Ebay has signed a deal to acquire authentication and digital ID firm, Certilogo, to boost its pre-loved fashion business.
The acquisition, which allows customers to make more sustainable choices, is subject to regulatory approval and is expected to be completed in the third quarter.
The software uses technology to encourage brands and designers to manage the lifecycle of their garments, as well as confirm authenticity.
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“For many years, consumers have turned to eBay as a trusted destination for buying and selling pre-loved apparel and fashion goods, not only because of the unmatched selection but because of our commitment to utilising the latest technology to empower our sellers and buyers,” Ebay VP Charis Marquez said.
“Certilogo’s technology and talented team allows eBay to build on this commitment, establishing eBay as a leader in pre-loved fashion, and offering new ways for consumers to connect and engage with brands.”
Certilogo CEO and founder Michele Casucci added: “Certilogo was created to build connections between consumers and brands, utilising technology to simplify and strengthen those relationships and unlock information that fundamentally changes how we interact with apparel and accessories.
“Ebay pioneered re-commerce, while Certilogo pioneered connected products and consumer-facing digital authentication. By joining forces, we will be able to make an immediate and significant contribution, taking advantage of already consolidated skills and infrastructures, promoting a model that has its foundation in community and circularity.”
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