How mySwooop reaches up to 8,500 viewers on eBay Live
Summary: In the podcast episode, they talk about the successful live selling of refurbished electronics on eBay, especially by the company mySwooop, represented by Benjamin Gabriel and Okan Ucan. As pioneers, they use live streams to reach a broad audience and see enormous potential in live commerce. They discuss various aspects such as preparing the streams, using chat interactions, and handling logistics. They highlight the success of 1-euro auctions and the challenges associated with live streaming. They also emphasize the importance of community feedback and the advantages of eBay Live in terms of buyer protection. Finally, they give tips for sellers who want to get started with eBay Live as well.
This podcast episode is about live selling & shopping at eBay, with a focus on refurbished electronics. Guests are Benjamin Gabriel, CEO and founder of mySwooop, and Okan Ucan, Head of Operations. The company is a successful early pioneer on eBay Live with refurbished electronics. The two of them talk about how they prepare their livestreams, which products work particularly well, and why live commerce is an important growth channel in eCommerce for them.
How mySwooop reaches up to several thousand viewers with €1 auctions is super exciting. Benjamin and Okan share their experiences from the first streams, give insights into setup, chat moderation, and logistics, and reveal their most important tips for sellers who want to start on eBay Live.
Listen in and learn something new!
**Important links**
- eBay Shop mySwooop (https://www.ebay.de/str/myrecommerce)
- eBay Live for sellers (https://www.ebay.de/ebaylive/seller)
- eBay for Business on Facebook (https://www.facebook.com/ebayforbusiness.de/)
- eBay for Business on Instagram (https://www.instagram.com/ebayforbusiness_deutschland/)
- More info on the eBay podcast “All top. Gladly again!” and our podcast hosts (https://www.ebay.de/verkaeuferportal/news/podcast)
**Chapters**
- 00:00:00 to 00:01:45: Introduction and significance of live shopping
- 00:01:45 to 00:03:34: Introduction to MySwooop & founders’ background
- 00:03:34 to 00:04:42: Business model and origin of the idea
- 00:04:42 to 00:06:18: Getting started with eBay Live & first experiences
- 00:06:18 to 00:08:27: Division of roles in the livestream and setup
- 00:08:27 to 00:10:29: Preparing the streams & product selection
- 00:10:29 to 00:12:14: Building reach and marketing for livestreams
- 00:12:14 to 00:14:21: Community, chat interaction & handling feedback
- 00:14:21 to 00:17:01: Benefits of eBay Live as well as buyer and seller protection
- 00:17:01 to 00:26:15: The future of live commerce, major events & tips for sellers
Benjamin: So I think that through the livestreams that have already happened, many people watch and think, I want to do that too and would like to try it. But you can see that it’s clearly a future factor. So later on, more people will take part in it. Like, say, in China, where the whole thing is, there are thousands of streams, and we hope for that too, because the more reach the whole thing gets, the more people watch and the more people buy too.
Isabell: Hello and a very warm welcoMy mmen to “All top, gladly again” the eBay podcast about commerce and eCommerce. My name is Isabel Butterwegge and in this episode we’re talking about a growth opportunity in eCommerce that’s becoming more and more relevant: live shopping. Today with a focus on the refurbished electronics sector. Benjamin Gabriel and Okan Ucan from MySwooop are among the first sellers in the electronics category on eBay Live. Their streams already attract up to 8,000 users. Can you imagine what it would be like if that many people suddenly were standing in your store? How they did it and what tips they have for sellers who are interested in livestreaming, you’ll hear now. And first of all, hello and a warm welcome! Benjamin and Okan.
Benjamin: Thank you very much for the invitation. Thank you.
Okan: Hello. Thank you very much for the invitation.
Isabell: Yes, happy to have you. Before we start the episode, I have one more question for you out there. Have you already rated our podcast on the streaming platform of your choice? It only takes a moment and helps us reach even more people with our podcast. Thanks in advance for your support. And to both of you: maybe first the question, what your positions and responsibilities at MySwooop actually are, when you’re not busy with livestreams.
Benjamin: I can gladly explain that briefly. I’m Benjamin Gabriel, co-founder and co-managing director of MySwoop and, together with Okan, mainly responsible for operations.
Okan: I’m Head of Operations at MySwoop and, as Benjamin said, responsible for operations in our company.
Isabell: I’ve been wondering all this time what the name MySwooop actually stands for. Benjamin, can you explain it once?
Benjamin: Of course. I’d be happy to explain. The word Swooop in English with one o stands for swap. And back then, when we were in the phase of finding a name for the company, we said swap is a good keyword, because you swap a lot of things, so to speak: you exchange conversations, you exchange products for products, product for money, because we work in re-commerce. And then we said, let’s take that. But unfortunately, it was already protected. So let’s make it two O’s. And two O’s is the English word for drop. But it could also mean price drop. We thought that wasn’t bad either, but that was already protected too. Okay, let’s try it with three O’s, and that actually wasn’t protected. And here in Bremen, people always say, “third time’s a charm.” So we said that fits perfectly. Then we said, okay, let’s design the logo. And everyone said, yes, nice, it can be a bit colorful, back then still. And then we did that, also somewhat similar to eBay. And that’s how the whole thing came together with MySwooop with three O’s.
Isabell: You just said that a lot of things can be swapped. What exactly do you sell?
Benjamin: By now we really sell a whole lot of things, but above all consumer electronics. Everything in the smartphone area, tablets, game consoles, and also in other areas, including returns and the like. We now have quite a lot there as well, let’s say, also a lot in the household sector. So in the end, basically everything one could want.
Isabell: And was that also what led you to found the company, that you said, I want to create a company that covers things from A to Z and where many different products are sold?
