跨境电商雨果网分析报告Vinted-外文版培训课件2024.7

COMPANIES

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PRODUCTSVintedCHAPTER

01OverviewRevenueofVintedfrom2017to2023(inmillioneuros)Vintedrevenue2017-2023700600500400300596.3370.2245.3202120010001508430102017201820192020202220233Description:Vinted,aLithuanianC2Ce-commerceplatformspecializinginsecondhandfashion,experiencedremarkablegrowthinrevenue,reachingover596millioneurosin2023.Thisrepresentsa61-percentincreasecomparedtothepreviousyear.ThesurgeinearningshaspositionedVintedasamajorplayerintheglobale-commerceindustry,reflectingtheincreasingconsumerpreferencetowardsustainableandsecondhandapparel.

ReadmoreNote(s):Lithuania;2017to2023Source(s):Dealroom.co;VintedGrossmerchandisevolume(GMV)ofVintedworldwidefrom2016to2023(inmillionU.S.dollars)GrossmerchandisevolumeofVintedworldwide2016-202310,0009,0008,0007,0006,0005,0004,0003,0002,0001,0009,303.66,923.54,832.22,421.520201,120.12019490.1201898.626.20201620172021202220234/statistics/1447564/vinted-gmv-worldwideVintedwitnessedanimpressivegrowthinitsgrossmerchandisevolume(GMV)inrecentyears.Globally,theGMVoftheVilnius-basedonlinemarketplaceincreasedfromaround490millionU.S.dollarsin2018tomorethanninebillionU.S.dollarsby2023.ReadmoreNote(s):2016to2023Source(s):ecommerceDB.comShareofgrossmerchandisevolume(GMV)ofVintedin2023,bytopcountriesDistributionofVinted'smarketplaceGMV2023,bytopcountriesBelgium4.6%Spain6%Netherlands6.0%Italy7.1%Poland10.9%France36.0%Germany11.8%UnitedKingdom17.5%5Description:FrancecontributedthelargestportionofVinted'sgrossmerchandisevolume(GMV)in2023.Approximately32.8percentofthetotalGMVcamefromFrance.WithaGMVshareofnearly15.7percent,theUnitedKingdomtooksecondplace,followedcloselybyGermanyat10.6percent.ReadmoreNote(s):2023Source(s):ecommerceDB.comShareofgrossmerchandisevolume(GMV)ofVintedin2023,byproductcategoryGMVdistributionofVinted2023,byproductcategoryFurnitureandhomeware3%Electronics2%Careproducts4%Hobbyandleisure7%Fashion84%6Description:ThelargestshareofVinted'sgrossmerchandisevolume(GMV)in2023camefromfashion.Theonlinemarketplacerakedin84percentofitsGMVfromthesalesofbags,accessories,clothes,andfootwear.Hobbyandleisureproductswerethesecond-biggestcategoryofsales,witharoundsevenpercent.TheremainingGMVcamefromsalesoffurnishings,householdgoods,careitems,andelectronics.

ReadmoreNote(s):2022Source(s):ecommerceDB.comDigitalretailmediaadvertisingrevenueofVintedinEuropefrom2019to2024(inmillionsU.S.dollars)VintedecommercemediaadrevenueinEurope2019-20243025201526221814910570201920202021202220232024*7Description:In2023,advertisingrevenuegeneratedbyVintedwithitsretailmediabusinessinEuropestoodat22millionU.S.dollars.Ayearearlier,itamountedto18milliondollars,whichconstitutesanannualgrowthofroughly22percent.VintedownsoneofthelargestretailmedianetworksinEurope.ReadmoreNote(s):Europe;2019to2023;*Forecast.ReadmoreSource(s):ecommerceDB.com;SimilarWeb;NumberofemployeesofVintedfrom2021to2023Vintedemployeecount2021-20232,0001,8001,6001,4001,7431,2661,2001,00080060040020009352021202220238/statistics/1405930/vinted-employeesVinted,aLithuanianconsumer-to-consumer(C2C)e-commerceplatformspecializinginsecondhandfashion,employed1,743peopleonaveragemonthlyasoftheendof2023.Thecompany'srevenuegrewby61percentbetween2022and2023.

