On your MyeBay screen on the lower left there should be a "Report Items Not Received" menu item.
Click on this and create a Dispute.
After you get your money back, give the guy negative ratings.
eBay Step-by-step guide to buyer protection from
http://pages.ebay.com/help/buy/protection-programs.html
Most common issues can be resolved by communicating directly with the seller, even before using the buyer protection programs. We recommend following these steps in this order:
1. Check the item listing.
Review the seller's terms of sale, item description, and shipping and payment terms. Have you allowed enough time for the seller to receive and confirm payment?
First 10 days after the listing ends
2. Email the seller.
If you’re still concerned, email the seller with your questions. You can request the seller’s email address or use the "Ask seller a question" link on the item page.
First 10 days after the listing ends
3. Check your email spam filters for messages from the seller.
It's possible that the seller is trying to email you but your spam filters are blocking the messages.
First 10 days after the listing ends
4. Check your own contact information.
It's possible that the seller is trying to email you but your contact information is incorrect. Go to the Account tab in My eBay and click "Personal Information." Make sure your email address is correct.
First 10 days after the listing ends
5. Call your seller.
Request the seller's contact information and give the seller a call.
Any time after completing the first four steps
6. Resolve your problem through the eBay Resolution Center or PayPal Resolution Center .
If you're not able to work it out directly with your seller, you can go to the eBay Resolution Center, which helps you start and track problem resolution with your seller.
Important: You can open a case only through the eBay country site where you purchased the item.
10 to 60 days after the listing ends
Or, if you paid for the item with PayPal, file a claim with PayPal.
You must have a PayPal account in order to file a PayPal Buyer Protection claim. If you paid for the item with PayPal and didn’t create a PayPal account, you’ll be asked to do so before filing a claim.
First 45 days after the listing ends
7. Contact your credit card company.
Credit card companies typically provide some level of identity and purchase protection. Contact your credit card company to learn more.
Note: If you paid with your credit card through PayPal, we encourage you to try PayPal’s Buyer Protection process first.
First 45 days after the listing ends
8. Leave Feedback
After you file a case, we encourage you to leave Feedback for the transaction. Please be honest, fair, and factual. This will make other members aware of your experience and help keep eBay a safe place to buy and sell.
After you’ve closed a case or requested reimbursement through a buyer protection program and up to 60 days after the listing ends
