As a seller, you're responsible for ensuring a smooth and professional transaction with your buyers. This includes setting buyer expectations by providing accurate and consistent details regarding your item and the terms and conditions of the sale. You must also make every effort to meet buyer expectations by offering excellent customer service from bid to item delivery, such as charging reasonable postage & packaging (P&P) fees, stating your dispatch time, communicating promptly and professionally throughout the transaction, and ensuring the item is delivered to the buyer as described.
If you're a business seller, you should ensure that you include a comprehensive returns policy within your listing. Learn more about your returns obligations.
If you're a private seller, you may also want to consider including a returns policy, which sets out the circumstances in which you will accept returns and any relevant timelines.
The Sale of Goods Act 1979 (as amended), places numerous legal obligations on business sellers. In particular, items sold on eBay by business sellers to non-business consumers must be:
Where the seller is a private individual, the goods must be "as described". The goods are not legally required to be of "satisfactory quality" or "fit for purpose".
Policy overview
To help you meet the minimum performance standards on eBay, we've outlined the basic requirements regarding selling practices below. In addition, we have included a few best practices that can assist you as a seller to both meet and exceed buyer expectations.
Breaches of this policy may result in a range of actions, including:
Listing cancellation
Limits on account privileges
Account suspension
Forfeiture of eBay fees on cancelled listings
Loss of PowerSeller, eBay Top-rated seller status and eBay Premium Service
Item description
The listing page serves as the main source of information for buyers, helping them decide what to buy and what to expect when they get an item. As such, the page should only be used to describe the item for sale and to communicate seller terms in a professional way.
What to do
You must:
Describe only the item you're selling in the listing and the terms of the sale
Provide complete and accurate details
Specify the condition of the item
Explain any defects or flaws on the item - this helps avoid problems or buyer dissatisfaction
When selling used, refurbished or flawed items, we recommend you also include pictures of the actual item for sale, in addition to a stock photo.
What not to do
You must not include conflicting or misleading product information in a listing. For example, if you're offering a refurbished item, you can't describe the condition as 'New' in item specifics.
Pictures included in a listing have to show the item for sale.
You must not include comments that discourage buyers from participating or that undermine either the buyer experience or confidence in the marketplace. For example, we don't allow statements like:
'eBay holds me to a standard well above 4 stars'
'4 stars will get me suspended, so please only leave me 5 stars'
'I'm forced to use PayPal'
You must not use the PowerSeller logo or eBay Premium Service badge or similar artwork or expressions, eg 'eBay trusted seller' or 'eBay premium service seller'. If you offer eBay Premium Service, the related badge will appear automatically on the listing page.
Don't include references to the PowerSeller or eBay Premium Service programmes in your listing descriptions, listing templates, About Me, My World or Shop pages.
Don't use phrases like:
'eBay premium service seller'
'Offering eBay premium service listings'
'Trusted eBay premium service listings' or other similar terms
Don't use your listing to circumvent eBay policies or account restrictions.
It's important you clearly specify the terms and conditions of the sale in your listing, so buyers know what to expect.
What to do
You must:
Include the following details in your listing:
Forms of payment you accept
Return policy
P&P method, fees and other information
Taxes and any applicable government imposed fees (eg electronic waste disposal fees)
Tell buyers about the terms of the transaction in your listing
Meet the expectations you've set in your listing
What not to do
You must not provide inconsistent or misleading information on the terms and conditions of the sale.
Here are some things you must not do:
Change the terms of the sale once a buyer has committed to purchase the item
List different P&P charges in the listing description and the P&P fields of the Sell your item form
Provide false tracking information
State that you accept returns in the listing, but refuse to honour it after the item has been purchased, even if the item meets your stated requirements
Use eBay's PowerSeller logo, eBay Premium Service badge, or similar artwork and expressions
Include references to the PowerSeller or eBay Premium Service programmes in your listing descriptions, listing templates, About Me, My World or Shop pages
Use phrases like 'eBay premium service seller', 'offering eBay premium service listings', 'trusted eBay premium service listings' or other similar terms. (If you are a eBay Top-rated seller at an account level and offer eBay Premium Service listings, a prominent eBay Premium Service badge will automatically appear in your listings)
When buyers bid on or purchase an item on eBay, they should feel confident that the item is available and will be delivered in a timely matter.
What to do
You must make sure the items you’re offering are in stock for the duration of the listing and are delivered to the buyer, unless the buyer doesn't meet the terms of your listing.
For multi-quantity listings, make sure you have ready access to all the items you’re offering. For pre-sale listings, make sure you'll have ready access to all items on the release date.
If you run into an inventory problem that's beyond your control, you're responsible for letting the buyer know when the item will be available or issuing a refund immediately for the full amount.
