"The web auction site eBay has had its share of bad news late.  The slowing economy has led to falling profits and investor fear that the company who defined the internet auction business could be headed downhill.

Well, for now eBay has at least one good piece of news to celebrate.  Its top customer has achieved a historic mark -- 1 million positive feedback comments.

Anyone who sells stuff on eBay can receive positive, neutral, or negative feedback from customers.  Good feedback lead to more business, and smart sellers go out of their way to please customers with fast shipping and good correspondence, in order to get good reviews. 

Jack Sheng has been using eBay since 2000, when he and two childhood friends launched an electronics accessory company Eforcity Corp., based in Los Angeles.  Now after eight years of operation, over the last two months four of the eBay user IDs belonging to Jack and his company each passed the 1 million mark for feedback.

Once only a handful of people, the company grew quickly, now employing 200.  Mr. Sheng has gone from working at the company part-time when he was not at his position as a technology consultant for PricewaterhouseCoopers to assuming a full-time position at the head of his company.  It only took two years for him to go full-time with the business and now he has another milestone to celebrate.

Mr. Sheng is well ahead of the next highest-feedback seller, a CD and DVD retailer with about 754,000 positive feedback. He says of the 1 million mark, "It's a great morale booster for our employees."

His advice to new eBay sellers is to seek out a niche and make it their own.  He states, "If early on if we'd tried to sell electronics rather than electronics accessories, we might be out of business right now."

EBay's Chief Executive John Donahoe and other top executives plan on honoring Mr. Cheng's accomplishment at the company's San Jose, Calif., headquarters later today.

While only a number, Mr. Cheng's record stands out, much like McDonalds' iconic "99 Billion Served" slogan."