Entrupy Expands Partnership with TikTok

Entrupy, the AI-driven luxury authentication service, is expanding its role as the official authentication provider for TikTok Shop US, moving beyond luxury handbags to now include pre-owned sneakers. This partnership expansion also sees Entrupy broadening its sneaker authentication services to cover eight additional brands: New Balance, Alexander McQueen, Balenciaga, Christian Louboutin, Dior, Gucci, Louis Vuitton, and Off-White.

With the counterfeit sneaker market estimated to be over five times the size of the legitimate one – valued at a staggering $450 billion in 2021 – the risk of buyers unknowingly purchasing fake products is alarmingly high. Entrupy, a trusted third-party authenticator with a 99.1% accuracy rate, aims to mitigate this risk. The company will continue to provide TikTok sellers with top-tier authentication tools that help build trust, uphold quality standards, and ensure a seamless experience for both sellers and buyers. Entrupy's clients include leading sneaker retailers like Unboxed, CoolKicks, and Soleply, all of whom rely on its technology to protect their businesses and customers from counterfeit transactions.

The surge in live shopping – where buyers and sellers engage in real-time via livestreams – has created new opportunities for selling pre-owned and luxury goods. TikTok Shop, a platform at the forefront of this trend, remains committed to safeguarding intellectual property rights and strictly prohibits the sale of counterfeit items. By partnering with Entrupy, TikTok Shop is reinforcing its dedication to user safety and integrity by mandating third-party authentication for all sellers on the platform.

“We’re excited to expand our sneaker authentication technology to more brands, ensuring that even more customers receive genuine products through our ongoing collaboration with TikTok Shop,” said Vidyuth Srinivasan, co-founder and CEO of Entrupy. “Since launching our sneaker authentication service just over a year ago, and following our designation as the official handbag authenticator on the platform in October 2023, we knew it was essential to extend this same level of assurance to the rapidly growing sneaker market.”

For more information on Entrupy, please visit www.entrupy.com.