EBay’s New Platform Connects Designers to Secondary Market
The “Certified by Brand” program gives shoppers access to pre-owned luxury goods that come directly from brands or authorized sellers.
The “Certified by Brand” program gives shoppers access to new or pre-owned luxury goods, including fine jewelry, watches, and handbags, that come directly from the brands or their authorized sellers.
“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 general manager 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.”
Listings within the program will include either “Direct from Brand” or “Brand Authorized Seller” badges as well as information on the Certified by Brand program.
Participating brands in the watch and jewelry world include Le Vian, Judith Ripka, Lika Behar Collection, Alor, Perrelet, and Zodiac Watches.
“Luxury brands are being edged further into the resale space and many have fortified a presence by seeking partners to help compete in the secondary market,” said eBay.
“eBay’s Certified by Brand program provides brands and brand-authorized sellers access to both the platform’s 133 million active buyers, and consumer insights from eBay’s global network of buyers.”
In 2022, more than 60 percent of watches and 30 percent of jewelry listed on the site were categorized as pre-owned, said eBay, and there were more than 170,000 watches and more than 1 million jewelry average daily listings.
Certified by Brand is currently available for brands and buyers located in the United States, with brands and authorized sellers set to continue rolling out in the next few weeks.
More brands and sellers are expected to join the program over the next year, said eBay, and it has plans to expand to other markets.
Last July, eBay expanded its authenticity service to include fine jewelry, teaming up with the Gemological Institute of America, though the company noted that inventory within its Certified by Brand program does not qualify for this service.
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