EBay, Certilogo Simplify Resale for Brands

EBay has long been a secondhand clothing destination for consumers. And now, the marketplace wants to be the go-to spot for brands, too.

EBay is unveiling what it believes to be a “pioneering” hot ticket item dubbed “resell on eBay:” a brand new, AI-powered feature rolling out to items with a Certilogo-connected product smart tag.

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This feature will be built into a Certilogo— the AI-powered authentication tool eBay acquired last July—Secure by Design digital ID, accessible by scanning a connected product’s smart label. Meaning that, when a user scans the QR code on their product’s smart label, the “resell on eBay” button pops up.

“eBay is focused on delivering solutions to brands while curating an elevated marketplace for buyers and sellers,” said Charis Marquez, global general manager of fashion at eBay. “Reducing friction and removing barriers to brands and consumers engaging in re-commerce is crucial to fostering a pre-loved fashion marketplace. Our new resell feature helps brands keep their product out of landfills while giving consumers an incredibly easy way to give their item a second life.”

Italian outerwear brand Save the Duck will pilot the feature, with its connected garments featuring the resell button coming this month. The marketplace said it plans to expand the service to other brands using the Certilogo Digital ID in the “near future,” with the goal of making it a “default function” of its Secure by Design technology.

“Finding solutions that help our customers make more circular choices—and keep our product out of landfill—is of the utmost importance to us,” Nicolas Bargi, founder and CEO of Save the Duck, said. “To be the first brand to use this new eBay and Certilogo technology reinforces our commitment to ensuring maximum transparency to our community.”

EBay said it acquired Certilogo to “boost” pre-owned authentication through digital technology, which is an AI-powered digital ID printed on the actual product tag.  So, when a user scans that digital ID, the “resell your garment” button is displayed on the item’s digital profile. The user then clicks that button and is redirected to sign into their eBay account in order to check that item’s authenticity through Certilogo’s AI-based authentication system. Once authenticated, an eBay listing—pre-filled with information about the item from the brand—is created. The user then adds any missing details before making the listing official.

“This new ‘resell on eBay’ feature was a natural next step for Certilogo’s innovation and product evolution,” Michele Casucci, founder and CEO of Certilogo, said. “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 to everyone.”