One key factor that many eBayers completely overlook, is including a set of Terms and Conditions within their listing page.  Look at any major retailer on eBay and they will have a page, or possibly pages worth of Terms and Conditions 

Terms and Conditions are a set of rules and policies that you may be bound to when committing to a purchase.  Terms and conditions will cover everything from what will happen when a customer wishes to return an item, to what happens if they incorrectly price a product.  Usually, an online retailer will include a tick box when you register an account with them, to say that you have understood and agree to the Terms and Conditions.

The difference between the Terms and Conditions of a major online retailer and your own Terms and Condition which you can state in all of your listings is clear to see: Customers are less likely to read the T&C's of big retailers, because they are a trusted brand.  eBay buyers are far more likely to look at and pay attention to T&C's of a smaller seller, as they want reassurances that they have the same sort of cover as large online retailers.  And this is where your T&C's can make or break a sale.

Terms and Conditions result in more trust from your customers

Consider the following two parts of T&Cs (Returns) I found recently whilst looking for a particular Hollister Mens Jacket:

Seller A: 'Please choose the correct size.  A Restock fee and extra postage will be charged for buyers who need an exchange'

Seller B: 'Refer to the size chart for sizing guidance.  Exchanges welcome if incorrect size is purchased, as long as item is returned within 7 days and is in original packaging and in original condition'

Seller A had a sales history of 2 sold.  Seller B had a sales total of 17 sold.  Both sellers were mid sized shops, with 99% feedback.  Both listings were professional looking.  They were the only sellers of this particular jacket.  Yet seller B  had made 15 more sales than seller A, and this must be attributed to the customer friendly T&C's on returns.  Now, this is where it gets even more interesting.

Here are the prices they were charging:

Seller A: 29.99 + 3.99 P&P
Seller B: 32.99 + 3.41 P&P

Seller B was selling MORE of the product, even though seller A was cheaper.  Seller B was selling for a total of 36.40, and seller A was selling for a total of 33.98.  We are talking about a difference here of the sum of 2.42.  It is not a great difference, but a difference that eBay buyers were willing to pay to have peace of mind that if the jacket does not fit, they can return it for an exchange without any requirement to pay more for restocking and return postage.

This example proves wrong one myth that I hear banded about time and time about selling on eBay:  You DO NOT have to be the cheapest to sell on eBay.

And it also proves that good, solid, customer friendly Terms and Conditions can mean the difference between a customer purchasing a product from you, or them clicking away from your listing, and buying elsewhere.