{"id":28757,"date":"2026-08-17T18:31:29","date_gmt":"2026-08-17T18:31:29","guid":{"rendered":"https:\/\/apptopia.com\/en\/?post_type=insight&#038;p=28757"},"modified":"2026-08-17T18:31:30","modified_gmt":"2026-08-17T18:31:30","slug":"vinted-passed-ebays-depop","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/","title":{"rendered":"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed"},"content":{"rendered":"\n<div class=\"wp-block-apptopia-quick-summary-box blog-summary-box\"><div class=\"blog-summary-header\"><h4>Key Takeaways:<\/h4><\/div><ul class=\"blog-summary-list\"><li>eBay&#8217;s share of WAUs across the five largest US resale apps fell from 67% in January to 49% in early August. Adding Depop only lifts the combined figure to 65%, below where eBay alone started the year.<\/li><li>Vinted overtook Depop in US weekly active users the week of May 11 and has held the lead for thirteen consecutive weeks.<\/li><li>Depop&#8217;s downloads have fallen 26% in two weeks. Its 17-to-25 cohort dropped from 47% of its WAUS to 39% over the period.<\/li><\/ul><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">eBay [NASDAQ: EBAY]<a href=\"https:\/\/www.sec.gov\/Archives\/edgar\/data\/0001065088\/000106508826000177\/ebay-20260630.htm\"> closed its purchase of Depop on July 30<\/a>, paying roughly $1.4 billion after adjustments. Apptopia&#8217;s panel shows eBay&#8217;s US base skewing older and male while Depop&#8217;s leans younger and female. I have to assume it\u2019s not easy to build a Gen Z fashion community from scratch, which is why eBay wanted Depop under its roof. According to Apptopia data, while the acquisition was in the midst of closing, Depop was passed by a Lithuanian competitor.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"792\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/resale-marketplace-mktshr@2x-1024x792.png\" alt=\"\" class=\"wp-image-28760\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/resale-marketplace-mktshr@2x-1024x792.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/resale-marketplace-mktshr@2x-300x232.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/resale-marketplace-mktshr@2x-768x594.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/resale-marketplace-mktshr@2x-1536x1188.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/resale-marketplace-mktshr@2x.png 1588w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Vinted<a href=\"https:\/\/company.vinted.com\/newsroom\/financial-results-2025\"> entered the US in January<\/a> and overtook Depop in weekly active users the week of May 11. By August 3, its US downloads ran roughly 3.4x eBay&#8217;s own.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In early January, eBay accounted for 67% of weekly actives across the five largest US resale apps, with Mercari [TYO: 4385] and Poshmark [KRX: 035420] splitting most of the rest. By August 3, eBay was at 49%, Vinted at 20%, and Depop at 17%. Mercari&#8217;s WAUs fell 28% over the period and Poshmark&#8217;s fell 46%, so a shrinking pie was not the problem. Combining eBay and Depop into a single pro forma line gets the company to 65%, still less than eBay held on its own seven months earlier. Time spent shows the same erosion more starkly: Vinted&#8217;s US total time spent was just 2.6% of eBay&#8217;s in early January and 84% by August 3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depop&#8217;s downloads tripled between early April and the week of July 20, then dropped 26% over the next two weeks. Its WAUs fell for the first time in months in that final week, while Vinted&#8217;s kept climbing. The peak arrived days after Depop launched a<a href=\"https:\/\/news.depop.com\/\"> national campaign fronted by Zara Larsson<\/a> on July 17. A curve that spikes on a campaign and gives back a quarter of it in a fortnight looks like purchased reach.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"792\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/vinted-depop-downloads@2x-1-1-1024x792.png\" alt=\"\" class=\"wp-image-28761\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/vinted-depop-downloads@2x-1-1-1024x792.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/vinted-depop-downloads@2x-1-1-300x232.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/vinted-depop-downloads@2x-1-1-768x594.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/vinted-depop-downloads@2x-1-1-1536x1188.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/vinted-depop-downloads@2x-1-1.png 1588w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Users aged 17 to 25 made up 47% of Depop&#8217;s WAUs in January and 39% by August 3, while Power Users fell from 15% to 12%. Power Users represent the top 10% of users by time spent, often denoting the users who generate the most revenue for a company.<br><br>Depop grew, but it grew by adding older and less engaged users, which is the opposite of what eBay paid a premium for. Vinted&#8217;s share of young adults (those aged 17-to-25) held flat at 26% across the same stretch, and its Power User share rose from 8% to 12%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;The Depop cohort that arrived this summer is less engaged than the one that built the platform,&#8221; said Tom Grant, VP of Research at Apptopia. &#8220;Take rate follows the high volume sellers, not the download chart, so the mix shift matters more here than the growth rate.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Management has told The Street Depop will be<a href=\"https:\/\/www.fool.com\/earnings\/call-transcripts\/2026\/08\/12\/ebay-ebay-q2-2026-earnings-call-transcript\/\"> roughly 2.5 points dilutive to 2026 non-GAAP EPS<\/a> and will not reach operating income accretion until 2028, with a meaningful portion of planned shipping investment landing in contra revenue. Wells Fargo and Citizens both<a href=\"https:\/\/finance.yahoo.com\/markets\/stocks\/articles\/ebay-ebay-down-6-7-011133711.html\"> downgraded the stock ahead of the August 5 print<\/a>, citing Depop marketing costs among other factors.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>eBay [NASDAQ: EBAY] closed its purchase of Depop on July 30, paying roughly $1.4 billion after adjustments. Apptopia&#8217;s panel shows eBay&#8217;s US base skewing older and male while Depop&#8217;s leans younger and female. I have to assume it\u2019s not easy to build a Gen Z fashion community from scratch, which is why eBay wanted Depop [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":28762,"comment_status":"open","ping_status":"closed","template":"","insight_category":[95],"insight_tag":[295],"ppma_author":[300],"class_list":["post-28757","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight_category-retail-ecomm","insight_tag-ebay","author-adamblacker"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed - Apptopia<\/title>\n<meta name=\"description\" content=\"eBay and Depop combined hold less US resale WAU share than eBay alone did in January, as Vinted takes 20% of the category.