eBay is launching Certified By Brand for luxury watches, handbags & jewelry as part of their ongoing high value focus vertical strategy.
Today, eBay announces the launch of its new Certified by Brand program, 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. Through this program, new, certified pre-owned, limited-edition or exclusive 'only on eBay' inventory from top brands like Konstantin Chaykin, Zodiac Watches and Le Vian will be available, complementing eBay's Authenticity Guarantee to deliver a more trusted, confident marketplace.
The secondary market for premium and luxury goods grew significantly in 20221, propelled by consumer enthusiasm for collecting and passion investments. 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. 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...
..Certified by Brand will include watches, handbags, and fine jewelry from a growing roster of luxury's foremost brands. Listings within the program will include either "Direct from Brand" or "Brand Authorized Seller" badging and information on Certified by Brand within each item listing, making it easy for buyers to identify listings in the program, similar to how eBay's Authenticity Guarantee check mark distinguishes inventory...
...Certified by Brand partners will gain access to consumer insights from eBay's global network of buyers and will be able to influence pricing of their brand inventory within the secondary market. Brands and brand-authorized sellers will also be able to control their brand equity and image with access to various eBay platform channels to amplify their own messaging to help drive growth and move inventory.
More details from eBay:
What is Certified by Brand?
Certified by Brand refers to watches, jewelry, and handbags inventory provided and authorized by the brand. It applies to items sold directly from a brand’s eBay storefront or by a brand-authorized seller on eBay. Currently Certified by Brand is only available for buyers located in the US. Check back for additional countries to be added.
What is an Authorized Seller?
Some brands choose to sell through an Authorized Seller. These participating sellers receive inventory directly from the brand and are allowed to sell on their behalf.
What do you mean by “certified pre-owned?”
Certified pre-owned refers to pre-owned inventory that is provided, verified, and certified by the brands or their authorized sellers. All pre-owned inventory included in the Certified by Brand program is certified pre-owned.
Which inventory qualifies for Certified by Brand?
Items supplied directly from brands that are new, certified pre-owned, exclusive, or limited editions from sellers located within the United States qualify for Certified by Brand. Qualifying inventory will display “Certified by Brand” on the listing page.
Which brands are part of the program?
Currently, Certified by Brand is available for ALOR, Disney, Dooney & Bourke, Le Vian, Lika Behar Collection, Perrelet and Roman+Jules. Check back for updates and new watches, handbags, and jewelry brands.
In addition, new storefronts are launching soon: ADPT (All Day, Purpose, Terrain), Alberto Milani, Badgley Mischka, Diana M, Ernst Benz, I.Reiss, Konstantin Chaykin, Rpaige, Vianney Halter, and Zodiac Watches.
Does Certified by Brand inventory qualify for Authenticity Guarantee?
Certified by Brand items will not go through our Authenticity Guarantee service because qualifying inventory is direct from the brand and therefore authentic.
What if I’m not happy with my purchase?
You have 14 days to return a Certified by Brand item, subject to certain exceptions. To learn more about eBay’s hassle-free returns, click here. eBay Certified by Brand items are also backed by eBay Money Back Guarantee.
eBay could have a major opportunity on their hands if they expand on this idea of seller verification/certification, as we've previously suggested implementing Verified Stocking Seller status to differentiate sellers who hold inventory on hand from those who drop ship.
As we see with the new Certified by Brand program, eBay has the ability to create criteria for a program, vet eligible sellers, and apply badges and search filters to promote sellers in the program. Why not expand on that capability?
There could also be a huge opportunity for eBay to take some market share from competitors as well.
Etsy has recently come under heavy fire for the vast amount of counterfeit, IP infringing and drop shipped/not handmade merchandise on the platform - eBay could swoop in with a Certified Handmade program and, if executed well, instantly give Etsy a run for their money.
What do you think of eBay's Certified By Brand program? Let us know in the comments below!