Innovation of the Week: eBay adds ‘resell on eBay’ feature to digital product passports

What is it?

eBay has built a new ‘resell on eBay’ feature into its digital product passports, creating easier ways for brands and buyers to promote circularity and extend product lifecycles.

Certilogo, a digital ID and authentication subsidiary acquired by eBay last July, is embedding the new feature into the smart labels that it manufactures for brands.

When a user scans the QR code on a product’s smart label, a ’resell your garment’ button is displayed on the item’s digital profile. Once a user clicks this button, they can sign in with their eBay account to verify the item’s authenticity and automatically list it for resale.

Why does it matter?

eBay is simplifying the resale process for fashion items, promoting circularity and giving users confidence that items are genuine. It will also ensure that more items are resold via eBay’s platform.

“Reducing friction and removing barriers to brands and consumers engaging in recommerce is crucial to fostering a pre-loved fashion marketplace. Our new resell feature helps brands keep their product out of landfill, while giving consumers an incredibly easy way to give their item a second life”

Charis Marquez, global GM of fashion, eBay

Strategic implications

Digital product passports are increasingly being introduced by fashion brands to allow customers to access detailed information on their item’s provenance and sustainability credentials. This new addition takes sustainability to the next level, with the addition of an easy resale process.

Winning strategies

• Sustainability and circularity initiatives
• Focus on innovation