How to Create eBay Buyer Groups and Send Coupons to Past Customers and Followers
October 15, 2026 · AllSet24
If you want more sales and more repeat buyers in your eBay store, one of the best tools you already have is buyer groups. Here's the step by step guide I use to set them up, and how I use them to send coupons.
How do you create buyer groups on eBay?
Go to Seller Hub, click Marketing, then Buyer groups. Scroll down and you'll see three options: interested buyers, your previous customers and your followers. Create a group for your previous customers by date range, create one for your store followers, then use the Actions column to send each group a coupon.
What are eBay buyer groups?
Buyer groups are saved lists of shoppers who already know your store, like people who bought from you before or people who follow your store. Once a group is set up, you can send everyone in it a coupon to bring them back. eBay also shows you metrics for each group as you build it.
How do you create a buyer group for previous customers?
- In Seller Hub, go to Marketing, then Buyer groups.
- Scroll down and choose Your previous customers.
- Pick a date range. You can choose customers from less than 31 days ago, more than 31 days ago, more than three months ago or more than six months ago.
- Choose the categories you want.
- Give the group a name. I usually name it the same thing as the date range I picked, so I always know who's in it.
- Hit save. You'll get redirected back to the buyer groups screen.
I usually create one group for customers more than 31 days ago and one for customers less than 31 days ago. You could have up to four, one for each date range, or you could have just one. It's very customizable and super powerful.
How do you create a buyer group for your eBay store followers?
Back on the buyer groups screen, click to create a group for your store followers. It's very similar to the previous customer groups. This time you choose a length of time following and a buying status.
- Length of time following: I use any duration, because I want to target every one of my store followers.
- Buying status: I use any buying status here too.
- Group name: I just call it something generic like "Store Followers".
Then hit save.
How do you send a coupon to an eBay buyer group?
After you save, scroll down and your groups will start populating. It can take a minute or two for the categories and buyer groups to fill in, so come back and check if they aren't there yet.
Once they're populated, look at the Actions column next to each group. That's where you'll find the option to send a coupon. You can only send one every 48 hours, so if you don't see the option, you may have sent one recently.
This is where buyer groups pay off. Sending coupons to your past customers and store followers helps increase sales and, ultimately, repeat purchases. Building repeat buyers is a big part of how I run my store, which is also why I message every buyer right after they purchase.
What happens when you send a coupon to your eBay buyer groups?
Here's a real example from my store. I sent a coupon for $5 off any order of $10 or more to all of my buyer groups, so anybody who had previously purchased anything from me, along with everyone who follows my store.
Three hours later I already had 19 different orders, and each order had multiple cards in it. A lot of them came from repeat buyers.
That's what this kind of coupon really does. It incentivizes multi card purchases, and if you're a low end card seller, multi card orders are the lifeblood of your business and where you make the most profit. I send a coupon like this every now and again, so if you buy from me on eBay, it's worth following my store.
Why should you focus on store followers and buyer groups?
A buyer who has already purchased from you or followed your store is the easiest person to sell to again. Growing your followers and your buyer groups gives you a list of people you can reach with a coupon whenever you want to drive sales. If you're still in the growth stage of your business, this fits right in with aligning your selling strategy with your business goals.
FAQ
Where do I find buyer groups on eBay?
In Seller Hub, go to Marketing, then Buyer groups.
How many previous customer buyer groups can I create?
There are four date ranges to choose from (less than 31 days, more than 31 days, more than three months and more than six months), so you could make one for each. I use two: more than 31 days and less than 31 days.
How often can I send a coupon to a buyer group?
Once every 48 hours.
What kind of coupon should I send to my buyer groups?
One that rewards bigger orders. My $5 off any order of $10 or more brought in 19 multi card orders within three hours.
Why aren't my buyer groups showing up?
They can take a minute or two to populate after you save. Come back and check again.
What should I name my buyer groups?
Keep it simple. I name previous customer groups after their date range and my follower group "Store Followers".
Quick takeaways
- Buyer groups live in Seller Hub under Marketing.
- Create previous customer groups by date range. I use less than 31 days and more than 31 days.
- Create a store follower group with any duration and any buying status.
- Give your groups a minute or two to populate.
- Send coupons from the Actions column, up to once every 48 hours, to drive sales and repeat purchases.
- A $5 off $10+ coupon to my buyer groups brought in 19 multi card orders in three hours.
Follow me on Instagram or TikTok for more selling tips, and let me know there if you have any questions.
Chris, AllSet24
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