"For eBay, acquiring Depop makes a good measure of intuitive sense. Generally, resale is trending upward: Based on ThredUp's 2025 Resale Report, the secondhand apparel market is expected to reach $367 billion by 2029, growing 2.7 times faster than the overall global apparel market. Millennials, Gen-Z, and Gen-Alpha shoppers are some of the strongest drivers of that trend, with 39% of younger generation shoppers having made a secondhand apparel purchase on a social commerce platform in the 12 months before the study was published."
"Depop is one of the top platforms for young people looking to buy and sell clothes. In 2025, the brand achieved approximately $1 billion in sales, including nearly 60% year-over-year growth in the U.S. As of December 31, it had seven million active customers, nearly 90% of which were younger than 34. That user base will be a major boon for eBay, who says that millennial and Gen-Z consumers have been two of the biggest drivers of active buyer growth in the past three years."
eBay will acquire Depop from Etsy for $1.2 billion, with the transaction expected to close in the second quarter of 2026 and Depop remaining a stand-alone brand and platform. The secondhand apparel market is projected to reach $367 billion by 2029 and to grow 2.7 times faster than the overall apparel market. Millennials, Gen-Z, and Gen-Alpha shoppers are major drivers of resale growth. Depop reached roughly $1 billion in sales in 2025, recorded nearly 60% U.S. year-over-year growth, and had seven million active customers, about 90% under age 34. Depop’s attractive, easy-to-use interface represents strategic value for eBay beyond demographics.
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