Britain has fallen head over heels for Vinted, and the numbers tell a compelling story. The Lithuanian-born marketplace has transformed from a modest wardrobe-clearing app into a cultural phenomenon, attracting over a quarter of the UK’s online population each month. With a remarkable 23 per cent year-on-year increase in users and brand awareness standing at an impressive 89 per cent among second-hand apparel shoppers, Vinted has cemented its position as the go-to platform for conscious consumers seeking both value and sustainability.
What makes this growth particularly striking is its breadth across demographics. While the 25 to 34 age group leads the surge, users earning over £50,000 annually have shown the strongest growth rate over the past year, debunking the myth that second-hand shopping is solely budget-driven. This shift reflects a broader transformation in British consumer behaviour, where thrifting has shed its stigma and emerged as a smart, stylish, and environmentally responsible choice.
The Vinted Business Model
Vinted operates on a refreshingly simple premise that sets it apart from competitors. Founded in 2008 by Milda Mitkute and Justas Janauskas in Vilnius, the platform began as a solution to clear out an overstuffed wardrobe. Today, it serves 75 million users across 22 countries, including major European markets where it has become the leading clothing retailer in France, surpassing even Amazon.
The platform’s unique selling point lies in its fee structure. Unlike rivals such as Depop or eBay, Vinted charges sellers absolutely nothing. Sellers keep 100 per cent of their listing price, making it exceptionally attractive for casual declutterers and serious resellers alike. Instead, revenue streams from buyer protection fees, which typically range from 3 to 8 per cent of the item price plus a fixed fee of 30 to 80 pence. Additional income comes from optional features like closet spotlights, item bumping, and third-party advertising.
This seller-friendly approach has propelled Vinted to impressive financial heights. In 2023, the company generated revenue exceeding 596 million euros, more than double the figure from 2021. The platform’s gross merchandise volume reached 9.3 billion euros, with the UK ranking as the second-largest market after France.
What Sells Best on Vinted
Understanding what flies off the virtual shelves can make the difference between slow-moving inventory and rapid sales. According to Vinted’s 2025 trend report and reseller insights, certain categories consistently outperform others.
Branded sportswear dominates the marketplace, with Nike, Adidas, and New Balance trainers commanding strong demand. UK buyers particularly favour high-street labels and Grade A stock, items in excellent condition that look almost new. The average UK seller earns between £300 and £500 monthly when focusing on these popular categories.
Children’s wear bundles represent another lucrative segment. Parents flock to Vinted seeking affordable, good-quality clothing for rapidly growing youngsters. Items like puddle suits, which one seller reported shifting within minutes during autumn, demonstrate how seasonal awareness can drive sales. Jellycat toys and vintage collectibles also attract dedicated buyers willing to pay premium prices.
Fashion trends play a crucial role. White tiered maxi skirts, nostalgic Jane Norman pieces recalling 2000s aesthetics, and sheer embellished tops from brands like Lipsy and Miss Selfridge are currently hot sellers. Crochet pieces, particularly vintage Per Una and Marks & Spencer cover-ups, appeal to shoppers seeking bohemian styles. Lightweight parcels that keep postage costs manageable tend to sell faster, as buyers remain price-conscious.
Successful sellers treat Vinted like a proper business rather than a digital car boot sale. Clear titles with brand names, high-quality photographs, realistic pricing, and frequent listing updates boost visibility within Vinted’s algorithm. Fast communication and willingness to bundle items or offer multi-buy discounts convert browsers into buyers.
Vinted Versus the Competition
The UK resale market is crowded, with established platforms like eBay and trendy alternatives such as Depop competing for sellers and buyers. Each platform serves distinct audiences and purposes.
eBay remains the veteran marketplace, handling a vast range of products beyond fashion. It suits experienced sellers who can navigate its fee structure and subscription models. With a 12.8 per cent commission plus variable costs, eBay’s charges significantly exceed Vinted’s seller-free model. However, eBay’s massive user base and sophisticated search functions make it ideal for those selling electronics, collectibles, or high-value items requiring auction formats.
Depop positions itself as the Instagram of resale, attracting fashion-forward Gen Z shoppers seeking vintage finds, rare streetwear, and Y2K aesthetics. The platform charges sellers 10 per cent plus transaction fees, but its social networking features allow sellers to build followings and cultivate personal brands. While Depop requires more effort in styling, photography, and aesthetic consistency, it rewards niche sellers with higher prices for unique pieces.
Vinted occupies the middle ground, offering accessibility without sacrificing reach. Its user base surpasses 2.5 million in the UK, growing 75 per cent year-on-year compared to eBay’s more modest 10 per cent growth during the same period. The platform functions as a practical digital thrift store where everyday items from high-street brands like Zara and H&M find new homes quickly.
Price comparisons favour Vinted for buyers seeking bargains. Analysis shows items typically cost less on Vinted than equivalent listings on Depop or eBay, though eBay occasionally edges ahead on specific products. The buyer protection fee adds to the final cost, but total prices usually remain competitive.
Shipping arrangements differ across platforms. Vinted generates prepaid labels through partnerships with Royal Mail, Evri, InPost, Yodel, and DPD, streamlining logistics for sellers. Buyers cover shipping costs, which appear clearly at checkout. Recent price increases have prompted some grumbles, with a two-pound item potentially costing over six pounds after postage and fees. Nevertheless, rates remain reasonable compared to standard postal charges, particularly for international deliveries.
Tax Implications and HMRC Requirements
The tax landscape for online sellers has shifted dramatically. Since January 2024, HMRC requires digital platforms including Vinted to report seller information, catching many casual users off guard.
Vinted contacts users who complete over 30 sales or earn more than £1,700 within a calendar year. Receiving this notification does not automatically mean tax is owed, but it triggers a requirement to investigate personal tax obligations.
Crucially, selling unwanted personal items for less than purchase price remains tax-free. Most casual declutterers fall into this category, simply clearing out wardrobes without generating taxable profit. However, individuals buying items specifically to resell at profit cross into trading territory and must register for Self Assessment by 5 October following the tax year they started.
Income below £1,000 annually enjoys the trading allowance, meaning no tax registration is necessary. Above this threshold, sellers must submit Self Assessment returns by 31 January and pay both income tax and National Insurance contributions. The personal allowance of £12,570 means no income tax applies to earnings below this level.
Capital Gains Tax applies to single items sold for over £6,000, though this rarely affects typical Vinted transactions. Sellers can claim allowable expenses including platform fees and postage costs, reducing taxable profit. Records must be maintained for five years after the Self Assessment deadline.
HMRC launched an online tool enabling Vinted users to check declaration requirements. The deadline for registering Self Assessment for the 2024 to 2025 tax year is 31 October 2025 for paper returns and 31 January 2026 for online submissions.
Consumer Rights and Buyer Protection
Understanding consumer rights on Vinted requires distinguishing between private and business sellers. This distinction significantly affects legal protections available to buyers.
Private sellers, the majority on Vinted, are not covered by the Consumer Rights Act 2015. Goods must match descriptions, but buyers cannot claim the same statutory rights as when purchasing from registered businesses. Vinted’s buyer protection policy offers recourse if items fail to arrive, differ from descriptions, or arrive damaged.
Business sellers registered through Vinted Pro must comply fully with the Consumer Rights Act 2015. Items must be of satisfactory quality, free from defects, match descriptions, and last a reasonable time. Buyers can claim full refunds within 30 days or request repairs and replacements thereafter. The 14-day cooling-off period allows buyers to change their minds, though return postage typically falls to the buyer.
Vinted’s buyer protection operates through a two-day claim window. Buyers must report problems within this timeframe, and unless agreed otherwise, buyers pay return shipping. Critics argue this deadline violates UK consumer law, which prohibits arbitrary refund deadlines for undelivered items. Consumer advocates note that Vinted’s intermediary role in handling payments creates obligations beyond those of a simple marketplace.
Disputes between private sellers and buyers can prove challenging. If Vinted’s internal resolution process fails, taking cases to County Court may be the only option, particularly problematic when buyers reside outside the UK. The correct legal entity for UK claims is Vinted Platform Limited, registered at 5 New Street Square, London.
Vinted has faced scrutiny for issues including prescription medications sold through the platform. A Watchdog investigation in September 2025 discovered HRT products available for purchase, raising safety concerns. The company implements measures against fraud and provides refund mechanisms, but enforcement remains imperfect.
Environmental Impact and Sustainability
Sustainability credentials form a cornerstone of Vinted’s appeal. The platform positions second-hand shopping as an environmental imperative, tapping into growing consumer consciousness about fashion’s ecological footprint.
Vinted’s 2023 Impact Report, compiled with climate tech startup Vaayu, quantifies these benefits impressively. Members helped avoid 679 kilotonnes of CO2e emissions by choosing second-hand over new purchases, equivalent to approximately 512,000 flights between London and Los Angeles. Each second-hand purchase saves roughly 1.25 kilograms of CO2e emissions. The net carbon emissions avoided by the marketplace in 2021 reached 453 kilotonnes CO2e.
Sixty-five per cent of Vinted members report that a quarter or more of their wardrobes consists of second-hand items. For 37 per cent of users, second-hand items comprise half their wardrobe or more, with Germany, France, Poland, and the UK leading this trend. Eighty-four per cent of buyers find second-hand items purchased on Vinted equal or superior in quality to new equivalents.
The platform influences behaviour beyond individual purchases. Thirty-six per cent of members take better care of clothing knowing they can resell items later. Eighty-one per cent state they would not have engaged in resale without Vinted, demonstrating the platform’s role in democratising second-hand commerce.
The UK recommerce market, valued at £10 billion in 2020, is projected to double by 2025. This growth stems from economic pressures and sustainability awareness converging. Vinted’s streamlined platform and broad reach position it ideally to capitalise on this expansion.
Environmental impact extends to operations. Each product sold generates approximately 30.86 grams of CO2, with 62 per cent of customers reusing packaging. Vinted has submitted science-based targets to align with Paris Agreement goals, aiming for net zero by 2050 and limiting warming to 1.5 degrees Celsius above pre-industrial levels.
The User Experience
Vinted’s success hinges on accessibility. The mobile-first design enables sellers to list items within minutes through a straightforward step-by-step process. Prompts guide users through sizing, brand selection, and condition descriptions, removing barriers that deter casual sellers.
For buyers, the search function allows filtering by brand, size, condition, and price. Users can save items to favourites, follow preferred sellers, and communicate directly through integrated messaging. This social networking element fosters community and trust, critical components for peer-to-peer transactions.
The platform generates prepaid shipping labels or QR codes, eliminating logistical headaches. Sellers either print labels at home or present QR codes at shipping providers for scanning. Payment handling occurs securely through Vinted, releasing funds to sellers only after buyers confirm receipt and condition.
Buyers also review sellers, creating reputation systems that incentivise honest transactions. Around 50 per cent of UK second-hand apparel shoppers express loyalty to Vinted, indicating strong retention. In total, 55 per cent of this demographic uses the platform, translating to 62 per cent of those aware of the brand becoming active users.
The community-driven marketplace thrives on reciprocity. Many members both buy and sell, understanding the platform from multiple perspectives. This dual participation strengthens trust and encourages fair dealing.
Challenges and Criticisms
Despite impressive growth, Vinted faces obstacles. Competition has intensified as more sellers join the platform, particularly saturating categories like women’s fashion. Standing out requires strategy, keyword optimisation, and regular listing refreshes to maintain visibility.
Low-ball offers frustrate sellers. The negotiation culture means buyers frequently make offers well below asking prices, forcing sellers to decide between accepting reduced profits or holding out for better offers. Unlike eBay’s more hands-off approach, Vinted demands active engagement with potential buyers.
Shipping cost increases have dampened enthusiasm. Items listed at attractive prices become less appealing once postage and buyer protection fees inflate final costs. This particularly affects inexpensive items, where a two-pound dress might cost six pounds delivered.
Consumer rights ambiguity generates confusion. The distinction between private and business sellers, combined with Vinted’s intermediary role, creates grey areas where buyers struggle to understand protections. The two-day claim window for refunds has drawn criticism as potentially unlawful under UK consumer law.
Enforcement of prohibited items remains inconsistent. The Watchdog investigation revealing prescription medication sales highlighted gaps in monitoring and enforcement. While Vinted implements fraud prevention measures, the peer-to-peer model inherently carries risks.
Tax reporting requirements have caught many users unprepared. Casual sellers accustomed to clearing wardrobes without bureaucracy now face potential HMRC scrutiny. While most remain below taxable thresholds, the administrative burden and uncertainty create anxiety.
Looking Ahead
Vinted’s trajectory suggests continued expansion. The platform’s 2024 valuation reached five billion euros, reflecting investor confidence in the resale model. Revenue growth of 36 per cent demonstrates business viability beyond mere user acquisition.
The UK market presents particular opportunities. With 8.8 million app downloads in 2023, Britain ranks among the top European markets. Brand awareness at 89 per cent leaves limited room for growth in recognition, but conversion potential remains. Of those aware of Vinted, 65 per cent like the brand, suggesting positive sentiment that can translate into increased usage.
Demographic expansion into higher income brackets challenges assumptions about second-hand shopping. As affluent consumers embrace resale for sustainability and treasure-hunting thrills rather than necessity, the market deepens beyond budget-conscious shoppers. This diversification stabilises the platform against economic fluctuations affecting any single demographic.
