Product Standards

On Tophatter, creating an excellent product listing leads to great product performance. The more top performing products you have, the more your sales volume will grow. There are certain features in a product listing that you can use to increase your exposure in search & catalogs, and improve your opportunities to be scheduled at auction.

 

Please remember, this guidebook is just an overview of product standards. Before we even begin to evaluate products, sellers must be in good account standing to sell.

Your quick checklist includes:




 

Catalog Only Product: Requirements

 

Top Products

 

For new sellers, we recommend aiming high! Create a Top Product right away by following these requirements. For existing sellers who are looking to grow their sales volume, focus on these Top Product characteristics & make adjustments to existing listings to improve them.

 

Benefits: Top Products get premium exposure at the top of search & catalogs. Being at the top means an increase in Buy Now purchases, an increase in impressions & alerts and additional consumer interest data so you can decide with confidence which products to enable for auction to increase sales volume.

 
  1. Add 5 images. These images should be professionally taken, typically with a white backdrop, clearly showcases product details, offers multiple vantage points & accurately represents the item.

  2. Offer free shipping to the US. This is an incredibly enticing and exciting product feature to consumers. We know that for every dollar less in shipping, there’s a 6% increase in sell-rate.

  3. Offer competitive shipping prices to global customers. We recommend anywhere between free to $5 in shipping to customers globally, especially in Europe, the UK, Canada & Australia.

  4. Offer competitive Buy Now prices.  We have a flat rate of 10% (+ processing fees) on all Buy Now purchases in the catalog.

  5. If you offer all of the above & still want better exposure, opt into Advertising & set a budget per product.

 

Example: iPop and Hold PopSocket Expanding Grip Mobile Holder & Kickstand

  1. High quality 5 images: a main image plus images of each variation available.

  2. Free shipping to the US, with additional expedited shipping as an option.

  3. Competitive international shipping prices with $3 shipping to everywhere.

  4. Clear description.

 

 

 

Standard  Products

Standard Products can get some exposure, but won’t be sorted to the top as frequently as Top Products. Standard Product listings have between 4-5 images, offer free shipping to the US and offer less than $5 in shipping to at least Europe & the UK.

 

Example: Adidas Love Hurts Performance Logo Women’s Red T-Shirt

  1. High quality 4 images: all angles (front, back, side) but missing a size chart which is essential for this particular product category, Apparel.

  2. Free shipping to the US, with additional expedited shipping as an option but provide $4 shipping only to Europe & the UK instead of everywhere.

                                              

 

Below Standard Products

Below Standard Products get minimal exposure. These products have at least 2 images and do not additional shipping benefits to customers.

 

Example: Pink Prince Premier Technology Tennis Racquets

  1. Only 2 images - based on the images, it is difficult to tell the size of the racquet relative to a person.

  2. The description provides only basic information - nothing about material of the racquet.

  3. We recommend free shipping, but the listing has shipping listed at $4 to the US and $12 shipping to Europe & the UK.

 

   


Auction Product: Requirements

 

Top Products (Green)

 

Top Products that are enabled for auction meet all of the catalog only requirements, in addition to  performance related requirements including product ratings of 4.5 or higher, and a sell-rate of 90% or higher.  A Top Product will be indicated by the “green” health status.

 

Benefits: Sellers with a large selection of Top Products  get premium exposure in search & catalogs and are first priority when we select items to be scheduled in auctions. As a result, Top Sellers with the largest number of enabled Top Products receive the most exposure and top sales volume via auction in the marketplace.

 

As reminder, Top Products have:

  1. Add 5 product images. These images should be professionally taken, typically with a white backdrop, clearly showcases product details, offers multiple vantage points & accurately represents the item

  2. Offer free shipping to the US. This is an incredibly enticing and exciting product feature to consumers. We know that for every dollar less in shipping, there’s a 6% increase in sell-rate.

  3. Offer competitive shipping prices to global customers. We recommend anywhere between free to $5 in shipping to customers globally, especially in Europe, the UK, Canada & Australia.

 

In order for Top Products to become highly performant at auction & grow sales volume, they must:

  1. Achieve & maintain higher than avg. 4.5 in product ratings. Ratings are an indication of quality, value & overall customer experience. Put your best foot forward & consistently add new great quality products. These products lead to higher repeat purchases, higher prices and products that achieve 4.5 or higher in ratings will be given repeat exposure in auctions.

  2. Achieve & maintain a sell-rate of 90% or higher. Sell-rate is indicator of customer interest. Products with high sell-rates convert more users into customers, engage customers & result in higher sales volume.

  3. Have accurate & competitive targets prices. Firstly, all products should have a target price listed. This is an internal price for just sellers & Tophatter; we do not display this price to customers. Secondly, to earn more volume on a product, set a low and competitive target price. When the historical ASP (avg. sale price) of this product outperforms your target price, we’ll schedule more of this product. If ASP underperforms, we’ll schedule less.

 

Standard Products (Yellow and New/Unknown)

Standard Products may get scheduled but not consistently. They will be second priority when we select items to be scheduled in auctions. Standard Products have between 4-5 images, offer free shipping to the US, offer less than $5 in shipping to at least Europe & the UK and maintain an above 4 avg product rating. A Standard Product will be indicated by the “yellow” health status. Standard Products need to be improved in order to achieve Top Product status and to increase sales volume.

 

To improve the likelihood that these products become Top Performers, take these steps:

 

1. Review the title & make sure it represents the product accurately. We recommend comprehensive titles instead of keyword strings.

Great title: ‘Beautiful Women’s Sterling Silver .925 Wedding Band’

Bad Title: ‘Sterling Silver .925 Ring Shining Beautiful’)

 

2. Make sure your description covers all of the relevant product details and sets the right expectations.

 

3. Double check your images: add 5 images and make sure they are excellent quality.

 

4. Shipping Prices: offer free shipping to US customers, and less than $5 in shipping globally.

 

5. Product ratings can be influenced by a variety of factors. Check the following key areas:

    Return rate - if this is high, there may be problems with the physical quality of the product.

Delivery - is it being delivered quickly, professionally & in tact? If your orders are arriving damaged, make sure you are using reliable carriers (check our list of carriers, listed in order of reliability).

Accurate MSRP & BINs - inflated MSRPs and Buy Now Prices will decrease your trustworthiness. List your product accurately & customers are more likely to come back.

Delivery Quickly - deliver at least within 2 weeks, but ideally as fast as possible. Top Sellers deliver within 7 days.

 

Making these adjustments will help improve your chances of elevating this item to Top Product status.  However, if by making all of these adjustments, your product performance still does not improve, it’s possible that this product is not enticing to consumers and we’d recommend you trying different items. In fact, consistently trying new products is also key to expanding a healthy inventory mix and long-term sales growth.

 

Below Standard Products (Red)

Below Standard Products are unlikely to be scheduled. They are the last priority when we select items to be scheduled in auctions. Below Standard Products have at least 2 images and only achieve an avg. product rating of less than 4 or lower. A Below Standard Product will be indicated by the “red” health status. These product must be improved in order to improve their chances of being scheduled. As a note, if the reason for a “red” health status is “not enough ratings”, it’s important to deliver quickly so that you can get ratings back faster. For other reasons, please take immediate action to improve these products.

 

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Last updated Jul 19, 2017 07:12AM PDT.