50 Facts About Depop

Depop has become a go-to platform for fashion enthusiasts, especially among Gen Z. This community-driven marketplace has a rich history and unique features that set it apart. Let's dive into some fascinating facts about Depop.

The Origins of Depop

Depop's journey began with a vision to create a unique fashion marketplace. Here are some key moments from its early days.

1. Founding: Depop was founded in 2011 by Simon Beckerman, a graphic designer who initially started the platform as an extra revenue stream for his fashion and culture magazine in Milan, Italy.

2. Initial Name: The platform was initially called "Garage" before being renamed to Depop.

3. Launch: Depop launched in Italy, a market that flew under the radar of Silicon Valley investors, which helped the company avoid intense competition early on.

4. Early Success: By the end of its first year, Depop had reached 100,000 users, which was crucial for its early-stage marketplace growth.

5. UK Launch: When Depop launched in the UK, it had a base of 50,000 registered users to build from, indicating a strong foundation for its growth.

Depop's User Base and Growth

Depop's user base has grown exponentially, making it a favorite among young fashion lovers.

6. User Base: As of 2024, Depop has approximately 35 million registered users.

7. Items for Sale: There are over 34 million items available for sale on Depop, with up to 180,000 new listings every day.

8. Revenue: The Depop community has made over $3.5 billion in sales to date.

9. Popular Styles: The biggest styles on Depop include vintage, streetwear, one-of-a-kind, and Y2K fashion.

10. Gen Z Favorite: Depop has become Gen Z's favorite fashion resale app, with having a Depop store being a status symbol among teen girls who use it like a social network.

Depop's Global Reach and Acquisition

Depop's influence extends far beyond its initial market, reaching users worldwide.

11. UK Teenagers: One in every three UK teenagers is on Depop, and the site ranks in the top ten for U.S. Gen Zers.

12. Global Reach: Depop operates in over 150 countries, with 90% of its 30 million active users under the age of 26.

13. Acquisition: In 2021, Depop was acquired by Etsy for $1.6 billion, with Etsy CEO Josh Silverman describing Depop as an “organic, authentic phenomenon”.

14. Growth Rate: Depop has grown 100%+ year-over-year with no real marketing spend, making it a massive success in the resale market.

15. User Engagement: Users weren’t just posting one item and churning; they were using Depop repeatedly, which is a good sign for the marketplace’s health.

Community and Influencer Engagement

Depop's community-driven approach and influencer partnerships have played a significant role in its success.

16. Partnerships: To solve the “cold start” problem, Depop onboarded independent clothing stores to upload their inventory to the app, creating a win-win situation for both parties.

17. Influencer Partnerships: Depop partnered with influencers known for their giant closets, such as Chiara Ferragni, who opened her Depop shop in March 2014, which is still active today.

18. Community Engagement: The app was designed to be a fun place to browse and connect, with users seeking inspiration and following or talking to others with similar aesthetics.

19. Early Version: The earliest version of Depop de-emphasized transactions. Buyers and sellers had to converse before the seller activated the “sell” button, allowing the buyer to purchase the item.

20. Unique Selling Proposition (USP): Unlike other online retailers, Depop allows users to follow influencers, like and comment on their photos, and send direct messages, fostering communities within the app.

Depop's Sales and Marketing Strategies

Depop's unique sales and marketing strategies have contributed to its rapid growth and loyal user base.

21. Sales Distribution: 75% of Depop’s sales are to repeat customers, indicating a loyal user base.

22. Influencer Marketing: Sellers model their wares on Instagram and TikTok in hopes of building large followings, which Depop encourages through its platform.

23. Brick-and-Mortar Stores: Depop has two brick-and-mortar stores in Los Angeles and New York City, which serve as studios for users to shoot their looks in a more professional setting to improve sales.

24. Organic Growth: Depop’s organic engine is driven by its sellers promoting their shops on social media, which has contributed significantly to its growth.

25. Competitive Advantage: Despite competitors spending $50 million or $100 million on marketing, Depop has grown faster without significant marketing spend, highlighting its unique community-driven approach.

Depop's Vision and Sustainability Efforts

Depop is committed to promoting sustainable fashion and reducing the environmental impact of fast fashion.

26. Founder’s Vision: Simon Beckerman founded Depop to connect his young, creative, and stylish friends, which has evolved into a global platform.

27. Headquarters: Depop’s headquarters is in London, with offices in Manchester, New York, Los Angeles, and Sydney.

28. Employee Base: The company has approximately 400 employees dedicated to its mission of building the world’s most diverse progressive home of fashion that is kinder on the planet and kinder to people.

