With resale now a major feature of the online fashion shopping experience, eBay is launching what it says is a “pioneering feature to transform the way consumers can resell their pre-loved fashion items”.

It’s being put into action via Certilogo, a connected product and authentication platform for fashion and luxury that eBay acquired in July 2023 to boost pre-owned authentication.

Its new ‘resell on eBay’ functionality is a click-to-resell feature that’s embedded in Certilogo’s connected product smart tags and allows users to list branded items in a couple of clicks of a button.

It said the new feature has been developed“as part of its “commitment to creating easier ways for brands and buyers to participate in the circular fashion economy”.

The feature will be built into a Certilogo’s Secure by Design digital ID, accessible by scanning a connected product’s smart label.

Italian outerwear and lifestyle label Save The Duck is the first brand to pilot the feature, with its connected garments featuring the new resell button rolling out from this month.

eBay plans to expand the service to other brands using the Certilogo Digital ID in the near future, with the goal of making it a default function of its Secure by Design technology.

“eBay is focused on delivering solutions to brands while curating an elevated marketplace for buyers and sellers,” said Charis Marquez, Global GM of Fashion at the e-tail giant. “Reducing friction and removing barriers to brands and consumers engaging in re-commerce 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.”

It works when a user scans the QR code on their product’s smart  label, and  a “resell on eBay” button is displayed.

Michele Casucci, CEO and founder of Certilogo, said: “This new feature was a natural next step for [our] innovation and product evolution. With 540 million products already connected by our secure digital IDs, our mission is to empower brands by helping them create an experience that blends the physical with the digital world. Being able to securely resell your products with ease only makes the circular shopping experience more accessible for everyone.”