Depop turned secondhand clothing into a social media experience. The app looks more like Instagram than a traditional marketplace — sellers curate their profiles like feeds, style their own photos, and build followings. That approach resonated hard with Gen Z shoppers who care about sustainability and individual style more than brand names.
Simon Beckerman founded Depop in 2011 in London, originally as a social network where magazine readers could buy items featured in editorial content. It evolved into a peer-to-peer fashion marketplace where roughly 90% of active users are under 26. By 2021, the platform had over 30 million registered users in 150 countries.
Etsy acquired Depop for $1.6 billion in 2021 — its largest acquisition ever. The deal gave Etsy access to younger demographics it struggled to reach organically. Depop operates independently, keeping its own brand identity and community while leveraging Etsy’s infrastructure and scale.
What makes Depop work is the community layer. Top sellers become genuine influencers, hosting pop-up shops and collaborating with brands. The explore page surfaces trending items and curated collections, making discovery feel organic rather than transactional. Depop takes a 10% commission on sales, which is straightforward compared to the fee structures of larger platforms. The platform’s also become a launchpad for small fashion brands — designers sell limited-run pieces directly to their audience without needing a separate website or wholesale relationships.
