🗺️ Where To List What

Who's buying?

What are they buying?

Where are they buying it?

Who's buying: Overwhelmingly women (roughly 75–80%), skewing millennial — primarily 25–45, with real buying power (over half report household income of $50k+). Suburban and urban, North America-heavy. This is a shopper who searches with intent: brand name, size, condition. Think "Lululemon Align 25 size 6 NWT," not aimless browsing.

What sells: Contemporary and premium brands — Lululemon, Free People, Anthropology, Madewell, designer handbags, professional womenswear. Buyers here pay a premium for recognizable names and NWT condition.

The cost: 20% flat commission on sales over $15 (a $2.95 flat fee below that). The most expensive platform by rate — but the buyer pool often pays enough more to offset it, especially on branded pieces over $30.

Bottom line: If it has a name-brand tag and you'd feel confident calling it "gently used contemporary," it probably belongs here first.

Who's buying: Young — around 90% of the user base is under 26. This is Gen Z shopping the way they scroll a social feed: browsing Explore for a vibe, not typing a specific search. Aesthetic and shop presentation matter as much as the item itself.

What sells: Vintage, one-of-a-kind pieces, streetwear, Y2K, and whatever's trending in the aesthetic cycle (which — handy for us — is exactly what Style Breakdown covers every week). A beat-up vintage trucker jacket can move in days here; the same jacket might sit for months on Poshmark.

The cost: Roughly 10% seller commission plus payment processing (call it ~13% all-in) — Depop dropped its old flat fee structure a couple years back in favor of this.

Bottom line: This is your Style Breakdown sourcing paying off directly — trend pieces and vintage move fastest with an audience that's actively hunting for exactly what you're pulling off the racks.

Who's buying: A broader, more budget-conscious crowd than Depop — still majority women, but a wider age range. The unifying trait isn't demographic so much as motivation: roughly 70% of users say they're on the platform to save money or earn extra cash. They're deal-hunters, not brand-hunters.

What sells: Mall brands and everyday fashion — Nike, Zara, Adidas, kids' clothing, athletic wear — priced modestly, generally in the $8–$35 range. Vinted is not where your Coach bag or vintage Missoni cardigan finds its buyer; it's where your "good condition, nothing special" pile finally earns out.

The cost: Zero seller commission — genuinely $0. Vinted makes its money from a mandatory Buyer Protection fee the buyer pays at checkout. List a $20 shirt, sell it, keep $20.

Bottom line: The catch is real: Vinted's US buyer base is still young and thinner than the other three, so expect slower sales for now — but zero fees make it worth adding as a channel, not choosing as your only one. Early sellers here are also getting a head start before the US market matures, the same way early Poshmark sellers built the closets that still dominate today.

Who's buying: The broadest and most global audience of the four — over 130 million active buyers. Skews toward serious hobbyists and collectors as much as casual fashion shoppers; people search here with real purpose, often for things they can't easily find anywhere else.

What sells: Collectibles, vintage, menswear, sneakers, and anything niche enough that a global search audience matters more than a curated social feed. If an item has any collector angle — a rare tag, a discontinued colorway, a "someone out there specifically wants this" quality — eBay's reach usually wins.

The cost: Final value fees generally landing between roughly 13–15% for most reseller categories, plus a small per-order fee. Store subscriptions can lower this at higher volume.

Bottom line: eBay is where the right buyer eventually finds a genuinely unusual item, even if it takes longer than a same-week Depop sale. Best for anything you'd struggle to describe as "trendy" but would happily describe as "rare."

🥇 Lululemon has dethroned Free People for the #1 spot. Free People had spent the last two months at the top spot until Lululemon took its place last month. Should you avoid Free People? Absolutely not. This just signals an interesting trend for athleisure and active wear, as brands like Lululemon, Nike, Adidas, and ALO Yoga are all in the Top 10.

⬆️ Tuckernuck cracks the Top 5. Tuckernuck, a brand well known amongst the Coastal Grandmother trend jumped from #26 in June to the #5 spot in July. And the average sale price rose from $87 > $118. This is definitely a brand I’ll be on the look out for moving forward.

⬇️ Rothy’s slips out of the Top 100. After spending the last 3 months in the top 100, Rothy’s fell from #58 to #103. I’m still picking them up if I see a pair in good condition, but definitely worth keeping an eye.