Step-by-step Guidelines to Accessible Selling on eBay

Steps to Accessible Selling

With more than 94 million active users globally, eBay is the world’s largest online marketplace. $62 billion worth of goods were sold on the site worldwide in 2010—that’s more than $2,000 every second. Whether you’re interested in starting a new business or expanding your existing business with an additional online sales channel, these step-by-step guidelines will put you on the fast track to success!

Step 1: Register as a business on eBay

  1. Create an eBay account. Registering with eBay provides you with an identifiable name and the opportunity to buy from our wide variety of items, and it’s the first step into building your reputation as a seller. If you already have a registered business before joining eBay, you may want to consider instead registering as a business.
  2. Create an eBay Seller’s account. Verify your identity, tell us how you’ll pay your seller fees.
    a. Confirm your identity by phone, either by using the number you provided during registration (this is the default option), or by activating the "Change" link to provide a different number. Choose "Call me now" or "Call me in 2 min." Once you've received your PIN, enter it into the "Enter your confirmation code" form field on the following page, and then activate the "Continue" button. If you have trouble confirming your identity, we invite you to contact one of our agents for immediate assistance.
    b. Choose your automatic payment method, which is how you'd like to pay your eBay fees (learn more about fees for selling on eBay). The options are indicated by a choice between 3 radio buttons with the following labels: "PayPal,” "Credit or debit card," or "Bank account." Choose one, and then activate the "Continue" button.
    c. Register or sign in to your PayPal account, in order to use PayPal to pay selling fees.
    d. Review the "Billing Agreement for Preapproved Payments to eBay," and then activate the "Agree and Continue" button.
  3. Congratulations! You have now completed the setup you need to create your first listing!

Step 2: To participate in our jobs creation program, send us your contact information (optional)

Created specifically to provide support for eBay Sellers who use screen access software, our jobs creation program offers additional information on accessible selling, tips & tricks for maximizing your sales and a contact network of other Sellers using the same tools. And best of all - it’s FREE!

Please enter your eBay username (created in Step 1 above) and a valid email address in the edit boxes

  • Submit

Step 3: Resources for Using Screen Access Software (optional)

For those that already consider themselves having solid working knowledge of the commands and features of your screen access software of choice, you can move right along to Step 4.

If you want a chance to brush up on quick navigation techniques, interacting with form fields, handling dynamic content (such as Live Regions) and other techniques which will help you more efficiently list items for sale on eBay, we have provided some useful resource below.

Most other vendors of screen access software have similar resource pages, which can be found through a simple search in your preferred search engine.

Step 4: Get to know eBay

Before selling your first item, take a few minutes to get to know your way around eBay. The Seller Information Center is a great place to start. Here you will find information that ranges from Getting Started to Shipping Tips and Best Practices for increasing sales.

Size up the competition and learn how to buy on eBay

Do you know how much buyers are willing to pay for your items on eBay? What keywords should you use? Research items similar to yours to develop your pricing and selling strategies to get top dollar, and also to get familiar with how eBay buyers will find and interact with your listing. For help on how to Search, Browse, Bid and Buy on eBay using screen access software, visit our Help Center on eBay for users with special access needs.

  • Search & Browse. Use the Search box to find items similar to those you plan to sell. What formats are being used? How many results do you see? Now try different keywords. Were the results different? Best Match, our default sort option, prioritizes listings based on the relevancy of the title to the search terms along with several other factors.
  • Completed Listings. The most common technique for understanding how other sellers market and price the same items you plan to sell is to look at listings that have recently ended. To search Completed Listings, visit eBay.com, activate the “Advanced” link, enter your keywords in the first edit box, check the “Completed listings” checkbox, and activate the “Search” button. This will take you to a search results page which shows listings that are no longer active (both sold and unsold items), as well as their pricing information.

Choose the right selling format for your items

Ignite a bidding war with Auction-style listings, or attract buyers who love instant gratification with Buy It Now. With a little research (and practice), you’ll find which selling formats are best for your products. Here’s how they work:

  • Auction-style. With this classic way to sell on eBay, buyers bid on your items and the highest bidder wins. Use Auction-style listings for unique items in high demand. It’ll help you generate buzz, gain maximum exposure, and get the highest price the market is willing to bear. Auction- style listings are for single quantities where demand is high. You can let buyers avoid bidding with no waiting by adding a Buy It Now feature to your auction-style listing. If you want the benefits of Auction-style format but still get a minimum price for your item, set a hidden reserve price.
  • Fixed Price. Sell your items at a set Buy It Now price. With Fixed Price you can list as many similar items as you want in a single listing for up to 30 days, with one low Insertion Fee. It also has a Good ’Til Cancelled automatic renewal option. If you’re willing to negotiate with buyers, add the Best Offer feature to your listing. It’ll help you avoid low bids while letting buyers know you’re willing to accept a little less money.

