EMAIL #FillYourCartWithColor campaign

By Chris Dawson June 5, 2017 - 12:07 pm

Amazon is boring. It’s a box shifter that’s there when you need something but a really dull shopping experience… At least that’s the message eBay give in a new US advert which paints their competitors experience as “beige” and promotes eBay as a vibrant site full of colour for the things you want rather than the things you simply need.

The #FillYourCartWithColor campaign makes it no surprise that whilst in the UK eBay branded packing tape is simply white with black print, from the branded packaging store you get coloured tape and a colour logo on the jiffy bags. You can’t run an ad based around colour and then have plain print on the packaging you want sellers to use can you?

We’re a colorful brand and we’re going to intentionally lean into that.
– Karl Isaac, VP-global brand

The mistake that eBay have made in the past (actually the same mistake that many sellers make) is trying to compete with a competitor on their own terms. eBay aren’t a retailer and don’t control the delivery experience so there’s no way that they can deliver the batteries you need today or the ink cartridge that’s just run out tomorrow. They’re now doing the smart thing and competing where Amazon can’t with their wider selection, items that shoppers are passionate about rather than need and projecting the image of a colourful place to shop. Forget the boring mundane items, on eBay they say, you can find all of the things that make you, you!

It’s a lesson many sellers could bear in mind, when Dan and I hear stories about a seller who’s struggling and claim that they’re being undercut by a competitor who “Can’t possibly be making any money”, we always say the same thing. Liquidate your stock and go niche. Find a product others aren’t selling. Find a product which you can add value to that your competitors can’t.

There will always be someone bigger than you who can cut their overheads with massive scale and negotiate better buying prices and delivery based on their volumes. Unless you’re a giant retailer yourself, you can’t compete on their terms, so find a way to differentiate your business and compete on your own terms. That’s what eBay are doing.

  • Fred
    4 years ago

    Pretty boring on eBay too. Masses of duplicate listings make finding what you want difficult. Then there’s all those listings selling one of last week’s toenail clippings for 99p to get the listing to the top of the search results that make it difficult to find who has actually got the cheapest listing. Of course, eBay management don’t see it that way as they all wear rose tinted spectacles

    • Alan Paterson
      4 years ago

      ebay is by far the most interesting marketplace when doing a comparison, certainly not boring – it has pretty much everything………….

Featured in this article from the Tamebay Guide – companies that can help you grow and manage your business.


eBay’s mission is to be the world’s favourite destination for discovering great value and unique selection

See More Companies >

Recent Comments

12 hours ago
Jeff Greaves: My items have been stuck in Felixstowe for over a month and still no date...
21 hours ago
ASHISH: My BRPs are still not delivered they are with TNT from more then 3 weeks...
1 day ago
Trumpton: Why would Amazon care. When they dump hundreds of thousands of brand new genuine products...
2 days ago
SAM: Ohhh Amazon will not fanny about they will and are in a position to...