Chris Green

Chris Green
Chris Green

Chris Green

Since 1999, Chris Green has been doing Retail Arbitrage, the business of buying items at retail stores and selling them online for a profit. From humble beginnings selling wresting action figures on eBay, he has since perfected this low-risk, high-margin business model now known as Retail Arbitrage.

Using innovative and powerful programs like Amazon’s fulfillment program called Fulfillment By Amazon (FBA), sellers can now remove time and space scaling restrictions that would have previously restricted their businesses. Sellers also now have access to the most complete mobile pricing data using FBAScout for iPhone and Android. Information is power and the sellers with the best information will make the best buying decisions and will be able to capitalize on all of the opportunities around them.

Online Selling Is Changing Rapidly - Are You Prepared?

Session Leader: Chris Green

You used to need a warehouse and employees to sell 6 figures annually online - FBA has changed that.

You used to need to know something about products to source successfully - Scouting tools, especially real-time ones, have changed that.

You used to be able to gain ‘insider’ knowledge, and keep it to yourself - Social networking has changed that.

So - with the traditional barriers to entry gone, and the secret cat out of the proverbial bag, how are you going to adapt and evolve for success?

Join Chris Green as he offers insight into how to grow your business in this increasingly competitive marketplace.

Understanding and Identifying Inefficient Markets

Session Leader: Chris Green

Improve your understanding of the different markets and the how and the why of selling on each one is important.

Amazon is a brilliant case study where price does not meet an equilibrium point the way that it does on eBay. Amazon customers put selection, convenience, customer service and sometimes other factors over price allowing sellers to sell at higher margins.

This presentation will help your learn to identify new selling opportunities as well as optimize your inventory to the best sales channel.

Join Chris Green as he offers insight into how to grow your business in this increasingly competitive marketplace.

It came back! How to deal with customer returns

Session Leader: Robert Casto

Returns are a problem that affect all sellers. Defective products, buyers’ remorse, shipping damage; they all are reasons why a sale becomes a return and you end up with a loss versus a profit. Businesses tend to ignore returns because they do not fit their normal business processes which are designed to buy and sell products. This presentation will discuss returns from the perspective of the buyer, the seller, and the platform such as Amazon or Ebay. It will also cover ideas on how to minimize the financial impact of returns, and ideas on how to manage the process.

Getting a product from the customer back to the seller is a complicated process. In retail jargon it is called Reverse Logistics. We will look at the process from each party’s point of view and what happens at each step.

There are many ways returns can be handled. Depending on the marketplace where an item is sold, each will have rules that need to be followed. FBA is a completely hands-off process where Amazon takes care of the entire process. We will discuss various marketplaces, how returns work, and then dive into FBA and she some light on their process to make it less mysterious.

Because Amazon handles returns for FBA, there is little a seller can do to stop a return. But there are a number of things that can be done to increase the possibility of getting reimbursed on a return.

Various products tend to have more returns than others. We will look at return averages, what are the most common types of returns, and also the most common reasons customers give for returning an item. We will then discuss ways to minimize the frequency of returns, and look at warning signs to avoid potential problems that could cause returns.

Recouping Cost
Returns cost a business money. There is the cost to buy the product, get it shipped to the warehouse, label it, send it to FBA or the customer, and time to deal with the return process itself. To recoup some of these expenses, we will look at potential selling venues for returned items. We will also look at how to tell if a returned item is sellable or not, and at what condition it could be sold under. And we will look at ways to simplify this process so that it doesn’t take away from the main focus of the business which is to buy and sell products.

It seems that just about everything can be outsourced nowadays. We will look at various outsourcing options, their costs, benefits, drawbacks, and issues to consider when looking at this as an option for your business.

Robert Casto

Robert Casto
Robert Casto

Robert Casto

Robert Casto sells primarily on Amazon and Ebay. He started by looking for a way to make vacation money, and initially sold on When the FBA program was introduced, he jumped right on it. He is always looking for anything that can save time, simplify a task, or enable us to do more with less effort. As his business grew, he needed better tools to deal with the large amount of inventory and sales he was dealing with. He has been a software developer since 1993 and worked for,, and, so he has a very strong eCommerce background. So it seemed natural that he would use those skills to build some tools to help our business. He now works full time on the SellersToolbox website and helping his wife with their retail business.

