
I’m beginning to wonder if that little “5-Stars” logo was designed as an in-house joke by eBay staff. Certainly, there’s mounting evidence that the “1 Big Difference” is in how sellers are being denigrated, both by eBay and by eBay buyers, since the introduction of punishments and rewards linked to DSR ratings.
There’s no doubt that one of the most controversial topics of the year, on eBay, has been the introduction of using the Detailed Seller Ratings (DSRs) feedback from buyers, and how it is used to determine a seller’s visibility in browse & search, and in many cases, the amount of fees they pay to eBay.
The controversy is further compounded when you look at what eBay tells buyers, and how that differs from what they tell (and use against) the sellers.
When leaving feedback, eBay tells buyers that the DSRs should be rated as follows (please note - descriptions in italics with a question mark are where I’ve had to guess the description because I cannot find a public statement of the exact wording used, if you know the correct list, please let me know so I can complete the table.) -
| No of Stars |
Item Description |
Communication |
Despatch Time |
Shipping Cost |
| 5 Stars |
Very Accurate? |
Very Safisfied? |
Very Quickly |
Very Reasonable? |
| 4 Stars |
Accurate |
Satisfied |
Quickly |
Reasonable |
| 3 Stars |
Neither Accurate
nor Innacurate? |
Neither Satisfied
nor Dissatisfied? |
Neither Quickly
nor Slowly |
Neither Reasonable
nor Unreasonable? |
| 2 Stars |
Inaccurate? |
Dissatisfied? |
Slowly |
Unreasonable? |
| 1 Star |
Very Inaccurate? |
Very Dissatisfied? |
Very Slowly |
Very Unreasonable? |
Part of the problem with those descriptions, as any psychologist will tell you, is that the very nature of people will make them normally opt for the rating that is one less than perfect - there’s always room for improvement, right?
You would think that a corporation the size of eBay would know and understand that, and make allowances for it, wouldn’t you? If you do, you’d be wrong.
There have been countless posts in eBay forums, and in blog sites off-eBay, regarding a new system eBay are introducing, that put’s eBay’s assessment of a seller (based on current DSRs for that seller) right up front in buyers’ faces. In some announcements, it’s reported that a seller with a DSR of 4.0 or less for one of the four DSR topics will have a big warning at the top of their listings stating, “Warning - this seller has a low rating for (DSR topic)“. In other posts, users have witnessed that same warning when the DSR score is 4.5 or less.
Why are eBay trying to stop sellers selling? Why are they tainting the seller in the buyers’ eyes before a bid is even placed, or the buyer has scrolled down to the item photo and description?
eBay UK says that sellers must maintain 30-day average DSRs of 4.6 or higher in all four of the DSR categories in order to qualify for the FVF discounts. In the US it is 4.6 for the lower rate of discount and 4.8 for the higher rate of discount. Additionally, any seller with any DSR below 4.3 will be disadvantaged in search and browse - placed at the bottom of the listings returned for buyers to view - and any seller with a DSR below 4.0 will suffer selling restrictions.
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