Benjamin: That was actually the case. We started in 2011 with our first store, and there we said we wanted to be eBay you can touch. eBay had always been our role model, and I believe if eBay didn’t exist, MySwooop wouldn’t exist either. And that’s how it all came about. And then to give customers the chance right away to bring in products they no longer need, and then, as I already correctly said, to swap them or offset them with money, so to speak. And that’s where the idea came from, to make the whole thing happen that way.
Isabell: You’re now also basically the first seller in the refurbished area on eBay Live in Germany. How did it come about that you were convinced by live commerce so early on?
Benjamin: We had seen that the whole thing was already being played big in other countries, let’s say. And we’d always had the idea of being very versatile. And then, when we saw eBay was doing this, we were immediately on fire, offered right away to take part, and also prepared our own studio. That’s why we were immediately so enthusiastic.
Isabell: You already said that. You knew it from other countries. How do you currently perceive live commerce in Germany?
Okan: It’s definitely on the rise, and it’s nice to see that eBay is also a pioneer. And you know from other marketplaces that it’s already being done there. But the fact that you can now take part so easily on eBay, I already think it has great potential and definitely has a big future.
Isabell: Live commerce originally comes more from the trading card and collectibles area and is now becoming broader and broader. How do you see that in the refurbished area with your products right now?
Benjamin: I think it’s extremely big, because the nice thing is you can see the products live on site in the livestream. So you can then see the products. For example, what is different about one device compared to another, and that brings people along in a different way. When you see the eBay listing, you see the product, but maybe not the details of the product. And on eBay Live, you can show that to people exactly once and also answer questions about it, thus convincing customers in a different way to buy the product.
Isabell: Take our listeners along and explain what your role is in the livestream. You’ve just explained your general position in the company. That has changed a bit now with the livestream, right?
Okan: Exactly. Personally, I take care of the pre- and post-production time. That means I select the products that are going to come up. Then I try to make a good mix. Then I take care of the chat, everything happening in the background, so that Benjamin gets the right products in the right order in front of the camera. And afterwards I take care of the whole logistics area, so that the products are shipped promptly and so that exactly the customer who bid on this device also gets this device. Those are my main tasks. And then Benjamin takes over.
Benjamin: Exactly, I’m the one in front of the camera and host the whole thing. I try to show the products as well as possible and bring the customers along, also responding directly to comments. And yes, the two of us as a tech team, I think, are already doing it for the 15th time by now. And yes, we also have a lot of fun bringing customers along like that.
Isabell: Then you stream relatively often. Your first stream wasn’t that long ago. Have there been any challenges you’ve come across during that time?
Benjamin: So far everything has really run smoothly. If I look back on it again, also in terms of setup and, of course, the interface and how the whole thing works. So I can’t really remember having any major problems other than maybe some issues with microphone settings and the like, which can happen. But otherwise everything was really super smooth.
Isabell: We have a new category in our podcast called “Gladly never again.” I actually wanted to ask you: what was your biggest fail in the livestream and something you would definitely never want to do again?
Benjamin: So what was our big fail? I think once we had a, a, a dropout with our microphone, but that was, that was more due to the technology. But of course you have to play it down a bit. The viewers immediately understand. Yes, that was that one time; otherwise, I don’t know. Okan, your turn.
Okan: So maybe during the shoot we once had an error in the listing, and a wrong technical detail from a notebook was shown. That caused a bit of confusion. That’s why it’s nice that you can chat live and pin messages. And with a bit of gesturing, I then handed Benjamin the message that he should change it after all. That was a bit. We were a little sweaty there.
Isabell: But yes.
Okan: In the end everything turned out fine.
Isabell: So it wasn’t a huge fail?
Okan: Exactly. And after that it was corrected, and some people were understanding. Some then wrote a few more comments. But that’s part of it when you’re live.
Isabell: What does your setup for the livestreams actually look like?
Okan: So we have our own studio. You could say that. We’ve also made it cozy, similar to here with you, with a colorful couch. The streamer moderator also stands in front of professional lighting with a microphone, etc., and I usually sit directly opposite. And then we also have a shelving area where we place the products, which are then always brought forward in order. So we’re in a separate room with a separate studio, where we lock the door and only use it for streaming.
Isabell: Did you start out that professionally right away? So did you basically say from the start: this is something we have to build somehow? Or did you want to test first and try it with a smaller setup?
Benjamin: Actually, we had really planned the whole thing internally already, because we’d always had the idea of going live at some point, and it worked out great that eBay announced the whole thing, so to speak. Then we talked with our IT department and with marketing and said now we have to prepare everything, and they were on fire too, and then we really set everything up as if, let’s say, similar to the current setup, we changed the camera angle a bit and saw okay, what can be improved? And I think there’s still room for improvement. But we’re already relatively happy with the setup we’ve put in place.
Isabell: And how often do you stream now, and how long is each stream?
Okan: By now three times a week, or even three to four times a week, and always about two hours?
Isabell: Okay, and how do you prepare the item selection for that? So which items do you take into which stream?
Okan: So at the beginning we actually did a lot of surveys. There’s also that nice survey function in the live console, and after the streams we kept evaluating the responses, and generally we know what sells well, what customers want, and then we always make a good mix of consoles, which are very popular by the way, drones, smartphones, and we always try to make a good mix of everything. Expensive products, a few cheaper products, newer products, but also products that are 3, 4, 5 years old.
Isabell: And what did a survey like that look like? So did you just run it in the live console as multiple choice?
Okan: Exactly. Right when Benjamin had the breaks and changed the devices, I always started the survey. It’s then displayed really well on the screen. And then you can choose a multiple-choice option, and classic questions were like: Which products do you want? We preselected the answers there and saw that certain products were in very high demand. And then we included them more often.
