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eBay introduces click-to-resell feature to “reduce friction” when shopping circular

Chloe Burney
15 May 2024

Online marketplace eBay has today announced its new ‘resell on eBay’ feature that enables users to list their clothing online with just a few clicks of a button.

Developed as part of eBay’s commitment to creating easier ways for brands and buyers to participate in the circular fashion economy, the new feature will be built into Certilogo’s Secure by Design digital ID, accessible by scanning a connected product’s smart label.

eBay acquired Certilogo in July 2023 to boost pre-owned authentication through secure-by-design digital authentication technology – an AI-powered Digital ID printed on the actual product tag.

Italian outerwear brand Save The Duck will be the first brand to pilot the new feature, with their connected garments featuring the new resell button rolling out in May. eBay plans to expand the service to other brands using the Certilogo Digital ID in the future.

Charis Marquez, Global GM of Fashion at eBay, said: "eBay is focused on delivering solutions to brands while curating an elevated marketplace for buyers and sellers.

"Reducing friction and removing barriers to brands and consumers engaging in recommerce is crucial to fostering a pre-loved fashion marketplace. Our new resell feature helps brands keep their product out of landfill while giving consumers an incredibly easy way to give their item a second life."

The process is simple. When a user scans the QR code on their product’s smart label, a "resell on eBay: button is displayed in the digital brand experience. Once a user clicks on the button, they will be directed to check the item's authenticity through Certilogo’s AI-based authentication system by signing in with their eBay account. When the authentication process is complete, an eBay listing will be pre-filled with information from the brand about the item.

Michele Casucci, CEO and founder of Certilogo, commented: "This new ‘resell on eBay’ feature was a natural next step for Certilogo’s innovation and product evolution.

"With 540 million products already connected by our secure digital IDs, our mission is to empower brands by helping them create an experience that blends the physical with the digital world. Being able to securely resell your products with ease only makes the circular shopping experience more accessible for everyone."

This new feature is among several advances eBay has made to improve the selling and buying experience. Last month, the company launched an AI-enabled personalised outfit feature. Fashion enthusiasts can now 'shop the look', which is an immersive carousel of looks, tailored to its customers’ shopping history, complete with interactive hotspots that reveal similar items and outfit inspirations.

In the same week, eBay UK announced that it had abolished seller's fees for fashion items in a bid to boost the resale market as it estimates there is £16.3 billion worth of unworn items in UK wardrobes.

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