What's Happening?
Vinted, a European secondhand fashion marketplace, is intensifying its efforts to capture the U.S. market. The company, which allows users to buy and sell pre-owned clothing, shoes, and accessories, has seen significant growth in Europe, with sales increasing
by 38% year-on-year to €1.1 billion ($1.3 billion) in 2025. Despite its success in Europe, Vinted has struggled to gain traction in the U.S. since its initial launch in 2013. In a renewed push, Vinted has enhanced its marketing strategies in New York, improved shipping options for American sellers, and integrated its UK and U.S. marketplaces. The U.S. secondhand apparel market is expanding rapidly, growing 13% in 2025, and is projected to reach $78.8 billion by 2030. Vinted's strategy includes offering zero seller fees, which has been a key factor in its European success.
Why It's Important?
Vinted's expansion into the U.S. market is significant as it taps into the growing trend of secondhand shopping, which is becoming increasingly mainstream. The U.S. market presents a substantial opportunity, with the secondhand apparel sector growing much faster than the broader retail clothing market. Vinted's approach of zero seller fees could attract a large number of sellers looking to maximize their earnings, potentially disrupting established U.S. players like Poshmark, ThredUp, and eBay. The company's success in Europe, where secondhand fashion is more normalized, suggests it could bring similar changes to the U.S. market, influencing consumer behavior and retail dynamics.
What's Next?
Vinted plans to continue its aggressive expansion strategy in the U.S., focusing on marketing and operational improvements to gain a foothold in the competitive secondhand market. The company aims to leverage its European success by appealing to a broader demographic beyond Gen Z, which is currently driving the resale boom. Vinted's management sees untapped potential in the U.S., where secondhand shopping is less mature compared to Europe. The company's focus on value over sustainability messaging may resonate with American consumers, particularly those motivated by price and value. Vinted's ability to attract a diverse consumer base could determine its success in the U.S. market.
