At its core and primary focus, rwAuction Pro allows you to create your own auction marketplace. It can become an open channel to enable buyers and sellers to transact while charging for listing options, optional membership plans, and maintaining control over sellers and listings. Target usage includes enabling new or existing businesses to start online niche, collectible, or regional focused markets.

The system can be closed to outside listing agents which provides a channel for your business to market directly to other businesses or consumers. Former eBay sellers or businesses with an established or potential customer base can conduct sales without a 3rd party charging percentage fees or imposing business rules. Depending on the listing format a business can charge buyers by credit card or PayPal through an instant checkout process. Thus, the vendor states that the product can function both as an auction marketplace as well as an ecommerce storefront.

The primary new feature of the latest release is a revamped invoicing system which replaces the previous "C2C Invoices" and "Direct B2C Sales" by merging the two into a single sales system allowing immediate payment for goods in a method similar to a standard online shopping cart.

Additional new features include the facilitation of transactions between users, an included US based zip code radius search and regional options for international clients, payment and fee collection with the integration of the PayPal PayFlow Pro merchant service, and enhanced administrative functionality for tasks such as category management and importing listings with CSV files.

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