Learn the eBay Selling fees system

Buyers ultimately decide final selling prices, but you control your starting prices, which can have just as much impact on your bottom line. In fact, by setting an item’s starting price just $0.01 lower, you can save on listing fees. For instance, if the starting price on your Auction-style listing is 99 cents or less, the listing fee is zero using eBay’s standard rate card.

As with every online marketplace, eBay has various selling fees. When you list an item, you are charged an insertion fee (except in the above case), and when your item sells, you’re charged a Final Value Fee. Take a few minutes to review eBay’s current fee chart.

Understand the rules of the road (eBay Policies)

We take your safety and the safety of our buyers very seriously. To promote a healthy trading environment, we require all members to follow the Rules & Policies covered in our user agreement. Learning about eBay's selling policies before you list an item will help you to avoid unintentionally breaking rules:

  • Familiarize yourself with eBay’s general listing rules, making sure the items you plan to sell aren’t restricted or prohibited.
  • Respect the intellectual properties of others—list only the brand name of the item you’re selling (be prepared to prove authenticity), use your own photos, and report any violations through the eBay Verified Rights Owner (VeRO) program.
  • Charge actual shipping costs. Excessive shipping charges lead to poor buying experiences and low detailed seller ratings (DSRs). Price competitively in your category and adhere to the maximum shipping and handling charge rules in certain categories, or use the Shipping Calculator to determine actual costs based on your buyer’s ZIP code.
  • Don’t keyword spam in an effort to artificially boost your exposure—it could decrease your visibility in search results. When writing titles and descriptions, only use popular keywords that accurately describe your items.
  • Respect the Feedback system. Maintain a positive, professional tone, and stick to the facts.

Violations can be brought to the attention of our Trust & Safety department, who will review the report and take appropriate action. Their actions may include listing cancellation, limits on account privileges, account suspension, forfeit of eBay fees on cancelled listings, and loss of PowerSeller status.

Understand the Feedback system

eBay is a member-to-member marketplace guided by open communication and honesty. You’ll build your reputation through eBay’s Feedback system, which allows your trading partners (other buyers and sellers) to leave one rating and comment per transaction.

  • A positive rating increases your Feedback Score by one point. Positive ratings from repeat customers count (up to one rating from the same buyer per week).
  • A neutral rating leaves your Feedback Score the same.
  • A negative rating decreases your Feedback Score by one point. Your general Feedback Score, a percentage based on your 12-month transaction history, appears in all of your listings. Buyers can click into your Feedback Profile to see specific transaction comments and ratings.

Strive for 5-star service

When buyers leave feedback, they can also rate their experience in four areas: item as described, communication, shipping time, and shipping and handling charges. These detailed seller ratings (DSRs) are based on a one- to five-star scale. Five-star ratings are the best, and one star is the lowest rating. Good ratings can help earn you Top-rated seller status, which can provide you with additional fee discounts.

Be sure to set clear expectations, then surprise and delight your buyers by meeting or exceeding them every time. For example, communicate with your buyers when you receive payment, leave feedback, and ship items. Sellers must maintain standards by minimizing the number of 1s and 2s they receive on each DSR.

Step 5: Configure your Selling Account

Set your buyer requirements

As a seller, you’ll be able to leave only positive feedback for your buyers. This policy encourages buyers to be as honest about their experiences as possible. We’ll remove negative or neutral feedback you have received from any buyer who fails to respond to the Unpaid Item process and from buyers with suspended accounts.

If you have concerns about who will be buying from you, set up Buyer Requirements in the Seller Preferences section of My eBay, by going to eBay.com, activating the “My eBay” link, then activating the “Account” link and finally the “Site Preferences” link. On this page, find the level 4 heading named “Buyer requirements” and “Show buyer requirements preferences” link. You’ll be able to:

  • Block buyers who live in countries you do not ship to. This requirement can help you avoid buyers who agree to purchase your items without realizing you don’t ship to their location.
  • Block buyers with Unpaid Items. This requirement can help you avoid buyers with a history of not paying for items they’ve agreed to purchase.
  • Block buyers who have previous bids. Consider this requirement if you sell expensive items and don’t want to sell over a certain number to any single buyer.

