The BMW Direct eBay shop carries the full BMW branding with an attractive flash widget at the top of the shop home page displaying a montage of BMW cars and accessories. All BMW parts are offered from stock with free postage and a full two year warranty.
This should be good news for all motors sellers as whilst some buyers will happily pay the price for genuine parts direct from BMW others will migrate to other suppliers to save money on third party products.
Why has BMW UK opened an on-line shop on eBay?
“As a premium car manufacturer we are always interested in understanding customer preferences when it comes to buying products from BMW. We recognise that there are customers who wish to buy BMW products but do not necessarily want to travel to a BMW dealer to make a purchase – as such we see eBay as the perfect solution for them. By embracing this modern retailing approach, we believe we can engage with and satisfy a number of new customers through what is a new retail channel for BMW.”
What will you sell?
“Our initial approach is to test the demand and interest within the eBay environment with car accessories, car care products and the like. We will move on to selling lifestyle gifts and mechanical service items in the future. Nevertheless, we do not intend to retail cars down this channel within this activity.”
Carl Sanderson – General Manager, Aftersales Development, BMW UK Limited.
The BMW shop is being managed by Pentagon Interactive who are managing the sales process with the eSellerPro management platform. Pentagon appear to be attracting a fast growing number of premier brands to the portfolio of eBay shops that they manage. Their clientèle now include and alongside BMW.
Using an experienced third party to launch a business on eBay makes a lot of sense for brand names. Unlike independent sellers, household names will naturally attract wide attention and media coverage. These brands need to ensure that they are fully eBay compliant and ready to provide the buying experience that eBay sellers have come to expect and expert assistance is practically a prerequisite.
eBay Motors and vehicle parts and accessories are one of the fastest growing categories on eBay. With manufacturers such as BMW selling direct on the site it should add trust and attract even more buyers to eBay.