British shoppers are increasingly turning to preloved goods for value, sustainability, and style, according to eBay’s fifth annual Recommerce Report. Released ahead of Black Friday, eBay’s data reveals that Brits are the most active second-hand shoppers worldwide.
The report, which surveyed 27,000 consumers and eBay sellers globally, found that 46% of UK shoppers buy pre-loved items at least once a month – a higher proportion than any other market. It’s a trend that shows no sign of slowing down, with 92% of those surveyed planning to maintain or increase their spending on second-hand goods over the next year.
Value meets purpose
With cost-of-living pressures continuing to bite, the report – unsurprisingly – found that cost savings are the primary reason for the decision to purchase preloved goods; 79% of respondents cited affordability as a key motivation. However, sustainability is gaining ground, with 47% of respondents pointing to the environmental benefits of buying second-hand.
These twin pressures on consumer spending are slowly reshaping the ecommerce landscape in the UK. Recommerce is booming – it’s currently worth an estimated £8.2 billion in the UK. eBay’s data found that fashion continues to dominate, with 72% of UK shoppers buying second-hand clothes, but more than a third (35%) of consumers now also purchase pre-loved tech, saving up to 50% on everyday devices while reducing electronic waste. Books and homeware also rank among the top categories. Commenting on the shift, Eve Williams, General Manager of eBay UK, said: “UK shoppers are leading a global retail rethink where second-hand can be the first choice for value, quality and conscience.”
Battle for preloved dominance
The surge in second-hand shopping has sparked fierce competition between platforms. In the UK, eBay is the most established player, serving millions of users across categories from fashion to refurbished tech. Relative newcomer Vinted dominates peer-to-peer fashion resale, accounting for around 90–95% of UK second-hand clothing transactions, with a fast-growing user base and a valuation of €8 billion. Depop, acquired by Etsy, attracts a strong Gen Z following with its curated, social-commerce approach, boasting around 5 million active buyers globally and generating $788 million in gross merchandise sales in 2024.
Together, these platforms reflect a structural shift toward circular retail, with eBay and Vinted battling for mass-market dominance while Depop thrives as a niche style hub. In response to Vinted’s rapid growth, eBay has doubled down on making clothing resale easier, introducing simplified listing tools, AI-powered image recognition, and competitive seller incentives, positioning itself as the go-to marketplace for both casual declutterers and professional resellers while leveraging its scale to outpace rivals.
eBay Live Superstore
And, while Vinted struggles with the backlash from its changes to its sizing for UK customers, eBay is putting recommerce at the heart of Britain’s biggest shopping day – Black Friday – by debuting its first-ever eBay Live Superstore at London’s Outernet. Featuring only non-new items across fashion, tech, and homeware, shoppers can join in person or tune in via eBay Live, a new interactive shopping experience offering exclusive deals – up to 50% off RRP – alongside surprise drops and giveaways.
As the UK cements its position as the world’s most active second-hand shopping market, recommerce is fast becoming a retail revolution. With eBay doubling down on innovation, Vinted fighting to maintain its fashion dominance, and Depop shaping Gen Z culture, the battle for preloved supremacy is heating up. For savvy British shoppers, second-hand isn’t second best – it’s increasingly the first choice for value, sustainability, and style.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research. Click here to subscribe to the FREE newsletter sent straight to your inbox. Why not follow us on LinkedIn to receive the latest updates on our research and analysis?
