Depop

Leading social-first peer-to-peer fashion resale platform targeting Gen Z, operating as a subsidiary of Etsy

Depop, acquired by Etsy for approximately $1.625 billion in 2021, is a peer-to-peer social shopping app that merges the mechanics of a fashion marketplace with the aesthetics and engagement loops of social media platforms. Founded in 2011 and headquartered in London, Depop enables users to list, discover, and purchase secondhand and vintage clothing, accessories, and lifestyle items through a visually driven, Instagram-like feed. The platform has cultivated a particularly strong following among Gen Z consumers globally, with a large concentration of users in the United States and United Kingdom. Depop's significance in the broader commerce and advertising ecosystem lies in its highly engaged, youth-skewing user base and its role as a cultural touchpoint for sustainable fashion and resale. The platform's social-first design — where users follow sellers, like items, and build personal storefronts — creates organic discovery and community-driven commerce that differs markedly from traditional e-commerce marketplaces. This positions Depop as both a marketplace and a social platform, giving it unique advertising and brand partnership opportunities targeting younger demographics. Following the Etsy acquisition, Depop has continued to operate as a distinct brand and platform under Etsy's ownership, benefiting from Etsy's infrastructure, payments capabilities, and marketplace expertise while maintaining its independent identity. Reports in 2024–2025 indicated Etsy explored divesting Depop as part of a strategic portfolio review, reflecting broader pressures on the resale market. The platform remains active and continues to serve millions of buyers and sellers worldwide, representing a key asset in the secondhand fashion and recommerce space.