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Sensor Tower · Seema Shah · July 2024
Vinted's Success in the French Second-Hand Luxury Fashion Market
Vinted saw a 17% YoY increase in MAUs in Western Europe in 2Q24, outperforming competitors such as Lounge by Zalando and Vestiaire Collective. Vinted’s success is bolstered by increased ad spending on campaigns promoting its new verification service for designer items.
Key Takeaways:
While MAUs of luxury fashion brand, retailer and second-hand apps have declined after a pandemic-led surge, generalist second-hand fashion apps continue to thrive, driven by Vinted, which has seen its MAUs grow by 17% in 2Q24 YoY across Western Europe
One of Vinted's advantages over other second-hand fashion apps is its strong engagement in Western Europe. In 2Q24, Vinted boasted a significantly higher retention rate at 60 days (12%) compared to Lounge by Zalando (7%) and Vestiaire Collective (3%) and had 340% more MAUs than the two combined through Jul'24
Despite strong engagement and reaching profitability for the first time in 2023, Vinted's no-seller fees model will need scale to generate alternative income streams such as advertising
Vinted has targeted second-hand luxury users in France with a record-impression ad campaign focused on its new verification service for designer items. Beyond mere spending, Vinted’s Facebook ad spend strongly correlates with active users in France, but with decreasing efficiency at higher spending levels
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