In a world where Amazon rules e-commerce today, it is easy to forget that not too long ago, it was eBay that reigned supreme. While much of eBay’s users have arguably moved on to the likes of Amazon, Alibaba, and a throng of other e-commerce players, many of the platform’s powersellers who established themselves there remain loyal for that very reason – they are settled there and are resistant to change.
But therein lay the problem for eBay: as these powersellers aged with the platform, they also became resistant to platform improvements, feature changes, and shipping standards and best practices. To make things worse, these changes usually come at some initial cost and effort that makes these largely middle-aged sellers even more resistant.
Because of this, eBay created a regional community Facebook Group as a channel to educate and hopefully convince these valued sellers to implement practices meant to improve their sales in the long run.
Our task then, was to produce relatable and impactful educational material that would best convert eBay’s existing seller base in the region to adopt best practices.
How did we create educational content for an audience we knew would already inherently be resistant to the messages eBay wanted to communicate?
Our approach to the design and copy of our content was to try and lighten the mood through humour, the use of colloquial language, and playful, cheery design aesthetics.
We applied this to all our created content: bite-size, easy-to-understand, and concise images, video, infographics, and article.