Circular Economy: Vinted Surpasses 1 Billion Euros in Revenue and Disrupts Traditional Retail

“To make secondhand shopping the first choice, we need to be the most cost-effective, the most reliable, and the easiest to use. This means building a comprehensive ecosystem for peer-to-peer trading that maximizes value for users,” says Thomas Plantenga, CEO of Vinted.

In 2025, the figures spectacularly confirmed the success of this vision. Members of the secondhand marketplace traded nearly 11 billion euros worth of products, marking a staggering year-over-year increase of 47%. This momentum enabled the Lithuanian unicorn to reach a historic milestone by generating 1.1 billion euros in revenue—38% more than the previous year.

The Two Pillars of Global Expansion

This historic acceleration is based on a clear strategy centered on two main pillars:

• Geographic Footprint: The company continued to expand its reach by establishing a presence in Latvia, Slovenia, and Estonia. At the same time, it invested heavily in its key markets—such as Germany, Portugal, and Spain—through the operational rollout of its Vinted Go pickup lockers and its secure payment solution, Vinted Pay. Finally, the platform has opened up a huge strategic market by officially entering the United States.
• Diversifying the Product Offering: Originally launched as a platform exclusively dedicated to secondhand fashion, Vinted has expanded beyond its original product range. Users can now buy and sell books, electronics, toys, home decor, and children’s items on the platform. The goal? To become the go-to destination for all categories of secondhand goods.

Case Studies: The Impact of Expanding the Catalog on New Consumer Habits

The expansion of Vinted’s offerings beyond ready-to-wear clothing has profoundly transformed consumer behavior. The platform is no longer used solely to refresh one’s wardrobe; it has now become a pillar of households’ overall budgets, redefining traditional shopping patterns through two typical consumer profiles.

Case #1: The Sustainable Parenting Mindset for Households

For many parents, using the app has evolved from a purely seasonal practice—focused on the biannual replacement of coats and clothes that no longer fit—into a routine they follow throughout the year.

The rise of categories dedicated to toys and books has significantly changed the way major family events—such as Christmas and birthdays—are celebrated. People now search for items on the app before visiting traditional stores. Durable items, such as complete wooden train sets or comic book collections in perfect condition, are regularly purchased there for one-third the price of new items.

This consumption habit has two benefits:

• Financial: direct savings amounting to hundreds of euros on the annual budget.
• Environmental: Reducing the ecological footprint by avoiding the purchase of new products resulting from plastic overproduction.

Case #2: Secondhand Furniture and Electronics for Young Professionals

Access to new product categories such as home decor and small electronics is particularly appealing to students and young professionals, especially when they're moving into their first home.

The app has established itself as a direct alternative to major international furniture retailers for purchasing basic furnishings for a studio apartment: wall art, vintage rugs, and even used Bluetooth speakers.

Two key factors account for this shift in usage:

• Centralization: the ability to consolidate purchases of clothing, home goods, and tech products on a single platform.
• Frictionless: the use of an interface and payment system that the user is already familiar with and knows how to use.

Out-of-Home Logistics as a Lever for Accessibility

Vinted’s strategy is based on a simple economic observation: the lower the logistics costs, the more attractive it becomes for users to exchange goods, even those of low value (such as a 2-euro book or a small toy). It is this mechanism that expands the total secondhand market.

To streamline these millions of transactions, the unicorn relies on a network of industry partners that provides access to more than 500,000 drop-off and pickup points (PUDOs) across Europe, facilitating the widespread adoption of non-home delivery solutions, which are more cost-effective for users and more environmentally friendly for the community.