eBay has expanded its authenticity programme to cover apparel, shoes, and accessories in the UK, offering what it calls a “head-to-toe” authentication service for pre-loved fashion.
The online marketplace already authenticates luxury watches, handbags, sneakers, and jewellery, but said the new rollout represents a “significant milestone” in building trust across the circular fashion market.
Eligible items will be verified by expert authenticators at eBay’s UK authentication centre before being shipped to buyers with a unique QR-enabled card. The service is free for buyers, with no additional fees.
eBay GM European fashion Kirsty Keoghan said: “Trust is one of the biggest hurdles in pre-loved fashion. Expanding authenticity guarantee to clothing gives people the confidence to buy the styles they love, knowing every item has been verified by experts.
“With whole-look authentication now possible, our goal is to make pre-loved fashion a natural first choice.”
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Since launching authenticity guarantee in the US, eBay said it has inspected 15 million items globally, including more than one million in a single quarter for the first time earlier this year.
In the UK alone, the platform has authenticated over 10 million fashion items since introducing the service.
Demand for pre-loved continues to rise, with eBay reporting that “vintage” was searched more than 1,000 times per minute in June 2024.
Globally, refurbished and second-hand items now make up 40% of eBay’s gross merchandise value, with nearly three in five consumers buying pre-loved goods in the past year.
The expansion means the online giant’s guarantee now spans five categories: sneakers (£100+), watches (£1,500+), handbags, jewellery (£500+), and apparel, shoes and accessories (£200+).
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