The global sharing economy, currently valued at 336 billion dollars, is expected to reach 1.4 trillion dollars by 2030. Vinted’s marketplace model, proven scalable across industries, positions the company to capture growing market share. Expansion into categories beyond fashion, highlighted in recent campaigns promoting second-hand offerings across various product types, broadens revenue streams.
Regulatory clarity around taxation and consumer rights will shape the platform’s evolution. As HMRC requirements become normalised and sellers adapt to reporting obligations, initial disruption should subside. Similarly, potential legal challenges to policies like the two-day refund window may force adjustments improving buyer protections.
Technological enhancements could differentiate Vinted from competitors. Improved search algorithms, artificial intelligence-powered recommendations, and augmented reality try-on features represent potential innovations. Integration with social media platforms might attract younger users accustomed to seamless cross-platform experiences.
Sustainability messaging will likely intensify as environmental concerns influence purchasing decisions. Vinted’s ability to quantify carbon savings and demonstrate tangible impact resonates with conscious consumers. Partnerships with environmental organisations and celebrities, such as the collaboration with Oxfam and Jameela Jamil, amplify this positioning.
The Bigger Picture
Vinted’s rise reflects fundamental shifts in consumer attitudes. The stigma historically attached to second-hand shopping has evaporated, replaced by pride in sustainable choices. Economic pressures from inflation and cost-of-living increases make value-conscious shopping practical, while environmental awareness makes it principled.
The platform democratises fashion access. High-quality branded items that might be unaffordable new become accessible at fractions of retail prices. Simultaneously, sellers monetise wardrobes, converting unwanted items into income. This circular economy keeps clothing in use longer, reducing waste from fast fashion’s disposable culture.
Community aspects distinguish Vinted from purely transactional platforms. The social networking features, seller followings, and messaging systems create relationships beyond anonymous commerce. Users develop reputations, build trust, and engage with like-minded individuals valuing sustainability and thrift.
The platform’s success proves that business models prioritising user experience over maximising fees can thrive. By eliminating seller charges, Vinted attracted millions who might otherwise hesitate to list items. This abundance of inventory benefits buyers through selection and competitive pricing, creating a virtuous cycle.
Comparing Vinted to predecessors like eBay or newer rivals like Depop reveals market segmentation. Each platform serves distinct niches, from eBay’s auction-based everything-marketplace to Depop’s curated vintage boutique. Vinted’s practical, accessible approach fills the middle ground, welcoming casual users intimidated by complex fee structures or aesthetic demands.
Frequently Asked Questions
Do I have to pay tax on Vinted sales in the UK?
You only pay tax if you buy items specifically to resell for profit and earn over £1,000 annually. Selling personal items for less than you paid is not taxed. Vinted contacts users who complete over 30 sales or earn more than £1,700 yearly, but this does not automatically mean tax is owed. Register for Self Assessment by 5 October if you meet trading thresholds.
How does Vinted make money if sellers pay no fees?
Vinted generates revenue through buyer protection fees, typically 3 to 8 per cent of the item price plus 30 to 80 pence. Additional income comes from optional seller features like closet spotlights that increase listing visibility and item bumping that pushes listings higher in search results. The company also earns from third-party advertising.
What sells fastest on Vinted in the UK?
Branded sportswear from Nike, Adidas, and New Balance sells quickly, along with high-street labels in excellent condition. Children’s clothing bundles, particularly seasonal items like puddle suits, move rapidly. Vintage collectibles including Jellycat toys, nostalgic 2000s brands like Jane Norman, and trendy pieces like white tiered skirts and crochet items attract buyers. Lightweight parcels that keep shipping costs low generally sell faster.
Is Vinted better than eBay or Depop for selling clothes?
Vinted suits casual sellers clearing wardrobes without paying fees, keeping 100 per cent of the sale price. eBay works better for diverse products beyond fashion and high-value items benefiting from auction formats, though fees reach 12.8 per cent. Depop attracts fashion-forward buyers seeking vintage and streetwear, charging 10 per cent but rewarding unique items with higher prices. The best choice depends on what you sell and your target audience.
What are my consumer rights when buying from Vinted sellers?
Rights depend on whether the seller is private or a business. Private sellers must provide items matching descriptions, but the Consumer Rights Act 2015 does not apply. Business sellers registered through Vinted Pro must provide goods of satisfactory quality and honour the 14-day cooling-off period. Vinted’s buyer protection covers non-delivery, items not matching descriptions, and damage, but claims must be submitted within two days.
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