Web Auction Site Is Going . . . Going . . . Strong

After being turned back in its terrestrial expansion plans by the price-slashing success of Fry’s and other discount electronics chains, ACP Superstore in Santa Ana is having better luck in cyberspace.

The company, one of Orange County’s oldest computer stores, launched an online computer and electronics auction site last year. Dave Freeman, president of ACP, said the World Wide Web site is already generating more sales and profit than the 21-year-old store.

“The online auction has grown so fast and become so big that we’re swamped,” Freeman said.

The Cyberswap site, as it is called, can be found on the Web at https://www.cyberswap.com. It features discount merchandise from ACP and other computer stores around the country. The merchandise generally comes with a warranty, but is often slightly older technology or refurbished equipment.

Bidders enter their credit card numbers online, or fax a form to ACP’s Santa Ana store, then type in their bids next to the merchandise. Twice each week bids are closed and the merchandise is sent to the highest bidders.

“Last week we sold Adobe Photoshop software for $79,” Freeman said. “It’s one generation old, but a new one would cost you over $400.”

In recent weeks, the site has also featured Packard Bell PCs that sold for $719 and laser printers for $269.

Freeman said he plans to add a used computer products listing service to the site in the next few months. Consumers will be able to place classified ads on the site for free and shop for used equipment.

There are a handful of other auction sites on the Web, including https://www.onsale.com. “Onsale is really the big guy, so we’re shooting at them,” Freeman said. “We’ve been running banner ads on Yahoo and playing around with other ways to bring people to our site.”

ACP gets 10% commission on each sale, Freeman said, and expects to sell about $12 million in merchandise by the end of its first full year. That’s better than the company’s store is doing, and has helped the company expand after closing two other locations in recent years because of stiff retail competition.

Lately, the Cyberswap site has also had links to the Sundance Film Festival. Freeman’s 27-year-old son, Morgan, is a New York University film school graduate, and his first film, “Hurricane,” debuted at Sundance.

Morgan said watching his son at Sundance “was the coolest thing I’ve ever done. I always told him just don’t get into the computer business. It’s been fine for me, but it’s tough.”

Greg Miller covers high technology for The Times. He can be reached at (714) 966-7830 and at [email protected]