Isabell: Yeah, super cool, and a really good idea too. Also that you implement it right away like that. Now you sometimes have up to 8,500 viewers in your streams. But if I heard correctly, you’re only about to stream for the 15th time. How do you get people into your stream?
Benjamin: Well, of course we try to persuade people again through newsletters, but also in the stream, saying yes, we’ll be live next week at this and that time, to get them to come back. And yes, we also announce the whole thing via the eBay function, so to speak, and list all the products too. And then, yes, we try to get people excited so they’ll tune in again next time.
Isabell: Do you use channels outside of eBay to advertise your streams?
Benjamin: Yes, we do, for example the WhatsApp Channel. We also try to convince people in the stream to take part there as well so they’re always up to date.
Isabell: So that means you don’t really use Instagram and the like that much.
Benjamin: We do use it too, we just don’t want to annoy people with the same content all the time. So we’d rather use features like newsletters or WhatsApp, for example.
Isabell: You just said you’re already streaming three to four times a week. How do you see the whole thing developing in the future?
Benjamin: We see it as a fixed part of our sales, because we also see how it’s done in other countries. That’s why we imagine going live daily as well. Maybe also with other categories, so that we can convince a broader range of people to take part in the livestream. And we see it as a major part of what we do.
Isabell: Going live every day. That means, Benjamin, you’ll be in front of the camera every day then.
Benjamin: Well, hopefully. I have an extreme amount of fun doing it, first of all. But of course we also want to convince other people to join in. And we’ve already tried that with several people. That’s why people will see several faces in the future too.
Isabell: Yes, I also find it exciting that you said, I think that was still in our preliminary conversation, that maybe two or three of you stand in front of the camera and aren’t really tied to one host. We’ve heard from other streamers that everything stands and falls with the host. You seem to see it a bit more loosely, right?
Benjamin: Of course the product is the main focus. That’s important to us, and of course so is the customer who’s watching. That’s why we want to alternate a bit and also sit on the couch from time to time, talk about the product a bit. What’s important to us is that people also get good entertainment.
Isabell: Yes, you already have a very, very wide range of products. Do you know all the products?
Benjamin: Actually, yes. For us it’s like this: we buy into 18 categories. And that’s really a super broad spectrum. And in operations we also have the products in our hands and so on. That’s why we really know these items very well. And if there were ever a category that I didn’t know so well, like baby fashion for example, which we’ve also already tried on eBay Live, then someone else would do it. I have to honestly admit that too.
Isabell: Yes, yes, that also makes perfect sense. You just said, Okan, that you have so many interactions in the chat and also always respond to the comments that come in, that you work together with the community. What are the tone and atmosphere like in your chats? I also took a look myself. It’s not always super nice.
Okan: Exactly. We have a lot of viewers, many who use the comment function. And I think in this business it’s normal that sometimes there’s a rough tone. And especially at the beginning that was the case, and of course we also learn from it what they want to hear, what’s important to them. And by now we do notice that the tone keeps improving, that it keeps getting more positive, and that there is. Yes, that we now already have a community that recognizes us, that greets us, that already addresses us by name. And it’s nice to see that from such a. From such a rough tone, I’d say, at the beginning, it has now become a very positive tone.
Isabell: So many thousands of people, of course that’s also just a mass of people interacting with each other. How do you handle it when the tone gets a bit rough?
Okan: So if it’s constructive? Definitely. We accept it, if it’s criticism, we take that on. We want to learn. We want to keep improving all the time. Of course, with so many thousands of viewers there will always be people who write things that don’t belong there. And there’s a function where you can mute users and delete comments. And if it crosses the line, then we do that very clearly too,
Isabell: Okay, but it’s great that you also use the functions available to you accordingly. I also think it’s important to say that, and probably also just not to take things too much to heart, right?
Okan: Yes, definitely. The function is great and it’s also really all made super easy to solve quickly in the livestream too.
Isabell: You’ve already mentioned a few benefits of eBay Live. But the buyer and especially the seller protection are important too. Maybe you can say a few words about that.
Okan: From the seller’s perspective, live shopping has no negative points, no protection you lose by taking part. And if the customer should happen to fib, you’re still protected by eBay’s seller protection.
Isabell: Yes, exactly. And the same naturally applies to buyers too, right?
Okan: Definitely. The buyer has no disadvantages whatsoever when shopping live on eBay. On the contrary, they see the product, the product is visible, and I think the hesitation to return it is lower. But even if that should happen, the 30-day return policy still applies. Yes, everything that applies to a normal purchase also applies to eBay Live Shopping.
Isabell: Are buyers often unaware of that? So do they ask again? Or is it just common knowledge?
Okan: At the beginning, many people asked whether they still had a return period. And now, because we keep mentioning it, also actively in the stream, that you still have a 30-day return policy. That you have warranty from our side. That you’re protected through the eBay marketplace. By now, that question doesn’t come up as often anymore.
Isabell: Yes, okay, but it’s still a good advantage. It’s actually feedback we hear very often too. It’s just this trustworthy marketplace that you already know, and everything works just as it does in our core business too.
Okan: Exactly.
Isabell: Yes, super good. What do you think will happen to livestreaming, or streaming in general, in Germany over the next few months?
Benjamin: So I think that through the livestreams that have already happened, many people watch and think, I want to do that too and would like to try it. You can see that it is clearly a factor for the future. So later on, more people will take part in it. Let’s say, like in China, where the whole thing is. There are thousands of streams there. And that’s what we hope for too. Because the more reach the whole thing gets, the more people watch and the more people buy too.
Isabell: Yes, now of course it’s also just the case for you that eBay Live is still free for six months when you start. So this definitely makes sense. Do you offer all products at a fixed price or as auctions?
Benjamin: Actually, we currently offer all of them with a starting price of €1.
Isabell: €1.
Benjamin: Actually, €1.
Isabell: Apple Vision Pro from €1.
Benjamin: From €1. So that’s really an absolute bargain, of course, that attracts people. We clearly see it as marketing too, so that people get to know us. And that’s why we also try to add products, let’s say, especially with a €1 starting price, but also sometimes with buy-it-now functions. You have to try things out a bit. The whole thing is still pretty fresh, but at the moment everything is actually from €1.
Isabell: Does it pay off for you?
Benjamin: So yes, it does pay off, because of course we’re also increasing reach, and we ourselves see the whole thing as a future project too. That’s because we’re first movers, so to speak, and as the first to start in this consumer electronics area, we hope to build up a larger base of people. And we also offer really good prices in part, and that’s a big future vision of ours too.
Isabell: We also recently had the eBay Live Day, or rather known as Day of Deals. You took part too, right? Take our listeners through what kind of day that was and what you put together there.
Okan: Exactly, on that day we were live almost continuously from 9:00 in the morning until midnight and sold over 250 products, all with a €1 starting bid, via eBay. And there were items ranging from the Apple Vision Pro, the newest Apple device, to other devices that were five, six years old. And yes, Benjamin was in front of the camera almost 15 hours straight, and I was behind the scenes and handling logistics too. Preparation time, post-production time, it was really a mammoth task. But we simply wanted to show that on special days like that we can also deliver special performances. It was a lot of fun. We had thousands of viewers. We got great feedback, which of course we also evaluated and are now working with. And all in all, I can say that the day was a complete success.
Benjamin: Absolutely. We were also shown quite often on eBay’s main page with our stream, and that made us proud too. And then you see what’s possible, and that’s why we think it’s extremely cool and would also like such things to happen more often. But it was really extremely fun, and I can only encourage everyone to take part.
Isabell: 15 hours in front of the camera — how do you prepare for that?
Benjamin: So it’s really. We planned a lot internally, but in the end we just really went through with it. We had breaks in between. But we really gave it our all and tried to take part in the stream as well as possible, so to speak. And then, after 15 hours in total, your feet hurt a little too. But we got through it, and yes, in the end it was incredibly fun.
Isabell: Yes, your setup is such that the streamer basically stands, right?
Benjamin: Correct. Exactly, that way you have the opportunity to show the product better, so to speak, and you also receive a different product. Sometimes the products, let’s say, also have several components, and so it was easier to show the product as a whole.
Isabell: How many people bid in such an auction?
Benjamin: At times we had up to 150, 200 bids. That’s really crazy. And the whole thing only takes one or two minutes for us. And it’s really crazy how big the participation in the bids is.
Isabell: Yes, I can imagine that. Then a lot of people probably get hyped up super easily.
Benjamin: Exactly, and then they may want the product after all when they see it live. So emotions come into play there too. And that’s the nice thing.
Isabell: Do you feel that in the studio too? Because really, it’s just the two of you, and the crowd is on the other side, so to speak.
Benjamin: You can definitely feel it, that’s clear, when you see how people keep outbidding each other and everything. And it’s also extremely fun to follow the whole thing and then see in the last few seconds how the bid goes up again. That really is. It really is extremely fun.
Isabell: Of course, Day of Deals isn’t every week. Could you imagine creating your own Day of Deals again at a later point in the year?
Okan: Yes, definitely. Especially in our peak season. That’s always Q4, starting around September, I’d say, and we’re already planning to put something like that together again during that period. To show live shopping again exactly where peak season is, and to try to make the topic even bigger.
Isabell: So during that time, basically ramp up your sequences again and then really stream a lot for a long time and bring good deals.
Okan: Exactly.
Isabell: Only for Q4, or already earlier too?
Okan: Well, we’re basically on the road three times a week all the time. But big events like that in Q4, especially around Christmas, you already know that from non-live shopping, let’s say. But if you do that there with live shopping, we think it will have a huge reach.
Isabell: Yes, I’m curious to see what else we can expect from you in Q4 then. Is there anything you’d wish for from us in terms of features or generally in terms of developments in real life?
Benjamin: So what comes to mind right now. Of course, if there were a way to maybe overlay things. You may have seen that in our stream. We always show a kind of product sheet with the most important features, maybe that could somehow be shown visually once more. But otherwise, the functions that already exist are really top notch at the start. You mustn’t forget, this is all still relatively fresh.
Isabell: Yes, that’s true. And you also work with a third-party provider, right? So you don’t list your products directly on eBay, but via a third-party console. And that all works smoothly too?
Okan: It works smoothly. The applications are great, and as I said, it’s no rocket science to upload the auction through a third-party provider either. And as I said, the live console itself is super clear and very easy to use.
Isabell: I’m happy to take that feedback along again. What are your three most important tips for eBay sellers who are still deciding whether or not they should start with eBay Live?
Benjamin: Well, first of all, of course, just get started. So you shouldn’t, let’s say, be timid. You have to find the courage to go live. Everyone knows that feeling of being a little nervous and all that, but that fades quickly too. Personally, I think the first step is to prepare everything and then go live.
Okan: I’d say be transparent. Especially if you want to do electronics. Make sure that you cover everything about the items so the customer really sees everything. Because I think that’s the most important thing for all of us: that the customer sees exactly the product and gets exactly the product and knows in advance what they’re getting. They don’t have that with a classic purchase on eBay, because the product isn’t seen there, it’s only described. And we all know it: pictures say more than a thousand words.
