When someone buys from you on eBay they get an order confirmation from eBay, and another email when you mark the item as posted. So why send your own messages at all?

Because eBay's emails are generic. They don't sound like a person, they don't tell the buyer anything about you, and they don't give a buyer with a problem an easy way to talk to you first. A few short, friendly messages from you do all three, and they're a big part of why some sellers get noticeably more feedback (and fewer negatives) than others selling the same things.

Here's what we'd send, and when.

1. Straight after purchase

What it's for: saying thank you, confirming you've got the order, and opening a line of conversation.

Keep it short. The buyer has just paid and mainly wants to know you're on it. If you have a dispatch cut-off, this is a good place to mention it.

Hi [first name],

Thanks for your order of [item]! We've got it and it'll be packed and posted as soon as possible.

If you have any questions, just send us a message here on eBay.

Thanks again, [your name]

For a returning buyer it's worth sending something a little different. People notice when they're recognised.

Hi [first name], great to see you again and thank you for another order! Your [item] will be with you soon.

2. When you dispatch

What it's for: letting the buyer know it's on the way, giving them the tracking number, and asking them to get in touch before leaving feedback if anything is wrong.

That last part is the most valuable sentence you'll send. A buyer whose parcel turns up damaged has two choices: message you, or leave a negative. Telling them in advance that you'll sort it out pushes most of them towards the first.

Hi [first name],

Good news, your [item] has been posted and is on its way. Your tracking number is [tracking number].

If anything isn't right when it arrives, please message us before leaving feedback and we'll put it right straight away.

If you send a lot of items without tracking, leave that line out rather than saying "no tracking". Nobody needs to be told that.

3. After delivery: the feedback reminder

What it's for: reminding happy buyers to leave feedback, and catching unhappy ones before they leave a negative.

This one needs more care than the others, so we've written a whole guide on it: eBay feedback reminder messages: templates and when to send them. The short version is to wait around two weeks for UK orders, longer for international ones, and never send it to a buyer with a return, case or complaint open.

4. When they leave feedback

What it's for: a quick thank you.

Not every seller bothers with this, and it's the least important of the four. But it's a nice touch, it costs nothing, and buyers who feel appreciated tend to come back.

Thanks so much for your feedback, [first name]. We really appreciate it and hope you enjoy your [item]!

Things to avoid in any eBay message

  • Links or contact details that lead off eBay. No website, email address, phone number or social media handle. eBay blocks some of these and can take action on your account for others.
  • Asking for positive feedback or five stars. Asking for feedback is fine. Asking for good feedback isn't.
  • Offering something in return for feedback. Not even a small discount on the next order.
  • Walls of text. Most buyers read these on their phone. A few short lines is plenty.
  • Too many messages. Four messages over two or three weeks is about the limit before it starts to feel like spam. If you only have time for two, make them the dispatch message and the feedback reminder.

Domestic and international buyers

It's worth having a slightly different version of each message for buyers abroad. International delivery takes longer, so the dispatch message can set expectations ("international post usually takes 7 to 14 days"), and the feedback reminder should go out later. Keep the wording simple, as a lot of overseas buyers will be reading in their second language.

All of these and a few more are on our free eBay message templates page, ready to copy.