Depop Expanding to Older Millennials
Depop
Depop’s next leg of growth depends on becoming a fashion marketplace people stay with as they age, not just a youth app they age out of. That means widening from trend driven Gen Z resale into more brand led, occasion led, and higher intent shopping, where older millennials spend more per order and shop for workwear, premium vintage, and established labels. Depop already has the product loop for this, with buyer protection, offer based checkout, styling tools, and brand capsules like DKNY that pull in shoppers beyond its original base.
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Depop has real room to age up. As of December 31, 2025 it had 7 million active buyers, nearly 90% under 34, plus more than 3 million active sellers. That concentration shows why even modest success with older millennials can expand the audience materially without changing the core marketplace model.
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The practical playbook is already visible. Depop removed seller fees in 2024 to increase supply, added AI listing tools and in app styling with Outfits in 2025, and lets buyers filter by brand, size, and era while making offers that now drive over 40% of transactions. Those features support a broader mix of casual, premium, and brand specific shopping missions.
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Brand partnerships are a bridge into older and more brand loyal demand. The October 2025 DKNY capsule brought 100 plus archive pieces from a mainstream fashion label onto Depop, showing how the app can merchandise recognizable brands, not just individual seller closets. Competitors like Vinted have scaled by broadening categories and audience beyond youth fashion alone.
The market is moving toward larger resale platforms that look less like niche communities and more like default secondhand shopping destinations. Depop’s advantage is that it can keep its social discovery feel while layering in more polished inventory, stronger merchandising, and familiar brands, which is the combination most likely to unlock older buyers and higher value transactions over time.