Ebay buys Depop for $1.2bn in effort to lure younger shoppers

The Guardian World

by Joanna Partridge

February 19, 2026

AI-Generated Deep Dive Summary

Ebay has made a significant move to acquire Depop, a popular British secondhand fashion marketplace, from Etsy for $1.2 billion in cash. This acquisition aims to attract younger, fashion-conscious consumers and strengthen eBay's position against competitors like Amazon. The deal highlights the growing importance of secondhand marketplaces, particularly among Gen Z shoppers, who prioritize sustainability and are increasingly drawn to platforms that align with their values. The rise of secondhand marketplaces can be attributed to several factors, including economic pressures and a heightened awareness of environmental issues. With many younger consumers seeking affordable yet trendy fashion options, Depop has emerged as a leading platform catering to Gen Z users. By acquiring Depop, eBay is betting on the long-term viability of this demographic, which is driving significant growth in the resale market. This strategic move underscores eBay's commitment to diversifying its offerings and staying competitive in an evolving retail landscape. The deal not only expands eBay's reach into the fast-growing secondhand fashion sector but also positions it as a key player in addressing the sustainability concerns of younger shoppers. As the resale market continues to grow, this acquisition could prove pivotal in shaping eBay's future and its ability to meet the demands of a changing consumer base. The broader implications of this deal extend beyond just business strategy. It reflects a broader shift in consumer behavior, where affordability, sustainability, and access to unique products are becoming primary drivers of purchasing decisions. For readers interested in understanding how major retailers adapt to global trends, this acquisition offers valuable insights into the future of e-commerce and sustainability-focused shopping.

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Originally published on The Guardian World on 2/19/2026