Online marketplace Etsy, which focuses on independent designers and artisans, has bought British app Depop for $1.6 billion, further opening up the space to second-hand clothing. If you haven't heard of it yet, Depop could soon become part of your new daily routine when it comes to buying -- and selling -- second-hand clothes. Here's what you need to know about this marketplace that is celebrating its tenth anniversary this year.
Between second-hand market and social network
Founded in 2011 by Simon Beckerman, the Depop app was originally thought of as a social network, an approach it still cultivates today although the setup has evolved considerably. The notion of community remains at the heart of the app, although it's now about being able to discover the fashion inspirations of your friends and followers on a daily basis, as well as the pieces they buy or sell. And of course they can do the same with your activity. The Depop team claims that the sustainable aspect of the concept, "one that's kinder to people and kinder to the planet," which allows users to buy and sell clothes already worn, helps users reduce their environmental impact while earning money. If the visual look and content are similar to those of a social network, Depop offers the same services as ThredUp, Vinted or Vestiaire Collective, or any other platform that gives consumers the opportunity to buy and sell second-hand clothes.
Intuitive, personalized, and not focused exclusively on fashion
The application is easy to use. All you have to do is register, fill in some personal information (username, contacts, etc.), and share your fashion tastes (favorite brands, inspirations, desired clothes, etc.) to benefit from recommendations in line with your style. Depop also offers the possibility to explore the application via several entry points including new items, the most "interesting" sellers, and of course the categories. Finally, if you don't want to just buy fashion items, you can create your own store to sell the clothes you're not interested in anymore. More than 32 million items are currently for sale on Depop. There really is something for everyone. Trendy brands, ethical brands, luxury houses, and even fast fashion are offered in a variety of categories. Since the application does not focus only on fashion, you can also discover accessories, shoes, sports equipment, high-tech items, jewelry and cosmetics.
A favorite shopping destination of Gen Z
The marketplace now counts over 30 million users from no fewer than 150 countries. And if we look at Depop's active users, 90% are under 26 years old. This means that Gen Z is its main target. It's a different situation for Etsy, whose average age of users is significantly older. In fact, if you compare the TikTok accounts of the two shopping destinations, Depop (144,000 subscribers) has more young shoppers than Etsy (16,000 subscribers). "We are simply thrilled to be adding Depop -- what we believe to be the resale home for Gen Z consumers -- to the Etsy family," Josh Silverman, Etsy chief executive, said in announcing the acquisition.