Choose a Store name and description
The name you choose determines your Store's Web site address (or "URL"). For example, if your Store's name is "Fine Jewelry," your Store's URL is http://stores.ebay.com/fine-jewelry; so choose a store name that reflects the items you sell. Your Store description gives you an opportunity to tell buyers what your eBay Store is about, in a brief, well-written statement. Make sure you optimize your Store description for Web search engines. Use words in your description that you think people might enter when they search for a product.
For example, if you specialize in wrist watches, state that you sell "wrist watches," rather than "timepieces." A more straightforward description will improve your Store's chances of being found by interested buyers.