COMPANY OVERVIEW With established brick and mortar locations and a growing e-commerce presence, Plaza Surf and Sports offers clothes and equipment for sporting and recreational activities. In addition to its four physical locations, the company also sells on six online marketplaces. Plaza Surf and Sports found that its largest marketplace sales came from Amazon, but knew it needed to continue to diversify, so in December 2016 the company started to sell on eBay. SITUATION As sales from eBay started to build, Plaza Surf and Sports President Mike Ferraro wanted to find ways to become more visible on the marketplace. He was looking to not only increase traffic to new listings, but drive overall sales. And, more important, drive volume of new sales. “The most important thing to me is t

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