Ebay launches Authenticity Guarantee for apparel in the UK

Ebay has expanded its Authenticity Guarantee to apparel in the UK, offering shoppers greater confidence when buying pre-loved designer fashion.

The service, already trusted for authenticating luxury watches, handbags, sneakers and jewellery, now covers clothing, shoes and accessories. 

Every eligible item is verified by expert authenticators before reaching the buyer, ensuring a trusted shopping experience from head to toe.

Since its launch in the US, Ebay’s authentication programme has scaled globally. Between April and June 2025, more than one million items were authenticated in a single quarter for the first time, with over 15 million items inspected to date. 

According to Ebay’s latest Watchlist Trend Report, search behaviour shows growing demand for pre-loved designer fashion, from legacy houses to newer accessible luxury brands.

When an eligible item is sold, it is sent to Ebay’s UK authentication centre where specialists check it against brand-specific criteria. 

Once approved, the item is shipped with tracked delivery and a QR-enabled authentication card. Authentication is free for buyers, with no hidden fees.

The Authenticity Guarantee now spans multiple categories including sneakers, watches, handbags, jewellery and, from this expansion, apparel, shoes and accessories, each with minimum price thresholds to qualify.

Kirsty Keoghan, general manager of European fashion at Ebay, said: “Trust is one of the biggest hurdles in pre-loved fashion. 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 pre-loved fashion a natural first choice.”