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A guide from the UK's leading online auction house to selling online.
3 Mins

How to sell online

Jess Gibson
Jess Gibson

Whether you’re a veteran or relatively new to the realm of online selling, it stands to reason that approaching such an activity can be daunting.

You might also find yourself feeling overwhelmed by the prospect of trying to get to grips with product descriptions, SEO and marketing techniques, price-setting, and communication with potential customers – all of which is more than understandable.

Online selling is a steep learning curve, and one that can be intimidating if you aren’t feeling confident and assured. It is, however, a fantastic way of offering products to a widespread audience and, although it’s tempting to rush out an auction listing, taking time and care over what you include is more likely to ensure your sale is a resounding success.

Luckily, here at William George, we’ve compiled a checklist of tried-and-tested methods to help you attract buyers, improve your sales, increase bids and enjoy the process!


This element of the process is often neglected by sellers but it’s really important. First of all, you need to ensure that you’re aware of your audience. Each product category has a specific demographic that forms the bulk of the buyer base, and it’s important that you take the time to look into who you should be aiming your products at and how you can achieve this with your choice of words and images – it could make the difference between a sale and a dud.

Also, you’ll need to look into the detail behind your item, as advertising unique selling points and highlighting titbits of interesting information always helps to draw potential buyers in - especially if you include facts that demonstrate how rare or unusual an item is!

Title and description

The wording that you use in both the title and description have an impact on the volume of potential buyers who express interest in your item(s). Including essential keywords in the title of the product description will mean it’s more likely to be found via search engines and makes it clear what the item is.

In terms of the main body, you not only need to focus on including a full and complete item description, but you also need to be careful with regards to any embellishment. Everything you include must be factually true and verifiable and, if you include words such as ‘unique’, ‘valuable’, or ‘rare’, it’s beneficial to expand upon this and explain exactly why it’s rare, valuable, or unique. If there are any defects or broken/missing elements, you should also include these in the description, as potential buyers will respect your honesty and it will help to prevent any issues further down the line.    

Quality images

The value of including a variety of photos alongside the item’s description is crucial in the online selling world. It provides customers with a visual of the object they are hoping to purchase and, in many cases, can persuade them to place a bid.

The images you use must be well lit and show the item(s) in its entirety, including specific photos focusing on any defects mentioned. Further to this, you should keep a clear, solid background for your images, so as not to detract from the item itself, as well as a range of photos showing it from a variety of angles. If you want to home in on the exact size of the item, providing a visual size comparison is also useful for potential buyers.  

With this collection of tips for you to work with, you should be ready to go - visit our Seller Hub to find out more and get started!