Frank Ross has been blogging about the pros and cons of opening an eBay store. He’s also detailed some of the important strategies that help you expose your eBay Store listings within eBay here. Great stuff.
Here’s some more eBay Store information from my book, The 7 Essential Steps to Successful eBay Marketing It’s from the eBay Seller´s Toolbox chapter of the book (Chapter 2).
Open or Change Your Store
If you don´t already have an eBay Store, you´ll need to set up a few basic elements. Go to the eBay home page and click the eBay Stores link from the left menu, or go to http://Stores.ebay.com/. This links you to the eBay Stores main page. Click the blue Open A Store button in the upper-right corner to begin the process of opening your store.
Note that any settings you create when first opening your eBay Store can be edited at any time. You can upgrade or downgrade your subscription level whenever you wish, too. Sellers who already have an eBay Store and wish to revise their store set-up can click the Manage My Store button (upper-right)to link to their store management page. Figure 2-3 shows a view of the eBay Stores main page. Here, you´ll find an eBay Stores directory, with Anchor level store logos displayed at the top. Featured level stores are listed below. All stores are listed by category and alphabetically with links to the left. The links to open or manage your store are located at the upper-right. (Note also the visibility of the Anchor Stores logos in the Stores Directory.)
Choose a Store Design
Click the Open a Store button. You´ll begin by choosing a store design. You can use one of eBay´s 39 predesigned store templates or use the eBay Easily Customizable tool (click the link in the upper-left corner of the page) to create a customized store look. We suggest choosing the Classic Left or Classic Top templates. These templates allow you to customize the appearance of your store, which is an excellent opportunity to build on your business´s identity and brand. We further discuss brand-building store design strategies in Chapter 3.
The Classic Left and Classic Top templates are also a wise choice for optimizing your store for search engines. These templates display the keywords of your item name and description (which we´ll discuss in the following two sections) at the top of your store pages. This is an important element to making your store pages visible to search engines. eBay studies have shown that the search engines will not be able to "spider" words that are covered up by the template. Classic Left and Classic Top allow your Store Name and Store Description to show through.
Choose a Store Name
After you´ve chosen a basic store design, you´ll be prompted to choose your eBay Store name. Give your store name special attention; although it´s just 35 characters in length, those 35 characters are critical for search engine optimization. Your store name is one of the keyword text elements that are submitted by eBay to Internet search engines, so the name you give your store should reflect the products you sell. That way, buyers searching the Internet for your specific product are more likely to find your eBay Store.
For instance, your business name and eBay user ID could be Jean´s Fine Quilts Your eBay Store, however, could be named something like Quilt Patterns Fabrics Notions Sew-this way, the store name is filled with keywords so it will be easily spotted by people searching the Internet for quilts, patterns, fabrics, and similar sewing related items. Then, once the user sees your listing on her search results and clicks the link, she´ll go to your store and see your business name, branding, and goods for sale.