How Vinted thrives selling secondhand fashion

Vinted has transformed second-hand shopping from a niche habit into a mainstream retail practice. The platform operates as a consumer-to-consumer marketplace that removes friction from selling and buying used goods. It also integrates payments, delivery, and additional services to support transactions.

In 2025, the platform facilitated €10.8 billion in trades, marking a 47% increase from the previous year. Revenue rose 38% to €1.1 billion, while net profit reached €62 million. By year-end, Vinted was active in 26 markets.

The marketplace model: no inventory, no risk

Vinted does not own the products listed on its platform. Sellers provide inventory, create listings, and set prices, while buyers browse and purchase. The company’s role is to connect both sides and monetize the activity surrounding these transactions.

This approach gives Vinted a distinct cost advantage over traditional retailers. It avoids financing stock, managing warehouses, or dealing with unsold inventory. Instead, its primary challenge is ensuring sufficient sellers to create a compelling selection and enough buyers to make selling worthwhile.

To attract sellers, Vinted keeps entry barriers minimal. In the UK, standard sellers pay no listing or selling fees. Users can list unlimited items without upfront costs. This flexibility is important because many second-hand items have low values—consumers clearing out a wardrobe may not bother selling a £5 or £10 item if listing requires effort or fees.

The result is a network effect. A larger seller base increases choice, which draws more buyers. More buyers improve sales likelihood, encouraging additional sellers. The platform becomes more valuable as participation grows.

How Vinted generates revenue

Vinted does not charge ordinary sellers for listings. Instead, it monetizes activity within the marketplace. The company also offers paid services, including promotional tools to boost listing visibility and verification for higher-value goods. Professional sellers can access Vinted Pro in select markets. This approach separates marketplace entry costs from transaction monetization—keeping supply accessible while generating revenue from activity.

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The model creates a self-reinforcing cycle: low barriers to selling increase supply, which attracts buyers, driving more transactions and revenue. That revenue funds further platform improvements.

Scale also motivates Vinted to reduce transaction friction. That’s why the company is expanding beyond the marketplace itself.

Payments and logistics: the infrastructure behind trades

Buying and selling between individuals is more complex than purchasing from a retailer. Buyers need confidence in product condition, sellers require secure payment, and both need dispute resolution. Vinted has built infrastructure to address these challenges.

Through delivery partners, the company provides access to over 500,000 pick-up and drop-off points across Europe.

The reasoning is straightforward: more transactions processed mean greater benefits from streamlining payments and delivery. This is especially critical for low-value items—if payment and delivery costs consume too much of a £5 or £10 item’s value, consumers have little incentive to trade. Lower friction makes more second-hand products commercially viable.

Vinted’s investments in logistics and payments reflect a broader trend among digital marketplaces. These companies often spend on infrastructure to reduce short-term margins while improving long-term transaction economics. The difference here is that Vinted isn’t investing in inventory. It’s building the system that enables others to trade.

This strategy involves trade-offs. While revenue grew 38% to €1.1 billion in 2025, adjusted EBITDA fell 5% to €151 million, and net profit declined 19% to €62 million. Free cash flow, however, increased 36% to €137 million. The company attributed lower profits to investments in new markets, categories, and services.

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These figures indicate Vinted is prioritizing long-term growth over immediate profitability. It follows a familiar playbook for digital marketplaces, though balancing investment with maintaining the platform’s momentum remains essential.

If successful, the potential rewards are substantial. Research by GlobalData projects the global second-hand apparel market will reach $393 billion by 2030, growing at twice the rate of the overall apparel sector.

Impact on new-product retailers

Vinted’s growth signals more than just the rise of second-hand shopping. It demonstrates how resale can change competition for retailers selling new products. Shoppers considering a jacket, smartphone, or sports equipment may now compare new options across stores while also evaluating used alternatives. This shift pressures retailers to demonstrate the value of buying new.

At the same time, resale can enhance the appeal of new products. If consumers believe an item will retain value and can be resold later, the effective cost of ownership may seem lower. A buyer considering a higher-priced item might factor in its potential resale value, not just the purchase price.

For retailers, this means second-hand commerce is no longer a separate market. It’s integrated into the customer journey. The challenge is adapting to a reality where shoppers weigh new and used options side by side, and where a product’s resale value can influence its initial appeal.

Some retailers have already responded by launching their own resale programs. Others are exploring partnerships with platforms like Vinted to offer trade-in or resale options at the point of sale. These moves reflect a recognition that the line between new and used is blurring.

As shoppers explain their choices, retailers must understand how resale fits into broader purchasing behavior.