Sellers have more control than buyers: They set auction ground rules, specify payment methods, and say who covers shipping. Sixty-four percent of the 700 survey respondents who sold on eBay in the past year were highly satisfied with their transactions. Still, 11 percent were at least somewhat dissatisfied. To sell smart:

Weigh the cost. Twenty-seven percent said their auction ad cost far more than expected. A basic listing can cost a few cents to a few dollars, but multicategory listing, bold type, extra photos, or prominent placement can collectively boost eBay fees to $100 or so. Sellers also pay eBay a percentage of the final selling price. For items less than $1,000, it’s 5 ½ percent of the first $25 and 3 ½ percent of the balance.

About 10 percent of respondents said that their freight costs exceeded those computed by the site’s shipping calculator.

Show off your product. Respondents said it’s important to provide detailed information and include plenty of photos.

Get maximum exposure. Traffic is highest on weekday evenings and weekends, according to ComScore, a company that tracks online commerce. An auction of one or three days is generally long enough for highly sought items, but extend the length for your vintage Roy Rogers lunch box.

Choose the right category. Don’t confound bidders by listing an 18th-century desk under home furnishings; list it under antique furniture or in several categories.

Check buyer feedback. That might help you avoid deadbeats. (Twelve percent of sellers told us buyers didn’t pay on time.)

Please the buyer. That way, you’ll avoid incurring negative feedback. As a seller, you have the right to exclude specific buyers from participating if you don’t like their trading history.