eBay has signed an agreement to acquire an authentication and digital ID firm to help enhance the marketplace’s pre-loved fashion business.

Certilogo’s platform uses technology to encourage brands and designers to look after the lifecycle of their garments. It also gives customers a way to confirm authenticity, provides access to reliable information about branded items and activates circular services.

This is a significant investment in eBay’s pre-loved fashion category and should help customers make more sustainable choices.

The acquisition is subject to regulatory approval and is expected to be completed in the third quarter.

eBay vice-president of fashion Charis Marquez said: “For many years, consumers have turned to eBay as a trusted destination for buying and selling pre-loved apparel and fashion goods, not only because of the unmatched selection but because of our commitment to utilising the latest technology to empower our sellers and buyers.

“Certilogo’s technology and talented team allows eBay to build on this commitment, establishing eBay as a leader in pre-loved fashion and offering new ways for consumers to connect and engage with brands.”

Certilogo chief executive and founder Michele Casucci added: “Certilogo was created to build connections between consumers and brands, utilising technology to simplify and strengthen those relationships and unlock information that fundamentally changes how we interact with apparel and accessories.

“eBay pioneered re-commerce, while Certilogo pioneered connected products and consumer-facing digital authentication. By joining forces, we will be able to make an immediate and significant contribution, taking advantage of already consolidated skills and infrastructures, promoting a model that has its foundation in community and circularity.”