic to premium brands like Kate Spade.

Tien Huang, Account Manager for the eBay affiliate program, interviewed program strategist Liz Morris about eBay’s holiday promotions.

“The program optimization team has been working very closely with the vertical team in order to source the best inventory we can from the different verticals such as fashion, electronics, daily deals,” Morris said. She revealed that eBay held 250 unique sales and events over the second half of the year that ePN partners could promote in order to generate affiliate revenue.

“Within the fashion vertical itself we’ve seen 68% growth year over year,” Morris said, and encouraged affiliates to keep informed by reading ePN blog posts and emails so they could learn about and promote the events on their websites.

“This last half of the year we’ve seen a lot of premium brands pick up on eBay marketplaces, and we’re now able to feature those in our ePN channel. They are direct-site retailers like Kate Spade and Vera Bradley that are being promoted on eBay Marketplaces – great premium brands at top discounted prices.”

At the end of September, eBay changed its affiliate pricing to reward partners for attracting new and reactivated buyers to its marketplace, and less so for driving repeat visitors to the site. “With premium brands, eBay sees a lot of new-buyer behavior,” Morris said.

She also noted that on Cyber Monday, ePN drove 12 times more in the daily deals category than the prior year.

You can watch the interview with eBay’s Morris on YouTube via the eBay Partner Network blog.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.