The following article, written by Katrina Megget, was published online by Securing Industry, detailing endeavours of the ‘online marketplace’ in counteracting the online sale of counterfeit products.
E-commerce sites, such as Amazon and Alibaba and including eBay and Groupon, have faced recent criticism for the level of fake products being sold on their platforms and for what, many have described, as poor efforts to stamp out these counterfeit goods.
Online marketplace eBay has officially launched an anti-counterfeiting and authentication programme for luxury handbags sold on its platform.
The service, known as eBay Authenticate which had previously been announced in January (2017), will verify, list and sell high-end handbags from 12 brands on behalf of sellers, with the aim of boosting shopper confidence in the products.
“We’re making it even easier for our buyers to shop quickly and confidently for luxury handbags,” said Laura Chambers, vice president of consumer selling at eBay. “With tens-of-thousands of high-end handbags currently available, eBay is primed to boost customer confidence in selling and shopping for an amazing selection of designer merchandise. We also believe our sellers will love this service, as it provides them with a white-glove service when selling luxury handbags.”
The service, which is only available in the US at present, is opt-in and works by using expert middle-men to ensure goods sold and bought online aren’t fake.
Sellers who have registered with eBay Authenticate, send their handbags to third-party industry experts partnering with the marketplace who verify the bag’s authenticity and then photograph, list, sell and ship the handbag to a buyer on behalf of the seller.
Verified handbags will be marked with an “Authenticity Verified” label and backed by a 200 per cent money back guarantee. Non-verified products will be returned to the seller at no charge.
Media reports suggest prices will be set by the expert rather than the seller, and will be based on eBay sales over the past 90 days.
The seller will receive 80 per cent of the final selling price, which eBay said was nearly twice as much as comparable online services.
The service is available for luxury handbags and wallets valued at more than $500 and currently includes 12 high-end brands, Balenciaga, Burberry, Celine, Chanel, Christian Dior, Fendi, Goyard, Gucci, Hermes, Louis Vuitton, Prada, and Valentino.
An introductory, limited offer will see the service accept luxury handbags valued at $250 and above until the end of January where sellers will receive 90 per cent of the final sale price.
eBay, which has 171 million active buyers worldwide, is looking to expand the programme to other brands and product categories in 2018.
According to the online marketplace, a woman’s handbag is purchased every 13 seconds on eBay in the US. But there is growing competition from other online retailers that focus on pre-owned fashion and accessories, such as The RealReal and Tradesy, which offer authentication services to keep fakes off their sites.
eBay had originally announced plans for the authentication service back in January. At the time of the announcement, Chambers said: “We know that many shoppers may be hesitant to purchase high-end products online. This service is designed to help quell some of those concerns and – in turn – enhance the opportunity for our sellers to get top dollar for their items.”
According to eBay, less than a fraction of a percentage point of all items listed on eBay are identified as potentially fake. But that hasn’t stopped infuriated brand owners taking action against eBay – the online marketplace has previously been sued by luxury brands LVMH and Tiffany & Co.
Feeling their reputations at risk, both Amazon and Alibaba have introduced a number of measures and have even sought legal action against counterfeiters to prove they are taking the issue seriously.
eBay’s authentication move shows it is following suit. The firm already has a number of detection and enforcement tools to fight fakes, including the Verified Rights Owner (VeRO) programme, which allows more than 40,000 rights owners to quickly report possible counterfeit goods.
Source: securingindustry.com, Katrina Megget, 18 October 2017.
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