Vestiaire Collective resolves compliance requirements faster and scales ID verification with Persona

Founded in 2009, Vestiaire Collective is the leading global platform for pre-loved luxury fashion. The company offers a trusted space for its community across 70 countries worldwide to prolong the life of their most-loved fashion pieces. Boasting a curation of nearly 6 million desirable items, the company adds over 35,000 new listings daily.

Trust is one of Vestiaire Collective's core values. Through proactive care, it delivers seamless end-to-end assistance and protection for buyers and sellers. This translates to best-in-class customer service ready to support members at every step of their journey, secure transactions that protect both parties from payment to delivery, and a multi-layered verification and quality control process. Notably, this process includes physical verification of authenticity at a Vestiaire Collective warehouse prior to shipping.

Giovanna de Luca, head of CX innovation & projects at Vestiaire Collective, puts it plainly. "What makes us unique is our ability to carefully verify items and provide buyers and sellers with a strong sense of trust and confidence throughout their experience."

Opportunity: Scaling a more consistent and secure ID verification process

As Vestiaire Collective scaled, so did its compliance obligations. With a growing active member base, the platform needed a robust Know Your Customer (KYC) process to meet evolving regulatory requirements while preserving the seamless experience its members expect.

Previously, ID verification for compliance-related checks was handled manually by internal teams. While effective, the approach had its limits: individual review introduced variability, processing times grew with volume, and an email-based submission workflow meant customers sometimes had to resubmit documents if images were unclear, adding friction to an already sensitive step.

"As we scaled, we saw an opportunity to bring more structure and consistency to the process, which is why we moved toward a more automated identity solution," says Giovanna.

To address this, Vestiaire Collective partnered with Persona to implement a scalable, automated identity verification solution. The goal was clear: meet compliance requirements consistently and at scale, reduce manual workload for internal teams, and give customers real-time guidance during document submission so the process felt smooth and transparent rather than bureaucratic.

Solution: Vestiaire Collective partners with Persona to automate ID verification and improve customer experience at scale

After researching top identity platforms, Vestiaire Collective ultimately chose to partner with Persona for several reasons. 

Proven experience supporting global enterprises and marketplaces

Vestiaire Collective needed to ensure that its vendor could scale without becoming a bottleneck. 

Several smaller identity startups approached it, but Giovanna's team prioritized working with an established company that supported other high-volume enterprises and understood the unique challenges of verifying both buyers and sellers in a two-sided platform.

Persona's experience supporting leading marketplaces such as Etsy, Lyft, and GetYourGuide gave Vestiaire Collective confidence that Persona could handle its growing volume while meeting the unique needs of buyers and sellers.

“We needed a vendor with a proven track record of supporting enterprise clients,” says Giovanna. “We found that in Persona.”

Industry-leading performance validated by Gartner®

Beyond proven experience with enterprise clients, Vestiaire Collective needed a partner whose reputation was backed by objective performance data. 

Persona's performance in the 2025 Gartner® Magic Quadrant™ for Identity Verification and Critical Capabilities report provided the independent validation Vestiaire Collective needed. Persona was named a Leader and positioned highest for Ability to Execute in the Magic Quadrant™. In the Critical Capabilities report, Persona ranked first across five use cases: risk mitigation, consumer, accessibility, data control, and automation. 

“Persona also stood out in our evaluation because of its strong performance in the Gartner reports,” recalls Giovanna.

Ready-to-use integrations that fit existing workflows

Vestiaire Collective needed a solution that integrated into its existing workflow — not one that required agents to learn entirely new processes. With multiple disputes handled daily, any interruptions to its operations would create backlogs and harm the buyer experience.

Fortunately, Persona's native Zendesk integration allowed Vestiaire Collective to automate ID reviews without disrupting its established ticketing workflow.

“The ability to integrate with Zendesk was another key factor that set Persona apart from other vendors during our selection process,” says Giovanna. “We were able to perform a proof of concept to see how the review process worked with Persona before making the final decision.” 

Now, when a customer is required to complete ID verification for compliance purposes, agents simply apply a Zendesk macro that triggers Persona’s automated workflow. The customer receives an email prompting them to verify their identity through a secure link. Once the ID and selfie checks are completed, the Zendesk ticket is automatically updated with the verification outcome, along with an associated risk assessment delivered directly into the workflow.

Persona securely processes and stores all sensitive ID data, delivering verification results without exposing agents to sensitive information.

Results: Vestiaire Collective expands its use of Persona in six months

With Persona, Vestiaire Collective delivers consistent verification outcomes with predictable turnaround times for customers. Persona returns results in seconds, saving agents hours of manual review time. Customers also benefit from instant feedback: if their ID photo is too blurry, they know and can resubmit immediately, rather than waiting days for an agent to flag the issue.

The impact quickly went beyond the initial compliance use case. In just six months, Vestiaire Collective has already expanded its use of Persona to additional use cases essential to its global marketplace operations, including account security and dispute resolution. More broadly, any situation requiring a document request from a customer, such as opening an investigation with a shipping carrier, now routes through Persona, creating a single, consistent verification experience across the business.

And that’s just the beginning. In the coming months, Giovanna plans to transition from the Zendesk integration to Persona's embedded flow so buyers and sellers can verify themselves without ever having to leave the Vestiaire Collective website. 

“Persona’s embedded flow will be better for our customers,” says Giovanna. “We want to automate everything, and Persona is making that possible.”