
eBay wants more control over the prices of goods on its marketplace, and it may even be willing to subsidize sellers in order to goose sales.
eBay sent a survey to sellers telling them it was considering a variety of ways to help sellers maintain price competitiveness without compromising their margins.
It described several practices it was considering and asked sellers for their feedback:
Flexible Pricing
"With flexible pricing, eBay sellers would be able to provide an upper and lower boundary on price for any item they choose, according to their desired margin. eBay would use this information to dynamically adjust the price within this range according to market data, increasing the likelihood of conversion while insuring an acceptable margin."
Price Adjustment
"With price adjustment, eBay sellers would not be required to supply a price range for their items. Instead, if eBay's data indicates that an item price is high relative to the market, eBay could opt to adjust the price in order to increase conversion. Sellers would receive the same margin as they would on a sale at their full asking price. The discount provided to the buyer would be absorbed by eBay."
Note that only one seller has forwarded us the survey questions thusfar, and eBay doesn't confirm or deny the existence of surveys it runs. (Update: a second seller emailed us about the survey before this story ran, and other sellers have confirmed its existence after publication.)
eBay is already providing "guidance" to sellers during the listing process and in Seller Hub and even through email campaigns, but as has been reported here, many sellers remain unimpressed with eBay's advice about the pricing of their items.
There are already tools that sellers can use to change prices on the fly on their listings on eBay, Amazon, and other marketplaces, called "repricers." They are not without risk. We've reported in the past how repricing can go terribly wrong if systems are not in place to prevent prices from falling too far. And sellers are prohibited from advertising prices below MAP for certain items, otherwise risking their relationships with suppliers.
What do you think of the idea of eBay taking over pricing of sellers' listings through repricing or price adjustments?