Take action! Learn and network with eBay. The local one.
We’re going on a big Germany tour with eBay to visit our private and business sellers in their home regions. In seven cities, we want to spark Germans’ passion for commerce. Whether used or new, selling or buying — commerce can be exciting. And it’s best when it happens right there on the spot, locally.
To learn more about the new event series “eBay. Das Lokal”, our hosts Isabell Butterwegge and David Philippe invited our Head of Seller Initiatives, Daniela Elsner. In particular, she is responsible for all strategic approaches to acquiring sellers and supporting existing business sellers in Germany. Her team is also responsible for the initiative “eBay. Deine Stadt”, which focuses on strengthening local commerce and offers regionally oriented online marketplaces.
In this episode, our listeners will find out why we decided to do a Germany tour, which target group we want to reach with it, and what there is to experience in the seven cities we’ll be visiting: Alongside lots of exciting information shared through different formats, this year there will be especially plenty of room for direct exchange with external and internal experts on personal challenges and for networking.
By the way: Take the opportunity to also start a conversation with our Preferred Partner Klarna . Representatives of the payment provider will accompany us at all stops of “eBay. Das Lokal” and are looking forward to talking with you.
**Important Links**
All important info about eBay. Das Lokal.
Podcast episode on conversion rate optimization
Podcast episode on applying for the eBay Awards 2023
Apply for the eBay Awards 2023
Facebook page eBay for Business Germany
*** Chapter markers ***
00:02:08 to 00:04:23: Introduction of guest Daniela Elsner
00:04:23 to 00:07:35: Explanation of the event series “eBay. Das Lokal.”
00:07:35 to 00:10:34: What’s happening with eBay Open?
00:10:34 to 00:29:00: Program and offerings for business sellers and private sellers
David: Today in the studio with us: Daniela Elsner, Head of Seller Initiatives at eBay Germany and mastermind behind eBay Open, or rather our new event series "eBay. Das Lokal". Here, we’re going on a big Germany tour and visiting you in your region. She’ll tell us what to expect from "eBay. Das Lokal", which stops we’ll be making, and why we’ll be touring across Germany this year.
Daniela: We’ve also learned a few things, and one thing we took away, for example, is that we have very different sellers who, for example, have very different requirements or expectations for this kind of event. We want to focus more on working hand in hand with sellers, in smaller talks, to develop things, maybe try things out ourselves, and also be much more regional.
David: Hello, dear listeners, and welcome to a new episode of "Everything great. Happily again!" - the eBay podcast all about commerce & e-commerce. My name is David Philippe, I’m Seller Engagement Manager at eBay Germany, and sitting next to me is Isabel Butterwegge, also Seller Engagement Manager at eBay Germany. Hello, Isabell!
Isabell: Hey David! Today we’re talking about the upcoming event series "eBay. Das Lokal". Because this year we’re basically going straight to our sellers. We have a super cool on-site program with different training opportunities and, of course, networking. And it’s especially interesting for sellers who haven’t had time to travel all the way to Berlin for eBay Open so far.
David: Wait, did I understand that correctly: We’re going on tour? Like real rock stars?
Isabell: Yes, almost, although I do like the idea of us touring Germany like rock stars! Today we want to talk about why we’re now planning an event series with different stops in Germany, what exactly the offering looks like, which cities are involved, how to get tickets, and much more.
David: Exactly, and because we’re not that deep into the whole project preparation, we invited the "mastermind" behind it all: Daniela Elsner. She is Head of Seller Initiatives at eBay Germany. And that specifically means she is responsible for all the strategic approaches to acquiring sellers and supporting existing business sellers in Germany. Her team is also responsible for our initiative, "eBay. Deine Stadt", which focuses on strengthening local commerce and offers regionally oriented online marketplaces. Daniela, I’m very happy to have you here today.
Daniela: Hello!
Isabell: Hello from me too! Now we finally get the chance, Daniela, to have you with us on the podcast, here in the studio. A little fun fact on the side: In fact, we actually have you to thank for being able to record the podcast here so professionally. So today, in theory, we’re welcoming you to your studio. But tell us, why are you basically the leading hand behind our studio and yet only here for the recording today?
Isabell: Yeah, thanks, Isabell. Actually, I haven’t been invited until now, but there are reasons for that too. Because I actually work behind the scenes. In the past, I was also very much involved in deciding which topics or which channels we use. And at some point, I think it was a year or two ago now, we made the decision that a podcast would be a really exciting topic. Back then, it was on everyone’s lips, videos too. And then we decided to build a podcast studio. And I basically initiated that here some time ago. And as I said, since I’m usually more behind the scenes, I’m not really much of a speaker.