What not to do
You must not:
List an item that may be out of stock by the time of purchase
List an item that you're simultaneously selling outside of eBay without ensuring beforehand that you have enough product available
Offer an item that may not be what's delivered to the buyer
Offer an inflated number of items in a multi-quantity listing
Postage and related charges
Be sure to specify P&P charges and related service charges in your listings. It's against our rules to provide unclear or misleading delivery information or to charge unreasonable fees for postage and related services.
What you can charge
Actual postage cost: This is the final P&P charged. Consider what others in the market charge for delivery of the item being sold to ensure you remain competitive. Also be consistent with eBay policies for the P&P charges for the category you are listing in.
Packaging cost:
This can include the cost of packaging materials.
Delivery confirmation and extra services: If these options are offered to the buyer, you can only charge what they actually cost. Examples of services including:
Proof of postage
Recorded delivery
Proof of delivery
Signed for proof of delivery
Special dispatch fees
Tax and government imposed fees: Only applicable duties, VAT or equivalent taxes may be charged.
Categories with maximum P&P charges
eBay sets maximum P&P costs in some categories. The maximum limit for P&P charges applies to the first postage option for all sellers listing on the UK site. This is the first service offered with the listings.
When using the Postage Centre, ensure that the calculated cost isn't higher than the actual P&P cost. If so, it's considered excessive P&P and isn't allowed on eBay.
Free P&P
You can offer free P&P to select or all destinations.
For a destination with free P&P, no other fees related to postage, dispatch, insurance or packaging can be charged.
Remember, you can't change the postage method to a slower option once the buyer has committed to purchase the item.
If you offer free P&P in your listing - and we can confirm the buyer didn't pay for postage - you'll automatically receive a 5-star detailed seller rating for Postage and packaging charges.
What you're not allowed to charge
Insurance: Sellers aren't allowed to charge a separate fee for insurance, although they still need to make sure their item arrives as described. Business sellers may choose to purchase postal insurance; however, they can't pass this cost onto buyers.
Tariffs, duties, and customs fees: For international transactions, sellers aren't allowed to collect tariffs, duties, or customs fees. (Buyers may be responsible for paying these fees as required by country laws.)
Don't inappropriately classify an item as a gift in order to avoid certain duties, tariffs, or customs fees. UK law prohibits submitting false or misleading customs information.
Under the Electronic Commerce (EC Directive) Regulations 2002, business sellers must provide clear indications of price, if relevant, including any delivery or tax charges and your VAT number, if your online activities are subject to VAT.
In addition, the Consumer Protection from Unfair Trading Regulations 2008 prohibit business sellers from engaging in unfair commercial practises which harm consumers’ economic interests. The provision of information about prices is one form of commercial practice.
In particular, the regulations prohibit business from:
Misleading consumers about the price of a product, or the manner in which the price is calculated
Misleading consumers as to the existence of a specific price advantage
Omitting information on the price or any related charges including taxes, delivery and postal charges, unless these are already apparent from the context
Misleading or confusing information about the applicability of taxes or customs fees that may be payable on the item which are not included in the sale or postage price
Buyers want to know when they can get their items.
What to do
You should:
Clearly and accurately specify in your listing when the item will be dispatched
Post items immediately after purchase (see our pre-sale listings policy for further information)
Use tracking, delivery or signature confirmation to ensure that both you and your buyer can track the package and know when it will be delivered
For items above £150, use delivery and signature confirmation which will help to protect you should a request be opened that the item wasn't received
You’ll receive an automatic 5-star detailed seller rating for Dispatch time when a transaction meets the following criteria: you specify either same or 1 working day handling and upload tracking information within 1 working day of receiving payment, plus tracking data then shows delivery within 3 working days or less.
What not to do
You should not:
If PayPal places a temporary payment hold on an item you sold, delay delivery pending the release of those funds (after 21 days). Delaying delivery may affect your detailed seller ratings and buyer satisfaction, which will increase the chance of PayPal payments being held in the future
Say that you're not responsible for item delivery, or for ensuring that the item is delivered. For example, these statements aren't allowed:
'I'm not responsible for the item once it's been dropped in the mail'
'I'm not responsible for items lost in the post'
'Without insurance, I can't be responsible for items lost in the post'
Listing formats without dispatch time
Classified ad format
Property sale ad format
Categories that don't require dispatch time
All Motors categories
Property
Services
Communication
What to do
You should:
Respond promptly to any questions during the bidding or buying process, and after the item has been purchased
Be friendly and professional in all communication, including emails
Send postal updates with tracking information, if available
Be responsive to any buyer concerns or problems
What not to do
You must not:
Use profane or offensive language with anyone on eBay
Send anyone on eBay inappropriate images including nudity, profanity, or other general content not related to an eBay listing
Use expressions such as 'optional insurance' or 'fake bidder or buyer' and threaten to leave negative Feedback (even though sellers aren't able to leave negative Feedback for buyers)
You don't have to offer a returns policy for your items unless you're a business seller. However, a clear returns policy can reassure potential buyers.
We encourage you to accept returns - it helps increase buyer satisfaction.
