Xin Ou
Research expert covering Greater China
Second-hand e-commerce in Europe - statistics & facts
The act of exchanging used goods is a practice that has remained fundamentally unchanged for centuries, with only the rise of the internet altering it. Now, consumer-to-consumer trade is a widespread global e-commerce network. In Europe, the second-hand e-commerce market offers several options for shoppers to choose from, whether they are shopping for cheaper prices, for reasons that center on sustainability — or both.
Taking a closer look into the online thrifting scene throughout the continent — for clothing, the Lithuania-headquartered company Vinted is a notable player in all of the 16 European countries it operates in. From 2017 to 2023, the online second-hand store’s revenue has skyrocketed from 10 to nearly 600 million U.S. dollars and boasts millions of downloads globally on a monthly basis. Additionally, the fact that popular European clothing e-tailers such as Zalando and About You offer options for shoppers to buy and sell pre-owned goods serves as a testament to both the the success of recommerce and the importance of sustainable consumption.
In the United Kingdom, where limiting the environmental impact of shopping is also important to consumers, eBay, Etsy, Vinted, and ASOS Marketplace rank among the top online stores to buy used apparel from. Among online shoppers in France, pre-owned goods site leboncoin.fr is the most visited marketplace for buying and selling second-hand items. Depop, Vestiaire Collective, and Momox are also popular options for buying used apparel, books, and other media articles for European consumers.
Consumer behavior drives all shopping markets, and second-hand e-commerce in Europe is no different. An increased focus on sustainability and affordability will lead to a further expansion of the online C2C market. With so many innovative platforms to choose from, selling pre-loved items has never been easier.
Thrifted fashion for all
Among things to buy second-hand, along with electronics, fashion is the most lucrative used goods category for online shoppers. By revenue, online apparel resale generated over 14 billion U.S. dollars in 2023 and continues to consistently attract the majority of second-hand e-commerce users throughout Europe. By 2029, the online market for second-hand clothing is forecast to generate a total of over 35 billion U.S. dollars from an expected 98.5 million users.Taking a closer look into the online thrifting scene throughout the continent — for clothing, the Lithuania-headquartered company Vinted is a notable player in all of the 16 European countries it operates in. From 2017 to 2023, the online second-hand store’s revenue has skyrocketed from 10 to nearly 600 million U.S. dollars and boasts millions of downloads globally on a monthly basis. Additionally, the fact that popular European clothing e-tailers such as Zalando and About You offer options for shoppers to buy and sell pre-owned goods serves as a testament to both the the success of recommerce and the importance of sustainable consumption.
Leading players in online second-hand
Alongside Vinted, there are other industry leaders who have set up shop in second-hand e-commerce throughout Europe. In Germany, where about one in five consumers cite sustainability as an important reason for shopping second-hand online, buying pre-owned goods is most commonly done on Kleinanzeigen: a C2C, consumer-oriented marketplace run by the Adevinta-owned Dutch advertising group Marktplaats.In the United Kingdom, where limiting the environmental impact of shopping is also important to consumers, eBay, Etsy, Vinted, and ASOS Marketplace rank among the top online stores to buy used apparel from. Among online shoppers in France, pre-owned goods site leboncoin.fr is the most visited marketplace for buying and selling second-hand items. Depop, Vestiaire Collective, and Momox are also popular options for buying used apparel, books, and other media articles for European consumers.
Consumer behavior drives all shopping markets, and second-hand e-commerce in Europe is no different. An increased focus on sustainability and affordability will lead to a further expansion of the online C2C market. With so many innovative platforms to choose from, selling pre-loved items has never been easier.