Carefully consider the pros and cons of limiting your buyer pool. Once you start selling regularly, examine your Buyer Requirements Activity Log, which displays the eBay members who have been blocked from bidding on or purchasing your items over the past 60 days, to re-evaluate your preferences.

Introduce your business

Set up an About Me page to tell the world about your business, your products, and your areas of expertise. Since you’re new to selling on eBay and your Feedback rating doesn’t reflect your vast experience yet, it’s important to tell buyers about your reputation in the real world and help them get to know you. Your About Me page is free and searchable across the Internet.

Step 6: Create an eBay Listing

Once you are ready to create an item listing, navigate your web browser to sell.eBay.com, and activate the “List your item” button. Listing an item on eBay consists of 3 simple steps, together making up the eBay listing flow:

  1. Select a category. This is the first page after activating the “List your item”, which allows you to pick one or more categories to list your item in, as well as continuing to edit previously saved draft (unpublished) listings.
  2. Choose a listing form. This page allows you to choose between listing your item using the “More listing choices” versus the “Keep it simple” form. These guidelines will focus on using the “More listing choices” option, as it allows you to properly configure all aspects of your listing. If you still want to list your item using the “Keep it simple” form, please read our Help Center on Using a screen reader to sell an item (see step 2 for “Keep it simple” instructions)
  3. Complete the listing form, preview and publish! Your listing will be live and available to the 94 million eBay users globally for purchase!

Select a category

Select the category which best describes the item you're selling. You can search for appropriate categories, or browse all available categories.

  • Search categories. Enter a UPC, ISBN, or the name of your item into the search box with that label and press "Enter" to perform a search. Next, use the "Tab" key to move the focus past the "Search categories" and "Browse categories" links to the first check box, which indicates the first suggested category match. Select an appropriate category, and activate the "Continue" button.
  • Browse categories. Activate the "Browse categories" link, and move the focus to the "Categories" list. Use the arrow keys to select an appropriate category, and press the "Tab" key to move the focus forward. Depending on the category selected, you'll be presented with more subcategory lists to further refine your category listing. Make a choice in each such list (moving the focus forward with "Tab"), until you get to the "Success" link. Activate the "Continue" button.

Choose a listing form

Choose a listing form, either "More listing choices" (the first "Go" button) or "Keep it simple" (second "Go" button). If you choose "Keep it simple," you'll create an auction-style listing that can display up to 4 pictures. The "More listing choices" form (recommended for most Sellers that intend to do continuous selling on eBay) provides more listing formats, listing layouts, and other options.
Tip: By checking the “Don’t show me this page again” checkbox before you activate either of the “Go” buttons, the listing form you choose will be your default, and you will not have to choose a listing form again.

Complete the listing form, preview and publish

You are now ready for the final step in creating your listing! Note: these guidelines will focus on using the “More listing choices” option; if you still want to list your item using the “Keep it simple” form, please read our Help Center on Using a screen reader to sell an item)

Tip: The “More listing choices” form is fairly long, but it’s subdivided into logical sections, all with level 2 headings. Use your screen access software’s quick keys for moving back and forth through these section headings quickly.

The numbered list below covers each of the main sections (each with a heading level 2 matching the text right after the bullet number) of the “Create your listing” form, with guidelines on how to maximize the gain from the content you add to each.

