Christmas is almost upon us, and more than ever before a lot of the gifts which will appear under the tree this year will have been bought online. But how can online retailers make themselves stand out to the last minute shoppers, and thereafter moving into 2019?



E-commerce experts Optiseller have been on a mission to help online retailers achieve a bumper Christmas this year.  CEO Craig MacCallum gives his top tips to maximise sales in the Christmas peak season and on into the January sales.



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  1. Focus on the right things:  You need to be clear on where your store is performing well and where there is room for improvement.  There’s no point wasting time working on listings if they’re already in great shape.  Make sure you get a good view of the areas holding you back by having a negative impact on search results or conversions.  If you have a good handle on the pulse of your marketplace business you’ll be able to make the right decisions for growth.
  2. Attract buyers ready to purchase:  You’d be amazed how many sellers don’t spend the time on optimising their listing titles.  You have up to 80 characters to capture the buyer’s attention so make the most of them.  Your titles should read well and contain all the relevant keywords to help with search visibility.  Be smart with your keywords and don’t use acronyms that people won’t immediately understand.  Your focus should be on capturing those people who are ready to buy.
  3. Make sure your listings are found: Item specifics are there for a reason, so use them.  This is especially true for the fashion sectors as eBay states that buyers looking for fashion items are 65% more likely to use filters to narrow down their search results.  They’ll filter on things that are important to them such as colour, brand, style and so forth.  So it’s important to include as many item specific values as you can. That way your products will be included when the buyer uses search filters.
  4. Don’t get hit by duplicates: This year eBay has really started to crack down on duplicate listings by enforcing its Duplicate Listings policy more strictly.  Sellers who have fallen foul of the policy have found themselves suffering lower search rankings. This has resulted in lower conversions and sales. It can be difficult if you’re listing hundreds or thousands of products to spot which listings are duplicates and which should be removed.  But time spent addressing this issue is time well spent.  You don’t want to be penalised and lose out in peak shopping times.
  5. Reassure buyers your products are genuine:  With the increase in counterfeit products, buyers are becoming more cautious especially when purchasing higher ticket items such as jewellery and watches.  By adding the correct GTINs on your listings you can reassure buyers that your products are both genuine and authentic.  Moreover, as eBay increases its focus on the shopper’s experience, using GTINs will help to increase the visibility of your listings both in the marketplace itself as well as the offsite promotions eBay runs.


  1. All this can seem pretty daunting when you’re dealing with a large inventory. Thankfully help is at hand.  With Optiseller, you can get to grips with your data quickly. Our suite of online tools can scan all your listings, identify issues such as duplicates, missing or incorrect item specifics, incorrect GTINs and a whole host more. You can then update your listings fast, so you don’t miss out on those potential customers on the last couple of weeks in December and on into 2019. 

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