Isabell: I was just about to say, it wasn’t because we didn’t invite you!
David: I’m definitely glad you took care of the studio back then, because we really, really like using it now. But precisely because you’re more in the background, that’s why we also said "mastermind" a bit, of course you have all the information. And that’s why we’re very happy that you’re here today. The event series now has the title "eBay. Das Lokal" and when I first heard it, I naturally wondered, okay, "local" in the sense of "place" or "Lokal" in the sense of "food and drink"? What exactly is behind the title? Can you say a bit about it, please?
Daniela: Of course! And you’ve grasped it pretty well. It’s actually a very ambiguous, or even—I don’t know if this word exists—"triple-meaning" term. So, firstly, we chose "Das Lokal" because we’re actually going into a kind of pop-up restaurant. We’re basically hijacking a restaurant. And we’re doing that seven times in the big cities of Germany over the course of the year. The second thing is our really strongly developed local approach. In other words, over the last months and years, as a partner to commerce, we’ve naturally kept reaching out to sellers, and we want to do that even more this year. We really want to be on site and in contact with sellers. And I said "triple-meaning" because, in our product area too, we’re always looking for solutions to further develop our product, and all I can say there is: stay tuned, there’s a little more to come.
David: Exactly, you just said in big cities in Germany. I’ve pulled up the list here of where we’ll all be, so I don’t lose track. We’ll be in seven different cities, as you said. And here are the dates. For anyone taking notes or thinking they need to take notes now: it’s all in the show notes too, so no stress. We’re in Nuremberg on June 14 — and I’m really looking forward to that. I’ll be there too. And Isabell, you’ll be there too, right?
Isabell: I’ll be there too, yes!
David: Lovely! On June 28 we’ll be in Frankfurt am Main. Then we’re taking a little summer break, because we naturally want to give our sellers a summer break too, and then we start again in Chemnitz on August 23. On September 13 in Berlin, so we don’t have such a long journey there, I’m already looking forward to that. On September 19 we’ll then be in Hamburg, and on September 27 in Cologne, and then finally once on October 11 in Munich. As I said, everything is also in the show notes again. Otherwise, we also have a wonderful website where everything is listed: "eBay.de/daslokal" or again here in the show notes the link to the landing page.
Isabell: Yes, Daniela, our sellers are probably now wondering how to get tickets, and how much does the whole thing cost?
Daniela: Yes, I can answer that question fairly easily: as I said, you can book tickets via our landing page. These tickets are free, meaning as a registered visitor you can check in directly on site and take advantage of the full program that day. And for everyone who can’t make it or is still unsure, you can also just come by on the day itself, at the venue. And you can then register directly on site too. Of course, if you want to secure one of the workshop spots or lecture spots, it’s better to register in advance.
Isabell: That sounds super cool. I’m also really looking forward to the event series. Now, over the last few years, we’ve always organized eBay Open. Does that mean there won’t be any eBay Open this year at all?
Isabell: Yes, for this year that’s the case for now. Over the last four years, eBay Open was our biggest event here in Germany for our sellers. Of course, it was somewhat more difficult to implement during the coronavirus period, so some of it was online events or hybrid formats. Last year, for the first time again directly in person on site, which was a totally great event, no question. But we also learned a few things. And one thing we took away, for example, is that we have very different sellers who, for example, have very different requirements or expectations for this kind of event. And that’s why we wanted to test a new concept this year, we want to be on site directly. We want to focus more on working hand in hand with sellers to develop things in smaller talks, maybe try things out ourselves, and also be much more regional. That’s a very big aspect. Because one point you obviously shouldn’t overlook when you do a one- or two-day event like eBay Open is that, as a seller or as a guest, you’re basically out for one or, in the worst case, two days. In today’s world, that’s not so easy to implement in all cases.
Isabell: Definitely, sellers will certainly be glad they don’t necessarily have such a long journey. You just said that another challenge at eBay Open was that people from different positions in companies were there and that the program had to meet their needs. How will the program at the eBay event series differ from eBay Open? Are there any differences
Daniela: So, there are definitely differences. One approach I just teased a bit is that we don’t want to do quite so much of what we internally like to call "frontal bombardment" anymore. It’s simply about developing things in smaller groups, while also keeping the regional or local focus. So really much more in the direction of: I learn something because I experience it, making eBay tangible, reducing barriers and also exchanging ideas directly with our colleagues about your questions, gathering experiences and, of course, creating a networking effect. In other words, sellers from one region can talk to each other. But this year we also have a completely new aspect, because due to our strategy we’ve also decided to make an event not only for business sellers this year, but also to include private sellers.
