eBay has announced a new ‘click-to-resell’ feature which lets sellers list their clothing on the platform in a “couple of clicks of a button”.

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

eBay acquired Certilogo in July last year in a bid to improve pre-owned authentication through secure-by-design digital authentication technology – an AI-powered Digital ID printed on product tags.

The company says that 540 million products are currently connected to its secure digital IDs.

Through the new feature, when participating sellers scan a QR code on their product’s smart label, a “resell on eBay” button will be displayed.

Once a user clicks on the button, they will be directed to check the authenticity of the item through Certilogo’s AI based authentication system by signing in with their eBay account.

When the authentication process is complete, an eBay listing will be pre-filled with information from the brand about the item.

The user is then redirected to the listing page on eBay, where they can fill in any missing fields or edit the information already pre-filled before officially listing the item for sale on eBay.

eBay said that the move forms part of its plans to make it easier for brands and buyers to navigate the digital marketplace.

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

eBay said it will 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.

“Reducing friction and removing barriers to brands and consumers engaging in recommerce is crucial to fostering a pre-loved fashion marketplace," said Charis Marquez, global GM of fashion at eBay. "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.”

The new feature follows eBay's launch of a customised listing tool tailored for trainers last year.

The new tool uses AI to extrapolate details about listings from images, allowing sellers to more easily list items, while buyers can access more information about potential purchases.

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