US Online Resale Platforms Market Report 2025
Online resale platforms have transitioned from niche to mainstream, driven by technology and consumer demand for affordable and sustainable options.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Turn buyers into sellers with friction-free tools
- Trust the process
- Activate under-served audiences
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MARKET DYNAMICS
- Market context
- Market drivers
- US govenment shutdown reduces consumer confidence
- AMCIRC leads efforts to transform circular market
- Changes to the de minimis exemption reshapes secondhand landscape
- Tech-driven evolution of resale
- Major retailers target secondhand market
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CONSUMER INSIGHTS
- Consumer fast facts
- Where consumers are buying and selling
- Ethnographic vignettes: three different consumers
- Auctions are comfortable for most
- Amazon, eBay, and Facebook Marketplace’s dominance is undeniable
- Graph 1: secondhand online retailers or marketplaces used to shop in the past 12 months, 2025
- Graph 2: secondhand online retailers or marketplaces used to sell items in the past 12 months, 2025
- Amazon, eBay, and Facebook Marketplace’s dominance is undeniable
- eBay stands apart from the pack for buying with older consumers
- Graph 3: secondhand online retailers or marketplaces used to shop in the past 12 months, by age, 2025
- Amazon’s stronghold on selling is clear
- Graph 4: secondhand online retailers or marketplaces used to sell in the past 12 months, by age, 2025
- Older men’s love for eBay selling is obvious
- Graph 5: has used eBay to sell items in the past 12 months, by age and gender, 2025
- Loyalty runs deep
- What consumers are buying and selling
- Second-hand doesn’t have to be second choice
- Recognizing not all items get better with age
- Graph 6: purchases in past 12 months, any acquisition vs purchased new vs purchased any pre-owned (NET), 2025
- Collectibles stand apart from the pack
- Graph 7: collectibles purchase method, 2025
- Online vs in-person…not all categories stack up the same
- Graph 8: pre-owned purchases in past 12 months, purchased any pre-owned via online resale platform vs second-hand in person, 2025
- Turn buyers into sellers
- Online trumps in-person secondhand sales
- Graph 9: modes of selling items in the past 12 months, by online resale platform vs in-person, 2025
- Middle-aged women are hesitant around clothing and accessories
- Graph 10: purchased clothing and/or accessories in past 12 months via online resale platform (NET), by age and gender, 2025
- Graph 11: sold clothing and/or accessories in past 12 months via online resale platform (NET), by age and gender, 2025
- Middle-aged women are hesitant around clothing and accessories
- Why consumers are buying and selling pre-owned
- Gamifying the shopping experience
- Affordability and uniqueness top purchase motivations
- Graph 12: reasons for purchasing items through online resale platforms in the past 12 months, overall vs men vs women, 2025
- Older consumers associate secondhand with affordability
- Graph 13: reasons for purchasing items through online resale platforms in the past 12 months (select), by age, 2025
- Decluttering is the dominant reason for selling
- Graph 14: reasons for having sold items via online resale platforms in the past 12 months, 2025
- Older Americans look to make occasional income
- Graph 15: have sold items via online resale platforms in the past 12 months to make occasional money, by age, 2025
- Not all regions foreground sustainability equally
- Graph 16: have sold items via online resale platform in the past 12 months because it is more sustainable, by region, 2025
- Fast fashion is a faux pas
- What consumers value in online resale platforms
- Older consumers seek different reassurances
- Graph 17: most valued services and features in online resale platforms/marketplaces (select), by age, 2025
- Women are more wary of their shopping and purchasing via online resale platforms
- Graph 18: most valued services and features in online resale platforms/marketplaces, by gender, 2025
- Rural locales need different services
- Graph 19: most valued services and features in online resale platforms/marketplaces (select), by area lived, 2025
- AI is an atttractive tool for most
- Graph 20: “I would be interested in AI recommendations” (% agree), by age, 2025
- BNPL buys consumers a chance at pre-owned
- Graph 21: buy-now-pay-later options make online shopping a better experience (% agree), by age, 2025
- What is stopping consumers from buying and selling via online resale platforms
- Rebranding recommerce
- Buying pre-owned doesn’t feel the same for financially-healthier Americans
- Graph 22: “I do not like purchasing pre-owned items” (% agree), by household financial situation, 2025
- Good seller ratings are essential
- Women’s concerns abound
- Graph 23: barriers to buying items through online resale platforms/marketplaces (select), overall vs men vs women, 2025
- Fears of scammers are foregrounded for older Americans
- Graph 24: barriers to buying items through online resale platforms/marketplaces, by age, 2025
- Parents are not prepared to wait on shipping
- Donation and selling in-person are the largest hurdles to overcome
- Graph 25: barriers to selling items through online resale platforms/marketplaces, by age, 2025
- Urbanites have more in-person options
- The juice doesn’t seem worth the squeeze
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INNOVATION AND MARKETING STRATEGIES
- Product, innovation, and marketing
- NYFW redefines fashion
- eBay endeavors into livestreaming
- Depop shows the human side of selling
- Simplifying the listing process
- ThredUp reminds buyers and sellers how easy it really is
- Visual Search allows consumers to find fashions with just a picture
- eBay appeals to collectors
- Authentication is an absolutely necessity
- The RealReal combines AI and human experts to speed up authenticaiton process
- Poshmark hosts K-Beauty Week
- eBay appeals to younger women
- Goldin offers upper echelon auctions
- Walmart angles to be a collectible haven
- Chairish foregrounds secondhand with its “Tariff-Free” marketing campaign
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
US Online Resale Industry – Trends and Insights
- Online resale platforms have transitioned from niche to mainstream, driven by technology and consumer demand for affordable and sustainable options.
- Major platforms use AI to automate listings, detect counterfeits, and provide personalized search experiences, simplifying the process for users.
- While sustainability messaging is important, it is not the primary motivation for consumers engaging with resale platforms. Economic challenges, including tariff changes and government shutdowns, have led more cost-conscious Americans to explore resale options.
- The future success of online resale platforms relies on their ability to seamlessly integrate technology, build trust, and foster engaged communities to scale inventory and loyalty.
Key Issues Covered in the Report:
- The mainstream adoption of online resale platforms fueled by technology and consumer demand.
- The role of AI in enhancing listing automation, counterfeit detection, and tailored search.
- Economic factors, such as government shutdowns, driving cost-conscious Americans toward resale.
- The impact of brand and retailer initiatives on consumer adoption and market competition.
- The importance of trust, technology, and community engagement for platform success.
- The evolving landscape of online resale due to policy shifts and technological advancements.
- The challenges and opportunities for platforms in balancing seamless technology and consumer trust.
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