Watch out, sneaker scammers — eBay is coming for you.
The online auction giant plans to start authenticating pricey shoes sold on its US marketplace to make sure merchants aren’t hawking fakes.
The initiative announced Monday will require sellers to ship every pair of collectible sneakers they sell for more than $100 to a facility where independent inspectors will verify their authenticity. An eBay tag will be attached to those that pass the test.
The California-based tech firm says it will start verifying the most popular styles and brands later this month before expanding the program to include all sneaker sales that pass the price threshold by early next year.
“eBay operates the world’s most diverse sneaker marketplace — with the widest selection and best prices — and by removing any uncertainty with the buying process, our community can buy and sell with total confidence,” Jordan Sweetnam, senior vice president and general manager of eBay North America, said in a statement.
The move brings eBay more in line with sneaker-focused marketplaces such as StockX and GOAT, which already have authentication requirements for the shoes that get resold on their platforms.
eBay — which sold almost 6 million sneakers in North America last year — is partnering with Sneaker Con, the company behind the sneakerhead convention of the same name, to perform the inspections.
Experts will examine the shoes, boxes and accessories to ensure the buyer is getting what they paid for, eBay says. They’ll also check packages that are being returned to confirm that sellers are receiving the same item they sold.
eBay announced a similar program last month to authenticate all watches sold for more than $2,000 in the US. The company also eliminated seller fees for North American sneaker sales over $100 last December.
eBay shares were up 0.4 percent in premarket trading Tuesday at $55.60 as of 8:44 a.m.