All grocery stores sell milk and all buyers know that every store sells milk. So, why does a buyer go to a particular store to buy milk?
Price, delivery options, convenience, ambiance, advertising, customer service. Improve any of these and you may see an increase in sales.
We would all like to have protected selling areas or items that noone else has.
Since the buyer (probably) came to you though the search engine, where the same items were displayed, by other sellers, what difference does it make whether the buyer uses search or the ads on your item page (to shop)?
eBsy is trying to make it easy for buyers to buy. Remember, your item/store may be on other sellers items.
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