# Gen Z's thrifting boom powers eBay's $9 billion fashion year

> eBay and Depop generated $9 billion in U.S. fashion sales over 12 months as younger shoppers embrace secondhand clothes for sustainability and affordability.
- Title: Gen Z's thrifting boom powers eBay's $9 billion fashion year
- Summary: eBay and Depop generated $9 billion in U.S. fashion sales over 12 months as younger shoppers embrace secondhand clothes for sustainability and affordability…
- Keywords: ebay, depop, gen z, secondhand fashion, thrifting, sustainability, e-commerce, resale market, Gen, Z's, boom, powers
- Source: Fortune — https://fortune.com/2026/10/29/gen-z-depop-ebay-thrifting-fashion-clothes
- Author: Mia Osmonbekov
- Read time: 1 min
- Topics: ebay, depop, gen z, secondhand fashion, thrifting, sustainability, e-commerce, resale market
## eBay's billion-dollar bet on secondhand
eBay acquired secondhand marketplace Depop for $1.4 billion in July and is now capitalizing on Gen Z's appetite for thrifting clothes.
## Nine billion in fashion sales in one year
eBay and Depop generated $9 billion in U.S. fashion sales volume over the past 12 months, up in the mid-20% range from a year earlier.
## Nearly 90 percent of Depop buyers are under 34
Depop's U.S. sales volume more than doubled year-over-year in Q3 as younger shoppers turn to secondhand. Nearly 90% of Depop's 7 million active buyers were under 34.
## Sustainability and affordability drive the shift
eBay CEO Jamie Iannone said Gen Z's sustainability focus drives secondhand buying. 46% of consumers ages 18 to 29 buy used goods at least every other week.

> The younger generation specifically is much more focused on sustainability and driving recommerce.
## Budget management matters for Gen Z shoppers
76% of Gen Zers say secondhand helps them manage budgets, compared to 70% of overall consumers. 60% of U.S. consumers ages 18 to 29 expect to increase secondhand purchases next year.
## eBay integrating Depop for stronger growth
Depop reached 11 million active buyers over 12 months in Q3, up from 9 million. eBay is directing more marketing resources to Depop and lowering its shipping costs.

> We are managing eBay and Depop as a portfolio, preserving each brand's distinct experience and allocating investment toward opportunities that generate the strongest long-term returns for the combined company.
## Key takeaway

eBay's Depop acquisition is paying off as Gen Z drives secondhand fashion sales to nine billion dollars annually, with nearly 90 percent of Depop's buyers under 34.