Luxury brands can now sell second-hand items directly on eBay, thanks to a new partnership programme. Consumers will see on the website whether an item is “certified” by the brand itself.
eBay is launching a new “Certified by Brand” programme for the resale of luxury goods. The e-commerce marketplace will enter into direct partnerships with luxury brands, allowing them to either offer second-hand items on the site themselves, or to “certify” sellers as official and safe.
In this way, the platform aims to combat counterfeit sales, but also to take advantage of the growing second-hand market in the luxury sector. For their part, the brands participating in the programme have access to consumer insights and benefit from an additional sales channel, without having to “pollute” their own channels with used items.
To recognise approved luxury items, eBay uses two badges. The first is a “direct from brand” badge, which indicates that the product comes directly from the brand manufacturer or has been previously verified by the brand. A second badge indicates that the seller is not the brand itself, but a “brand-authorized seller”.
According to the Ellen MacArthur Foundation, the global market for second-hand luxury goods will be worth 250 billion dollars by 2027. On eBay, second-hand accessories such as watches, handbags, jewellery and sports shoes have already seen double-digit growth in the last year. “The secondary market for premium and luxury goods grew significantly in 2022, propelled by consumer enthusiasm for collecting, scarcity and passion investments,” Tirath Kamdar, head of luxury at eBay, told Glossy.
For brands, there is no cost to participate in the programme, but those who purchase a jewel or handbag with a badge will receive a certificate of authenticity. For watches, buyers will even receive a guarantee of at least one year. The programme will first be implemented in the United States and later in other markets.