| Mon May 26 2014 19:54:24 |
eBay to Refund Fees, Allow Cancelled Auctions, in Hacking Fallout
By: Ina Steiner
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The cost of eBay's security breach is starting to be seen as the marketplace announced it would refund seller fees for certain auction listings and would allow sellers to cancel auction transactions for an 11-day period.
This is an unprecedented move - the reason it's unprecedented is because it impacts eBay's bottom line. But it's not as bad as it would have been a number of years ago. Auctions made up 70% of eBay's business in 2008. Now, auctions account for 28% of total GMV for its Marketplaces business.
In addition, a greater number of sellers start the bidding with higher prices than years ago, so not all sellers would take as big a loss on a listing with fewer bidders, therefore fewer sellers may be cancelling auction transactions than in years past. But clearly eBay must be seeing an impact on auctions or it wouldn't have made this announcement.
Why are auctions impacted and not fixed-price listings? As we explain in Tuesday's newsletter, eBay detected unauthorized access to its user database, so it is requiring all buyers and sellers to reset their passwords. It explained: "We recognize that the password reset may temporarily interrupt the normal bidding process for buyers."
eBay shoppers often leave proxy bids in which eBay places automatic bids on behalf of the bidder. In addition, many use third-party services to leave last-minute "snipe" bids - and even if a shopper changes their eBay password, they would have to update the password on the third-party service. If they don't, the sniping service won't bid on their behalf.
To explain it further - let's say you list a very valuable item and are certain the bidding could reach $800. But due to the password reset problem (or because bidders are skittish about using eBay immediately following the hack), only one bidder shows up and "wins" the auction for $50. eBay is recognizing that the seller is taking a hit and is allowing the seller to cancel the transaction.
The timing of the announcement is unfortunate, however, since sellers may already have shipped items for auctions that ended on Wednesday, Thursday or Friday and received lower prices due to the password reset.
The risk for sellers choosing to cancel a transaction is that a disgruntled winning bidder could leave them a bad rating. eBay wrote, "We will also be communicating with the winning bidder for any cancelled auction-style transaction during this time period to ensure they continue to have great buyer experiences on eBay."
But even if eBay agrees to give sellers a clean slate if the buyer complains, will it be able to keep track of it all?
While eBay didn't say it, clearly sellers should be wary of auction listings through the end of the month, at least.
Are you affected by this news, and what will your strategy be going forward? |
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