Resellers beware: Nike’s updated terms of sale is set to crack down on bots and implements other policies and tactics that could deal a blow to the resale market.
The update is currently intended for the company’s business in the U.S., but a similar strategy is likely to apply across Nike’s global business over the next couple of years. It’s likely cheating of the system – buying via Nike.com or the Nike SNKRS app with automated ordering software or technology – will exist as long as the Swoosh does, but the decision to implement changes to the terms of sale demonstrates the company’s commitment to a positive customer experience.
In addition to using technology to cancel orders it’s deemed have been made with bots, Nike “could charge restocking fees, decline to issue refunds or suspend the accounts of people it determines are buying its shoes, apparel or other items with the intent to resell them,” according to a report by the Wall Street Journal. Previous iterations of the policies of the North American sportswear retailer – the largest in the world – have prohibited the purchase of its products for resale, but the update expands its response if it’s identified activity within this scope.
Truth be told, the Swoosh and its subsidiaries have heavily benefitted from the resale market, which has been largely fueled by users purchasing high quantity of items using unauthorized automated ordering programs. Over the last two years, platforms such as eBay, StockX and GOAT have processed more transactions than ever before, especially of high-profile collaborations between the Oregon conglomerate and Travis Scott, Off-White and other brands. It’s too early to tell whether or not the company’s updated terms of sale will get more pairs onto the feet of consumers intending to wear the sneakers they purchase, or if the announcement will serve as more of an intimidation tactic towards the very community that’ve helped cultivate Nike’s hype. Nevertheless, one thing’s certain: the sneaker market is growing and hunger for a piece will only continue to grow.
Elsewhere under the NIKE, Inc. umbrella, check out the Air Jordan 1 “Lost and Found” expected to debut in November.