Seller Guide: Running Successful Auctions

Auctions can be a fantastic way to sell, creating real excitement around a product and often achieving prices above what a fixed listing would. But they need a little more planning. Here is how to set your auctions up for success.

Choose the right products

Auctions work best for items with natural demand and some scarcity: limited editions, discontinued models, sought-after brands or bundles. Everyday products that are always in stock usually sell better at a fixed price.

Set a sensible starting price

A low starting price attracts early bidders, and early bids attract more attention. If you are worried about selling too cheaply, use a reserve price rather than a high starting price.

Use a reserve wisely

A reserve is the minimum you are willing to accept. If bidding doesn’t reach it, the item isn’t sold. Set it at a realistic level – too high and you will simply end up with an unsold item and disappointed bidders.

Pick the right duration and end time

Give buyers enough time to discover your auction, but not so long that interest fades. Think about when your buyers are online: auctions ending in the evening or at the weekend often see more last-minute bidding. Auctions close to their end time also appear on the Ending Soon page.

Consider a Buy Now price

Adding a Buy Now price gives buyers who don’t want to wait the option to purchase immediately. Set it at a price you would be genuinely happy with.

Write an outstanding listing

Bidders commit to buy when they bid, so they want certainty. Use detailed photos, describe the condition honestly and list everything included. Answer questions quickly while the auction is live.

After the auction ends

You will be notified when your auction ends, including the winning bid and the winner. The winner then has a set payment window to complete their purchase, and they can see a countdown in their account.

If the winner doesn’t pay in time, the win is cancelled automatically and you are notified, so you can relist the item. Once payment is made, prepare and ship the order just like any other.

Track your results

Your seller dashboard shows your auctions, their bids and their outcomes. Look at which items attracted the most bids and when, and use that to plan future auctions.

With the right product, a fair starting price and a great listing, auctions can become one of your store’s most rewarding channels.