eBay will acquire Certilogo, which lets brands such as clothing manufacturers add “digital product IDs” to their products that allow customers to scan and authenticate the items when buying them new – or secondhand.
Certilogo also provides a “relationship management platform” that provides product information and customer engagement tools that “fundamentally changes how we interact with apparel and accessories,” according to its founder Michele Casucci.
The company explains, “Certilogo’s unique approach unlocks data-driven insights that support traceability, commercial, marketing, brand protection and sustainability strategies.”
eBay’s current “focus category” strategy includes an emphasis on authentication, but what makes the Certilogo acquisition different is that the latter offers its tools directly to brands and manufacturers, which may not be accustomed to seeing eBay as a solution to the problem of counterfeits.
eBay signaled its desire to befriend brands last month when it announced a new program called “Certified by Brand,” explaining it was partnering directly with brands to scale their presence in the secondary market, while providing shoppers access to a wider selection of coveted and collectible luxury goods.
eBay said the Certilogo acquisition further solidifies its marketplace as a trusted destination to shop for pre-loved apparel and fashion, and marks a key investment in the growing pre-loved fashion category. It also provides customers with more confidence as they increasingly make more sustainably conscious purchase choices, it said in Wednesday’s press release.
As Europe advocates for “digital product passports” to help with sustainability, expect to see additional tools for manufacturers that bring transparency to products through their entire life cycle.
eBay Vice President Charis Marquez said in the announcement: “For many years, consumers have turned to eBay as a trusted destination for buying and selling preloved apparel and fashion goods, not only because of the unmatched selection, but because of our commitment to utilizing the latest technology to empower our sellers and buyers. Certilogo’s technology and talented team allows eBay to build on this commitment, establishing eBay as a leader in pre-loved fashion, and offering new ways for consumers to connect and engage with brands.”
eBay has signed a definitive agreement to acquire Certilogo as of May 15, 2023. Closing is subject to satisfaction of customary conditions, including regulatory approvals, and is expected to occur in the third quarter. eBay did not disclose further details in its announcement.
Update 5/17/2023: Here’s what eBay CEO Jamie Iannone said about the acquisition in a social media post: “As the pioneer of recommerce, we’re committed to making the buying and selling of pre-loved goods easier and more accessible on eBay. That’s why I’m excited to share that we entered into an agreement to acquire Certilogo – a company that transforms the experience in pre-loved fashion with cutting-edge AI technology and digital authentication. Together, we’ll help great brands and designers manage the lifecycle of their items and provide customers with important information about their purchases. And we’re continuing to build on our strategy of providing a trusted destination to shop for all your pre-loved fashion items and apparel. Check out Certilogo’s website to learn more about this amazing company.”
2 thoughts on “eBay Acquires Authentication Tool Designed for Brands”
eBay Vice President Charis Marquez said in the announcement: “For many years, consumers have turned to eBay as a trusted destination for buying and selling…..
trust ebay? yea right
eBays reputation is SO BAD, that they needed to buy another company (that no ones ever heard of) to help WHITE WASH goods on eBay.
eBay is certainly NOT a place thats trusted (Amazon has its share of issues as well – they are no angels), but eBay takes to another level – on eBay its an art form.
Listings on eBay OPENLY state that the items are reproductions and nothing happens – even if you report it – reports go right in that circular basket under your desk.
eBay listings openly sell PIRATED video games (multi game carts, multi game Jamma boards) and more – and NOTHING happens.
eBay ONLY reacts when some big company – bigger then they are – threatens action. And its ONLY because eBay is afraid of loosing in court.
VERO itself is a criminal racket, shilling for large makers who lean on them – and eBay KNOWS what they do violate the DMCA – never mind Lanham and the First Sale Doctrine.
But sellers are noise so who cares right?
Back to these idiots (lol tell me how you really feel!) ….. how will this impact sellers? “yes blah blah blah buyers/confident/safe/secure” uh huh and I have a bridge connecting Manhattan and Brooklyn – for sale CHEAP.
Using magic super secret technology that no one can see and that they refuse to share – YOUR item – thats %100 fine – will be judged and YOU will/get in trouble.
I can hear the cheerleaders crying (in unison with 4 part harmonies) BUT BUT if you arent doing anything wrong – you have nothing to worry about!!!!!!!!!
Yes, sure – just tell that to ANYONE who has had to tangle with VERO and its crooks (who dont even have a phone number to be contacted). Now its some outside company who like eBays other “acquisitions” are SURELY working hard for YOU THE SELLER …. NOT.
All a company needs to do is say “we dont recognize seller X as a authorized reseller and THEREFORE – ANYTHING they sell MUST be fake.”. They can do it with out even buying one to see/track!
Of course GRIFF (whos asleep as always)(WAKE UP ALREADY) aka Mr eBay Dummy (well he did write that book about Dummies and eBay and as mom always said “it takes one to know one”) is no help either – as hes on the mob’s payroll. Head of seller protection my you know what.
Its nice that eBay realizes that their repuation is worse then Jimmy Carter’s, and that as the number show both buyers AND sellers are leaving ……. so yeh – this should HELP.
Another acquisition means more payroll, which means higher FVFs (maybe FVF on your breakfast cereal/toast/gasoline or what ever else they can get away with with the blessings of the cheerleaders here and elsewhere crying (like school girls not asked out on prom night) that “its not fair to eBay and THEY HAVE to charge FVF on shipping! (they JUST HAVE TO!!)”.
Chalk up another loss for sellers! YEY!