eBay authenticates luxury items for brand resale

Certified by Brand provides eBay shoppers with access to an expanded selection of authentic luxury watches, handbags, and jewelry.

eBay is assisting luxury brands in certifying goods they directly offer for sale or resale on its platform.

The e-commerce giant is introducing a new authentication program called “Certified by Brand.”. Through this program, new, certified used, limited-edition or exclusive “only on eBay” inventory from luxury watch handbags and fine jewelry brands and brand-authorized sellers will be authenticated by eBay for sale on its platform.

Listings within the program will include either "Direct from Brand" or "Brand Authorized Seller" badging and information on Certified by Brand within each item listing.

Certified by Brand partners will have access to eBay’s proprietary consumer insights. eBay intends the program to provide brands with influence on pricing of their brand inventory and their brand image within the secondary market.

Listings within the program will be represented by two badge categories. Direct from Brand listings are for new or pre-owned inventory, and either come directly from the brand's manufacturer or have been previously authenticated by the brand.

Brand-Authorized Seller listings are for either new or pre-owned inventory from a seller who has been authorized by, and supplied inventory from, the brand. 

eBay seeks to inspire trust

The new Certified by Brand program is offered alongside authentication services in four key enthusiast collector categories, including sneakersluxury watchesluxury handbags, and sports memorabilia. eBay also offers a wide variety of other initiatives designed to make shoppers feel confident in their purchases.

The e-commerce giant recently launched Verified Condition, a new suite of offerings and protections for heavy equipment transactions on its marketplace

And in February 2023, the e-tailer introduced eBay Guaranteed Fit, which provides a green “Fits” compatibility checkmark on select auto parts and accessories listings to help customers determine whether the part will fit their specific vehicle.

eBay also recently purchased 3PM Shield LLC, a provider of artificial intelligence (AI)-based marketplace compliance solutions. In addition, the company has opened the eBay vault, a secured, temperature-controlled facility and digital marketplace for collectors. Once an item is in the eBay vault, ownership transfers from seller to buyer in a matter of seconds, without the need to re-authenticate or ship the item anywhere.

Certified by Brand kicks off

Certified by Brand is currently available for brands and buyers located in the U.S. Brands and authorized sellers will continue rolling out in the next few weeks and more are slated to join the Certified by Brand program over the next year, with plans for expansion to other markets. Initial participants include ADPT (All Day, Purpose, Terrain), Alberto Milani, ALOR, Badgley Mischka, Diana M., Ernst Benz, I.Reiss, Judith Ripka, Konstantin Chaykin, Le Vian, Lika Behar Collection, Perrelet, RPaige, Roman+Jules, Vianney Halter, and Zodiac Watches.

"Certified inventory in the resale market is an undeniable opportunity for brands and authorized retailers, and eBay is the ideal partner for those looking to scale," said Tirath Kamdar, Global GM of luxury at eBay. "eBay's Certified by Brand program broadens access to both buyers and brands to shop and sell luxury goods with confidence and certainty."

"As a long-time customer of eBay, I have always valued discovering remarkable pieces among the platform's breadth of inventory", said Vianney Halter. "I am pleased to be partnering with eBay to bring a selection of extraordinary watches to their customer base."

Founded in 1995 in San Jose, Calif., eBay Inc. enabled over $87 billion of gross merchandise volume in 2021.

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