  1. Categories where your listing will appear. Contains the category/categories you selected in the first page of the listing flow (page title “Select a category”). Please verify that the categories you had meant to select are indeed mentioned here, and use the “Change category” link if this is not the case.
  2. Help buyers find your item with a great title. Some tips on maximizing the gain from the field in this section (the required fields are indicated as such):
    • Title (required). Your title is the most important part of your listing. It’s a collection of keywords that buyers can use to find your item. Use all 55 characters available to state exactly what your item is (even if it repeats the category name). Include the brand name or designer, size, color, style, artist, or any other words your buyers are likely to use when searching. Avoid using special characters unless they’re essential to describing the product.
    • Subtitle. This is optional information to add to your listing (free when listing in some categories, but usually there is a fee for adding the subtitle listed just before the form field), where you can fit an additional 55 characters to further make your listing stand out in the buyer’s search for an item.
    • Condition (required in most categories). Choose from the dropdown the word that best describes the condition of the item you are listing. Item specifics and other fields. Please take the time to enter information in each of the remaining fields of this section - the more information you provide about your item, the more likely the buyer is to find and purchase it!
  3. Bring your item to life with pictures. In order to maximize your sales, there is nothing more important than having at least one good picture of your item for sale. Typically, you can add up to 12 pictures to a listing, but only the first picture is free. Adding pictures to your listing is done as follows:
    • Take a good picture with a digital camera, and upload it to your computer. Buyers appreciate seeing a real picture of the actual item, not just a stock photo found online. Position the item against a solid color background (a sheet, for example), and make sure it’s facing your camera and that you are in a room that has even, warm light. Before you get into the routine of knowing you are taking good pictures, you may want to have someone give you feedback on the photos you have taken, to ensure that your setup works for you.
    • Activate the “Add pictures” button in the eBay listing flow. This will open up a new window (titled “eBay > Add pictures”). In this window, activate the “Basic” link, which will refresh this window to show the basic uploader, which is easiest to work with. For each picture you want to add (remember, only the first picture is free), activate the “Browse” button, find the folder where you stored your pictures in the dialog that pops up and choose the picture of your choice. Once you have done this for each of the pictures you want to add, activate the “Upload” button. This will upload all the pictures you added, and close the window when upload is completed.
  4. Describe the item you’re selling. This section contains an editable “Description” field, in which you must provide additional information about your item. You can free-type in important information as plain text in this field if you wish, but you may want to consider applying styling, bulleted lists, etc to make the description appear more appealing to the buyer. Working with screen access software, it is typically easiest to edit your description in a text editor such as Microsoft Word, and then copy and paste the information into the description field.
    • Note: some browsers are not as good at handling this step as others; it is recommended you use Internet Explorer to copy and paste your description to best preserve all your styles you had applied in Microsoft Word.
    • The “Listing Designer” fields (available under the description field) are part of a paid feature that most basic listings do not need. It is recommended you move on to the “” Visitor Counter combo box next, and choose a style for a counter showing the number of views your listing has had, displayed on your listing (this is optional). Typically, the “Basic” option looks nice with most listings.
  5. Choose how you’d like to sell your item. This section allows you to configure the format in which you wish to sell your item (for a reminder on what selling formats are available on eBay, see section on “Choose the right selling format for your items” under Step 4 of these guidelines).
    • Auction-style listing. By entering information in the form fields available under the link “Online auction” you will allow users to bid on your item. Be sure to add a starting price for the bidding, and you can also add a Buy It Now price (optional) if you want to give the buyer the option to directly buy the item and bypass the bidding process.
    • Fixed Price listing. By activating the “Fixed Price” link, the page will update and following this link you will find the form fields for configuring your fixed price listing. If you select the “Allow buyers to send you their Best Offer for your consideration" checkbox, you will be given more options on providing an automatic response to buyers if their offer meets your (optional) dollar amounts.
    • The fields pertaining to “eBay Giving Works” are optional, and allow you to select a non- profit to donate part or all of your sale
  6. Decide how you’d like to be paid. If you have connected your eBay selling account with your PayPal account, the pre-filled option in this section will be PayPal, which is also the recommended option for receiving payments as it’s fast, simple and secure. Verify that the “PayPal” checkbox is checked, and that the “Your PayPal account email address (to receive payments)” edit box contains the correct email address (which you used when setting up your PayPal account)
  7. Give buyers shipping details. Select the desired shipping option from the “U.S shipping” combobox, and provide information for each of the fields following this combobox.
    • Note: once you make a selection in the combobox, this will trigger an inline refresh of the page (after a potential small delay), which may cause focus to move unexpectedly. If this happens, simply move focus back to the “U.S shipping” combobox, verify that the option you selected is indeed selected, and then proceed to the fields following the combobox to enter required information for shipping.
    • You can also exclude locations to which you do not wish to ship (e.g. international locations) by following the “Create exclusions list” link. Be aware that limiting your market may also limit the chance to get your item sold; it’s a tradeoff to be considered
    • Also verify the item location to ensure it is correct
  8. Other things you’d like buyers to know. The only mandatory field in this section is the “Return policy” dropdown, where you want to specify if returns are accepted or not. If you accept returns (recommended), there are a few more fields following this combobox you need to fill out with details on you returns conditions.
  9. Preview and publish the listing! Just following the fields on return policy is a summary of your fees so far: this is the fees you have accumulated by the various options you have selected for the listing, as well as your listing price. Review this cost and all other information, and then activate the “Continue” button to review and publish your listing. Once this step is completed, you have successfully listed an item on eBay - congratulations!