eBay Australia Expands C2C Pre-Loved Fashion Focus With Oroton Handbag Voucher Deal
eBay's global consumer-seller C2C strategy pivot continues with new job position and pre-loved Oroton handbag voucher deal in Australia.
Now through July 13th (or until supplies last), Australians who sell a pre-loved Oroton handbag on eBay will receive a $50 voucher that can be used toward a new purchase of $250 or more on Oroton's direct ecommerce website.
As always, you'll need to check the terms and conditions carefully to make sure you qualify for the offer:
Eligibility
To be an "Eligible Customer," you must:be registered on eBay.com.au and with an Australian address; list an Oroton item within the Offer Period, which meets the following requirements:
i. “Oroton” is specified in the 'Brand' field and Item Specifics;
ii. the item is listed in the “Clothing, Shoes & Accessories” category;
iii. all of the “Required Item Specifics” in the listing flow have been completed;
iv. at least 3 images are included in the item listing;
v. the listing is live (available for sale) for the entire Offer Period or until sold (whichever is the earliest); and
vi. the item listed is not a counterfeit or replica item. See eBay’s Counterfeit items policy for further information.
eBay Australia is also looking for a Pre-Loved Fashion C2C Specialist to support the development and execution of category strategies to grow Preloved Fashion Brands C2C Sellers.
Key responsibilities include:
- Support the rollout of Category audience research, optimizing the experiences created for C2C customers, activating in media and owned channels.
- Analyse sales data and track key performance metrics, monitor category and product trends and provide recommendations for future testing and business plans based on data insights.
- Drive revenue growth and profitability by monitoring and managing category performance metrics, identifying areas of improvement, and optimizing pricing and promotion strategies.
- Work in close collaboration with the cross-functional teams, including Incubation, marketing, seller teams, trust, shipping and finance to ensure that major initiatives, campaigns, and launches meet business objectives and deadlines.
- Conduct regular market and competitor analysis, implement SWOT analysis, and gather market intelligence from various sources.
- Ensure appropriate product content, attributes and images are factual, presented in a compelling manner and comply with eBay policy.
When CEO Jamie Iannone took the helm in 2020, his initial "tech-led reimagination" strategy specifically called out the need to capitalize on eBay's robust C2C platform, seeing consumer to consumer selling as the foundation of the company's success.
Liz Morton
But consumer selling quickly faded to the background when Stefanie Jay came on board in 2021 as Chief Business Strategy Officer, pushing eBay to pursue a very narrow focused vertical, "high value, enthusiast buyer" strategy that left many of the non-new in season, one of a kind, vintage, antiques and other collectibles C2C sellers that were the "foundational roots of eBay's success" feeling excluded and abandoned.
Amidst mass layoffs in January 2024 and cost cutting pressures new open job positions showed eBay may be seeking fresh ideas and new strategies, with a possible pivot back to a wider consumer-seller focus.
That shift was bolstered even more when it was revealed that Stefanie Jay departed the company in January, leaving questions about eBay's strategy future up in the air.
Iannone also heavily "leaned in" on C2C success in Germany during the Q4 2023 earnings call and other recent investor conferences, while carefully threading the needle to make it seem like this was all part of their vertical focus strategy all along rather than the sudden strategy pivot it appears to be.
Liz Morton
Etsy-owned circular fashion app Depop is already taking bold steps in shaking up their fee structure in the UK, removing selling fees and implementing an up to 5% Marketplace Fee paid by buyers instead and they may not be the last to get creative with fees in an attempt to win over C2C business.
Liz Morton
And Mercari just announced they are shifting fees from sellers to buyers in an attempt to bolster C2C business.
Liz Morton
eBay has been testing fee free selling for private consumer sellers in the UK as well, mirroring changes they made to the German marketplace last year, and surveying buyers about a C2C initiative they are calling "eBay It Forward."
It will be interesting to see if eBay will be able to pivot fast enough to meet their projections of returning to GMV growth in Q3 0r Q4 of this year as competitors are clearly looking to take market share, especially in the crucial pre-loved fashion categories.