David: I find it very exciting that with "eBay. Das Lokal" we’re saying, unlike eBay Open, which was only aimed at business sellers. At "eBay. Das Lokal", both business sellers and private sellers can come. I think that’s a very interesting approach. How did that come about?
Daniela: So, we made a relatively big change on our side this year, or for our users. Everyone will certainly have heard it already: eBay is now free for private sellers. It’s a pretty big step. And our goal in bringing business sellers and private sellers together to some extent is simply to strengthen the position and also the perception. We see very clearly that this is a real enrichment for our marketplace, but also for each individual. Because consumers who use eBay not only to buy but also to sell buy, on average, twice as much as others. And that of course benefits our business sellers just as much.
David: Definitely, I then also find it interesting, of course. It’s now also a new challenge to develop a program that does justice to both our business sellers, who have a significantly higher demand, or not higher, but a different demand, than our private sellers. How do you manage that, or how do you want to combine the two? And are the differences actually that big?
Daniela: So, you’re really speaking from my heart, because that’s already a main point of our planning rounds right now. At the end of the day, you could say that the requirements of both target groups are different. But at the end of the day, both just want to sell successfully. They need a secure marketplace, they need an efficient marketplace, they need a marketplace that’s manageable for them. In that sense, some topics are also the same. Yes, so things like how do I sell best? How do I list my item best? What shipping solutions are available? Of course, in detail there are many differences, but at the end of the day, the private seller is naturally just as interested as the business seller in: What services do we offer? What partnerships do we have? And how can I implement it best? So in that respect, the topics are roughly similar, with many differences when it comes to the details. But in that direction it is indeed the same. The only thing that should also be said is that it’s not the purpose of the whole thing for us to deal with the business seller and all their complex topics at the same time, or rather to have the workshops at the same time as those for private sellers. Because that would probably become too complex. Therefore, we’ve decided to design the program in the morning more for business sellers and in the afternoon, starting around 3:00 p.m., for private sellers. And of course there are also a few priorities here and there that are then more relevant for private sellers versus business sellers.
Isabell: You said earlier that the marketplace is being made more tangible. What exactly can a business seller, or business seller, imagine the program to be like?
Daniela: Yes, we definitely want to convey content, meaning we have small presentations. This time in the form of our "eBay Academy Live". For those who may already know it, hopefully many already know our eBay Academy. That’s our e-learning platform. I’m not sure whether we can link that in the show notes again.
Isabell: We can!
David: We’d be happy to!
Daniela: The idea behind it is simply to show the most important topics that keep raising questions among business sellers in short talks on site, either in workshops or in presentations.
Isabell: And will there also be a format that people may already know from eBay Open?
Daniela: What we also have additionally are more discussion formats, small discussion rounds, where we also strongly address the regional context, including with visitors from the regional context. It’s a bit modeled on our big program "eBay. Deine Stadt". That’s probably or hopefully also well known. And that’s why we’re so proud that in Nuremberg, one of our "eBay. Deine Stadt" cities, we can kick off. There are several more involved. But there is a very strong connection there, which is also extremely much intended from our side.
David: In this context, another question: because we say "Das Lokal" and "local commerce", is there also a stronger focus on sellers who mainly do business offline and maybe not so much online yet?
Daniela: That’s a very good point, because Isabell, you asked earlier where the differences from eBay Open are. The goal of this event series is not only to invite our existing sellers and tell them how to scale better on eBay. The goal is also to invite new sellers, basically sellers who are right around us. In Nuremberg, for example, in the city center. People who simply say, I’d just like to hear about it, I’d like to see what happens there. Just get in touch with someone who can explain eBay a little better to me. We have such great programs at eBay. I’m just saying, our Quick Starter program, risk-free, free for three months, get started. With an onboarding consultation over four months. So, these are really points that can be extremely relevant, especially for sellers who are just starting out, and that’s also the reason why we’re going into these formats so regionally now.
David: You already said earlier, okay, so we’re doing things a bit differently from eBay Open. Will there then be even more formats? I remember one format, I think that was the first time we did it last year at eBay Open, but it was very well received. It was called "The Ideas Workshop".
Daniela: You surely mean the idea workshop.
David: Exactly! What about that?
