Table of Contents
- The Rise of Depop
- Why It Feels Like Social Media
- Sellers Love It Too
- More Than Shopping—It’s Identity
- Can Depop Stay Cool?
- Sources
Depop Captures Gen Z’s Attention—and Wallets
Depop isn’t just another resale app—it’s become a cultural phenomenon. With over 400,000 new listings uploaded daily and U.S. sales up 54% year-over-year in Q2 2025, the platform has cemented itself as the go-to destination for Gen Z’s secondhand fashion fix.
Founded in 2011 as the e-commerce arm of a culture magazine, Depop exploded during the pandemic when physical stores shuttered and online thrifting surged. Acquired by Etsy in 2021 for $1.6 billion, it now blends algorithm-driven discovery with the chaotic charm of a weekend flea market.
Why Depop Feels Like Instagram Meets a Thrift Store
Unlike traditional e-commerce sites, Depop leans heavily into social dynamics. New users are prompted to select favorite brands and styles, which tailors their “Suggested for You” feed—much like TikTok or Instagram.
“There’s an element of socialness,” says Alice Hu, 25, a regular Depop user from Pittsburgh. “You see this profile, and they have a bunch of cute stuff that you like. So you go in their likes and you just stalk what they have saved.”
This “community-first” approach is intentional. Depop’s leadership describes its core values as accessible aspiration, self-expression, circularity, and community—not just transactions.
What Makes Depop Unique?
- No seller fees (unlike many competitors)
- Personalized, feed-based browsing
- Sellers often model their own items
- Quirky, blog-style product descriptions
Sellers Love It Too
For Camden Davison, a 28-year-old outdoor retail worker in Los Angeles, Depop isn’t just a closet cleaner—it’s a side hustle that brings in roughly 20% of his income.
“Depop is really focused on the seller experience,” he says. “Once you’ve built a following, it’s easier to sell your items.” The platform’s simplicity—easy photo uploads, no listing fees, and direct messaging—makes it far more appealing than Amazon-style marketplaces.
More Than Shopping—It’s Identity
For many young users, Depop has become woven into their sense of self. “It’s weirdly been part of our identity,” Hu explains. “It’s how we grew up.”
Casey Lewis, author of the Gen Z-focused newsletter After School, calls the platform “appealingly chaotic.” Sellers often share personal stories, styling tips, or even “lore” behind vintage pieces—turning listings into mini fashion blogs.
This intimacy fuels virality. Several sellers have gained cult followings for their poetic descriptions or curated aesthetics—something you won’t find on eBay or Poshmark.
Can Depop Stay Cool?
Despite its success, Depop faces looming questions. As fast fashion dominates Gen Z closets—with Shein and Zara items replacing vintage Levi’s—will tomorrow’s resale market be “a glut of crap,” as Lewis wonders?
Depop is betting on innovation. Its new “Outfits” feature lets users create shoppable mood boards, echoing Pinterest’s collage-style appeal. Meanwhile, collaborations with brands like Adidas and Vans, plus pop-ups with Anna Sui and Rodarte, keep the platform culturally relevant.
“We have an identity and are participating in culture,” says CEO Peter Semple. “And that’s an amorphous thing to invest time and energy in.”
