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February 19.2026
3 Minutes Read

Etsy's $1.2 Billion Sale of Depop to eBay: A Move to Focus on Core Marketplace

Silhouette holding smartphone with Etsy logo in background, Etsy sells Depop to eBay.

Etsy Moves to Focus on Core Marketplace

Etsy, the well-known online marketplace, has announced it is selling Depop, a popular secondhand clothing app embraced by younger generations, to eBay for a significant sum of $1.2 billion in cash. This strategic decision aims to allow Etsy to refocus on enhancing its own marketplace offerings, particularly in light of the heightened competition from other platforms like Temu and Shein, as well as the ongoing challenges posed by the pandemic's lasting impacts on its growth.

Details About the Transaction

The acquisition, which is set to close in the second quarter of this year, marks a notable shift since Etsy originally purchased Depop for $1.62 billion just five years ago when secondhand clothing applications were on the rise. Since then, Depop has seen remarkable growth, reporting approximately $1 billion in gross merchandise sales in 2025, alongside a year-over-year growth rate of nearly 60% in the U.S. This thriving platform, particularly favored by millennials and Gen Z—who make up almost 90% of its users—boasts a community of over seven million active buyers and more than three million active sellers.

The Future of Depop Under eBay

eBay's CEO, Jamie Iannone, expressed optimism regarding this acquisition, highlighting the potential for Depop to thrive due to eBay's extensive scale and operational capabilities. He remarks that Depop has cultivated a "trusted, social-forward marketplace" that is well-positioned for continued growth in the pre-loved fashion category.

Market Trends and Strategic Implications

As the online retail landscape evolves, platforms that cater to sustainability and a circular economy, such as Depop, are gaining traction. The demand for secondhand garments surged during the pandemic, as consumers sought both economical and environmentally friendly options. This trend aligns with increasing consumer awareness about sustainability in the fashion industry. Professionals in tech-driven industries would do well to consider how these shifts in consumer behavior reflect broader societal values.

Implications for Etsy's Core Business

With the divestment of Depop, Etsy aims to redirect its resources and efforts toward its primary business. The marketplace has seen a marked slowdown in revenue growth, with a mere 2.2% increase in 2024, down from 7.1% in the previous year. As the company prepares to announce its 2025 earnings, investors and analysts will be watching keenly to see how this strategic shift affects its performance and competitiveness.

Industry Reflection and Future Predictions

This transaction underscores a critical juncture in the online retail industry—one where companies must adapt swiftly to shifting market dynamics and consumer preferences. The future of Depop under eBay could set a precedent for similar platforms, reflecting a growing appetite for sustainable choices in fashion consumption. For technology professionals and corporate decision-makers, this case serves as a touchpoint for understanding ongoing market transformations driven by consumer demands for innovation and efficiency.

Takeaway for Industry Professionals

The sale of Depop illustrates not only the trends impacting e-commerce but also the necessity for businesses to remain agile and responsive to market demands. Analyzing such mergers and acquisitions can provide valuable insights into consumer preferences and the competitive landscape, ultimately shaping business strategies that are aligned with sustainability and technological advancements. Keeping a close eye on such transformative industry shifts can empower professionals to anticipate future trends and seize growth opportunities.

As the e-commerce landscape continues to evolve, don't miss out on further insights by following industry news closely. Staying informed can enhance your decision-making and positioning in an increasingly competitive arena.

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