Daniela: I’d definitely like to say something more about that. You’re absolutely right. Last year we—I don’t want to say invented it for eBay Open. But it was definitely the first time we did it at eBay Open. A very interesting format, because we basically brought sellers together in small groups in more of a freestyle way and invited them to brainstorm with us. In other words, what topics are on their minds? Where are the challenges? And how can things perhaps be optimized? That doesn’t necessarily mean we immediately find solutions. But what it definitely means is that we simply collect these topics and also pass them on to colleagues from the German leadership team. And they naturally decide on eBay’s strategy for the coming months and years. In other words, in this format you can share your ideas, your approaches to solutions. So I’m really proud that we have it with us again now.
Isabell: And besides all these content workshops, there should also be a bit more active opportunities. There’s supposed to be a sales course too. Daniela, give us a quick overview!
Daniela: Yes, that takes us back to the topic: We’re making eBay tangible. The point is that everyone on site can experience once how best to list an offer on eBay. That means we focus a bit on giving guidance in different areas. I can either bring my own item, or I take a sample item and list it directly through our app. There’s help from our side, there are tips. But for example, I can go through the listing process, meaning, is the title correct? Have I selected all item specifics correctly? Can I still make improvements to the item description? Things like that. Or what should the photo look like? Or the last step, what options are there to optimize shipping? That’s part of this sales course. I can go through it live and in color once.
David: For everyone thinking now that they could also optimize their listings: We have some great episodes on that. The conversion rate optimization episode, we’ll link that again too. And also the search engine optimization episode, both very interesting episodes. Daniela, we’ve now mentioned several times the experts who will be on site. But what kind of eBay experts are they? So, who’s hiding behind that term?
Daniela: Yes, they’re colleagues from pretty much all of our teams. Our goal is to be able to offer as broad a range as possible. In other words, all questions that come up on that day should ideally be solved in some form or at least be able to be passed on. What that means is, of course, that we’ll have colleagues from our Customer Service on site first and foremost. We’ll have account managers on site. Here’s a little note for sellers who have an account manager: please register in advance, maybe talk to your account manager. Maybe they’ll also be there on site, which would be a pretty good opportunity. We also have colleagues from the product team to address product-specific questions. Our colleagues from the legal team are also always welcome. Just a reminder, we can’t give legal advice, but of course basic questions from all the developments around EU regulations or also especially for private sellers this is relevant. There will also always be someone from the leadership team there who can at least take all the feedback we gather directly on site.
Isabell: Okay, so ideally I would register in advance and think beforehand about what specific questions I have so that I can basically bring them up directly.
Daniela: Exactly, that’s a pretty good solution. So we’re happy about every registration, it obviously helps us a bit with planning. As I said, you can also register directly on site. But I think a little bit of preparation, what’s actually on my mind right now? Where do I have a question? It’s good to note that down first and then simply get in touch with us, with our team on site.
Isabell: Sounds great and definitely doable.
David: Daniela, we’ve heard a lot now about what we’re primarily offering our business sellers. But we’ve also designed the event for our private sellers. What can they expect on the day?
Daniela: Yes, the private sellers can also expect a lot, and I hope they show up in large numbers. So, we’ve also structured the event into two different areas in the private segment. On the one hand, our well-known—let me put it this way—private top sellers, who hopefully will also register. On the other hand, walk-in visitors too, so anyone who simply happens to pass by in a shopping arcade and sees us is very welcome to linger with us.
Isabell: So that means I don’t have to stay the whole day either?
Daniela: No, no, no, for goodness’ sake! You can come and go whenever you want. Of course, if you attend a workshop, you should plan a bit of time. And if you want to make use of our exchange offer or our after-work beer, which of course is for both business and private sellers starting at 6:00 p.m., then you should actually plan a bit more time. But maybe just briefly on the point of what private sellers can or will actually expect: As I said, we have this sales course, so it’s for both private and business sellers. Otherwise, we’ll also have a food trailer set up outside so that people can simply linger outside, exchange ideas, and talk to colleagues from eBay. Of course, we hope that the weather god will be kind to us during that time. There will also be a small prize draw, but of course I’m not going to reveal anything about that in advance.
David: Will there also be separate workshops for private sellers? So, ones that are a bit more specifically tailored to them?
Daniela: Yes, exactly, so that’s where we do differentiate thematically, as we said at the beginning. That detailed level is then also a bit different between private and business sellers.
Isabell: Now we’re traveling to seven cities in total. That’s a number of events you have to let sink in first. Will the program be exactly the same in every city? And above all, will the food trailer also be on site in every city?
Daniela: Yes! So, to answer the question, yes, that was partly correct. The food trailer will definitely be there at all seven event locations.
