Has dado el primer gran paso y has creado una tienda eBay. Tienes tus existencias listas para salir y a tu mensajero en marcación rápida. Es hora de que empiece a entrar dinero, ¿verdad? Error. Si no aplicas estrategias eficaces de marketing en eBay, te costará mucho conseguir ventas.
Por qué es tan importante el marketing en eBay
One of the major benefits of selling on marketplaces such as Amazon or eBay is that theoretically, you’ll have your digital storefront exposed to a much larger amount of people.
Don’t take this for granted though!
Although you’re selling on a site where there are millions of consumers looking for items like yours, you still need to get your eBay marketing strategy right to ensure maximum exposure. With over 134 million active buyers worldwide and 2.3 billion live listings as of Q1 2025, competition is fierce.
First things first, let’s look at the eBay marketing you should be doing on your account to increase eBay sales.
Marketing en eBay in situ
There are lots of marketing on eBay tactics and optimization techniques you should be using on your eBay store itself. These can have a huge impact on the visibility of your listings in search results, as well as conversion rates and sales.
On-site eBay marketing covers everything you do within your eBay store to improve visibility, build trust, and boost conversions. From listings and feedback to branding and advertising, these tactics help you stand out in a crowded marketplace.
Consigue tantos testimonios como puedas
It may sound obvious, but the best way to market your eBay store to a potential customer is to let your happy customers do the selling.
It’s common knowledge that buyers’ purchasing decisions are strongly influenced by a seller’s feedback. Therefore it makes perfect business sense to invest time in maximizing your positive ratings.
There are several steps to increasing your positive feedback on eBay and acquiring some great testimonials. The most important is consistently providing excellent customer service.
If you answer customer questions promptly and effectively, you’ll notice the positive impact on your seller reputation. eCommerce customer service software sets you up to manage multiple customer queries across a range of platforms, with ease. eDesk is designed specifically for online retailers and has AI-powered features that help you to resolve tickets in seconds.
Maximizar los Feedback positivos en eBay
If you’re confident that your customer service is as good as it can be, there are some handy tactics you can employ to maximize positive eBay feedback. The first is to utilize feedback solicitation software.
The majority of times when a customer has had a great experience, they don’t leave a five-star review. They might not know how, they could forget to do it or perhaps it didn’t even occur to them in the first place.
By asking them directly to leave a review, you’re giving them a polite nudge in the right direction. You’re also making it super-easy for them by including a link in the email.
With eDesk Feedback, for example, users can target customers who have bought a product on eBay and send a personalized message to fit your brand voice. It’s automated, so all you have to do is write the message, choose the cohort you’d like to send it to and watch your positive feedback rise.
Related: The Best eBay Software for Online Sellers
Prueba la publicidad en eBay
If you have money to spend on marketing, then it can be worth looking into the advertising options that eBay provides.
eBay promoted listings are a great way to get your products in front of relevant buyers. In 2025, eBay has significantly enhanced its advertising platform with AI-powered features and new attribution models. Rather than an upfront cost-per-click, with promoted listings on eBay you pay a percentage of the sale fee, which varies depending on the product category.
New in 2025: eBay has introduced priority campaign strategies that give exclusive access to the first ad slot position at the top of search results. The platform now uses AI optimization for keyword guidance and smart targeting features to help sellers maximize their advertising ROI.
Promoted listings are easy to set up and offer great targeting options. They may not be the best option for all industries or sellers, but they’re certainly worth researching into and experimenting with.
Consigue el estatus de vendedor mejor valorado de eBay
If you’re committed to providing an excellent buying experience to your eBay customers, you could be eligible for eBay top rated seller status.
Top rated sellers on eBay can take advantage of benefits that can make a significant difference to your sales and profit margin. These include:
- Better visibility for your eBay listings
- $30 credit every quarter to contribute towards your eBay promoted listings
- Discounts on shipping when using eBay labels
You’ll also have the top rated seller badge on your eBay listings, which gives shoppers a reassurance which boosts your conversion rates.