Customer Relationship Management for Sellers at Amazon, eBay,, and more

Session Leader: Jon Jessup

This session will cover five key CRM concepts:

  1. Consolidate and streamline customer communications
  2. Leverage an Intelligent Knowledgebase
  3. Optimize Your RMA Process
  4. Analyze Data Efficiently and Effectively
  5. Do Targeted Email Marketing

Come to this session and learn how to:

  1. Take Control of your Customer Service: Analyze customer communications, centralize information, consistently provide high-quality customer service
  2. Leverage a Knowledgebase: Use a collection of frequently asked questions to provide solutions for your customers
  3. Embrace & Streamline the RMA Process: Make returns easy and customers won’t hesitate to buy from you
  4. Use Data to Your Advantage: Find out what your customers really want to know and use this information to increase your online sales and reduce your customer service operating costs
  5. Do Targeted Email Marketing: Keep in touch with your customers and send emails with content that will bring them back to your store


Jon Jessup

Jon Jessup

As the CEO and founder of Cloud Conversion, Mr. Jessup brings 13 years of on-demand software experience to the company’s objective of innovation and success in the cloud.

Mr. Jessup graduated Cum Laude from Princeton University in 2001, with a Bachelor of Science and Engineering degree in Computer Science.

After Princeton, Jon joined the Oracle Corporation in Redwood Shores, CA. At Oracle, he worked on the eBusiness Suite, including Oracle Exchange, Oracle Purchasing and Oracle iProcurement. Jon moved to Park City, UT in 2005, and continued working at Oracle from a distance.

Upon leaving Oracle, Jon served as a senior software engineer at Infopia, and later served as the technical evangelist for the Infopia Transact eCommerce platform. At Infopia, he lead the development and adoption of the first B2C and eCommerce application on the AppExchange, which won 2006 Salesforce “Appy Award” for Breakthrough Application of the Year.

Having worked with Salesforce on many different levels for over three years, Jon is passionate about helping companies leverage Salesforce technologies to nurture innovation and optimize business effectiveness.

Jon was a three-time Ivy League Champion and Princeton school record holder in the Pole Vault. He now enjoys skiing the perfectly manicured slopes of Deer Valley, powder at Alta and competing in local ski races in Park City. He is a passionate private pilot, and actively supports The National Ability Center in Park City and Princeton Track.

Get Ready Sellers: Tax Laws are Changing

Tax Time – It’s not just in April!

Session Leader: Laura Messerschmitt


2012 brings new tax laws that are going to affect online sellers. If you’re not careful, you could be seeing an increase in what you have to pay out. But, it doesn’t have to be that way! Come learn about these changes and get tips for getting your taxes prepared with as little hassle as possible.  This session is intended for sellers who want the basics without all the jargon - it’s not intended for advanced tax professionals.

What We’ll Cover:

  • An overview of the different taxes that sellers are responsible for paying and collecting
  • The 1099-K: What it is and how it affects you
  • Quarterly Estimated Taxes:  Do you need to pay them?
  • The current status of sales tax laws and how it will change the world of online selling
  • How to reduce taxes - Common deductions that sellers take
  • How you can get involved and make a difference in the laws affecting you!

Why You Should Care:

The IRS has gotten stricter about collecting taxes from online sellers.  The laws are constantly changing, as the government is figuring out the best way to collect taxes from online sales.  As a seller, it’s critical to keep on top of these changes.   Make sure you pay only what you owe and not more!  Come learn about all of the changes that are happening and how they will change what you (and your customers!) owe.

Laura Messerschmitt

Laura Messerschmitt of Outright

Laura Messerschmitt has been working with small business accounting software companies for over 10 years, first at Intuit QuickBooks and now at  Over the last year, she has focused specifically on eCommerce tax and accounting issues.

Laura specializes in explaining what online sellers need to know about taxes and tax laws.  She frequesntly invites a CPA to join me after the presentation to answer specific tax questions that attendees may have. We welcome her to SCOE because a lot of sellers have questions about the changing tax laws and how it affects them.

She has presented about tax laws for online sellers in many venues and the presentations have been well received.  Some of the venues include: Etsy (as a part of their worldwide seller education online lab series), Lisa Suttora’s group, the “Top Rated Seller Webinar Series”, and Online Seller MeetUps across the country.