29. Sustainability Focus: Depop aims to make second-hand clothing as desirable, accessible, and affordable for as many people as possible, reducing the environmental impact of fast fashion.

30. Average Lifespan of Garment: The average lifespan of a garment is just 19 wears, but UK Depop users estimate that they wear an item a total of 49 times.

Depop's Impact on Fashion Trends

Depop has influenced various fashion trends and promoted sustainable shopping practices.

31. New Listings Daily: Over 140,000 new listings are added to Depop every day, offering a vast array of unique and trending pieces.

32. Customer Base: Depop sees its customers as anyone who is open to exploring their personal style, aiming to offer more value for money while keeping existing clothes in circulation longer.

33. Sustainable Shopping: Shopping second-hand on Depop prevents the purchase of brand-new items elsewhere, with 9 in 10 purchases made on Depop preventing new purchases.

34. Celebrity Users: Celebrities like Bella Hadid, Lily Allen, and footballer Ben Chilwell are keen users of Depop to find unique and trending items.

35. Seasonal Spending: The 18-35 year olds polled say they spend an average of £121 on clothing when the seasons change, rising to £200 for a quarter of this group.

Challenges and Criticisms

Despite its success, Depop has faced several challenges and criticisms over the years.

36. Fashion Trends: Depop offers a wide range of fashion trends, including retro, streetwear, grunge, and Y2K styles, catering to diverse user preferences.

37. Thrifting Popularity: Thrifting became a trend in the late 2010s, especially among Gen Z, offering inexpensive and unique finds while avoiding the poor ethics and environmental effects of fast fashion.

38. Online Thrifting: The rise of online thrift sites like Depop and Poshmark contributed to the popularity of thrifting, with users like Sabrina Grant from Supershoppers advocating for sustainable fashion choices.

39. Criticism of Thrifting: Thrifting has faced criticism regarding gentrification, with some arguing that middle- and upper-class sellers deny inventory to those who cannot afford new clothes.

40. Depop’s Role: Depop has been at the center of debates over gentrification in thrifting, with users posting videos and TikToks of themselves visiting thrift stores and selling items at higher prices.

41. Ethical Issues: Goodwill and Salvation Army have faced ethical issues, including low wages for workers and harmful actions toward the LGBTQ+ community, which have also affected Depop’s reputation.

42. Dropshipping Issues: Depop has faced issues caused by dropshippers who forward orders to actual suppliers and shippers, essentially acting as middlemen selling cheaply-made goods overseas at higher prices online.

43. Decline in Popularity: The popularity of online thrifting has seemed to dwindle as Depop’s number of active users and sellers, as well as its revenue, decreased from 2020 to 2021.

Depop's Future and Commitment

Depop remains committed to promoting sustainable fashion and supporting its community of users.

44. TikTok Influence: TikTok influencers have shifted from thrifting hauls to mass hauls of clothes from brands like SHEIN, which are cheap but often come at the cost of those who make the clothes and the environment.

45. Sustainable Fashion: Depop promotes sustainable fashion by encouraging users to reuse existing garments, reducing the need for brand-new purchases and the environmental impact associated with fast fashion.

46. Customer Tips: Top tips for shopping and saving on Depop include browsing the search page until finding a price you’re happy with and not expecting to buy within a day.

47. Community Value: Depop is a place for anyone to discover and celebrate their style on their own terms, extending the lives of millions of garments and fostering a community-driven approach to fashion.

48. Mission Statement: The company’s mission is to build the world’s most diverse progressive home of fashion that is kinder on the planet and kinder to people, aligning with its values of sustainability and community engagement.

49. Research Findings: Depop’s research has shown that 70% of respondents admitted to having fashion items they don’t wear, need, or want anymore, providing an opportunity to make extra cash by selling these items on the platform.

50. Future Plans: Depop is committed to making second-hand clothing more desirable, accessible, and affordable, aiming to reduce the environmental impact of fashion by promoting circular fashion practices.

Depop's Impact on Fashion

Depop has transformed from a small startup into a global fashion powerhouse. Founded in 2011 by Simon Beckerman, it now boasts 35 million users and over 34 million items for sale. Its appeal to Gen Z, with 90% of users under 26, has made it a cultural phenomenon. Acquired by Etsy for $1.6 billion in 2021, Depop continues to grow without heavy marketing, relying on its community-driven approach. It promotes sustainability by extending the life of garments, reducing the environmental impact of fast fashion. Despite facing challenges like dropshipping and ethical issues, Depop remains a leader in the resale market. With its mission to make second-hand clothing desirable and accessible, Depop is set to keep influencing the fashion industry for years to come.