In 2023, the U.S. recommerce market was valued at an estimated $188 billion and is projected to reach $276 billion by 2028. With platforms like ThredUp, Poshmark, and eBay driving this surge, both large retailers and small businesses are now tapping into the booming resale market like never before.
However, as the market grows, so do the challenges—particularly the rise of counterfeit goods and the growing importance of maintaining brand integrity. As high-value items like luxury goods and collectibles become vital to success, maintaining authenticity and trust is critical.
Entrupy, the leading AI-based authentication company for luxury goods, combats these challenges by providing businesses with the tools to verify product authenticity quickly and accurately. Through its partnership with Upright Labs, Entrupy enables seamless integration of cutting-edge technology into e-commerce operations.
In a recent Upright Labs Master Class featuring Jake Stewart, Head of Business Development at Entrupy, he discussed the importance of authentication in the secondhand market. Authentication may be an optional resource, but it’s a vital component for thriving in today’s retail landscape.
We’ll break down the four primary reasons your business needs authentication software. For an even more in-depth look, watch our 30-minute Master Class “The Value and Future of Authentication with Entrupy” and gain valuable strategies on leveraging authentication in the resale market.
Reasons Why Your Business Needs Authentication Software:
#1 – Increase Your Product’s Value
One of the first key reasons to invest in authentication software is its direct impact on pricing power. Consumers are willing to pay more for verified authentic items, leading to increased revenue for businesses.
Data-backed evidence from Upright Labs’ integration partners reveals a significant difference in average price per item (PPI) for authenticated versus non-authenticated products. Specifically, authenticated Coach handbags have an average PPI of $27.55, while non-authenticated Coach handbags are priced lower at just $20.25. This clear disparity highlights the value placed on product authentication in the resale market.
In December 2024, Upright’s clients sold more than 9,000 secondhand Coach items. If those items were all authenticated, they could have grossed around $248,000 versus if they were not authenticated at about $182,000—a difference of $66,000 in possible revenue!

The Entrupy Authentication Certificate plays a crucial role in this price premium. When you authenticate an item with Entrupy, you receive a digital certificate as proof of authenticity for that item. The Entrupy Certificate is widely recognized as the industry standard and can be prominently displayed in listings, instantly boosting buyer confidence and accelerating sales. This helps enhance your business’s reputation, attract and retain luxury clientele, and maximize profits.
#2 – Build Customer Trust and Loyalty
Building customer trust and loyalty is the second key reason to invest in authentication software. When businesses provide authentication services, they demonstrate their commitment to selling genuine products, fostering trust and confidence in buyers. The guarantee that products have been verified as authentic empowers buyers to make purchases with peace of mind, knowing they are receiving exactly what they expect.
For Upright Labs customers, the integration of Entrupy’s authentication technology within Upright’s e-commerce solutions takes this process a step further. By using Upright Lister, a multi-channel listing and inventory management software, businesses can easily incorporate Entrupy’s scientifically-proven authentication solution into their listing workflows. The combination of these tools allows secondhand retailers to simply display the Entrupy Certificate of Authenticity on platforms like eBay, Shopify, and more.
This seamless integration helps businesses build brand credibility and enhance customer confidence. Customers are more likely to trust a retailer that provides a verified certificate of authenticity, and having this integration within Upright Labs’ platform ensures a smooth, efficient process from listing to verification.
Authentication also helps improve transparency and reduce the risk of returns. According to Entrupy’s State of the Fake Annual Report for 2024, return fraud and customer complaints are among the top challenges facing secondhand retailers selling luxury goods. By verifying the authenticity of items before they are listed, businesses can minimize the risk of customers receiving counterfeit items, leading to fewer returns and complaints. Entrupy Fingerprinting provides an additional layer of protection by ensuring that the item sold is the item being returned. This solution uses microscopy and AI to capture unique characteristics of each item, allowing it to be re-identified throughout its lifecycle. This added transparency streamlines the return process, allowing businesses to quickly verify the authenticity of returned items and avoid losses linked to counterfeit returns.
Another benefit of offering verified authentic products is the possibility of repeat buyers. Satisfied customers who receive authenticated items are more likely to come back, strengthening the business’s credibility. With Upright Labs and Entrupy integrations, businesses are empowered to protect their reputation, secure customer loyalty, and create a trustworthy environment where buyers feel confident and valued.

#3 – Protect Your Business Legally
One of the most important reasons to invest in authentication software is to safeguard your business against counterfeits and legal risks. Selling counterfeit goods can result in serious legal consequences, including lawsuits, financial penalties, and damage to your brand’s reputation. As emphasized by NARTS (The Association of Resale Professionals), counterfeiting is illegal, and engaging in the sale of counterfeit goods can lead to trademark infringement, fines, confiscation, and prosecution. Therefore, it’s critical to protect your business by ensuring that you are only selling genuine products.
Using authentication technology helps businesses avoid these legal pitfalls and ensures that only authentic items are offered to customers. Upright Labs, as a proud member of NARTS, is committed to helping secondhand retailers protect themselves and their customers from counterfeit risks, supporting industry standards that promote transparency and trust in the resale market.
Entrupy plays a key role in this by collaborating with law enforcement, customs, and border control agencies to combat counterfeiting and strengthen supply chain security. By supporting legal actions and investigations, Entrupy acts as a reliable partner for businesses seeking legal protection against counterfeit issues.
To further reassure businesses, Entrupy offers a financial safety net with its 100% money-back guarantee. If Entrupy incorrectly authenticates an item, they will cover the cost of that item. This financial guarantee ensures that businesses can confidently use Entrupy’s authentication services without worrying about costly errors, allowing them to focus on growing their business.

#4 – Contribute to Best Practices
Using authentication services is becoming an industry standard for businesses dealing with high-value items. This adoption reflects a commitment to ethical and responsible practices, demonstrating to customers that businesses prioritize the integrity of their products.
Entrupy stands at the forefront of this shift, leveraging cutting-edge AI technology to ensure the accuracy and reliability of its authentication process. With their specialized portable device that magnifies images up to 260x, combined with machine learning algorithms, Entrupy offers a comprehensive solution for verifying luxury goods with scalable growth.
Entrupy is committed to continuous improvement through data-driven insights. Their AI technology constantly evolves as it analyzes millions of images of both real and counterfeit products, staying ahead of counterfeiters’ evolving tactics. Through partnerships with leading businesses, Entrupy builds a massive database that ensures its authentication tools remain accurate and up-to-date, providing businesses with the most reliable technology to combat counterfeiting.

The Bottom Line: Authenticate for Success
Authentication software has become essential for businesses looking to thrive in this evolving industry. By verifying the authenticity of high-value, luxury items, authentication software not only boosts product value but also fosters customer trust and loyalty. It safeguards businesses from legal risks related to counterfeiting and helps establish a reputation for ethical, responsible practices.
Entrupy’s advanced authentication solutions empower businesses to stay ahead of counterfeiters, provide reliable tools for verifying luxury goods, and continuously improve with data-driven insights. Whether you’re looking to increase product prices, build customer confidence, protect your business legally, or align with industry best practices, authentication is the key to long-term success in the secondhand resale market.
To learn more about how Upright Labs’ partnership with Entrupy’s authentication solutions can transform your e-commerce operations, watch our full Master Class webinar, “The Value and Future of Authentication with Entrupy.” and explore effective insights and solutions to help your business stay competitive and secure.
Access the full Master Class and slide deck: