The chief executive of Vinted's main marketplace arm, Adam Jay, has declared that secondhand shopping has become 'normalised' in the UK, with the platform now a 'very meaningful part' of British fashion and expanding into new categories such as smartphones, cameras, and books.
Secondhand Revolution in the UK
Once associated with jumble sales and charity shops, preloved fashion and homewares are now leading style and shopping trends. According to Jay, the UK is at the forefront of an international revolution, vying with France to be Vinted's largest and fastest-growing market. 'I see a deep and sustained change in how people buy and how they think about things that they own,' he said.
Vinted, alongside eBay, Depop, and Facebook Marketplace, has benefited from Britons embracing secondhand buying over the last five to ten years. Preloved items now account for about a tenth of global fashion sales, and Jay believes there is significant room for growth.
Competing with Fast Fashion
Vinted has shaken up the UK retail scene alongside cut-price marketplaces like Shein and Temu, putting pressure on established online sellers such as Asos and Boohoo, as well as high street chains like Primark and retailers like John Lewis, Currys, and Argos. Jay noted that both Vinted and Shein benefit from shoppers seeking value amid rising energy and food costs. 'Our main competitor is new [products],' he said, adding that Vinted shoppers save an average of 72% compared to buying new items. Almost a third of users say they use the savings to cover essential household expenses.
Origins and Growth
Vinted was founded in Lithuania in 2008 by Milda Mitkuté, then 22, and Justas Janauskas, after Mitkuté wanted to clear out her wardrobe. The site launched in the UK in 2014 and gained traction during the Covid pandemic. By 2022, it had 8 million British users, mostly women aged 18–35, doubling to 16 million the following year. Now, Vinted says it is used by millions globally, with a broad demographic including pensioners, parents, and teens.
Jay, a former Expedia executive, is himself an avid user: 'Pretty much everything in our family is secondhand. The last two Christmases we had secondhand-only Christmas.'
Expanding Beyond Fashion
Vinted now operates in over 25 countries and has its own delivery and financial services. It was valued at €8 billion in April 2024. Sales through the site hit €10.8 billion last year, rivaling Primark globally. Vinted generated €1.1 billion in revenue and €62 million in net profits in 2025, down 19% due to expansion spending. In Britain, sales rose 47% last year, growing 'significantly ahead' of other markets.
The company has expanded into 3,000 types of goods, including phones, cameras, and books. Most categories have performed well, except large furniture due to handling difficulties. Jay said Vinted is willing to experiment: 'We want people to think about how they can give every item as long a life as possible. Don't allow things to sit in the back of the cupboard for years. Get them to someone who will love them, wear them, use them.'
