The article explores how sellers on eBay use different strategies in online auctions. They looked at over a thousand auctions to see how starting prices, 'Buy it Now' options, and secret reserve prices affect sales. Big sellers tend to use similar strategies, while smaller sellers have more variety. Starting an auction with a 'Buy it Now' offer can increase seller revenue. However, overall, seller strategies don't have a big impact on auction outcomes. Using a secret reserve price can raise the winning bid but also lower the chance of a sale. This shows that the online auction market is competitive, especially for popular items with other retail options available.