Vinted users have been taking to social media to vent their displeasure after the preloved clothing platform changed its sizing overnight, without previously informing many of its users.
The update has seen sizing bands for women’s and children’s clothing widened, so that (for example) an ‘S’ (previously a women’s size 8 on the platform) now fits a size 8-10 and an ‘M’ (previously a size 10) is now a size 12-14.
Users have pointed out that they were not informed of these changes, which mean that many of the items listed by sellers on the website prior to Vinted’s sizing change are now incorrectly sized. This can result in items being returned and buyers demanding refunds. For sellers with multiple items, or professional sellers, this has caused significant issues.
One Vinted seller told BBC News that she has had to put her page into holiday mode while she reviews all the items she’s selling. “I think the whole thing just wasn’t clearly thought through,” she said.
Vinted said that the update, which only applies to UK users, makes the site more accurate. It said: “Now, the sizes you see on these listings will be more accurate, especially for items purchased from other countries or international brands,” the BBC reports.
However, the widening of the sizing bands does not fit with classic UK sizing, potentially making it harder for British users to find the correct size. For those who are a size 14, for example, a size 12 to 14 may be too small whereas it may be too big for those who are a size 12.
Vinted’s rapid growth
Vinted has proved to be a huge success in the UK; despite only entering the market in 2014, it has grown rapidly and the platform now boasts over 16 million UK users, making it one of the most popular second-hand fashion marketplaces in the country. Vinted commands an estimated 95% share of the UK’s pure-play recommerce market, far outpacing rivals like Depop and Vestiaire Collective.
Its edge over its rivals has been down to its ease-of-use – the simplicity in creating seller postings, shipping goods, and completing sales transactions. This has been upturned by the recent changes. Lee Edwards, vice president, EMEA at Amplitude, says the changes, although “well-intentioned”, are “a lesson in how not to treat a loyal base.” He said: “Even well-intentioned updates can backfire when they create unnecessary work and overlook local context, in this case, UK sizing norms.”
Brand abandonment
Edwards points out that this can lead to users abandoning the brand – as indeed some Vinted users have claimed on social media that they will be doing. “Research shows 58% of UK smartphone users abandon a brand after app frustrations, and Vinted risks doing exactly that.
“Users don’t want to “remap” listings or decode categories, they want clarity, consistency, and communication. In a digital world where your app is your brand, even small missteps risks pushing users towards competitor brands. Updates should make life easier, not harder, for the people who helped make a platform successful,” he added.
Vinted’s meteoric rise in the UK resale market underscores its ability to tap into shifting consumer priorities around sustainability and value. However, controversy over Vinted’s sizing changes highlights a critical lesson: even dominant platforms cannot afford to overlook local norms or fail to communicate changes effectively. In a competitive digital landscape, user trust and clarity remain as vital as growth metrics.
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