eBay Completes $1.2 Billion Acquisition of Depop Fashion Marketplace
In a major move within the online retail sector, eBay has officially acquired the secondhand fashion platform Depop from Etsy for a substantial $1.2 billion in cash. This strategic purchase was announced jointly by the companies on Wednesday, February 19, 2026, and is set to impact all seven million active users of the Depop marketplace.
Targeting the Youth Market with Secondhand Fashion
The acquisition represents eBay's calculated effort to capture a younger demographic of shoppers who are increasingly engaged in the recommerce landscape. According to the joint release, Depop's marketplace boasted seven million active buyers as of December 31, 2025, with a remarkable statistic showing that nearly 90 percent of these users are under the age of 34. Additionally, the platform supports more than three million active sellers, creating a vibrant community-driven marketplace.
Depop, which is headquartered in London, is expected to maintain its distinct identity following the acquisition. The companies have confirmed that Depop will retain its name, brand, platform, and unique culture. This approach aims to preserve the social-forward marketplace that has made Depop a trusted destination for pre-loved fashion enthusiasts.
Executive Confidence in Long-Term Growth
eBay's Chief Executive Officer, Jamie Ianonne, expressed strong confidence in the future of Depop under eBay's ownership. "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," Ianonne stated. He highlighted that fashion represents a key consumer-to-consumer (C2C) driver for eBay, accounting for over $10 billion in annual gross merchandise volume (GMV) and delivering 10% year-over-year GMV growth in the United States during 2025.
Ianonne further elaborated on the strategic rationale behind the acquisition, noting, "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 recommerce landscape." He emphasized eBay's commitment to building on Depop's unique brand, culture, and community to deliver compelling benefits to both buyers and sellers.
Depop Leadership Welcomes New Chapter with eBay
Peter Semple, Chief Executive Officer of Depop, welcomed the transition, stating, "We're thrilled to begin this next chapter with eBay, whose experience in the C2C fashion space and shared belief in people, opportunity, and a more sustainable future positions us to meaningfully accelerate our marketplace in the U.S. and beyond." Semple attributed the transaction to the significant growth Depop has achieved through evolving its product experience and strengthening its brand's global position.
He also expressed gratitude to Kruti and the Etsy team for their partnership in advancing Depop's business and its mission to make fashion circular. This acquisition underscores the increasing importance of sustainability and the circular economy in the fashion industry, with Depop playing a pivotal role in promoting pre-loved clothing.
The deal marks a significant shift in the online marketplace landscape, as eBay strengthens its foothold in the secondhand fashion sector. With Depop's youthful user base and eBay's extensive resources, the combined entity is poised to drive innovation and growth in the recommerce market, offering enhanced opportunities for millions of users worldwide.
