Depop is a social ecommerce website that is primarily used by people selling worn, vintage or repurposed clothing. It has built out a loyal customer-base of 18 to 26 year olds in the UK and US.
Launched in Italian startup incubator H-farm by Simon Beckerman, Depop became successful through word of mouth. Its first break was in the UK, with vintage clothing stores already experiencing higher interest than ever before.
Depop designed its app to be an Instagram for shopping, with an emphasis on high-quality photos of people wearing the item. This spawned a new type of influencer seller, alongside “side-hustlers” who buy cheap items at thrift stores and sell them at higher prices on Depop.
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Click Here To ApplyEven though Depop has grown into a cultural phenomenon in some corners, it is rather unknown or unused by those over 35. Depop proudly states that 90 percent of its active users are under 26.
It has also only made headway in the Australia, Italy, the UK and US, with the last two countries responsible for about 70% of downloads in 2020 and 2021.
In 2021, Depop was acquired by Etsy for $1.6 billion. In some ways, Etsy shares a lot of DNA with the Depop community, in terms of the focus on unique, vintage or handmade items, and having sellers that aren’t on other platforms.
We have collected data and statistics on Depop. Read on below to find out more. Need more insights? Check out our retail app report.
Depop Key Statistics
- Depop generated $600 million in gross merchandise sales in 2023
- From this, Depop made an estimated $63 million revenue
- Over 35 million people have signed-up to Depop
- It has 4.2 million active buyers and 1.9 million active sellers
Retail App Report 2024
Want to learn more about the retail app industry? In our Retail App report, we cover financials, market share, usage, downloads and demographics, with regional and country level breakdowns.
Depop Overview
| Title | Title 2 |
|---|---|
| Launch date | March 2011 |
| HQ | London, United Kingdom |
| People | Maria Raga (CEO), Francois Callens (COO), Simon Beckerman (founder) |
| Business type | Subsidiary |
| Owner | Etsy |
| Industry | E-commerce |
Depop Revenue
Depop generated approximately $63 million revenue in 2023, surpassing its 2020 revenue figure.
Depop revenue 2019 to 2023 ($mm)
| Year | Revenue ($mm) |
|---|---|
| 2019 | 30 |
| 2020 | 60 |
| 2021 | 32 |
| 2022 | 58 |
| 2023 | 63 |
Sources: Retail App Report, Company data
Depop GMS
Depop managed $600 million gross merchandise sales, higher than 2022 but lower than the $650 million it made in 2020.
Depop gross merchandize sales 2019 to 2023 ($mm)
| Year | Gross Merchandise Sales ($mm) |
|---|---|
| 2019 | 288 |
| 2020 | 650 |
| 2021 | 300 |
| 2022 | 552 |
| 2023 | 600 |
Sources: Retail App Report, Company data
Depop Users
Depop had 4.2 million active buyers in 2023, the majority of which are based in the UK.
Depop users 2019 to 2023 (mm)
| Year | Users (mm) |
|---|---|
| 2019 | 3.1 |
| 2020 | 5 |
| 2021 | 3.3 |
| 2022 | 3.7 |
| 2023 | 4.2 |
Note: These are active users. Source: Etsy
Depop Registered Users
Depop reached 42 million registered users in 2023. It added 13 million users in 2020.
Depop registered users 2018 to 2023 (mm)
| Year | Users (mm) |
|---|---|
| 2018 | 8 |
| 2019 | 13 |
| 2020 | 26 |
| 2021 | 30 |
| 2022 | 35 |
| 2023 | 42 |
Source: Company data
Depop Sellers
Depop had 1.9 million active sellers on the platform, most of which are also active buyers.
Depop sellers 2019 to 2023 (mm)
| Year | Sellers (mm) |
|---|---|
| 2019 | 1.3 |
| 2020 | 2 |
| 2021 | 1.8 |
| 2022 | 1.8 |
| 2023 | 1.9 |
Source: WSJ
Depop vs Vinted: Revenue
Vinted has had a lead on Depop in terms of revenue generation for every year. In 2023, Vinted generated ten times more revenue than Depop.
Depop and Vinted revenue 2019 to 2023 (€mm)
Want to learn more? Check out our Retail App Report
Depop FAQ
What are Depop’s age demographics?
90% of Depop’s active users are under the age of 26
How many times has Depop’s app been downloaded?
Depop’s app has been downloaded approximately 35 million times (Appfigures)
Where is Depop most popular?
Depop is most popular in the US and UK, followed by Australia and Italy
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