Isabell: Yes, that’s true. Is your return rate from a livestream lower than on eBay core, basically?
Okan: So after 15 streams now, I’d definitely say yes, the first evaluations suggest that. For us, that was one of the most important points. Especially for me from an operational perspective: that we simply bring this awareness of the technology out to the public. And that’s exactly where this livestream helps a lot, because you show exactly the item the customer gets. You show the signs of use and you answer the customer’s questions live. So sometimes questions come up that really surprise us, what’s important to the customer. And we learn from that too and try to provide that information in advance, so that the return rate naturally becomes lower.
Isabell: It sounds like you’re learning together with the community, which I find super exciting. With a quick look at the time, unfortunately we’ve already reached the end of our podcast episode, but thank you both very, very much for all the insights. I think it’s super exciting to hear how you, as first movers in the refurbished electronics category, are basically defining live commerce together with us right now. And I also find it exciting to hear how convinced you’ve been internally about the topic for so long and how professionally you approach the whole thing. Thanks for bringing all your insights. I’m already looking forward to seeing more categories from you on our marketplace soon.
Benjamin: So stay tuned, and feel free to watch along. And yes, we’re equally looking forward to it and would like to thank you once again warmly.
Okan: Also from my side. Thank you very much for the invitation. We had a lot of fun today and are looking forward to the next steps with eBay Live.
Isabell: Hello and a very warm welcoMy mmen to “All top, gladly again” the eBay podcast about commerce and eCommerce. My name is Isabel Butterwegge and in this episode we’re talking about a growth opportunity in eCommerce that’s becoming more and more relevant: live shopping. Today with a focus on the refurbished electronics sector. Benjamin Gabriel and Okan Ucan from MySwooop are among the first sellers in the electronics category on eBay Live. Their streams already attract up to 8,000 users. Can you imagine what it would be like if that many people suddenly were standing in your store? How they did it and what tips they have for sellers who are interested in livestreaming, you’ll hear now. And first of all, hello and a warm welcome! Benjamin and Okan.
Benjamin: Thank you very much for the invitation. Thank you.
Okan: Hello. Thank you very much for the invitation.
Isabell: Yes, happy to have you. Before we start the episode, I have one more question for you out there. Have you already rated our podcast on the streaming platform of your choice? It only takes a moment and helps us reach even more people with our podcast. Thanks in advance for your support. And to both of you: maybe first the question, what your positions and responsibilities at MySwooop actually are, when you’re not busy with livestreams.
Benjamin: I can gladly explain that briefly. I’m Benjamin Gabriel, co-founder and co-managing director of MySwoop and, together with Okan, mainly responsible for operations.
Okan: I’m Head of Operations at MySwoop and, as Benjamin said, responsible for operations in our company.
Isabell: I’ve been wondering all this time what the name MySwooop actually stands for. Benjamin, can you explain it once?
Benjamin: Of course. I’d be happy to explain. The word Swooop in English with one o stands for swap. And back then, when we were in the phase of finding a name for the company, we said swap is a good keyword, because you swap a lot of things, so to speak: you exchange conversations, you exchange products for products, product for money, because we work in re-commerce. And then we said, let’s take that. But unfortunately, it was already protected. So let’s make it two O’s. And two O’s is the English word for drop. But it could also mean price drop. We thought that wasn’t bad either, but that was already protected too. Okay, let’s try it with three O’s, and that actually wasn’t protected. And here in Bremen, people always say, “third time’s a charm.” So we said that fits perfectly. Then we said, okay, let’s design the logo. And everyone said, yes, nice, it can be a bit colorful, back then still. And then we did that, also somewhat similar to eBay. And that’s how the whole thing came together with MySwooop with three O’s.
Isabell: You just said that a lot of things can be swapped. What exactly do you sell?
Benjamin: By now we really sell a whole lot of things, but above all consumer electronics. Everything in the smartphone area, tablets, game consoles, and also in other areas, including returns and the like. We now have quite a lot there as well, let’s say, also a lot in the household sector. So in the end, basically everything one could want.
Isabell: And was that also what led you to found the company, that you said, I want to create a company that covers things from A to Z and where many different products are sold?
Benjamin: That was actually the case. We started in 2011 with our first store, and there we said we wanted to be eBay you can touch. eBay had always been our role model, and I believe if eBay didn’t exist, MySwooop wouldn’t exist either. And that’s how it all came about. And then to give customers the chance right away to bring in products they no longer need, and then, as I already correctly said, to swap them or offset them with money, so to speak. And that’s where the idea came from, to make the whole thing happen that way.
Isabell: You’re now also basically the first seller in the refurbished area on eBay Live in Germany. How did it come about that you were convinced by live commerce so early on?
Benjamin: We had seen that the whole thing was already being played big in other countries, let’s say. And we’d always had the idea of being very versatile. And then, when we saw eBay was doing this, we were immediately on fire, offered right away to take part, and also prepared our own studio. That’s why we were immediately so enthusiastic.
Isabell: You already said that. You knew it from other countries. How do you currently perceive live commerce in Germany?
Okan: It’s definitely on the rise, and it’s nice to see that eBay is also a pioneer. And you know from other marketplaces that it’s already being done there. But the fact that you can now take part so easily on eBay, I already think it has great potential and definitely has a big future.
Isabell: Live commerce originally comes more from the trading card and collectibles area and is now becoming broader and broader. How do you see that in the refurbished area with your products right now?