You do have to fulfill some pretty strict criteria to be eligible for top rated status, however. As the name suggests, this status is reserved for top sellers only!
Related: eBay Top Rated Seller Status: How to Get it and Keep it
Utiliza una marca, imágenes y vídeo coherentes
If you are running any form of advertising or display campaigns, you need to ensure that the visuals of your ad line up with the visuals of your storefront.
For example, if you have a blue banner but your store is all orange, then potential customers need to take a few seconds to work out if it’s the same company. It’s very important that you maintain consistent branding.
Even more important than branding, is consistency with your images and product videos. The last thing you want is to accidentally mislead a customer and be left needing to remove negative feedback on eBay as a result.
New in 2025: eBay’s AI background enhancement tool launched in mid‑2024. It allows sellers to strip backgrounds and replace them with stylized, studio-grade ones. It’s available now in the mobile app.
Optimización de palabras clave en eBay
eBay’s search feature, powered by the Cassini algorithm, works somewhat like Google. It provides a good user experience by showing the most relevant results from the best sellers first.
This means you need to optimize your eBay store keywords to appear high up in the results. If you nail it, you’ll be featured in the eBay Best Match position. If you achieve this, you’re winning at eBay marketing!
eBay claim that there’s no secret formula to winning the Best Match position, but there are certainly pointers to follow that make a big difference.
Firstly, you should create accurate, clear listings that follow eBay’s guidelines.
You should also use keywords wisely. This doesn’t mean stuffing any relevant search term you can think of into the product title! It means discovering your focus keyword, long-tail keyword and combining them naturally in your title. You should also use synonyms in your product description and ensure your product image is relevant and of high quality.
Enhanced in 2025: eBay now offers AI-powered keyword suggestions and listing optimization tools through its Seller Hub. The platform’s «magical” listing tool can analyze your product images and automatically suggest relevant keywords and categories, making SEO optimization more accessible to sellers of all experience levels.
Marketing fuera de eBay
If you think eBay marketing ends when you leave the site, you’re leaving quite a few important stones unturned!
You can link to your eBay store from elsewhere and utilize a variety of other eCommerce marketing tactics to drive sales. Check out some of these crucial offsite eBay digital marketing strategy tactics below.
Campañas en eBay con Google Ads
Advertising your eBay products on Google Ads is a great way to get your listings in front of lots of people.
While it can be a daunting interface to get started with, Google provides amazing support and setup guides to help you start marketing your eBay store extremely quickly.
You don’t even need to spend a lot of money, because you can ensure that you are tightly targeting your eCommerce niche and not wasting ad budget marketing to the wrong people.
Updated for 2025: With the rise of AI-powered advertising tools, Google Ads now offers more sophisticated targeting options and automated bidding strategies. Consider using Performance Max campaigns to automatically optimize your eBay product promotions across Google’s entire advertising network.
Marketing por correo electrónico para eBay
Don’t listen to the naysayers, email is certainly not dead. It remains as one of the most effective ways of communicating with customers and prospects.
eBay has a built-in newsletter facility to help you build your list of potential customers. You can also build an email list on your website, if you have one, and use it to sell your listings on eBay.
One of the reasons why email is such a good eCommerce marketing tool is its cost effectiveness. You can keep building your list over time and as it grows, your sales will too. Try different campaigns such as a newsletter to build brand awareness, to related product emails to cross or up sell.
Enhanced in 2025: eBay has redesigned its Marketing Tab with streamlined navigation and clearer promotional activity overviews. The platform now offers AI-powered email templates and automated buyer group creation, making it easier to segment your audience and create targeted email campaigns.
Redes sociales para el marketing en eBay
An important element of a well-rounded eCommerce marketing strategy is social media marketing. This applies to eBay marketing as well!
As consumers spend ever more time on channels like Instagram and TikTok, forward-thinking sellers are incorporating them into their marketing plans.
