eBay harbours a wide variety of merchandise and memorabilia, spanning everything from comic books to historical constitutions, exhibiting a legacy of success woven into sustainability. As it approaches its 30th anniversary in 2025, the platform is also carving a niche as a top destination for secondhand fashion.
According to reports more than 39% of the clothing, accessories and shoes sold on eBay in 2023 came under the pre-owned goods category. What’s even more interesting is that the user searches for ‘pre-owned luxury’ has soared with data revealing a 40% increase from June 20203 to June 2024. During an October 2024 earnings call, CEO Jamie Iannone highlighted luxury’s pivotal role in eBay’s financial success, noting its contribution to year-on-year growth for eight consecutive quarters.
eBay’s broad product offering, spanning far beyond fashion, distinguishes it from competitors like Poshmark, Vinted, and Depop. This diversity has helped eBay evolve into one of the most successful platforms for second-hand apparel, with projections suggesting it will grow into a $350 billion business by 2028. Its innovative strategies also underscore a commitment to sustainability, exemplified by the Circular Fashion Fund. Initially launched in the UK in 2022, the initiative now extends to the US, Germany, and Australia. By 2025, eBay will have awarded $1.2 million in grants, including an additional $300,000 for one of this year’s finalists. Applications closed in November, and winners will soon be announced.
Sustainability efforts are matched by ambitious policy changes. Following the success of waiving seller fees for private users in Germany—resulting in increased listings—eBay has introduced the policy in the UK, expecting similarly positive outcomes.
The platform is also making waves in second-hand fashion with bold marketing initiatives. In September, eBay collaborated with London and New York Fashion Weeks to host a live-streamed second-hand fashion show. Its first global campaign in nearly a decade, featuring creator and entrepreneur Emma Chamberlain, spotlighted eBay’s vintage collections. Earlier this year, a partnership with Elton John saw an auction of items from the musician’s personal collection.
“We do lots of things across fashion to make [eBay] the easiest place to shop, the most trusted place to shop,” said Kirsty Keoghan, general manager of global fashion at eBay. “You shouldn’t feel, because you’re buying secondhand or used, that you’re having an inferior shopping experience. We strive for everyone to have the best shopping experience.”
With quarterly revenue up 3% year-on-year as of October 2024, eBay’s focus on sustainability, innovation, and luxury continues to fuel its growth while championing a greener future.