Benjamin: I think it’s extremely big, because the nice thing is you can see the products live on site in the livestream. So you can then see the products. For example, what is different about one device compared to another, and that brings people along in a different way. When you see the eBay listing, you see the product, but maybe not the details of the product. And on eBay Live, you can show that to people exactly once and also answer questions about it, thus convincing customers in a different way to buy the product.
Isabell: Take our listeners along and explain what your role is in the livestream. You’ve just explained your general position in the company. That has changed a bit now with the livestream, right?
Okan: Exactly. Personally, I take care of the pre- and post-production time. That means I select the products that are going to come up. Then I try to make a good mix. Then I take care of the chat, everything happening in the background, so that Benjamin gets the right products in the right order in front of the camera. And afterwards I take care of the whole logistics area, so that the products are shipped promptly and so that exactly the customer who bid on this device also gets this device. Those are my main tasks. And then Benjamin takes over.
Benjamin: Exactly, I’m the one in front of the camera and host the whole thing. I try to show the products as well as possible and bring the customers along, also responding directly to comments. And yes, the two of us as a tech team, I think, are already doing it for the 15th time by now. And yes, we also have a lot of fun bringing customers along like that.
Isabell: Then you stream relatively often. Your first stream wasn’t that long ago. Have there been any challenges you’ve come across during that time?
Benjamin: So far everything has really run smoothly. If I look back on it again, also in terms of setup and, of course, the interface and how the whole thing works. So I can’t really remember having any major problems other than maybe some issues with microphone settings and the like, which can happen. But otherwise everything was really super smooth.
Isabell: We have a new category in our podcast called “Gladly never again.” I actually wanted to ask you: what was your biggest fail in the livestream and something you would definitely never want to do again?
Benjamin: So what was our big fail? I think once we had a, a, a dropout with our microphone, but that was, that was more due to the technology. But of course you have to play it down a bit. The viewers immediately understand. Yes, that was that one time; otherwise, I don’t know. Okan, your turn.
Okan: So maybe during the shoot we once had an error in the listing, and a wrong technical detail from a notebook was shown. That caused a bit of confusion. That’s why it’s nice that you can chat live and pin messages. And with a bit of gesturing, I then handed Benjamin the message that he should change it after all. That was a bit. We were a little sweaty there.
Isabell: But yes.
Okan: In the end everything turned out fine.
Isabell: So it wasn’t a huge fail?
Okan: Exactly. And after that it was corrected, and some people were understanding. Some then wrote a few more comments. But that’s part of it when you’re live.
Isabell: What does your setup for the livestreams actually look like?
Okan: So we have our own studio. You could say that. We’ve also made it cozy, similar to here with you, with a colorful couch. The streamer moderator also stands in front of professional lighting with a microphone, etc., and I usually sit directly opposite. And then we also have a shelving area where we place the products, which are then always brought forward in order. So we’re in a separate room with a separate studio, where we lock the door and only use it for streaming.
Isabell: Did you start out that professionally right away? So did you basically say from the start: this is something we have to build somehow? Or did you want to test first and try it with a smaller setup?
Benjamin: Actually, we had really planned the whole thing internally already, because we’d always had the idea of going live at some point, and it worked out great that eBay announced the whole thing, so to speak. Then we talked with our IT department and with marketing and said now we have to prepare everything, and they were on fire too, and then we really set everything up as if, let’s say, similar to the current setup, we changed the camera angle a bit and saw okay, what can be improved? And I think there’s still room for improvement. But we’re already relatively happy with the setup we’ve put in place.
Isabell: And how often do you stream now, and how long is each stream?
Okan: By now three times a week, or even three to four times a week, and always about two hours?
Isabell: Okay, and how do you prepare the item selection for that? So which items do you take into which stream?
Okan: So at the beginning we actually did a lot of surveys. There’s also that nice survey function in the live console, and after the streams we kept evaluating the responses, and generally we know what sells well, what customers want, and then we always make a good mix of consoles, which are very popular by the way, drones, smartphones, and we always try to make a good mix of everything. Expensive products, a few cheaper products, newer products, but also products that are 3, 4, 5 years old.
Isabell: And what did a survey like that look like? So did you just run it in the live console as multiple choice?
Okan: Exactly. Right when Benjamin had the breaks and changed the devices, I always started the survey. It’s then displayed really well on the screen. And then you can choose a multiple-choice option, and classic questions were like: Which products do you want? We preselected the answers there and saw that certain products were in very high demand. And then we included them more often.
Isabell: Yeah, super cool, and a really good idea too. Also that you implement it right away like that. Now you sometimes have up to 8,500 viewers in your streams. But if I heard correctly, you’re only about to stream for the 15th time. How do you get people into your stream?
Benjamin: Well, of course we try to persuade people again through newsletters, but also in the stream, saying yes, we’ll be live next week at this and that time, to get them to come back. And yes, we also announce the whole thing via the eBay function, so to speak, and list all the products too. And then, yes, we try to get people excited so they’ll tune in again next time.
Isabell: Do you use channels outside of eBay to advertise your streams?
Benjamin: Yes, we do, for example the WhatsApp Channel. We also try to convince people in the stream to take part there as well so they’re always up to date.
Isabell: So that means you don’t really use Instagram and the like that much.
Benjamin: We do use it too, we just don’t want to annoy people with the same content all the time. So we’d rather use features like newsletters or WhatsApp, for example.
Isabell: You just said you’re already streaming three to four times a week. How do you see the whole thing developing in the future?
Benjamin: We see it as a fixed part of our sales, because we also see how it’s done in other countries. That’s why we imagine going live daily as well. Maybe also with other categories, so that we can convince a broader range of people to take part in the livestream. And we see it as a major part of what we do.
Isabell: Going live every day. That means, Benjamin, you’ll be in front of the camera every day then.
