eBayUK Expands Sneaker Authentication To Kids Shoes

Liz Morton ~ Founder
Liz Morton ~ Founder


eBay has expanded the Authenticity Guarantee program in the UK to include children's shoes that meet brand and price eligibility requirements.

Real Heat for Mini Feet: Sneakers the new modern heirloom?
eBay expands its Authenticity Guarantee offering to children’s sneakers over £100

Today eBay UK, the original online marketplace for buying and selling sneakers, is expanding its ‘Authenticity Guarantee’ programme to kids, as 86% of parents look to get heat on their kids' feet, by buying branded sneakers.

With searches for popular silhouettes such as ‘Kids Nike Dunks’ increasing by almost 140% over the last year on eBay, kids’ models are increasingly becoming a key part of the sneakers conversation. The term ‘mini me’ also rings true as the resurgence in popularity for New Balance across the sneaker industry is also being seen for kids, with searches for the brand growing 100% from the previous month on the marketplace.

eBay’s expert team of sneaker authenticators will vet and verify the most popular brands of box-fresh and pre-loved children’s sneakers, over £100 on the platform, to ensure timely and quality checks. This includes infant/toddler pairs starting at UK size 1, alongside pre-school and grade school up to UK size 6.

eBay dropped the price minimums for the US authentication program last year, but has kept them in place for the UK.

Here are the current eligibility requirements for the UK program:

Authenticity Guarantee for Sneakers | eBay.co.uk
Shop sneakers with confidence.

Authenticity Guarantee is available for:


  • £100+: £100 and over (exclusive of postage) for all models from the below brands
  • Under £100: select price points under £100 (exclusive of postage) for select models from the below brands. Price points are subject to change. See below for brand/model details

Brands: Yeezy, Jordan, Nike, Adidas, New Balance, Asics, Vans, Reebok, Converse, Puma, Balenciaga, Gucci, Chanel, Prada, Maison Margiela, Louis Vuitton, Crocs, Off-White, Fear of God, Dior, Y-3, YEEZY SEASON, A Bathing Ape, Versace, Visvim, Golden Goose, Rick Owens, Alexander McQueen, Alexander Wang, RHUDE, Saint Laurent, Christian Louboutin, Dolce & Gabbana, Fendi, Burberry, Valentino, Buscemi, Giuseppe Zanotti, Givenchy, MCM Salomon, Hoka, On Running, Vivienne Westwood, Lanvin, Ermenegildo Zegna, Salvatore Ferragamo, Maison Kitsune, Junya Watanabe, Fila, Saucony, Li-Ning, Diadora, Mizuno, Common Projects, AMIRI, Android Homme, Axel Arigato, Balmain, Bottega Veneta, Comme Des Garcons, Dsquared2, HERMÈS, HUGO BOSS, KangaROOS, KENZO, Lacoste, MALLET, Moncler, Moschino, Onitsuka Tiger, Palm Angels, Philipp Plein, Raf Simons, VETEMENTS, Isabel Marant, Jimmy Choo, Stella McCartney and Clints


  • £100+: all models from the above brands
  • Under £100: select in-demand models (subject to change) from the above brands

Authenticity Guarantee is available for sneakers in new and used condition, listed in the Men’s or Women’s Trainers, Unisex Kids’ Shoes, Girls Shoes, Boys’ Shoes or Baby Shoes categories and sold via Fixed or Auction Listings.

Some eBay sellers are wondering why would anyone even care about getting their kid's shoes authenticated.

And now....Authenticity Guarantee for Kids Sneakers....
While some criticize ebay for doing nothing significant for sellers, let’s be fair, it isn’t like ebay isn’t busy....ebay IS busy....ebay UK has now extended its Authenticity Guarantee to Kids Sneakers. I really wonder: why am I selling all this old stuff when I should just start selling sneakers?…

The last thing I ever notice of anyone's appearance is their shoes. For a kid I'd never even look.

Who buys their kid shoes that have to be authenticated? The Tykes in Tiaras market?

It's important to understand that buyer experience and satisfaction aren't the only (or maybe even primary) motivating factors for eBay.

Whether buyers want it or not, if eBay can force a certain amount of sales to be diverted through authentication, it helps meet arbitrary metrics so they can tell Wall Street "our strategy is working and sales of authenticated sneakers have gone up x % this quarter."

CEO Jamie Iannone keeps saying that authentication brings in high value buyers who then spend more money across other categories as well - but so far he has offered very little proof of those assertions.

Changing eligibility criteria by price, model, or category allows eBay to manipulate the statistics to fit their narrative and keep the plates spinning - for now.

What do you think of eBay adding kids sneakers to the UK authentication program? Let us know in the comments below!

eBayAuthenticity Guarantee