Earlier this week, I was embarking on my daily London commute, bored on the tube. Truly a tale as old as time. To cure my boredom, I pulled out my phone and, instead of opening TikTok or Instagram or any normal social media app, I went straight to Vinted. There I was, doomscrolling on an eThrifting app. Vinted, Depop, Vestiaire Collective – you name it, I’m on it. It got me thinking, when did eThrifting become the platform I gravitate to in boredom? And believe me, I’m not alone. eThrifting has captivated a whole generation of consumers.
Why eThrifting?
A Curated Experience
A major allure to eThrifting is the tailored experience. Different platforms are available for different things. For your average Gen Z e-thrifter, the typical thrifting platforms are Depop and Vinted. These two platforms are classics for a reason; there people can casually buy and sell any clothes they like. According to the Depop newsroom, there are approximately 43.5 million users currently on the app. Vinted is only available in Europe and has over 16 million UK registered users. Other regular thrifting platforms include ThredUp, eBay, and Poshmark. Even Facebook has their own version, Facebook Marketplace. And then there are specialized second-hand platforms, such as Vestiaire Collective and The RealReal that are specifically designed to sell luxury goods. The products on these platforms are authenticated by experts to ensure customer peace of mind.
Community
See, the thing about eThrifting is that it really does function like social media. I find myself checking multiple times a day to see what’s new. Even if you’re not buying anything, the more listings you like, the better curated your algorithm becomes. And not only are you building your feed, but it also does have this element of socialness. On Depop, for example, you’re able to click onto people’s accounts and see their listings, as well as clothes that they themselves have liked. There’s this sense of community that comes from finding a favourite seller and seeing what their own personal style is. It brings a social aspect to online shopping, which is advantageous in the oversaturated online shopping market.
Sustainability
As a generation, Gen Zs and younger Millennials believe that sustainability is important when buying fashion. What’s great about eThrifting is that not only is it curated, social, and cool – it’s also sustainable. The fashion industry, especially fast fashion, has significant impacts on the environment. As an industry, fast fashion is responsible for approximately 10% of global carbon emissions and has the second-biggest industry consumption of water. Thrifting, both online and in person, is one of the most environmentally friendly options for fashion consumption. Not only does it conserve resources used for clothing production, but it also helps reduce clothing that otherwise may have ended up in landfills.
This shift towards eThrifting can be seen through consumer reports. A 2024 Mintel online retailing report states that 81% of online shoppers have purchased something from an online marketplace or eThrift platform. On these platforms, fashion is the most popular category for both buying and selling. There are several different motivators for purchasing from eThrift platforms. The primary reason is saving money, but younger consumers are also motivated by factors such as purchasing unique items, authenticity guarantees, and sustainable shopping. From 2024 to 2029, there is an estimated 20% forecast growth for online sales. This suggests that the eThrift industry is only going to grow, and I for one, am very glad to hear this.
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