Legal obligations for business sellers If you trade as a business, you're legally obliged to sort things out for your buyer if an item is faulty or arrives damaged. A consumer buyer also has the right to return an item to you if they change their mind.
Here is some more information about how UK law relates to returns and your legal obligations as a business:
The Distance Selling Regulations generally apply to sales to non-business buyers made by sellers acting in the course of a business, which have been made at a distance. In other words, where there is no face-to-face contact between the seller and the buyer before the contract is made. The Distance Selling Regulations usually cover sales made over the internet, including:
Buy it now listings on eBay.co.uk
Second Chance Offers on eBay.co.uk
The UK Distance Selling Regulations do not apply to auction-style format listings on eBay.co.uk, and do not apply to all types of items.
Under the Distance Selling Regulations, buyers have a period of 7 working days after the date of delivery within which they can cancel the contract (often referred to as the 'cooling off' period) and get their money back, including the original postage and packing charges. If the seller has not provided all the information required under the Distance Selling regulations before the contract is concluded, the buyer will have up to three months. You must refund the original delivery charges. However, you are permitted to require the buyer to pay for the cost of returning the item, but only if you clearly inform the buyer of this before the contract is made.
You can specify the returns time frame and who pays for return postage when you create your returns policy. Please note that the minimum time frame for returns on eBay is 14 days. We've chosen this because a 14-day returns period will be required when changes to UK distance selling regulations come into effect in June 2014.
If your listing doesn't fall under the Distance Selling Regulations, you're not legally obliged to refund a buyer if they change their mind. However, you may choose to provide a service that goes beyond the minimum legal requirement in order to encourage consumers to buy from you.
Under the Sale of Goods Act 1979 (as amended), items sold by business sellers to non-business consumers must be:
of "satisfactory quality";
"as described"; and
"fit for purpose".
If an item you sell doesn't conform to these criteria, the buyer has the right to request money back within a "reasonable time". What is considered a "reasonable time" varies from item to item. For example, a pair of skis is unlikely to be used straight away, so a "reasonable time" is likely to be longer than for an item normally used on a daily basis. Other factors may also affect what is defined as a "reasonable time" for specific items. In addition, the Sale and Supply of Goods to Consumers Regulations 2002 gives consumers a right to a repair or replacement where goods turn out to be faulty.
When a business sells an item to a consumer, the default position is that any loss or damage to the item that occurs in transit is the responsibility of the business. This means that you are likely to be required to replace items lost or damaged in the post. Most eBay business sellers choose to replace lost and damaged items as a matter of course, using insured postage services where cost effective.
If you're a business seller, you're required to specify if items can be returned.
If you accept returns, use the fields provided to specify:
The time period in which a buyer must notify you about a return
Who pays for return postage
How the refund is issued
In the Additional return policy details section, you should also be specific about:
If there are item conditions required for return, and clearly state those conditions. (Note: Under the Consumer Contracts Regulations, business sellers cannot insist that buyers return the item in a certain condition.)
How the refund is issued (for example, money back, a merchandise credit, or exchange for an identical item)
How long it will take for a return to be processed and the money refunded back into the buyer's account. Depending on the payment method, the time frame for a refund to be issued should normally not exceed 5 working days.
What not to do
You are not legally permitted to charge restocking fees or any type of administration fee.
Under the Consumer Contracts Regulations, business sellers cannot insist that buyers return the item in a certain condition.
Include returns information in your item description where buyers may not see it. (Use the Additional return policy details section of the listing form instead.)
About requests
Even if you specify that you don't accept returns, a buyer may be able to open a request for eligible items if the buyer didn't receive an item or the item doesn't match the listing description.
It's important that you reply quickly. You have 8 calendar days to respond to a buyer's request.
Keep in mind that your seller status (including PowerSeller and eBay Premium Service) and search visibility may be affected by the number of open and closed requests without seller resolution.
Feedback is an essential tool for building your reputation and growing your business on eBay. It's meant to be an open and honest place for eBay members to share their experiences with other members.
To make sure the Feedback system works as it's intended, there are some things we don't allow.
What to do
We encourage you to leave Feedback for a buyer when they've completed the transaction to your satisfaction (e.g. by paying for the item, or leaving positive Feedback for you).
We don't allow manipulating Feedback or detailed seller ratings in any way. This includes working with other members to artificially increase your Feedback score, taking actions to figure out the detailed seller ratings that a buyer left for a transaction, and providing false information to eBay or buyers in order to receive an automatic 5-star detailed seller rating.
We don't allow sellers to require buyers to leave specific Feedback or detailed seller ratings - whether by setting restrictive terms about Feedback in a listing, or refusing to honour their obligations after a sale until the buyer leaves positive Feedback (considered Feedback extortion).
You're responsible for reviewing and understanding eBay selling policies, as well as all applicable laws and regulations as outlined in the User Agreement. Therefore, learning about eBay’s selling policies before you list an item will help you avoid unintentionally breaking the rules.
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