Gen Z’s obsession with secondhand clothes is paying off for eBay as its fashion sales with Depop hit $9 billion over the past year

Gen Zers have developed a fascination with secondhand items, including vintage hobbies like vinyl collecting, crocheting, pottery making, and birdwatching. eBay's acquisition of the secondhand marketplace Depop has capitalized on Gen Z's growing interest in thrifting clothes. In the past year, eBay and Depop generated $9 billion in U.S. fashion sales, reflecting a 20% increase from the previous year, including Depop's sales before the merger.

Depop's U.S. sales volume more than doubled in the third quarter compared to the previous year, catering to a young audience. Nearly 90% of Depop's 7 million active buyers last year were under 34, according to eBay's 2026 Recommerce Report. Depop's spokesperson highlighted that Gen Z not only embrace secondhand but also redefine its role in fashion by acting as both buyers and sellers. eBay CEO Jamie Iannone emphasized that Gen Z's sustainability focus is driving their interest in buying secondhand, with nearly half (46%) of consumers aged 18 to 29 buying used goods at least every other week, compared to 28% of overall consumers.

Affordability and budget management are other factors, with 76% of Gen Zers in the report citing secondhand shopping as a means to manage their budgets, compared to 70% of overall consumers. Gen Zers also anticipate an increase in secondhand purchases, with 60% of U.S. consumers aged 18 to 29 expecting to boost their purchases next year, compared to 41% of overall American consumers.

Fashion brands like Zara, Lululemon, H&M, and Levi’s have developed resale programs to tap into the resale market. eBay and Depop are now managed as a portfolio, with investments aimed at generating the strongest long-term returns for the combined company. eBay's earnings showed a 15% year-over-year increase, with Depop contributing nearly three percentage points to this growth.