eBay – What went wrong?
Posted By Mimenta on March 4, 2010
Like many companies that grow big , they started to believe their own hype. The simple fact is that no matter how big you may think your are, you are only as good as your customer base. It started in October 2006 when eBay, seeing the potential of the Chinese market rapidly coming on line, predicted a huge increase in consumer demand and altered their business strategy. They forgot that delicate balance between buyer and seller and adopted a pro-buyer business model. They could not have been further from the truth!
Late 2006, fees for eBay online shop owners hiked by as much as 500% and fees to list goods for sale went up, along with fees for headings, pictures, multiple listings and almost all sellers services, in every developed country. In Asia there was no fee hike, placing the Asian sellers at a distict advantage.
Ebay forgot that there were two types of customer – the seller and the buyer and that they are co-dependent on each other. Ebay assumed that they were so big that sellers would put up with anything to get at the buyers on eBay, hence the sellers fee hikes (yes it didn’t stop with just one hike in 2006). Unfortunately they overlooked the fact that almost all sellers on eBay are also buyers. We sold products on eBay that we did not buy from eBay but the postbags and wrapping, boxes, stationery and other business items were all sourced from eBay. When we left eBay they lost a seller as well as a customer.
In one day here in Australia, 8,000 sellers withdrew their eBay memberships and moved to local Auction sites. Sellers who stayed with eBay struggled to break even and compete with the cheap Asian “knock offs”. Almost overnight we saw “genuine Tiffany” and “genuine Gucci” jewellery prices drop by 1000%. Georgio Armani suits that sold for over $1,500.00 AUD became available for $50.00 AUD. Thousands of items hit the auctions, sold by people claiming to be in places like Beijeing New South Vales or Sichuan South Australia with $99.00 delivery fees and $1.00 sales prices.
Ebay got it sooooo wrong!
China was never a market of consumers, it was a market of sellers and entrepeneurs who now had access to the wealthy west and no regulatory controls. No-one enforced patents or copyrights. There was no consumer watchdog. Newly expanded industries had access to unlimited cheap labour with no labour regulations, occupational health and safety or any form of quality control.