Kijiji adds Interac identity checks to boost trust

Interac and Kijiji have partnered to bring identity verification tools to the Kijiji marketplace, adding verified identity checks to one of Canada's largest peer-to-peer trading platforms.

Kijiji users with accounts at participating financial institutions can now verify their identity through Interac's verification service before posting an item for sale, sending messages, meeting another user or completing a purchase. A second option, based on document verification and liveness checks using government-issued identification, is due to be introduced later.

The partnership is intended to reduce uncertainty in transactions between strangers, a longstanding feature of online classified marketplaces. Verified identity will complement, not replace, the platform's existing ratings and reviews.

Kijiji says it reaches millions of Canadians each month and hosts more than four million live listings, with more than one million new listings added monthly. Its marketplace spans categories including automotive, property, furniture, electronics and clothing.

Trust layer

The addition of identity checks reflects a broader push by digital platforms to strengthen trust and safety as online fraud and impersonation remain concerns. For Kijiji, identity verification is being positioned as a way for users to know more clearly who they are dealing with before contact or payment.

According to the companies, the collaboration also keeps identity data within a Canadian regulatory framework. That point may resonate as businesses and consumers pay closer attention to where personal data is stored and how it is used.

Interac's network is already used by financial institutions and governments in Canada for payment and identity-related services. Its established domestic role makes it a natural fit for Kijiji's user base.

"Trust is the foundation of every transaction on our platform and we've always taken that seriously," said Amanda Zeffiro, General Manager, Kijiji Canada. "Integrating Interac Verified solutions to bring verified identity to Kijiji is how we raise that standard, giving Canadians the confidence to transact with people they've never met, regardless of what it is that they're buying."

For Kijiji, the feature is designed to address a basic weakness in peer-to-peer marketplaces: ratings can show how a person behaved in previous transactions, but they do not confirm identity. That distinction becomes more important in higher-value transactions such as vehicles and real estate, where buyers and sellers may want stronger checks before meeting or handing over money.

It may also matter in everyday categories, where users often arrange local exchanges for items such as phones, appliances or clothing. Identity confirmation is being presented as an added step to reduce risk in those in-person meetings.

Rollout plans

The first phase is limited to users with bank accounts at participating financial institutions. They can complete verification through Interac's service and receive confirmation once the process is complete.

Later, Kijiji plans to add the document-based option. This will allow users to verify themselves with accepted government-issued identification and liveness checks, intended to confirm that the person presenting the document is physically present during the process.

The two-path model suggests the companies want to accommodate different user preferences and transaction types. Some people may prefer to verify through their financial institution, while others may choose to use documents instead.

Interac says Kijiji's scale gives the partnership broad reach. With millions of interactions taking place each month, even limited uptake could make identity verification a more common part of consumer-to-consumer online trading in Canada.

"Interac Verified solutions were built to bring the trust of the Interac network into identity verification and this collaboration compounds that trust with reach," said Giles Sutherland, Head, Business Development, Interac. "Millions of people transact on Kijiji every month. Putting verified identity at those moments is where it makes a real difference for Canadians."