Depop

Leading peer-to-peer fashion resale platform for Gen Z, operating as a subsidiary of eBay

Depop, a subsidiary of eBay since July 2026 (Etsy acquired it for $1.625 billion in 2021 and owned it until then), is a peer-to-peer resale marketplace that combines social media-style browsing with fashion commerce, enabling users to buy and sell secondhand, vintage, and handmade clothing. Founded in 2011 and headquartered in London, the platform gained a strong foothold among Gen Z consumers by making resale feel culturally relevant and community-driven, with features like follower feeds, likes, and seller profiles that mirror social networking apps. For marketers and brands, Depop represents a significant channel to reach younger, fashion-conscious consumers who are increasingly prioritizing sustainability and individuality in their purchasing decisions. The platform has attracted brand partnerships, influencer-driven storefronts, and collaborations with fashion labels seeking to engage the resale-savvy Gen Z demographic. Its social commerce model — where discovery is driven by peer influence rather than traditional advertising — makes it a notable case study in community-led marketing. Under Etsy's ownership (2021–2026), Depop operated as a distinct brand and platform, benefiting from Etsy's marketplace infrastructure and seller ecosystem while maintaining its own identity and user base. Etsy's 2021 acquisition was part of its broader strategy to expand into high-frequency, fashion-focused resale and capture younger audiences. Depop competes with platforms such as Vinted, Poshmark, ThredUp, and Vestiaire Collective in the growing secondhand fashion market.