As demand for thrifted fashion grows, eBay hopes two-pronged strategy will defend market position

Amid rising consumer demand for secondhand fashion, the e-commerce platforms that helped create the online thrifting economy are working to tempt specific audience cohorts in the hope of coming out on top.

eBay launched a pincer movement aimed at British sellers last month, cutting fees for selling clothes on the platform to zero in a bid to out-compete rivals such as Vinted and Depop, while appealing to vendors with a new brand campaign.

In the U.S., the platform also faces off against ThredUp, Poshmark and TheRealReal. According to Nazia Du Bois, director of brand and marketing at eBay in the U.K., increased demand for digital reselling is “the rising tide that lifts all boats.”

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