|Fri Oct 12 2012 11:28:51|
eBay De-emphasizes Sellers on New Listing Page
By: Ina Steiner
eBay will emphasize Product rather than Seller information on new eBay View Item page, to be rolled out in the coming weeks. eBay is changing the page that showcases items for sale, and in addition to new design features such as a sleeker font, eBay is moving key elements of the page to emphasize the product and de-emphasize the seller.
Larger photos and product attributes greet visitors to the product page - and notably, item condition is now found first, right at the top of the right column. (Sellers won't object to the concept of giving item condition visibility, as it will help sellers of used and refurbished goods as it helps to manage buyer expectations.) Shipping cost, expected delivery date, and return policy site directly above the seller User ID.
Other key changes include:
- A section for Item specifics is now above the fold.
- The "Add to Watch List" is easier to see.
- The link to a seller's eBay Store has been moved down below the fold.
- The link to "Save this seller" has also been moved down below the fold.
- The link to "See other items" remains above the fold, however.
- eBay had previously removed the Item number from above the fold, and annoyingly, it remains below the fold.
eBay is also adding an element that scrolls down the page with you that links to key sections of the page, letting you jump directly to certain sections.
eBay is again taking a page out of Amazon's book in emphasizing product over sellers. It's interesting to note that Buy.com has done the opposite in Japan where its parent, Rakuten, competes with Amazon and is emphasizing the seller over the product.
Buy.com is now adopting that approach in the U.S. Consumers can purchase much the same product as at Amazon, Buy says, "but we hope they prefer to buy from people rather than a faceless Internet." See Buy Bets Big on Third Party Merchants.
What do you think of the new View Item page? And which approach do you think eBay should take? Celebrate the uniqueness of its third-party sellers - like Buy.com? Or minimize who the shopper is actually buying from - like Amazon.com?