Why not make an eCommerce product video to share on Instagram, then link back to your eBay listing? What about sponsoring a TikTok influencer and dropping a link to your eBay store? Sellers that experiment and don’t rely on a single tactic are often the ones who achieve lasting success.
Trending in 2025: eBay has introduced eBay Live, a live-streaming commerce platform that’s particularly popular with Gen Z consumers. This feature allows sellers to host interactive live shopping events, creating a more engaging way to showcase products and build community around your brand. Consider incorporating live selling into your social media strategy for maximum impact.
Estrategias avanzadas de marketing en eBay para 2025
Aprovecha las herramientas basadas en IA
In 2025, successful eBay sellers are embracing artificial intelligence to streamline their operations and improve their marketing effectiveness. eBay’s suite of AI tools now includes:
Magical listing tools: These revolutionary features can analyze product images and automatically generate compelling titles, descriptions, and even suggest pricing. Over 10 million sellers have already used eBay’s AI features to create more than 100 million optimized listings.
Bulk listing automation: For high-volume sellers, eBay’s AI-powered bulk listing tool can process hundreds of photos per batch, creating multiple listing drafts simultaneously. This tool is particularly valuable for sellers dealing with trading cards, collectibles, and other niche categories.
Smart campaign optimization: eBay’s advertising dashboard now provides AI-powered daily tips and suggestions to help optimize your promoted listing campaigns for better performance and ROI.
Adopta la venta móvil en primer lugar
With the majority of eBay users now shopping on mobile devices, optimizing for mobile has become crucial. eBay’s new simplified listing flow reduces the steps needed to create listings by 50%, with a photo-first approach that’s designed for mobile users.
The platform has also introduced a dedicated Sell Mode for the mobile app, allowing sellers to manage their businesses on-the-go and respond faster to buyer inquiries.
Utiliza las Reseñas basadas en datos
eBay analytics and product research: Modern eBay sellers rely heavily on data to make informed decisions. eBay’s enhanced Product Research tool (formerly Terapeak) is now available on both desktop and mobile, providing valuable insights into market trends, competitor pricing, and demand patterns.
Use these insights to identify trending products, optimize your pricing strategy, and understand seasonal fluctuations in your niche. The tool’s «Sell one like this» feature can save significant time by pre-populating new listings with data from successful past sales.
Optimiza la búsqueda por voz y el descubrimiento de IA
As voice search continues to grow in 2025, consider how customers might verbally describe your products. Include natural language phrases in your descriptions and focus on long-tail keywords that match conversational search patterns.
Aplicar prácticas de venta sostenibles
Modern consumers increasingly value sustainability. Consider highlighting eco-friendly packaging, carbon-neutral shipping options, or the environmental benefits of buying second-hand items. eBay has noted that sustainable selling practices can attract more environmentally conscious buyers and improve conversion rates.
Reflexiones finales
Success on eBay in 2025 requires a multi-faceted approach that combines traditional marketing fundamentals with cutting-edge technology. By leveraging AI-powered tools, optimizing for mobile experiences, and maintaining a strong focus on customer service, you can build a thriving eBay store that stands out in an increasingly competitive marketplace.
Remember that eBay marketing is an ongoing process. Stay updated with the platform’s latest features, continuously test new strategies, and always prioritize providing value to your customers. The sellers who succeed are those who adapt quickly to change while maintaining consistent quality and service standards.
Whether you’re just starting your eBay journey or looking to scale an existing business, implementing these 2025 marketing strategies will help you drive more traffic, increase conversions, and build a sustainable eCommerce business on the world’s leading marketplace for unique and passion-driven products.
But thriving on eBay in 2025 takes more than just optimal listings. You need integrated marketing, mobile optimization, and stellar customer support. Sellers using eDesk have seen real results, like: 10% faster ticket handling, 70% of queries answered automatically, or up to 38% improvement in response time.
See how unified messaging, AI-driven automation, and insightful analytics can streamline your workflow: Book your personalized eDesk demo today.
