Depop research flags Brits turning to online resale platforms to combat rising living costs this Christmas season

New research from Virgin Media O2 Business and Depop shows that 23.8 million Brits are turning to online second hand selling platforms, with 69% worried about Christmas affordability. At home entrepreneurs are earning an average of £146 a month (£1,752 a year), while also contributing to the circular economy.    

As 43% of Brits cut back on non-essential purchases, second hand shopping has become more important for a quarter of shoppers. In the past three months, one in five have increased their use of second hand shopping apps, with clothing (68%) the most popular purchase followed by books and media (33%) and electronics (27%).   

At home entrepreneurship is thriving, with 35% selling belongings online in the past three months, rising to 54% of Gen Z (18-24-year-olds). These figures come as 68% of Brits look for ways to save or make additional money.   

Vivien Tang, founder of Vivien's Vintage, highlights the impact selling preowned products has had on her way of life. Starting as an online Depop seller in 2016, Tang has since opened a physical shop at London's Brick Lane Vintage Market in 2023.   

She says: “I’ve been selling on Depop for around eight years - it was one of the first cool and aesthetic selling platforms when I started, with a tailored algorithm that filters clothing on your feed for more relevance. But now, more people are actively searching for great second hand finds. This in turn has helped grow my shop, as people want to cut the time searching and go to a reliable shop that fits their aesthetic. “

“Depop and social media have helped me transform my online shop into my main source of income. I’ve been able to reach customers around the world online while also opening my own stall at the Brick Lane Vintage Market - something I’d never dreamed was possible. Being able to sell both online and in person has been a real gamechanger.”   

Kimberly Wyatt, second hand clothes lover and broadcaster says, “The holiday season is the perfect time to think about our impact on the planet. I’m a big advocate for second hand buying and selling - it’s a simple yet impactful way to support sustainability and create a circular economy in today’s fast paced, fast fashion world.”

“Online platforms like Depop make it easy, inspiring, and budget-friendly, whether I’m refreshing my wardrobe or keeping up with the pace at which my three kids grow out of their clothes. It’s also a great way to make a little extra income while giving preloved items a new life. Thoughtful, stylish, and practical - it’s a win for both the planet and everyday life.”  

Ross Pearson, Head of Small Enterprise at Virgin Media O2 Business, adds: “Online second hand marketplaces have powered a new generation of entrepreneurs. Anyone, anywhere can start a business from the comfort of their own home, powered by connectivity. Not only are they then able to make an income, they’re also sustainably giving products a second lease of life."  

“We are proud to be able to support not only businesses that have physical stores, but also at-home-entrepreneurs. Connectivity has the power to supercharge businesses, helping them reach customers around the world.”   

Steve Dool, Director of Brand and Marketing at Depop, says: “With over 180,000 new listings a day, there’s no shortage of unique and trending pieces to discover on Depop across a broad range of second hand styles. Depop is for anyone and everyone who is open to exploring their personal style, no matter what initially brings them to the platform.”

“We’re excited to be able to offer our community of sellers and buyers more value for money and incredible inventory, whilst also helping to keep clothes that already exist in circulation for longer.”  

2024 RTIH INNOVATION AWARDS

Online marketplaces were a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last month’s gathering.