ReadmoreNote(s):Lithuania;2021to2023Source(s):VintedCHAPTER

02OnlinetrafficNumberofmonthlyvisitstofromApril2024toJune2024(inmillions)Monthlynumberofvisitsto20244.03.53.53.43.53.02.52.01.51.00.50.0Apr'24May'24Jun'2410Description:InJune2024,theVintedwebsite,,totaledat3.4millionvisits.ThenumberofmonthlyvisitshasdecreasedslightlysinceApril2024,wheremonthlyvisitsstillreached3.5million.ReadmoreNote(s):April2024toJune2024;desktopandmobilewebSource(s):SimilarWebDistributionofvisitstoinJune2024,byagegroupDistributionofvisitsto2024,byage40%35%30%25%20%15%10%5%33.36%20.98%20.07%12.78%45-548.08%55-644.74%65+0%18-2425-3435-4411Description:InJune2024,usersaged25to34werethemostcommonvisitorsoftheVintedwebsite,.Atotal33.36percentofonlineusersinthisagegroupvisitedtheC2Cshoppingwebsitethatmonth.

ReadmoreNote(s):June2024;desktopandmobilewebSource(s):SimilarWebDistributionofvisitstoinJune2024,bygenderDistributionofvisitsto2024,bygenderMale38.05Female61.9512Description:InJune2024,womenwerethemostlikelytovisittheVintedwebsite,.Atotal61.95percentofwomenvisitedtheC2Cshoppingwebsitethatmonth.ReadmoreNote(s):June2024;desktopandmobilewebSource(s):SimilarWebLeadingonlinemarketplacesinEuropeasofApril2023,basedonnumberofmonthlyvisits(inmillions)LeadingonlinemarketplacesinEurope2023,bymonthlyvisitsNumberofEuropeanvisitsinmillions*600

80002004001,0001,2001,400AmazoneBay1,270474.4AllegroZalandoVinted198.6138.984.713Description:AsofApril2023,AmazonappearedasthemostpopularonlinemarketplaceinEurope,registeringapproximately1.3billionmonthlyvisits.eBayrankedsecond,withmorethan474millionvisits,followedinthirdplacebyAllegro,whichattractedcloseto199millionvisits.ReadmoreNote(s):Europe;April2023;*ExcludingtheUnitedKingdom/Includingpure-playmarketplacesorretailerswithathird-partymarketplaceSource(s):SimilarWeb;WebRetailerBouncerateofselectedonlinemarketplacesforbuyingandsellingsecondhanditemsinFranceinApril2024BouncerateofselectedwebshopsforsecondhandpurchasesinFrance2024Bouncerate0%5%10%15%20%25%30%35%40%45%backmarket.frmomox.fr41.62%41.08%38.6%36.21%ebay.fr33.89%vinted.fr24.37%23.87%leboncoin.fr14Description:InApril2024,backmarket.fr,anonlinemarketplaceforrefurbisheditems,hadthehighestbouncerate(41.62percent)amongselectedwebshopsforsecondhandpurchasesinFrance.Inasurvey,approximately48percentofFrenche-shoppersreportedpurchasingsecondhandorrefurbisheditemsonlineforenvironmentalreasons.ReadmoreNote(s):France;April2024Source(s):SimilarWebLeading15fashionwebsitesinGermany2024,bynumberofvisits(inmillions)MostpopularfashionwebsitesinGermany2024,bynumberofvisitsNumberofvisits(inmillions)10

1505202530zalando.de27.488.95vinted.debonprix.de6.986.96.68limango.deaboutyou.depeek-cloppenburg,de5.334.594.223.813.773.753.733.453.392.74baur.deemp.de15Description:InJanuary2024,themostvisitedshoppingwebsiteinGermanywasZalandowith27.48millionvisits.Zalandoisanonlineretailerthatsellsclothing,shoesandbeautyitems.Thewebsitewiththesecond-highestnumberofvisits,8.95million,wastheglobalfashioncompanyH&M.ReadmoreNote(s):Germany;January2024Source(s):SemrushNumberofmonthlyvisitstovinted.defromFebruary2021toNovember2023(inmillions)Numberofmonthlyvisitstovinted.defromFebruary2021toNovember202314.513.512.513.811.510.910.510.510.310.210.59.58.57.56.55.59.59.49.39.298.958.58.47.97.76.5Feb

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'2316Description:InNovember2023,vinted.derecordedaround10.3millionvisits.Thiswasanaslightdecreasecomparedtothepreviousmonths.Vintedisanonlinemarketplaceforsellingandbuyingsecond-handclothingandaccessories.

