Ebay expands sneaker authentication program to Canada

By

Jennifer Braun

Published
Apr 19, 2021

Online marketplace Ebay is expanding its authentication program for sneakers to Canada. 

Dubbed 'Authenticity Guarantee', the program launches in May with the opening of a Canadian authentication centre, based in Toronto and is entirely dedicated to sneakers. 

As in the U.S., through the program, select sneakers sold on Ebay for over $100 in Canada will be fully vetted and verified by an independent team of industry experts known as Sneaker Con, a leading organization for sneaker authentication. The company's sneaker program is the only one in the industry using an independent, third-party authenticator.

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The program will launch with authentication on the most popular sneaker styles and brands on the marketplace such as new condition Yeezy, Jordan, Nike, adidas, New Balance, Asics, Vans, Reebok, Converse, and Puma. By the end of the year, Ebay is expected to ramp up the program to include many more brands in both new and pre-owned condition.

To take advantage of the program, sellers will ship inventory directly to Ebay's authentication centre for a comprehensive, multi-point physical inspection. Following this assessment, the sneakers are sent via expedited shipping to the buyer.

"Ebay is the original marketplace for the sneakerhead community, and we remain one of the largest channels that connects sneaker buyers and sellers, with a pair of sneakers sold every 1.5 seconds across North America last year," said Rob Bigler, general manager of Ebay Canada. 

"With the launch of Authenticity Guarantee in Canada, we're stepping up our sneaker game by building even more confidence and trust into the trading experience and reinforcing Ebay as a top destination for sneakerheads across the country.”

The announcement follows Ebay Canada's move to remove selling fees on all sneakers sold for $100 or more. 

Ebay’s efforts to attract the sneakerhead community and to bring even more coveted inventory on its platform appears to have been largely successful. According to the company, its domestic Canadian sneakers sales grew 325 percent in 2020, while Canadians can shop more than half a million luxury sneakers on Ebay at any given time.

"Investing in sneaker authentication is part of our broader business vision to build experiences that make us the most competitive and compelling platform for enthusiasts across our key categories," added Bigler. "We want enthusiasts to know we've got their back and we're here to help sellers build their businesses."