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White labels are big business on eBay as buyers search for value and particular product features. We take a look at 4 of eBay’s best-selling categories to see where the opportunities are for sellers of white label products.
Currently, eBay categories with high sales revenue and significant white label sales include Headphones, Luggage, Power Tool Batteries, and Necklaces and Pendants – quite a broad range of products!
Headphones
On eBay.com, there are 355,899 new-condition listings in the Headphone category. While big brands like Beats by Dr. Dre, Bose and Sony are popular amongst eBay buyers, the top 1000 best-match ranked listings revealed:
- 14% of listings are unbranded and are punching above their weight by delivering over 30% of sales.
- There are 193 brands competing, with many being white label and niche brands.
- The best-selling unbranded listing is for i12 TWS headphones selling for $9.99. They sell on average 314 units per week.
Figure 1 shows the distribution of listings and their sales for products priced up to $50. We can see that most purchases are being made in the under-$20 range, and that the $20 - $30 range has much fewer sales but the most competition. This is a tough category to compete in, with buyers expecting advanced product features but exceptional value.
Figure 1: Headphones - distribution of top 1000 listings (green bars) and weekly sales (line chart), by price range.
Source: ShelfTrend 19 February 2020
Luggage
There are 155,013 new-condition listings in the luggage category on eBay.com. Within the top 1000 listings:
- Samsonite and American Tourister are the most popular brands, but there are 323 brands competing.
- Unbranded products make up 18% of listings but achieve almost a quarter of sales.
- The best-selling unbranded listing is a 3-piece set of blue ABS suitcases on 4 rollers with TSA locks. Retailing for $59.99, they are selling on average 53 units per week.
Figure 2 shows the distribution of luggage listings and their sales for products priced up to $100. Although demand for cheap products is high (predominantly duffle bags), sales do not plunge as prices rise. Buyers are spending on products priced between $50 - $60 in particular, which has relatively low competition.
Figure 2: Luggage - distribution of top 1000 listings (green bars) and weekly sales (line chart), by price range.
Source: ShelfTrend 19 February 2020
Power Tool Batteries
There are 69,899 new condition listings on eBay.com. The top 1000 best-match ranked listings reveal:
- There are 100 brands, but most are actually generics with no brand name in their listing titles.
- 40% of listings have been categorised as unbranded by sellers, but account for 55% of sales.
- The best-selling unbranded product is a 2-pack of 18V batteries designed for DeWalt cordless power tools. It sells for $34.99 and is selling on average 107 units per week.
Figure 3 shows the distribution of listings and their sales for products priced up to $100. Supply and demand are quite aligned, but reveals that buyers are willing to pay higher prices.
Figure 3: Power Tool Batteries - distribution of top 1000 listings (green bars) and weekly sales (line chart), by price range. Source: ShelfTrend 19 February 2020
Necklaces & Pendants
There are a massive 3,712,054 new-condition necklace and pendant listings in the fashion jewellery category on eBay.com. The top 1000 best match ranked listings reveals:
- The vast majority of brands are not well-known.
- A whopping 70% are unbranded and make up 65% of sales.
- The best-selling listing is a variant listing for multi-layer chain necklaces with pendants. With over 200 variants on offer and many priced under $1 (and free postage), they are selling on average 659 units per week.
Figure 4 shows the distribution of listings and their sales for products priced up to $20. Buyers are lapping up the cheap options on eBay, however, looking at the revenue achieved (Figure 5) shows that all is not lost if you can’t compete on price. Although fewer sales are made in the higher price points, there’s still relatively good sales revenue to be achieved.
Figure 4: Necklaces & Pendants - distribution of top 1000 listings (green bars) and weekly sales (line chart), by price range. Source: ShelfTrend 19 February 2020
Figure 5: Necklaces & Pendants - distribution of top 1000 listings (green bars) and weekly $ sales (line chart), by price range. Source: ShelfTrend 19 February 2020
Key takeaways
Each category is very different in terms of size, the pricing that buyers are willing to purchase at, the strength of brands, and the sales being achieved by top sellers of unbranded or white label products. It certainly pays to understand your category before diving in.
Check out our articles on other categories popular with white labels:
- A blend of retail brands and white labelled products make up the Cosmetics category on eBay
- Branded Toys and Generic Pills – Sales trends of eBay’s Dog Supplies category
- White label brands are the top sellers of blood pressure monitors on eBay
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