eBay has expanded its authenticity programme in the UK to cover all aspects of clothing, from apparel and shoes to accessories. “This expansion reinforces eBay’s commitment to building trust in the pre-loved market, offering shoppers even greater confidence when buying pre-loved designer fashion,” says a statement on eBay’s corporate website.
This expansion comes at a pivotal moment. According to ThredUp’s 2025 Resale Report, the global secondhand apparel market is projected to reach $367 billion by 2029, growing at a compound annual growth rate (CAGR) of 15% — far outpacing the broader retail clothing market, which is expected to grow at just 2.5%
One of the pioneers in the online preloved space, eBay remains the global resale leader in terms of both volume and reach, but it faces stiff competition on the fashion front from the likes of Depop, Threadup and Vinted. In Europe, Vinted is turning into a formidable competitor; although it lags significantly behind eBay in gross merchandise volume, with an estimated €1.3 billion+ compared to eBay’s $27.5 billion in 2023 resale transactions, it is growing fast, reaching into new markets including Greece and Ireland, and becoming a powerhouse for preloved fashion. It is currently the leading clothing retailer in France by sales volume, outranking Amazon.
Consumer concerns
Trend-conscious buyers looking for sustainability and value for money are helping to drive this burgeoning preloved fashion market – but as the market grows, so do consumer concerns around counterfeit items and fraudulent vendors. A Bain & Company survey revealed that 87% of online shoppers worry about counterfeit products on secondhand marketplaces. Many are willing to pay a premium — up to 70% more for items over $600 — to ensure authenticity.
By expanding its Authenticity Guarantee – something that Vinted does not currently offer, relying on community and buyer protection – eBay hopes to allay consumer fears and expand its reach in this preloved fashion market. “Trust is one of the biggest hurdles in preloved fashion,” said Kirsty Keoghan, GM European Fashion at eBay. “Expanding Authenticity Guarantee to clothing gives people the confidence to buy the styles they love, from staples to statement pieces, knowing every item has been verified by experts. With whole-look authentication now possible, our goal is to make preloved fashion a natural first choice.”
How it works
When a qualifying item is sold on eBay, it is routed to the company’s UK authentication centre, where it’s checked against brand-specific criteria. Once verified, the item is securely packaged and sent to the buyer via tracked delivery, accompanied by a unique QR-enabled authentication card that confirms its legitimacy. The service is completely free to buyers, and designed to be fast, seamless, and fully integrated into the eBay shopping experience.
eBay’s broader strategy for Europe includes eliminating seller fees for private sellers in the UK and Germany, hosting live-streamed fashion shows, and launching its Circular Fashion Fund to support sustainable startups. These initiatives reflect eBay’s commitment to making second-hand fashion more accessible and trustworthy — and to position itself as a fashion-forward, sustainability-focused brand within this increasingly competitive space.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research. Click here to subscribe to the FREE newsletter sent straight to your inbox. Why not follow us on LinkedIn to receive the latest updates on our research and analysis?
