He missed the main reason. EBay is an awful place to sell. They fee everything including shipping. They also own PayPal which is the payment center they push so hard that they were sued for attempting to create a monopoly. EBay encourages buyers to create problems and demand little or no shipping costs regardless of what it costs the seller, and eBay collects a fee percentage off the sellers shipping costs. If a few spoiled buyers complain about something such as having to pay shipping, eBay punishes the seller severely including refusing payment to the seller until the buyer receives the item and is happy with it. The seller must then pay shipping out of pocket, hoping to be allowed to have access to their money some day when eBay decides it's OK. EBay withholds payment through PayPal which they own. During this outrage eBay is still taking a fee out of the sellers shipping price along with their many other fees and PayPal is also taking their own fee. If a buyer doesn't like something about it or how it was shipped, eBay automatically refunds the money back to the buyer through PayPal and the seller is out of pocket for everything. Eba's smug comment on all this is "that's the price of doing business with eBay". Two thirds of buyers on eBay is composed of scam artists who take advantage of eBay's 'the buyer is always right' policy, crybabies, spoiled brats, morons, the thick headed, people who believe an eBay seller is part of a strip mall, those who believe eBay sellers are like a Wall-Mart chain, those who think eBay sellers are dirty scam artists selling suspicious merchandise, those who think eBay sellers are dumpster divers palming off broken or trashed items as new, those who believe eBay sellers are terrorist financiers, those who see eBay sellers as sheep to be fleeced, and others. There are about a third of buyers who are actual reasonable, honest folk who are trying to make a fair purchase and are unaware of eBay policies where if they don't tick off all 5 stars on the S&H rating after the sale because of the 50 cents handling charge the seller will be punished for it. Some buyers are actually thankful for the item even if it did have a crinkle in the shipping box, and give 5 stars across the board regardless of the questions attached to them in feedback. God bless them. I'm one of those buyers. I don't recommend anyone selling with eBay, it stinks in every way. Try eBid dot net as an alternative, and there are many others who aren't oppressive fascists with their sellers. Bottom line, unless you sell volume large dollar items, you'll just end up losing money after all the fees, refunds and petty complaints in the long run. Sell, ship, repeat only works in eBay if you have lots of volume and can afford to lose money along the way.
This book misses all the reasons you are actually not making any money on eBay even if you do sell.
If you are having problems selling you are a micro-business and are in the wrong place in eBay.
EBay hates small business people, and that statement is spelled out in their policies.
If you are a small business, small volume, independent, sell somewhere other than eBay. EBay's hype is just that, HYPE and advertising.
EBay wants you to sell with them for the same reason a casino wants you. They will entice you to make money and take what you have.
Don't believe it? Follow this guy's advice and sell for a year. You will be wishing you have listened.
This author should have told the reader to read over all of eBay's policies, and researched the internet blogs regarding them.
EBay's mass boycotts by it's own power-sellers should have said something.