There was a time when Ebay was effectively the only game in town for online resale, but the platform faces lots of competition today — particularly in fashion, where newer competitors such as ThredUp, Poshmark and Rebag are rapidly gaining ground. Even more generalized platforms like Etsy, TikTok Shop and Facebook Marketplace have seen an influx of vintage fashion offerings as secondhand shopping has grown in popularity overall. As a result, the availability of vintage and secondhand fashions online has increased exponentially in recent years, both on Ebay and beyond.
Fashion always has been a part of the Ebay mix; in fact, in 2024 nearly 40% of all the clothing, shoes and accessories sold on the platform were listed as pre-loved, and global users searched for “vintage” items more than 1,200 times per minute. The supply is there, as is the consumer demand. The problem now is getting consumers to think of Ebay first when they are on the hunt for pre-loved fashion and helping customers sift through all the options when they get there.
Raising Ebay’s Profile as a Fashion Authority
Ebay has been working on this challenge for several years, beginning with the debut of a range of new consignment and authentication services to enhance consumers’ confidence in their purchases, especially those on the high end. The company also has been working hard to raise both its own profile and that of fashion resale as a whole: Last year Ebay lobbied for the institution of a Recommerce Day holiday in a campaign fronted by ‘90s fashion icon Alicia Silverstone, and earlier this year Ebay hosted a special event with Elton John to sell items from his famed closet for charity, then debuted Pre-Loved Fashion Shows in tandem with the New York and London Fashion Weeks.
Ebay’s latest sally in driving home its fashion authority is the appointment of celebrity stylist Brie Welch as its new Resident Stylist and the release of a new regular trend report called the Ebay Watchlist.
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“With so much assortment, today’s shoppers are looking for more than just options; they want help navigating them,” said Alexis Hoopes, VP and Global Head of Fashion at Ebay in an interview with Retail TouchPoints. “By introducing a Resident Stylist and the Ebay Watchlist, we’re turning our vast selection into curated discovery, driven by data around shopper habits — making it easier for buyers to explore, get inspired and express their personal style. It’s how we evolve our marketplace into a true fashion destination.”
A Celebrity Stylist for Secondhand Enthusiasts
A stylist’s ultimate job (for those lucky enough to be able to afford one) is curation, helping clients find the on-trend fashions that also will fit their body, aesthetic and lifestyle. With her appointment as Ebay’s Resident Stylist, Welch will bring her fashion expertise to the masses. Welch also will curate Ebay-sourced fashion selections at events like the F1 Miami, where she will be styling fashion model Winnie Harlow.
Drawing on her experience styling high-profile clients like Katie Holmes and brands like Bulgari, Givenchy and Ferragamo, Welch will serve as Ebay’s fashion authority, identifying trends, offering expert commentary and spotlighting Ebay’s assortment of pre-loved branded fashion.
New York-based Welch isn’t the first stylist to offer up fashion advice to Ebay’s customers. The company also works with LA-based stylist Maeve Reilly and Amy Bannerman in the UK.
Watchlist Highlights Fashion Trends (and Helps Shoppers Find Them on Ebay)
The new Ebay Watchlist will serve as a foundation for Welch’s efforts. Based on insights drawn from Ebay’s nearly 134 million users and 2.3 billion listings, the Watchlist will be a recurring series with multiple editions published every year to reflect shifts in shopping behaviors and trends, said Hoopes, who added that because the report is based on real-time data it has the potential to “offer powerful insights into what’s trending culturally and stylistically each season.”
“Ebay is my not-so-secret style hack for unearthing those one-of-a-kind gems that instantly add personality to a look,” said Welch in a statement. “Every pre-loved piece comes with its own little backstory, which makes curating an outfit feel way more intentional and fun. With the Ebay Watchlist, I’m spotlighting the emerging trends that are shaping the fashion landscape — and showing how seamlessly pre-loved finds can fit into a modern wardrobe.”
Highlights from the inaugural edition of the Watchlist include:
- Modern Bohemia: A romantic take on bohemian style is emerging, with airy silhouettes juxtaposed against grounded, statement accessories. Search trends on Ebay reflect a renewed love for free-spirited details, like classic fringe bags (up 41%) and Penny Lane jackets (up 44%);
- Well Suited: Power dressing is having a resurgence, with fashion-savvy shoppers turning to Ebay to find pieces that channel authority with a twist. Searches for “cinched blazer” and “oversized suit” are up 209% and 87%, respectively with brands like Balenciaga and Miu Miu topping growth;
- Function First: Utilitarian fashion is getting a fresh spin where function meets flair, with searches for “barrel jeans” up 130%. Top-reigning brands like Wrangler and Timberland were searched 37 and 20 times a minute, respectively, on average in 2024; and
- Blue Hues: Denim continues to reign supreme this season in a range of washes and silhouettes, only now it’s all about versatility: Searches for “jeans from Japan” and “selvedge denim” are up 68% and 46% respectively.
“This program elevates Ebay’s assortment — unveiling marketplace insights to best highlight our selection and deliver it directly to shoppers who are looking to refresh their wardrobes,” said Hoopes. “By highlighting the relevance and desirability of pre-loved pieces, we’re driving consideration among new audiences while also giving existing buyers and sellers more reasons to shop on Ebay. This will only deepen our reputation as the go-to marketplace for pre-loved branded fashion — and of course, continue growing the apparel and accessories categories.”
Tapping into Trends in Real Time to Drive Discovery
Ebay isn’t the first digital platform to dive into its data and surface larger insights into what’s hot with consumers: Platforms like Stitch Fix and Pinterest do this annually; fast fashion retailer Shein recently debuted curated Trend Stores based on the latest viral styles to help shoppers navigate its large assortment; and TikTok offers its Pulse Suite to help advertisers align their products with culturally relevant conversations on its platform.
However, surfacing relevant products that align with current trends, which can change daily in the era of social media, is even harder for platforms that trade in secondhand items. In this regard, “Ebay’s biggest advantage is scale and diversity,” said Hoopes. “We offer an unmatched breadth of inventory — from rare archival designer pieces to everyday fashion finds.
“Ebay enables full wardrobe building, blending past and present, luxury and accessible brands, all in one place,” she added. “Our Authenticity Guarantee adds a critical layer of trust, ensuring that select items — like sneakers, handbags, watches and fine jewelry — are verified by experts before they reach our buyers. And with resources like our Resident Stylist and Watchlist, we’re combining trusted expertise with an inspiring shopping experience.”
