eBay’s $1.2B Grab for Depop’s Gen Z Fashion Empire
eBay’s $1.2 billion acquisition of Depop, a C2C fashion resale platform, positions the company to capitalize on the recommerce boom and Gen Z’s growing preference for sustainable fashion.
The deal, reported to close in Q2 2026, follows Depop’s $1 billion in annual gross merchandise sales (GMS) in 2025 and its 90% user base under 34.
"Depop has built a trusted, social-forward marketplace with strong momentum in the pre-loved fashion category," eBay CEO Jamie Ianonne said. The acquisition aligns with eBay’s $10 billion in gross merchandise value (GMV) from its C2C fashion segment in 2025, aiming to expand its footprint in the secondhand market.
"Depop has built a trusted, social-forward marketplace with strong momentum in the pre-loved fashion category..."
Etsy, which previously owned Depop, will use the proceeds for share repurchases and core marketplace investments. "We believe this transaction is a great outcome for Etsy’s shareholders," Etsy CEO Kruti Patel Goyal stated.
"We believe this transaction is a great outcome for Etsy’s shareholders..."
Depop will retain its brand identity and culture post-acquisition, a contrast to Etsy’s recent strategy of streamlining its core marketplace.
The transaction underscores diverging paths in the resale sector: eBay’s expansion into C2C fashion versus Etsy’s focus on consolidation.
