Depop

Leading social shopping app for Gen Z fashion resale with strong community focus

Depop is a social shopping marketplace app that combines elements of e-commerce, social media, and peer-to-peer selling, primarily focused on fashion resale. Founded in 2011, the platform has become particularly popular among Gen Z users who buy and sell unique, vintage, and pre-owned clothing and accessories. While not a traditional AdTech company, Depop operates within the broader digital commerce ecosystem and has developed its own advertising capabilities to help sellers promote their items and reach buyers within the app. In June 2021, Depop was acquired by Etsy for approximately $1.6 billion, marking one of the largest acquisitions in the fashion resale space. The platform has grown to millions of users globally, with strong presence in the UK, US, Australia, and Italy. Depop's business model centers on taking a commission from each sale (typically 10%) plus payment processing fees. The company has positioned itself at the intersection of sustainable fashion, social commerce, and community-driven retail, differentiating itself from traditional e-commerce platforms through its Instagram-like interface and emphasis on individual seller brands and creative expression.