| Mon Aug 31 2015 21:16:46 |
Is eBay Technically Capable of Launching a Product Catalog?
By: Ina Steiner
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Each quarter since last year, eBay management has to face analysts and investors and address the fact that its Google SEO problem is still negatively impacting growth. In April, eBay's Devin Wenig promised to make eBay the first online global marketplace to use structured catalog data at scale for all listings as a way to make its listings more search-engine friendly.
Phase one, which saw sellers forced to add Product Identifiers for listings in select categories and was implemented on June 29th, got off to a rocky start. And phase two, which was supposed to kick-in tomorrow, has hit a road bump and is being pushed off until next year, according to an announcement on eBay UK.
Phase two was to require sellers to include Product Identifiers for multi-variation listings. "We'd like to let you know that the requirement for including product identifiers on multi-variation listings is being postponed to next year," eBay explained. "This is in response to some technical issues our sellers have highlighted when trying to add this information." It apologized to users for the inconvenience. (Presumably this applies to all country sites - eBay has not responded to questions from EcommerceBytes.)
While Wenig is pitching the idea of a product catalog as a new one, it's not. eBay had launched Product Pages in 2009 as part of its "Amazonification" move to a product catalog in certain categories. But eBay abandoned the approach in 2012.
This 2011 article in EcommerceBytes shows a screenshot of eBay's attempt at offering a structured-data catalog approach.
Wall Street analysts are buying in to the latest promise of the catalog approach, and eBay's own seller advocate called it a "make or break" project. (See Tuesday's Newsflash for more.)
But the problems with its latest attempt begs the question, is eBay technically capable of launching a structured catalog? (And should it even try?) |
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