--- source_url: "https://allthingsfashiontech.substack.com/p/vinted-is-hard-launching-its-relationship" title: Vinted is hard-launching its relationship with the U.S. resale market mirrored_at: 2026-08-13T15:38:59.051Z host: allthingsfashiontech.substack.com cited_in_42a: true mirror_canonical: "https://index.42a.ai/allthingsfashiontech.substack.com/p/vinted-is-hard-launching-its-relationship" --- > **Original source:** https://allthingsfashiontech.substack.com/p/vinted-is-hard-launching-its-relationship - **Vinted is hard-launching its relationship with the U.S. resale market.** Backed by strong European momentum (including 40% revenue growth in 2025), the resale giant is entering New York with ambitions to capture a share of a U.S. market projected to reach $40 billion by 2029. - **Volume over luxury.** Rather than competing head-on with luxury-focused platforms, Vinted is positioning itself as a friction-free, fee-less marketplace for the everyday wardrobe, putting it in close competition with platforms like Poshmark and Depop. - **Payments may be Vinted’s most compelling differentiator.** With the rollout of its in-house wallet, Vinted Pay, the platform is betting that lower fees, tighter margins, and funds that stay in-ecosystem will give it an edge in an increasingly crowded resale landscape. [Vinted](https://www.vinted.com/), the largest secondhand retailer in the EU, has finally sunk its teeth into a U.S. expansion, with an initial launch in the New York City market. The retailer will compete against established players in a market that is forecast to grow around [16% annually](https://www.businessoffashion.com/articles/retail/the-state-of-fashion-2026-report-resale-secondhand-fashion/), reaching approximately [$40 billion in the U.S.](https://www.emarketer.com/content/us-secondhand-market-will-worth--40-billion-by-2029) by 2029. While the precise size of Vinted’s U.S. investment remains undisclosed, the company has made clear that this is no toe-dip. “Our expansion into the US, starting in the New York area, is part of our mission to make secondhand the first choice worldwide,” says Jessie de la Merced, Vinted’s VP of Corporate Affairs. “We have been successful in changing consumer behavior across Europe, and we are excited to be bringing Vinted’s consumer-to-consumer marketplace, built on a dedicated community of buyers and sellers, to the US.” That confidence is rooted in recent performance. The consumer behavior shifts referenced by Vinted translated into 40% year-over-year revenue growth in 2025, bringing the platform’s full-year revenue to roughly $1 billion. This momentum builds on an already steep upward trajectory: the year prior, Vinted reported a 330% surge in net profits, further cementing its position as one of Europe’s most formidable resale players. The open question now is whether that success can survive the trek from Heathrow to JFK. Part of the answer lies in how Vinted positions itself within the U.S. resale hierarchy. While Vinted acquired luxury resale platform Rebelle in 2022, it has not positioned itself as a luxury-first destination in the mold of The RealReal, or even eBay, which has made a concerted push to grow its share of the luxury resale market over the past two years. Instead, Vinted has focused on the everyman and woman. “Built for the everyday wardrobe, Vinted is not just focused on hype or luxury, but instead on making secondhand shopping simple, accessible, and fun,” shares de la Merced. The platform’s primary competition will come from other peer-to-peer, fashion-first players such as Poshmark and Depop, the latter offering a useful case study in overseas expansion fueled by grassroots adoption among Gen Z shoppers and a social, trend-led discovery experience. The Etsy-owned marketplace reported a [54% year-over-year increase](https://www.nytimes.com/2025/10/21/style/depop-gen-z.html) in U.S. sales in Q2 of last year, underscoring the momentum behind its community-driven approach. Poshmark, meanwhile, remains perhaps the most recognizable peer-to-peer resale destination for fashion and accessories in the United States, reporting more than [130 million active users](https://www.nytimes.com/2025/01/12/business/poshmark-resale-naver.html) as of last year (compared with Depop’s [56 million users](https://news.depop.com/who-we-are/about/) globally). Since being taken private in 2023, the platform has evolved its leadership and product strategy as it works to balance scale with user experience, a moment that could arguably create white space for Vinted to fill. Although for many sellers and shoppers, the appeal will likely lie not in replacing existing platforms, but in adding a new one that feels meaningfully distinct. This is where Vinted believes it has an edge. Beyond pricing and positioning, one of the platform’s most notable differentiators is its payments infrastructure. Like Depop, Vinted charges zero seller fees — but it has gone a step further with the recent rollout of its in-house wallet and payout service, [Vinted Pay](https://www.vogue.com/article/why-vinted-is-getting-into-the-payments-business). If executed well, this move will cut costs substantially, removing reliance on third-party providers with high fees and increasing resale’s infamously tight margins. It will also create a more efficient, secure, and cost-effective user experience — a key differentiator in an industry where success hinges on attracting the same user base as both sellers and shoppers. As _Vogue Business_ notes, by building a proprietary wallet that allows users to store funds or seamlessly reinvest their balance on-platform, Vinted keeps money circulating within its ecosystem for longer. According to a Q4 2025 job posting cited by the publication, Vinted’s goal is “to build a global, revenue-generating, multi-service financial platform — essentially, creating Europe’s biggest fintech.” Still, operational efficiencies and feature sets alone will not guarantee success stateside. European resale consumers are much more responsive to sustainability and circular-economy narratives, while U.S. consumers are more often motivated by price, convenience, and access to aspirational or otherwise hard-to-find brands. Whether Vinted can adapt its European playbook to account for American nuance, particularly in a city as competitive and trend-saturated as New York, will hinge on how clearly it communicates its value proposition to a new generation of resale shoppers. “While there are of course style differences between the US and Europe, and indeed within Europe itself, what we know motivates all our members is a desire to get more for their money and to find a unique item that they might not get in regular retail stores,” de la Merced concludes. “Many people also say they love the discovery process of finding a hidden gem on Vinted.” Thanks for reading All Things Fashion Tech! This post is public so feel free to share it. [Share](https://allthingsfashiontech.substack.com/p/vinted-is-hard-launching-its-relationship?utm_source=substack&utm_medium=email&utm_content=share&action=share)