Global e-commerce platform eBay is acquiring fashion C2C business Depop from American giant Etsy for US$1.2 billion in cash – or around AU$1.7 billion.
This comes as Depop’s monthly website visits in Australia hit just over 2.5 million in January 2025 according to Semrush, making it the eighth most visited platform that primarily sells fashion products in Australia. This is just ahead of Glassons and just behind Uniqlo.
Depop's jump in January is up from 2.2 million in December 2025, with that up from its 2024 average of 1.09 million.
With over 20 million visitors globally each month according to Semrush, Australia is believed to contribute around 10 per cent to the Depop business.
Depop is a mobile-first C2C fashion marketplace with annual gross merchandise sales (GMS) of approximately US$1 billion in 2025, including nearly 60 per cent year-over-year growth in the United States.
As of December 31, 2025, the marketplace had 7 million active buyers, nearly 90 per cent of which are under the age of 34, and more than 3 million active sellers.
"Depop has built a trusted, social-forward marketplace with strong momentum in the pre-loved fashion category, and we are confident that as part of eBay, Depop will be even more well-positioned for long-term growth, benefiting from our scale, complementary offerings, and operational capabilities," eBay CEO Jamie Ianonne said. "A key C2C driver, fashion represents more than $10 billion in annual gross merchandise volume (GMV) for eBay and delivered 10 per cent year-over-year GMV growth in the U.S. in 2025.
“This acquisition presents an opportunity to advance one of our newest and fastest-growing ‘Focus Categories’ with a marketplace that complements our existing presence, and enables us to reach a younger demographic across the expanding re-commerce landscape.”
Etsy CEO Kruti Patel Goyal said the transaction will allow his company to focus exclusively on growing the Etsy marketplace.
"We believe this transaction is a great outcome for Etsy's shareholders, and a positive next step for all involved,” Goyal said. “We are proud of what the Depop team has built – a truly differentiated brand and product, grounded in clear purpose and strong community – becoming one of the fastest-growing fashion resale marketplaces in the United States.
“I am confident that Depop is well-positioned for its next phase of growth as part of eBay."
As part of eBay, Depop is expected to benefit from eBay's global scale and suite of capabilities, including its financial services, shipping solutions, and initiatives like Authenticity Guarantee, which validates luxury items. eBay plans to expand the visibility of Depop's inventory, including through cross-listing opportunities, which will amplify global demand and unlock additional market opportunity.
Semrush stats show eBay hit 27.99 million views in Australia in January 2026, making it the fifth most-visited retail website in the country.