Vinted wants to be America's next shopping addiction
· Business Insider
Loic VENANCE / AFP via Getty Images
Visit betsport24.es for more information.
- Lithuanian-founded resale platform Vinted recently reached a valuation of €8 billion ($9.3 billion).
- Through continuous expansion, the company is dominating the resale market across Europe.
- Vinted Marketplace CEO Adam Jay said the company believes it can recreate that success in the US.
Jamie-Lee Luckett first downloaded resale app Vinted in 2023, after wanting to make some extra cash to take her three children on a staycation in the UK.
Since then, she has made over £5,700 ($7,600) in sales on Vinted and regularly posts on Instagram and TikTok about the benefits of shopping secondhand and how to use the site to make money online.
"I got the bug and now regularly buy and sell," Luckett, who is 36 years old and works for an educational resource company, told Business Insider. "It's definitely where I get most sales," Luckett said. "It's quick to list and hugely popular, so often items sell quickly."
Luckett isn't alone. Millions of shoppers are turning to resale platforms to earn extra cash and hunt for bargains as secondhand shopping becomes increasingly mainstream.
The resale boom shows no signs of slowing — and Vinted is emerging as one of its biggest winners.
View this post on Instagram
Made in Europe
Vinted is a secondhand fashion marketplace where users can buy and sell pre-owned clothing, shoes, and accessories. It also has its own shipping company, Vinted Go, and in-house payments platform.
The company saw sales grow 38% year-on-year to €1.1 billion ($1.3 billion) in 2025, though its profits dropped during that period as it poured money into its European expansion. Last month, it was valued at €8 billion ($9.3 billion) after completing a secondary share transaction of €880 million ($1 billion).
The company has been growing rapidly in Europe, outpacing its rivals, such as Vestiaire Collective and Depop, and expanding into new categories. It now wants to recreate that success in the US.
"We see a huge opportunity there to grow secondhand," Vinted Marketplace CEO Adam Jay said of its US expansion in a recent phone conversation.
"There's no player in the US that has managed to get to the size and scale and growth and impact on secondhand that Vinted has in Europe. There are some very worthy companies doing good things, but none of them have managed to get the level of breakthrough that Vinted has," he added.
Adam Jay is the CEO of Vinted Marketplace.STEPHANE DE SAKUTIN/AFP via Getty Images
The company has had limited traction in the US since its 2013 launch. Earlier this year, it "hard-launched" again — upping its marketing campaign in New York, improving its shipping proposition for American sellers, and connecting the UK and US marketplaces. It is hoping this time it can make it stick.
The US secondhand apparel market grew 13% in 2025 — almost four times faster than the broader retail clothing market according to the ThredUp 2026 resale report, which contains research and data from GlobalData. And it's expected to reach $78.8 billion by 2030, growing at an average annual rate of 7.3%.
'Try and try and try again'
Retail experts say Vinted's strategy to have zero seller fees has been a key part of its appeal and success.
This means sellers earn exactly what the item was listed for; the company earns money by charging buyers a small protection fee on every purchase.
This was one of the first steps Thomas Plantenga — who later became CEO of the whole business — took in 2016 to turn the company around.
Thomas Plantenga has been Vinted's group CEO since 2017.Harry Murphy/Sportsfile for Web Summit via Getty Images
Geographic expansion is another reason Vinted is beating its competitors in growth. It is currently available in 26 countries.
"What we have learned is you often have to try and try and try again," Jay said. "We're taking very much the same approach with the US. We know not everything will work, so we occasionally will pause, we'll adjust, and we'll go again."
Mass market over niche
Gen Z is widely seen as spearheading the recent resale boom, with young people making thousands of dollars from reselling apparel and becoming emblematic of the trend.
Vinted has invested in its own lockers for sending and receiving parcels. These are available in 5 countries across Europe.NICOLAS GUYONNET/Hans Lucas/AFP via Getty Images
Depop, headquartered in Europe and especially popular among US Gen Z, presents both a challenge and an opportunity for Vinted's US expansion, Michael Gunther, senior vice president of Research and Market Intelligence at Consumer Edge, told Business Insider.
Compared to its competitor, Depop, Vinted has targeted a wider consumer base, going beyond a "scene for fashion-forward youth" and into the mass market, Blanca Zugaza Escribano, a fashion and luxury strategy consultant at Metyis, told Business Insider.
Their ability to attract groups outside the Gen Z shopper "suggests Vinted may be entering the US through the demographic side door rather than going head-to-head with Depop's Gen Z core," Gunther added.
US signals untapped potential
Still, cracking the US resale market will be a real challenge for Vinted, said Escribano. "Poshmark, ThredUp, and eBay are entrenched, and secondhand fashion hasn't normalized across demographics the way it has in Europe," she added.
For Vinted's management, this signals untapped potential. "The US is much, much, much less mature in terms of secondhand than the European markets," Vinted Marketplace CEO Jay said.
View this post on Instagram
Vinted, which has long prioritized messaging around the value factor of resale shopping over sustainability, appears to be following the same approach in the US.
Analysts say that is a savvy approach. "Shoppers here [in the US] are more motivated by price and value. Looking at Gen Z in particular, even though they are well aware of the environmental impacts of overconsumption, it's also the key demographic for ultra-fast fashion brands such as Shein," Escribano said.
Jay said he hopes the fact that users can "keep every dollar they make" will win over American consumers.
"That's the biggest driver on the sell side, of course, it's that people want to make a bit of extra money," he added.
For Vinted seller Luckett, that extra bit of money has meant she can do more activities with her three children and help pay for vacations.
Read the original article on Business Insider