Benjamin: Well, hopefully. I have an extreme amount of fun doing it, first of all. But of course we also want to convince other people to join in. And we’ve already tried that with several people. That’s why people will see several faces in the future too.
Isabell: Yes, I also find it exciting that you said, I think that was still in our preliminary conversation, that maybe two or three of you stand in front of the camera and aren’t really tied to one host. We’ve heard from other streamers that everything stands and falls with the host. You seem to see it a bit more loosely, right?
Benjamin: Of course the product is the main focus. That’s important to us, and of course so is the customer who’s watching. That’s why we want to alternate a bit and also sit on the couch from time to time, talk about the product a bit. What’s important to us is that people also get good entertainment.
Isabell: Yes, you already have a very, very wide range of products. Do you know all the products?
Benjamin: Actually, yes. For us it’s like this: we buy into 18 categories. And that’s really a super broad spectrum. And in operations we also have the products in our hands and so on. That’s why we really know these items very well. And if there were ever a category that I didn’t know so well, like baby fashion for example, which we’ve also already tried on eBay Live, then someone else would do it. I have to honestly admit that too.
Isabell: Yes, yes, that also makes perfect sense. You just said, Okan, that you have so many interactions in the chat and also always respond to the comments that come in, that you work together with the community. What are the tone and atmosphere like in your chats? I also took a look myself. It’s not always super nice.
Okan: Exactly. We have a lot of viewers, many who use the comment function. And I think in this business it’s normal that sometimes there’s a rough tone. And especially at the beginning that was the case, and of course we also learn from it what they want to hear, what’s important to them. And by now we do notice that the tone keeps improving, that it keeps getting more positive, and that there is. Yes, that we now already have a community that recognizes us, that greets us, that already addresses us by name. And it’s nice to see that from such a. From such a rough tone, I’d say, at the beginning, it has now become a very positive tone.
Isabell: So many thousands of people, of course that’s also just a mass of people interacting with each other. How do you handle it when the tone gets a bit rough?
Okan: So if it’s constructive? Definitely. We accept it, if it’s criticism, we take that on. We want to learn. We want to keep improving all the time. Of course, with so many thousands of viewers there will always be people who write things that don’t belong there. And there’s a function where you can mute users and delete comments. And if it crosses the line, then we do that very clearly too,
Isabell: Okay, but it’s great that you also use the functions available to you accordingly. I also think it’s important to say that, and probably also just not to take things too much to heart, right?
Okan: Yes, definitely. The function is great and it’s also really all made super easy to solve quickly in the livestream too.
Isabell: You’ve already mentioned a few benefits of eBay Live. But the buyer and especially the seller protection are important too. Maybe you can say a few words about that.
Okan: From the seller’s perspective, live shopping has no negative points, no protection you lose by taking part. And if the customer should happen to fib, you’re still protected by eBay’s seller protection.
Isabell: Yes, exactly. And the same naturally applies to buyers too, right?
Okan: Definitely. The buyer has no disadvantages whatsoever when shopping live on eBay. On the contrary, they see the product, the product is visible, and I think the hesitation to return it is lower. But even if that should happen, the 30-day return policy still applies. Yes, everything that applies to a normal purchase also applies to eBay Live Shopping.
Isabell: Are buyers often unaware of that? So do they ask again? Or is it just common knowledge?
Okan: At the beginning, many people asked whether they still had a return period. And now, because we keep mentioning it, also actively in the stream, that you still have a 30-day return policy. That you have warranty from our side. That you’re protected through the eBay marketplace. By now, that question doesn’t come up as often anymore.
Isabell: Yes, okay, but it’s still a good advantage. It’s actually feedback we hear very often too. It’s just this trustworthy marketplace that you already know, and everything works just as it does in our core business too.
Okan: Exactly.
Isabell: Yes, super good. What do you think will happen to livestreaming, or streaming in general, in Germany over the next few months?
Benjamin: So I think that through the livestreams that have already happened, many people watch and think, I want to do that too and would like to try it. You can see that it is clearly a factor for the future. So later on, more people will take part in it. Let’s say, like in China, where the whole thing is. There are thousands of streams there. And that’s what we hope for too. Because the more reach the whole thing gets, the more people watch and the more people buy too.
Isabell: Yes, now of course it’s also just the case for you that eBay Live is still free for six months when you start. So this definitely makes sense. Do you offer all products at a fixed price or as auctions?
Benjamin: Actually, we currently offer all of them with a starting price of €1.
Isabell: €1.
Benjamin: Actually, €1.
Isabell: Apple Vision Pro from €1.
Benjamin: From €1. So that’s really an absolute bargain, of course, that attracts people. We clearly see it as marketing too, so that people get to know us. And that’s why we also try to add products, let’s say, especially with a €1 starting price, but also sometimes with buy-it-now functions. You have to try things out a bit. The whole thing is still pretty fresh, but at the moment everything is actually from €1.
Isabell: Does it pay off for you?
Benjamin: So yes, it does pay off, because of course we’re also increasing reach, and we ourselves see the whole thing as a future project too. That’s because we’re first movers, so to speak, and as the first to start in this consumer electronics area, we hope to build up a larger base of people. And we also offer really good prices in part, and that’s a big future vision of ours too.
Isabell: We also recently had the eBay Live Day, or rather known as Day of Deals. You took part too, right? Take our listeners through what kind of day that was and what you put together there.
