Gen Z Powers $9 Billion eBay-Depop Fashion Surge

Introduction

Gen Z is turning toward vintage hobbies--from vinyl collecting to crocheting--as part of a broader push to disconnect and embrace slower, more intentional living. An unexpected beneficiary of this cultural shift is eBay, which recently completed its $1.4 billion acquisition of the fashion marketplace Depop and is now capitalizing on younger consumers' renewed appetite for secondhand style.

What Happened

During recent earnings commentary, eBay executives reported that the combined eBay and Depop platforms generated $9 billion in U.S. fashion sales over the past 12 months, marking a mid-20 percent increase from the prior year. Depop's own U.S. sales volume more than doubled year-over-year, driven by shoppers under 34, who now represent nearly 90 percent of its 7 million active buyer base. The data also shows that 46 percent of consumers aged 18 to 29 purchase used goods at least every other week, outpacing the 28 percent rate among all shoppers.

Why This Matters

Sustainability is a primary engine behind the trend, with eBay's chief noting that younger buyers see value in existing inventory rather than new production. Affordability also plays a major role: 76 percent of Gen Z respondents said secondhand shopping helps manage their budgets, compared with 70 percent of all consumers. Looking ahead, 60 percent of U.S. shoppers aged 18 to 29 plan to increase their secondhand purchases next year, versus 41 percent of all adults. The ripple effect is already evident, as major fashion brands including Zara, Lululemon, H&M, and Levi's have launched their own resale programs to capture demand that might otherwise flow to independent marketplaces.

Key Takeaways

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• eBay's Depop acquisition is already delivering a $9 billion fashion-sales milestone in the U.S.
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• Gen Z's preference for sustainability and lower costs is driving repeat secondhand spending.
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• Nearly 90 percent of Depop's buyers are under 34, signaling a long-term shift in fashion consumption.
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• Projected growth suggests the global secondhand apparel market could reach $393 billion by 2030, doubling the pace of overall apparel expansion.
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• Major retailers are responding with official resale channels, signaling mainstream acceptance of pre-owned fashion.
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Conclusion

The multi-billion-dollar surge in eBay-Depop fashion sales confirms that Gen Z is not just testing the secondhand waters--they're making it a core part of how they shop. As sustainability concerns, budget pressures, and brand-backed resale programs converge, the recommerce trend appears set to accelerate. For eBay, Depop represents more than a purchase; it's a strategic gateway to the next generation of fashion consumers.