Isabell: Very cool!
Daniela: Exactly, I’m happy about that too! And of course also a few other elements that we’re keeping. Otherwise, it will be the case that with regard to the workshop topics or the discussion rounds we have, we’ll actually also look at where the need is greatest for which topic, and we’ll respond very flexibly in that respect as well.
David: So really locally adapted.
Daniela: Local, yes, we’ll definitely try to adapt the discussion rounds very strictly to the local context, also, as I said, with guests from the region. That’s really very important to us. There are, as I said, these "eBay Academy Live" formats. Those are the overarching topics: How can I scale better on eBay? What topics are there around seller protection or shipping? And we just want to make sure that we really offer what’s actually most needed in the respective cities.
Isabell: You just said "local guests." So that means there will also be sellers on site from the region whom you can learn from?
Daniela: That’s exactly the plan. We really want to keep a local focus here too and simply present sellers who are very successful because of their sales model or their strategies. And hopefully that can help one or another guest take something away for themselves and, ideally, of course, also change their network and position themselves differently in that regard. Learning from the best is of course always a very good point.
David: And last but not least, of course, also give us feedback in the idea workshop, because we always like learning too! Daniela, then of course I’m interested in the question, and I think our listeners are too, where can we meet you in the event series? So will you be at every "eBay. Das Lokal" event? Can you say already?
Daniela: I think I’ll be at every, every location or in every venue. Simply because, as an organizer, it naturally interests me: How does it work? What is being received well? Where might we need to fine-tune things further, also for the other locations where we’ll be in Germany? These are all points that you can really only capture if you’re directly on site. And accordingly, I suspect I’ll be at every event, unless extraordinary circumstances arise.
David: That definitely sounds very good and absolutely sensible that you’ll also be at every event. Now for all the podcast listeners who have been listening for a long time and think they’d also like to see the face behind the voice, or the voice behind the face. We’ve already said that we’ll be at some of the events. And I’ll definitely be at the event in Nuremberg on June 14 and probably at some others too, but not all of them. Isabell, what about you?
Isabell: I’ll try, just like Daniela, to be at every stop and I’m really looking forward to everyone who’ll stop by and, above all, to the relaxed exchange, the food trailer, and the after-work beer.
Daniela: Very good!
Isabell: Daniela, thanks for being here today and giving us exciting insights into the eBay event series "eBay. Das Lokal". Now there’s one last question, as you know. Namely, what was the last thing you bought on eBay.
Daniela: I’m actually buying quite a lot on eBay at the moment. I have to think for a moment what the last thing was. I really shouldn’t say it too loudly, because if my children should actually happen to hear this podcast by chance, it’ll get tricky. I just bought a school cone with a siren, because my six-year-old little one is starting school this year and wished for a school cone with a siren.
Isabell: I hope it doesn’t also make siren noises then.
Daniela: Oh yes, oh yes, extremely loud!
Isabell: Very nice! Yes, thanks again for being here today. You’re very welcome to come back. So please feel invited anytime to stop by your podcast studio.
Daniela: I’ll certainly be very happy to accept that. Thank you very much!
Isabell: Psst! Have you already applied for the eBay Awards 2023? No? No problem, because the application period is still open until July 16!
David: Are you local heroes? Do you stand out for your special social awareness? Are you an eBay veteran? Service hero? Or do you think you deserve the title "Founders of the Year"? Then send us your application, because we’re looking forward to your story!
Isabell: Absolutely! And if you want to know how to really polish your applications, then listen to our episode "All Ears On: eBay Awards 2023". There we’ll give you some practical tips along the way. You’ll find the link to the website where you can apply in the show notes.
David: And now to the keyboard, ready, apply!
David: Have you gotten excited to be part of "eBay. Das Lokal"? Then go to "eBay.de/daslokal" now, or click the link in the description and sign up to be able to attend the event for free. Of course, you can also drop by spontaneously if you’re not sure whether you’ll have time that day, and that too is free. You’ll find all the links, all the information in the show notes for this episode. We’re definitely really looking forward to being able to meet you and get to know you.
Isabell: Dear listeners! Feel free to write to us in the eBay Community whether and of course where you’ll be stopping by and what you’re most looking forward to. You can also use our new Facebook page, "eBay for Business Deutschland". In general, you’re also welcome to leave us general feedback about our podcast in our channels. And while you’re at it, feel free to leave a subscription or a like where you’re listening to us right now. That helps our podcast keep growing. So now, bye and see you next time!
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