The rapid growth of cross-border e-commerce has attracted numerous merchants to transition their businesses online. With its relatively low entry barriers, eBay appears as an attractive platform for many sellers. However, beneath the seemingly simple registration process lie multiple challenges that even experienced Amazon sellers find difficult to navigate. This article examines the common obstacles in eBay account registration and operation, providing valuable insights for cross-border e-commerce newcomers.
Company Address Verification: The First Major Hurdle
For sellers who registered their companies through agency services, the business license often shows a virtual address provided by the agent. When registering an eBay business account, sellers must submit valid company address documentation issued by government agencies or public institutions. This requirement creates significant difficulties for sellers using virtual addresses, often resulting in failed account registrations.
Business Plan Assessment: Not a One-Time Process
After successful registration, sellers face business plan evaluations where eBay assesses submitted information including product categories, logistics solutions, target markets, and price points. Accounts may face restrictions if actual operations don't meet minimum standards, commonly through sales limit adjustments. Many sellers unknowingly fail these evaluations due to inadequate planning, emphasizing the need for thorough preparation and strict execution.
Account Linking Risks: Potential for Complete Failure
Some sellers who successfully register business accounts and pass evaluations may accidentally link them with personal accounts, triggering severe consequences including dramatic sales limit reductions. This can lead to listing removals and frozen account modifications for entire months. The gravity of account linking issues requires extreme caution from sellers.
SPK Shipping Compliance: A Moving Target
Sellers must maintain constant awareness of SpeedPAK (SPK) direct shipping compliance rates for orders exceeding $5. Failure to meet dynamic monthly requirements may affect account limits. Since these thresholds change regularly, sellers need consistent monitoring and adjustment of their shipping strategies.
Monthly Account Ratings: The Constant Threat
The monthly account rating updates around the 20th (3 PM Beijing Time on the 21st) present ongoing challenges. Many sellers face sudden restrictions without understanding the causes. eBay provides rating trends and improvement suggestions in seller dashboards, but proactive daily monitoring remains crucial for prevention rather than reactive solutions after restrictions occur.
Best-Seller Creation: Different Platform Dynamics
Amazon sellers transitioning to eBay frequently struggle with creating best-selling products due to fundamental platform differences. While Amazon allows profitability through one or two key products, eBay's algorithm favors diversified inventories. Though exceptional cases exist, most sellers achieve better results by maintaining portfolios of seven to eight well-managed products, requiring adjusted operational strategies.
Success on eBay demands thorough understanding of platform-specific requirements, from initial registration documentation to ongoing operational compliance. Each element—address verification, business planning, account management, shipping compliance, and performance monitoring—plays a critical role in sustainable operations. New cross-border sellers must invest in comprehensive preparation to navigate these complexities effectively.