Retail Recommerce: eBay to Acquire Depop from Etsy

How eBay and Depop Reflect a Market Shift

young women shopping through tablet on Ebay

Written By: BOSS Editorial

Published: February 19, 2026

Reading Time: 4 minutes

eBay announced it will acquire Depop from Etsy, Inc. (ETSY) for approximately $1.2 billion in cash, with the deal expected to close in Q2 2026, pending regulatory approval. Depop will continue operating under its existing brand and platform. Depop brings strong digital and mobile-first performance to the transaction. In 2025, it generated about $1 billion in gross merchandise sales and served roughly 7 million active buyers, most under age 34. Its app-based, community-powered marketplace and social commerce features have driven rapid adoption among Gen Z and Millennial users.

The acquisition of Depop by eBay reflects a broader shift in retail, where secondhand and recommerce platforms are becoming central to how consumers discover, buy, and sell products. As resale moves from niche to mainstream, large marketplaces are investing in digital infrastructure, data, and community-driven platforms to capture long-term growth and younger audiences.

For eBay, the acquisition strengthens its technology-driven consumer-to-consumer strategy. Depop will gain access to eBay’s global infrastructure, including payments, logistics, trust and safety systems, and AI-enabled tools for search, personalization, and authentication. eBay also plans to expand cross-listing and data integration to improve inventory visibility and conversion across platforms, reinforcing its position in digital recommerce.

For Etsy, the sale enables a sharper focus on its core marketplace and long-term growth priorities. Proceeds will support platform investment, share repurchases, and operational efficiency. The transaction allows Etsy to concentrate resources on strengthening its primary ecosystem while exiting a capital-intensive resale segment.

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Market Maturity

A joint report by Boston Consulting Group and Vestiaire Collective finds that secondhand fashion is now a core part of how consumers shop. Nearly 28% of surveyed wardrobes are made up of resale items, with most purchases happening on digital platforms. The global secondhand fashion and luxury market is estimated at $210B–$220B today and is expected to reach $320B–$360B by 2030, growing about three times faster than firsthand retail. Affordability is the main driver, with most buyers using resale to access higher-end brands at lower prices.

OfferUp’s 2025 Recommerce Report shows that secondhand shopping has become fully mainstream in the United States. In 2025, 93% of Americans bought at least one used item, and more than half sold something secondhand. About 70% of shoppers say the stigma around buying used has faded, reflecting a major shift in cultural attitudes toward resale. The report projects strong long-term growth for the sector. The U.S. recommerce market is expected to reach $306.5 billion by 2030, growing by 34% and accounting for roughly 8% of total retail spending. While clothing often dominates public discussion, apparel represents only about 25% of resale activity, with significant demand across categories such as furniture, electronics, tools, and sporting goods.

Gen Z and Millennial Shoppers

According to The Guardian, Depop brings a strong younger user base, with around 7 million active buyers, nearly 90% under age 34, and more than 3 million sellers. In 2025, it generated about $1 billion in gross merchandise sales and saw nearly 60% growth in the U.S. eBay CEO Jamie Iannone said the platform complements eBay’s marketplace and supports its recommerce strategy. The acquisition comes as eBay faces growing competition from younger-focused resale platforms such as Vinted. The transaction is expected to close in Q2 2026, pending regulatory approval, and was followed by share price gains for both companies.

Economic pressure is a major driver of participation. Nearly seven in ten consumers say they turn to secondhand shopping more often when the economy feels uncertain, and 79% buy used primarily to save money. For sellers, resale provides meaningful financial support, with more than half using earnings to cover everyday expenses and others saving or reinvesting in future purchases.

Gen Z is leading the shift toward recommerce. Nearly half sold an item for the first time in 2025, and more than half say they usually choose secondhand when a suitable option is available. Many young sellers are earning several hundred dollars annually through resale. Despite being digitally native, Gen Z also values in-person exchanges, combining mobile platforms with local interactions.

Positioning for the Next Phase of Resale

Taken together, the eBay–Depop acquisition and recent industry research point to a structurally mature resale market. Secondhand commerce is no longer a peripheral channel but a core component of modern retail, shaped by affordability, digital convenience, and generational change. For platforms and brands, future advantage will increasingly depend on technology integration, data transparency, and community engagement. The deal positions eBay to compete more effectively in this environment, while signaling that recommerce is now a long-term strategic priority rather than a short-term trend.