ReadmoreNote(s):Worldwide;February2021toNovember2023Source(s):SimilarWebCHAPTER

03MobilecommerceMonthlydownloadsoftheVintedappworldwidefromJanuary2021toMay2024(inmillions)Vintedappdownloadspermonthworldwide2021-202420212022202320244,500,0004,113,6224,000,0003,635,3583,768,1652,800,8463,766,6633,516,7363,479,0232,782,9603,449,1573,437,9863,500,0003,000,0002,500,0002,000,0001,500,0001,000,0003,247,9253,223,7372,985,0392,880,3872,896,2572,781,5462,845,229

2,845,4302,678,7232,133,4352,683,3162,645,6962,554,6312,366,7752,506,7042,389,4641,963,0902,371,3492,336,838

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2,355,2902,18735,1678761,805,4122,06772,375801,856,2081,807,1971,447,739JulJanFebMarAprMayJunAugSepOctNovDec18Description:ThemobileappoftheonlinemarketplaceVinted,aplatformforbuyingandsellingsecond-handclothing,wasdownloaded2.26milliontimesinMay2024.TheapphaditshighestnumberofdownloadsinJanuaryof2021,at4.1million.Throughout2021,theappregisteredover30milliondownloadsglobally.ReadmoreNote(s):Worldwide;January2021toMay2024;freeappdownloadsontheGooglePlayStoreandAppleAppStoreSource(s):AppMagicNumberofVintedappdownloadsinselectedEuropeancountriesin2023(in1,000s)NumberofVintedappdownloadsinEurope2023,bycountryNumberofdownloadsinthousands4,000

5,00001,0002,0003,0006,0007,0008,0009,0008,87310,000UnitedKingdomItaly4,045.18Poland3,801.123,776.88FranceSpain3,003.13GermanyNetherlands2,351.841,226.719Description:TheLithuaniansecondhandonlinemarketplaceVintedwasdownloadedmorethan8.8milliontimesintheUnitedKingdomin2023,makingittheleadingfashionandbeautyappinthecountry.Incomparison,Vintedwasdownloadedapproximately3.7milliontimesinFrancethatsameyear.ReadmoreNote(s):2023Source(s):AppMagicMonthlydownloadsoftheVintedappintheUnitedKingdom(UK)fromJanuary2021toJune2024(inmillions)VintedappdownloadspermonthintheUK2021-202420212022202320241,250,0001,050,000850,000650,000450,000250,00050,000JanFebMarAprMayJunJulAugSepOctNovDec20/statistics/1479783/vinted-app-downloads-united-kingdomIntheUnitedKingdom,themobileappoftheonlinemarketplaceVintedwasdownloadednearly421thousandtimesinJune2024.Inthemeasuredperiod,theapphaditshighestnumberofdownloadsinMarchof2023,at1.18millionthatmonth.

ReadmoreNote(s):Europe,UnitedKingdom;January2021toJune2024;freeappdownloadsontheGooglePlayStoreandAppleAppStoreSource(s):AppMagicMonthlydownloadsoftheVintedappinFrancefromJanuary2021toJune2024(inmillions)VintedappdownloadspermonthinFrance2021-20242021202220232024550,000500,000450,000400,000350,000300,000250,000200,000JanFebMarAprMayJunJulAugSepOctNovDec21Description:InFrance,themobileappoftheonlinemarketplaceVintedwasdownloadednearly259thousandtimesinJune2024.Inthemeasuredperiod,theapphaditshighestnumberofdownloadsinJanuaryof2021,at532thousand.

ReadmoreNote(s):France;January2021toJune2024;freeappdownloadsontheGooglePlayStoreandAppleAppStoreSource(s):AppMagicMonthlydownloadsoftheVintedappinGermanyfromJanuary2021toJune2024(inmillions)VintedappdownloadspermonthinGermany2021-20242021202220232024950,000850,000750,000650,000550,000450,000350,000250,000150,00050,000JanFebMarAprMayJunJulAugSepOctNovDec22Description:InGermany,themobileappoftheonlinemarketplaceVintedwasdownloadednearly158thousandtimesinJune2024.Inthemeasuredperiod,theapphaditshighestnumberofdownloadsinJanuaryof2021,at860thousandthatmonth.

