What moved (Aug'25–Jul'26)
| Metric | Aug'25–Jul'26 | Change |
|---|---|---|
| Awareness | 17% → 23% | +6pp |
| Consideration | 10% → 16% | +6pp |
| Investigation | 9% → 14% | +5pp |
| Claimed Usage | 7% → 11% | +4pp |
| Preference | 4% → 6% | +2pp |
What's behind the growth
Depop's brand investment has spanned campaigns, product and community.
It ran three major US campaigns: "Depopamine" with Uncommon Creative Studio in August 2025, "Where Taste Recognizes Taste" across OOH, Spotify and connected TV in September 2025, following 54% year-on-year US growth in Q2 2025, and "Depoponomics" in February 2026, with Kelis curating her own shop and soundtracking the spot with her track "Millionaire." On product, it partnered with Photoroom in June 2025 to bring AI-powered photo editing into the seller app.
On community, it took over New York that same month with a Brooklyn Museum event, a Depop Block Party and a Cosmopolitan pop-up, and launched a second DKNY vintage capsule that October featuring a piece once worn by Selena Gomez.
That momentum culminated in eBay's agreement to acquire Depop from Etsy for around $1.2 billion in February 2026, a deal eBay's CEO framed around Depop's "strong momentum in the pre-loved fashion category."