Okan: Exactly, on that day we were live almost continuously from 9:00 in the morning until midnight and sold over 250 products, all with a €1 starting bid, via eBay. And there were items ranging from the Apple Vision Pro, the newest Apple device, to other devices that were five, six years old. And yes, Benjamin was in front of the camera almost 15 hours straight, and I was behind the scenes and handling logistics too. Preparation time, post-production time, it was really a mammoth task. But we simply wanted to show that on special days like that we can also deliver special performances. It was a lot of fun. We had thousands of viewers. We got great feedback, which of course we also evaluated and are now working with. And all in all, I can say that the day was a complete success.
Benjamin: Absolutely. We were also shown quite often on eBay’s main page with our stream, and that made us proud too. And then you see what’s possible, and that’s why we think it’s extremely cool and would also like such things to happen more often. But it was really extremely fun, and I can only encourage everyone to take part.
Isabell: 15 hours in front of the camera — how do you prepare for that?
Benjamin: So it’s really. We planned a lot internally, but in the end we just really went through with it. We had breaks in between. But we really gave it our all and tried to take part in the stream as well as possible, so to speak. And then, after 15 hours in total, your feet hurt a little too. But we got through it, and yes, in the end it was incredibly fun.
Isabell: Yes, your setup is such that the streamer basically stands, right?
Benjamin: Correct. Exactly, that way you have the opportunity to show the product better, so to speak, and you also receive a different product. Sometimes the products, let’s say, also have several components, and so it was easier to show the product as a whole.
Isabell: How many people bid in such an auction?
Benjamin: At times we had up to 150, 200 bids. That’s really crazy. And the whole thing only takes one or two minutes for us. And it’s really crazy how big the participation in the bids is.
Isabell: Yes, I can imagine that. Then a lot of people probably get hyped up super easily.
Benjamin: Exactly, and then they may want the product after all when they see it live. So emotions come into play there too. And that’s the nice thing.
Isabell: Do you feel that in the studio too? Because really, it’s just the two of you, and the crowd is on the other side, so to speak.
Benjamin: You can definitely feel it, that’s clear, when you see how people keep outbidding each other and everything. And it’s also extremely fun to follow the whole thing and then see in the last few seconds how the bid goes up again. That really is. It really is extremely fun.
Isabell: Of course, Day of Deals isn’t every week. Could you imagine creating your own Day of Deals again at a later point in the year?
Okan: Yes, definitely. Especially in our peak season. That’s always Q4, starting around September, I’d say, and we’re already planning to put something like that together again during that period. To show live shopping again exactly where peak season is, and to try to make the topic even bigger.
Isabell: So during that time, basically ramp up your sequences again and then really stream a lot for a long time and bring good deals.
Okan: Exactly.
Isabell: Only for Q4, or already earlier too?
Okan: Well, we’re basically on the road three times a week all the time. But big events like that in Q4, especially around Christmas, you already know that from non-live shopping, let’s say. But if you do that there with live shopping, we think it will have a huge reach.
Isabell: Yes, I’m curious to see what else we can expect from you in Q4 then. Is there anything you’d wish for from us in terms of features or generally in terms of developments in real life?
Benjamin: So what comes to mind right now. Of course, if there were a way to maybe overlay things. You may have seen that in our stream. We always show a kind of product sheet with the most important features, maybe that could somehow be shown visually once more. But otherwise, the functions that already exist are really top notch at the start. You mustn’t forget, this is all still relatively fresh.
Isabell: Yes, that’s true. And you also work with a third-party provider, right? So you don’t list your products directly on eBay, but via a third-party console. And that all works smoothly too?
Okan: It works smoothly. The applications are great, and as I said, it’s no rocket science to upload the auction through a third-party provider either. And as I said, the live console itself is super clear and very easy to use.
Isabell: I’m happy to take that feedback along again. What are your three most important tips for eBay sellers who are still deciding whether or not they should start with eBay Live?
Benjamin: Well, first of all, of course, just get started. So you shouldn’t, let’s say, be timid. You have to find the courage to go live. Everyone knows that feeling of being a little nervous and all that, but that fades quickly too. Personally, I think the first step is to prepare everything and then go live.
Okan: I’d say be transparent. Especially if you want to do electronics. Make sure that you cover everything about the items so the customer really sees everything. Because I think that’s the most important thing for all of us: that the customer sees exactly the product and gets exactly the product and knows in advance what they’re getting. They don’t have that with a classic purchase on eBay, because the product isn’t seen there, it’s only described. And we all know it: pictures say more than a thousand words.
Isabell: Yes, that’s true. Is your return rate from a livestream lower than on eBay core, basically?
Okan: So after 15 streams now, I’d definitely say yes, the first evaluations suggest that. For us, that was one of the most important points. Especially for me from an operational perspective: that we simply bring this awareness of the technology out to the public. And that’s exactly where this livestream helps a lot, because you show exactly the item the customer gets. You show the signs of use and you answer the customer’s questions live. So sometimes questions come up that really surprise us, what’s important to the customer. And we learn from that too and try to provide that information in advance, so that the return rate naturally becomes lower.
Isabell: It sounds like you’re learning together with the community, which I find super exciting. With a quick look at the time, unfortunately we’ve already reached the end of our podcast episode, but thank you both very, very much for all the insights. I think it’s super exciting to hear how you, as first movers in the refurbished electronics category, are basically defining live commerce together with us right now. And I also find it exciting to hear how convinced you’ve been internally about the topic for so long and how professionally you approach the whole thing. Thanks for bringing all your insights. I’m already looking forward to seeing more categories from you on our marketplace soon.
Benjamin: So stay tuned, and feel free to watch along. And yes, we’re equally looking forward to it and would like to thank you once again warmly.
Okan: Also from my side. Thank you very much for the invitation. We had a lot of fun today and are looking forward to the next steps with eBay Live.
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1 comment
nextgen_rmk_coop
·2 months agoeBay Live is pretty cool 😀