Second thoughts
For Generation Z, spending less, not more, has become the ultimate flex. The second-hand trade is booming; the luxury trade, rather less so. If you’ve got it, flaunt it. Not anymore, it seems, especially when it comes to money. There are plenty of reasons that explain the unstoppable rise of Vinted, a second-hand marketplace (not […] Second thoughts was originally published on Emerging Europe .
In recent years, Generation Z has embraced the concept of spending less rather than more, leading to the growing popularity of the second-hand market. This shift is evident in the success of platforms like Vinted, a second-hand marketplace founded in 2008 in Vilnius, Lithuania. In 2025, Vinted reported a revenue of 1.1 billion euros, a 38% increase, with a gross merchandise value of 10.8 billion euros across 26 markets.
The company expanded to the US in January and was valued at eight billion euros in a secondary share sale led by the Swedish investment firm EQT. The rise of second-hand shopping can be attributed to various factors, including reduced disposable income for Gen Z due to high rents and property prices, making it difficult for them to buy homes like previous generations.
Additionally, Gen Z's preference for "conspicuous thrift" over conspicuous consumption reflects their social conscience and deep aversion to waste. Luxury brands are also taking notice, with companies like Vestiaire Collective, a Paris marketplace for pre-owned designer goods, projecting a billion-euro gross merchandise value by 2026.
The global resale market is expected to reach 360 billion US dollars by 2030, with pre-owned items already accounting for 28% of the average wardrobe.
Written by urgent.news from Emerging Europe's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
