EBay is adopting a click-to-resell feature that allows users to list clothing on the site in a couple of clicks, a move it says will give “brands and consumers access to seamlessly participate in re-commerce.”

The new feature will utilize CertiLogo Secure by Design Digital ID and be accessible by scanning a QR code on a connected product’s smart label, upon which a “resell on EBay” button will appear, said the e-commerce giant in a press release.

The new feature will be piloted with Italy-based outerwear and lifestyle brand Save The Duck, with its connected garments featuring the new resell button as of this month.

EBay then plans to roll out the service to other brands, with the goal of making it a default function of its Secure by Design technology, added the e-commerce company.

“EBay is focused on delivering solutions to brands while curating an elevated marketplace for buyers and sellers,” said Charis Marquez, global GM of fashion at EBay.

“Reducing friction and removing barriers to brands and consumers engaging in re-commerce is crucial to fostering a pre-loved fashion marketplace. Our new resell feature helps brands keep their product out of landfill, while giving consumers an incredibly easy way to give their item a second life.”

“This new ‘resell on EBay’ feature was a natural next step for CertiLogo’s innovation and product evolution,” added Michele Casucci, founder and CEO and founder of AI-powered authentication service CertiLogo, which EBay acquired last year.

“With 540 million products already connected by our secure digital IDs, our mission is to empower brands by helping them create an experience that blends the physical with the digital world. Being able to securely resell your products with ease only makes the circular shopping experience more accessible for everyone.”

EBay has been upping its fashion game lately: Alongside the takeover of CertiLogo, recent moves have included the axing fees for sales of secondhand clothing in the U.K. last month; the expansion of its consignment service, launched last year, to include apparel from more than 30 high-end brands; the expansion of its Authenticity Guarantee service to new and secondhand streetwear; and the launch of Certified by Brand.

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