eBay has elevated its sneaker offering while combatting counterfeit goods, through the launch of its Authenticity Guarantee program for sneakers in Australia. 

As one of the largest marketplaces in the world, eBay sells a pair of sneakers every two minutes, with Aussie customers now given access to its range of 90,000 third-party-verified sneakers for the first time.  

Its Authenticity Guarantee program allows customers to shop a range of both brand new and pre-owned sneakers knowing that the product they receive will be authentic. 

Eligible brands include Jordan, Yeezy, Nike, Adidas, New Balance, Vans, Asics, Reebok, Converse and Puma. 

Speaking on the launch, eBay Australia senior director David Ramadge said the launch helps to combat counterfeit products being sold to Aussie shoppers. 

"There’s a growing army of sneaker fans in Australia - from those who want the latest hot drops to hardcore collectors after rare finds.

"We know that fakes are a real concern for buyers and this launch is part of a broader bid to tackle misconceptions about trust on our platform.

"The launch of our Authenticity Guarantee means the 12 million Australians visiting eBay each month will be able to access eBay’s huge US sneaker range while feeling confident in the item’s authenticity," he said. 

According to the OECD, the global trade in counterfeit goods is worth nearly half a trillion dollars a year, or around 2.5% of global imports. 

Helping to reduce the amount of shoppers who purchase a fake pair of sneakers, the shoes in eBay’s Authenticity Guarantee are verified by third-party authenticator Sneaker Con.

Once sold, the sneaker is sent to a dedicated authentication centre in either New York or Las Vegas for physical inspection.

Genuine pairs are then shipped to the buyer with an Authenticity Guarantee tag fastened to the sneaker.

Buyers can then scan the tag with their phone, opening an encrypted digital certificate showing the product’s details, size, SKU and date of authentication.

Each certificate is unique so the tags cannot be reused or replicated.

Eligible sneakers in the program are new pairs worth more than US$150 and pre-loved sneakers worth more than US$300. 

eBay currently covers all authentication costs including the cost of international delivery from the authentication centre to the buyer in Australia.

So, for most badged listings this will mean delivery is free.

While only currently available for sneakers from the US, eBay plans to bring the service to local sellers in the coming months,  by setting up a third-party authentication service in Australia. 


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