If you are an eBay merchant, you can use the tremendous popularity of this site to generate business for your web store, or even your offline store. However, eBay doesn’t want you to simply use their auctions as a way to push people to your store, which seems fair enough. (And they also have an important pricing rule, the same as Amazon’s: you can’t sell a product on your site for less than you list it in your eBay store).
But that doesn’t mean you can’t use eBay to promote your web site; in fact, eBay is pretty liberal in what they do allow. There are several things you can do:

• You can’t overtly promote your web site from an item listing page, but you can link to a page on your site that describes the product. That page can even link to other pages on your site, as long as the primary purpose of the page is to describe the product, not push people to other areas of your site.
• You can promote your site from your About Me page, as long as you don’t directly promote a particular product on the About Me page.
• You can link to your site from your eBay Store, as long as you don’t promote a particular non-eBay product in your store or links to a non-eBay product on your site.
• When you send a confirmation message to an eBay buyer or auction winner, you can promote your site.
• When you ship a product to an eBay buyer, you can promote the site in a packing insert.
• You can, if given permission, keep in contact with existing clients.

Many merchants have tried a variety of tricks to use eBay to generate traffic to their websites. There’s probably nothing you can think of that eBay hasn’t seen. You cannot, for instance, sell very low cost catalogs through eBay that are intended to push people to your site, it’s already been tried! eBay is, quite reasonably, doing its best to reduce site pollution. If you place a listing on the site, eBay wants a genuine listing, not a weak attempt at Internet marketing.