6 Ways to Optimize Your “Best Match” Listings on eBay

eBay is one of the most mature e-commerce marketplaces in the world, with more than 180 million active users in the first quarter of 2019. The platform allows merchants of all sizes to increase market share by selling internationally, but competition for customers is fierce. The first step to selling more on eBay is to make your listing more visible to customers in the Best Match search rankings.

What is the "Best Match" position on eBay?

When buyers search for items on eBay, the default order of results is called "Best Match." It's designed to show them the most relevant items first, based on the customer's search terms and taking into account what they find most important when deciding what to buy.

What is the eBay “Best Match” algorithm?

eBay's "Best Match" algorithm determines which items rank higher in its listings. It uses several factors, including:

How well the listing matches the buyer’s search terms

The popularity of the item (based on impressions and sales)

Price competitiveness of products

Quality of listing description

Describe the quality and quantity of the images included

Is the list complete or missing?

The seller's terms of service, including return policies and processing times

The level of customer service provided by the seller

Seller's feedback rating

How do I rank higher on eBay?

eBay claims there is no secret to improving your ranking in the Best Match sorting, and insists that “sellers who follow best listing and selling practices will see their items rank higher in search results.”

However, there are certainly some key areas where sellers can focus their efforts in hopes of consistently achieving higher Best Match rankings. Here are six essential factors that every eBay seller should focus on.

1. Create an Accurate List

The more eBay knows about your items, the better it can match them to buyer searches. Writing short, clear titles (80 characters or less) is a good start, as is making sure your item descriptions are accurate, detailed, and informative, and draw as much information from the eBay product catalog as possible.

It is also important to add item details like the manufacturer's name, model number, size, color, and style to give buyers as much information as possible to make a decision. Small details like punctuation and spelling also have an impact, so please take the time to double-check our listings before posting.

2. Use high-quality original images

eBay allows sellers to post 12 free images per listing. Take advantage of these and take high-quality photos from all angles. If you are selling items that are damaged or have blemishes, be sure to include close-up photos of those items so buyers know what to expect before purchasing. It is best to use unique pictures of your listing rather than eBay pictures.

3. Choose the right sales format

If you are unsure of the value of the item you are listing, or if your item is unique and cannot be purchased elsewhere, the auction format may be your best option for getting the best price.

Fixed price or Buy It Now format is a better option if you already know the price you want to get for an item, if you need to sell a lot of the same item in a multi-quality listing, you have a lot and want to minimize your advertising fees, or if you want your item to be visible to buyers within 10 days.

4. Choose the most appropriate category

It's also important to make sure your item is listed in the most appropriate category so it can be easily found by eBay's "Best Match" algorithm and by buyers browsing that way. If you're not sure which category to use, search for similar products listed by other sellers to see what they've chosen, or contact eBay who will be willing to help.

5. Be Clear About Your Terms of Sale

Providing buyers with comprehensive information about your terms and conditions of sale will help you improve your eBay rankings. Include details about your postage and handling charges (remember that eBay suggests free postage is ideal, although not mandatory), as well as the payment methods you accept and your return policy. You should also detail how long it takes to process and ship an order, and whether customers will be able to track it until it arrives.

6. Maintain a good sales history

As with many e-commerce platforms, maintaining a squeaky clean reputation on eBay will help you outperform your competitors in terms of customer search capabilities. To do this, ensure items arrive on time using tracked mailing methods, and handle customer inquiries and complaints quickly and decisively. It's also important to provide honest and accurate product descriptions to avoid buyer disappointment, and to keep an eye on your inventory to avoid disappointing customers if stock runs out.

Even if you've already received negative customer feedback, you can contact the buyer to request a retraction (after working with them to resolve the original issue). If that's not possible, it's good practice to at least respond to negative reviews to explain your story and let the customer know that you value their honest feedback and are working to improve your practices.

The best way to ensure your support team can manage high volumes of customer interactions quickly and efficiently is to use dedicated eCommerce software such as eDesk.

eDesk centralizes all customer interactions across every major marketplace you sell on, matching messages with order and shipping details so your team has everything they need to resolve tickets in one place without having to log into multiple programs.