Circular fashion marketplace Depop, in partnership with The Waste and Resources Action Programme (WRAP), has released new research showing that second-hand shopping on its platform significantly reduces the purchase of brand-new fashion items.
The study found that globally, over three in five purchases on Depop displaced the purchase of new items elsewhere. The displacement rate stood at 68% in the UK, 64% in the US, and 72% in Australia. Looking specifically at second-hand fast fashion bought on Depop, the rates were nearly identical—69% in the UK, 63% in the US, and 74% in Australia—indicating that the platform encourages both fast fashion and non-fast fashion consumers to opt for second-hand choices.
The research also highlighted that 71% of Depop users would either continue searching for a desired item or abstain from making a purchase altogether if they could not find it second-hand on the platform. Only 6% said they would instead choose a new fast fashion product, reflecting what the report described as more intentional and sustainable shopping habits among Depop users.
Cathy Moscardini, Head of Sustainability at Depop, said the findings showed that most users are choosing second-hand over brand new, with fast fashion purchases on Depop displacing new fast fashion at similar rates to other categories. She noted that this demonstrated consumers’ growing commitment to environmental considerations, rather than simply focusing on perceived product quality.
She added that measuring the true environmental benefits of resale required a standardised and credible framework, which was why Depop had worked with WRAP and industry peers to establish updated benchmarks. According to Moscardini, understanding Depop’s displacement rate provides insight into the environmental impact of second-hand purchases compared to buying new. By keeping clothing—fast fashion included—in circulation, she said, Depop helps extend garment lifespans, reduces demand for new production, and ultimately limits fashion’s environmental footprint.
