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Pinterest UK – Feb 2025

71% female, 22.9% male audience

15M+ UK users

Popular for fashion, DIY, lifestyle, recipes

Strong visual, inspiration-based platform

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UK: Pinterest users by gender 2025| Statista

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As of February 2025, 71 percent of Pinterest’s audience in the United Kingdom were female and 22.9 percent were male.

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Fashion & Lifestyle Inspiration Sources (2022)

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Fashion & Lifestyle Inspiration Sources (2022)

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2022 UK Survey – Fashion & Lifestyle Inspiration Sources:

Instagram: Most popular – over 1 in 3 fashion/lifestyle shoppers use it for inspiration

Facebook: Used by less than 20%

TikTok & YouTube: Each is used by around 13% of shoppers

Categories included: apparel, accessories, beauty, home, interiors

Confirms Instagram’s dominance as a visual shopping influence platform

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Social media sources of inspiration used by UK fashion & lifestyle shoppers 2022| Statista

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During a 2022 survey carried out in the United Kingdom, more than one out of three responding fashion and lifestyle buyers stated they turned to Instagram for inspiration when buying fashion and lifestyle products while less than 20 percent of respondents said they turned to Facebook.

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Depop generated $788 million in gross merchandise sales in 2024

From this, Depop made an estimated $85 million revenue

Over 45 million people have signed-up to Depop

It has 5 million active buyers and 2.5 million active sellers

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Depop is a social ecommerce website that is primarily used by people selling worn, vintage or repurposed clothing. It has built out a loyal customer-base of 18 to 25 year olds in the UK and US.

Launched in Italian startup incubator H-farm by Simon Beckerman, Depop became successful through word of mouth. Its first break was in the UK in the late-2010s, with vintage clothing shops already seeing more foot traffic than at any point in the past.

Depop designed its app to be an Instagram for shopping, with an emphasis on high-quality photos of people wearing the item. This spawned a new type of influencer seller, or "side-hustlers", who buy cheap items at thrift stores and then sell them at higher prices on Depop.

Even though Depop has grown into a cultural phenomenon in some corners, it is rather unknown or unused by those over 35. Depop proudly states that 90 percent of its active users are under 26.

It has also made headway in the Australia, Italy, the United States, although not to the same degree as in the UK.

In 2021, Depop was acquired by Etsy for $1.6 billion. In some ways, Etsy shares a lot of DNA with the Depop community, in terms of the focus on unique, vintage or handmade items, and having sellers that aren't on other platforms.

We have collected data and statistics on Depop. Read on below to find out more. Need more insights? Check out our retail app report.

Depop Key Statistics

Depop generated $788 million in gross merchandise sales in 2024

From this, Depop made an estimated $85 million revenue

Over 45 million people have signed-up to Depop

It has 5 million active buyers and 2.5 million active sellers

Depop Overview

Depop Revenue

Depop generated approximately $85 million revenue in 2024.

Depop revenue 2019 to 2024 ($mm)
Sources: Retail App Report, Company data
Depop GMS

Depop managed $788 million gross merchandise sales, a new peak for the ecommerce platform.

Depop gross merchandize sales 2019 to 2024 ($mm)
Sources: Retail App Report, Company data
Depop Users

Depop had five million active buyers in 2024, the majority of which are based in the UK.

Depop users 2019 to 2024 (mm)
Note: These are active users. Source: Etsy
Depop Registered Users

Depop reached 45 million registered users in 2024. It added 13 million users in 2020.
Source: Company data
Depop registered users 2018 to 2024 (mm)

Depop Sellers

Depop had 2.5 million active sellers on the platform, most of which are also active buyers.

Depop sellers 2019 to 2024 (mm)

Depop vs Vinted: Revenue

Vinted has had a lead on Depop in terms of revenue generation for every year. In 2023, Vinted generated ten times more revenue than Depop.
Want to learn more? Check out our Retail App Report
Depop and Vinted revenue 2019 to 2023 (€mm)

Depop FAQ

What are Depop's age demographics?

90% of Depop's active users are under the age of 26

How many times has Depop's app been downloaded?

Depop's app has been downloaded approximately 35 million times ( Appfigures)

Where is Depop most popular?

Depop is most popular in the US and UK, followed by Australia and Italy

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Depop Revenue and Usage Statistics (2025)

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Depop is a social ecommerce website that is primarily used by people selling worn, vintage or repurposed clothing. It has built out a loyal customer-base of 18 to 25 year olds in the UK and US. Launched in Italian startup incubator H-farm by Simon Beckerman, Depop became successful through word of mouth.

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There were 105 million registered users of Vinted in 2023

Vinted was downloaded 32.8 million times in 2023

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Vinted Revenue and Usage Statistics (2025)

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In 2008, Milda Mitkute was moving house in Lithuania and wanted to give away some clothes. So Justas Janauskas built a website to distribute clothes to friends, and Vinted was founded. Four years later a mobile app was launched which allows users to buy, sell or swap clothing and communicate on forums. The company quickly expanded into Germany and is now available in 20 countries, with plans to reach Finland later in 2023. It now has more than 1200 employees headed by CEO Thomas Plantenga. Originally, Vinted generated revenue through mandatory sales fees, but these were removed after business slowed. Now buyers pay for Buyer Protection Services, which guarantees a refund in case of damage or loss and costs either a fixed amount of £0.30

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Revenue for 2024 was 813.4 million euros ($925.89 million), up from 596.3 million euros in 2023, while net profit jumped 330% to 76.7 million euros

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Second-hand clothes app Vinted reports jump in revenue and profit

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Vinted, an app where users buy and sell second-hand clothes, reported a 36% increase in revenue for 2024 on Tuesday and said its profit more than quadrupled, as more shoppers opt for cheaper used items instead of new.

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✨Vinted, Depop (resale marketplace)

They're not direct competitors because they are selling clothing, but we're complementing them, and our users rely on them

✨Pinterest, Instagram (style inspo platforms)

These platforms focus on inspiration, not resale or delivery

✨Evri, Deliveroo (delivery platforms)

These would compete with us on the logistics side, but don’t overlap with our fashion/creative side

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Vinted and Depop now reach up to 5.5 million UK users on Instagram, an increase of 72% since the start of the year

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Vinted and Depop now reach up to 5.5 million UK users on Instagram, an increase of 72% since the start of the year

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HypeAuditor, the AI social media analytics platform for brands who want fair and transparent influencer marketing, released its latest findings around the