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed\" \/>\n<meta property=\"og:description\" content=\"eBay and Depop combined hold less US resale WAU share than eBay alone did in January, as Vinted takes 20% of the category.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/\" \/>\n<meta property=\"og:site_name\" content=\"Apptopia\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-17T18:31:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/shutterstock_2378493267.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"750\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/\",\"url\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/\",\"name\":\"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed - Apptopia\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/apptopia.com\\\/en\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/shutterstock_2378493267.jpg\",\"datePublished\":\"2026-08-17T18:31:29+00:00\",\"dateModified\":\"2026-08-17T18:31:30+00:00\",\"description\":\"eBay and Depop combined hold less US resale WAU share than eBay alone did in January, as Vinted takes 20% of the category.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/#primaryimage\",\"url\":\"https:\\\/\\\/apptopia.com\\\/en\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/shutterstock_2378493267.jpg\",\"contentUrl\":\"https:\\\/\\\/apptopia.com\\\/en\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/shutterstock_2378493267.jpg\",\"width\":1000,\"height\":750},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/vinted-passed-ebays-depop\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/apptopia.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Insights\",\"item\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/apptopia.com\\\/en\\\/\",\"name\":\"Apptopia\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/apptopia.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/#organization\",\"name\":\"Apptopia\",\"url\":\"https:\\\/\\\/apptopia.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/apptopia.com\\\/en\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/logo-black-1.png\",\"contentUrl\":\"https:\\\/\\\/apptopia.com\\\/en\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/logo-black-1.png\",\"width\":605,\"height\":131,\"caption\":\"Apptopia\"},\"image\":{\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed - Apptopia","description":"eBay and Depop combined hold less US resale WAU share than eBay alone did in January, as Vinted takes 20% of the category.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/","og_locale":"en_US","og_type":"article","og_title":"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed","og_description":"eBay and Depop combined hold less US resale WAU share than eBay alone did in January, as Vinted takes 20% of the category.","og_url":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/","og_site_name":"Apptopia","article_modified_time":"2026-08-17T18:31:30+00:00","og_image":[{"width":1000,"height":750,"url":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/shutterstock_2378493267.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/","url":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/","name":"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed - Apptopia","isPartOf":{"@id":"https:\/\/apptopia.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/#primaryimage"},"image":{"@id":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/#primaryimage"},"thumbnailUrl":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/shutterstock_2378493267.jpg","datePublished":"2026-08-17T18:31:29+00:00","dateModified":"2026-08-17T18:31:30+00:00","description":"eBay and Depop combined hold less US resale WAU share than eBay alone did in January, as Vinted takes 20% of the category.","breadcrumb":{"@id":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/#primaryimage","url":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/shutterstock_2378493267.jpg","contentUrl":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/shutterstock_2378493267.jpg","width":1000,"height":750},{"@type":"BreadcrumbList","@id":"https:\/\/apptopia.com\/en\/insights\/vinted-passed-ebays-depop\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/apptopia.com\/en\/"},{"@type":"ListItem","position":2,"name":"Insights","item":"https:\/\/apptopia.com\/en\/insights\/"},{"@type":"ListItem","position":3,"name":"Vinted Passed eBay\u2019s Depop in US WAUs Before Its Acquisition Closed"}]},{"@type":"WebSite","@id":"https:\/\/apptopia.com\/en\/#website","url":"https:\/\/apptopia.com\/en\/","name":"Apptopia","description":"","publisher":{"@id":"https:\/\/apptopia.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/apptopia.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/apptopia.com\/en\/#organization","name":"Apptopia","url":"https:\/\/apptopia.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/apptopia.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/10\/logo-black-1.png","contentUrl":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/10\/logo-black-1.png","width":605,"height":131,"caption":"Apptopia"},"image":{"@id":"https:\/\/apptopia.com\/en\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight\/28757","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/types\/insight"}],"author":[{"embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/comments?post=28757"}],"version-history":[{"count":1,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight\/28757\/revisions"}],"predecessor-version":[{"id":28763,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight\/28757\/revisions\/28763"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/media\/28762"}],"wp:attachment":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/media?parent=28757"}],"wp:term":[{"taxonomy":"insight_category","embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight_category?post=28757"},{"taxonomy":"insight_tag","embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight_tag?post=28757"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/ppma_author?post=28757"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}