ReadmoreNote(s):Europe,Germany;January2021toJune2024;freeappdownloadsontheGooglePlayStoreandAppleAppStoreSource(s):AppMagicMonthlydownloadsoftheVintedappinSpainfromJanuary2021toJune2024(inmillions)VintedappdownloadspermonthinSpain2021-20242021202220232024400,000350,000300,000250,000200,000150,000100,00050,000JanFebMarAprMayJunJulAugSepOctNovDec23Description:InSpain,themobileappoftheonlinemarketplaceVintedwasdownloadednearly142thousandtimesinJune2024.Inthemeasuredperiod,theapphaditshighestnumberofdownloadsinOctoberof2023,at345thousandthatmonth.

ReadmoreNote(s):Europe,Spain;January2021toJune2024;freeappdownloadsontheGooglePlayStoreandAppleAppStoreSource(s):AppMagicMonthlyappdownloadsofVintedintheNetherlandsfromJanuary2020toNovember2023Vinted:numberofmonthlyappdownloadsintheNetherlands2020-20232020202120222023350,000300,000250,000200,000150,000100,00050,0000JanFebMarAprMayJunJulAugSepOctNovDec24/statistics/1333183/vinted-monthly-app-downloads-netherlandsInNovember2023,thesecond-handappVintedwasdownloadedover100,000timesintheNetherlands.FromJanuary2020toNovember2023,thefashionappsawapeakindownloadsinthefirstmonthof2020withover280,000appdownloads.

ReadmoreNote(s):Netherlands;January2020toNovember2023;appdownloadsfromallappstoresSource(s):AppMagicMonthlydownloadsoftheVintedappinPolandfromJanuary2021toJune2024(inmillions)VintedappdownloadspermonthinPoland2021-202420212022202320241,400,0001,200,0001,000,000800,000600,000400,000200,0000JanFebMarAprMayJunJulAugSepOctNovDec25Description:InPoland,themobileappoftheonlinemarketplaceVintedwasdownloadednearly148thousandtimesinJune2024.Inthemeasuredperiod,theapphaditshighestnumberofdownloadsinMayof2022,at1.2millionthatmonth.

ReadmoreNote(s):Poland;January2021toJune2024;freeappdownloadsontheGooglePlayStoreandAppleAppStoreSource(s):AppMagicLeadingconsumer-to-consumer(C2C)shoppingappsinItalyin2023,bynumberofdownloads(in1,000s)MainC2CshoppingappsinItaly2023,bydownloadsNumberofdownloadsinthousands1,000

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2,00005002,5003,0003,5004,0004,500Vinted:SellvintageclothesWallapop-Buy&SellNearbyeBaySelling&ShoppingOnlineVestiaireCollectiveStockXShopSneakers&Apparelmomox:Bücher&mehrverkaufenDepop|Buy&SellClothingKleinanzeigen-withouteBayMarketplace:BuyandSellMercadoLibre:Comprasonline26Description:In2023,Vintedwasthemainconsumer-to-consumer(C2C)shoppingapplicationinItaly,withoverfourmilliondownloads.Wallapoprankedsecondwithnearly2.4milliondownloads.ReadmoreNote(s):Europe,Italy;2023Source(s):AppMagicLeadingfashionandbeautyshoppingappsinItalyin2023,bynumberofdownloads(in1,000s)MostdownloadedfashionandbeautyappsinItaly2023Numberofdownloadsinthousands01,0002,0003,0004,0005,0006,0007,000SHEIN-ShoppingOnlineVinted:SellvintageclothesZalando–onlinefashionstoreNike:Shoes,Apparel,StoriesZARA6,312.714,045.182,327.161,588.841,165.06972.13876.29782.27760.14675.5Voghion-OnlineshoppingappLoungebyZalandoVestiaireCollectiveH&M-welovefashionNotino:perfumesandcosmetics27Description:In2023,thefast-fashionmarketplaceappSHEINwasthemostdownloadedfashionapponmobiledevicesinItaly,withover6.3millionannualdownloads.ThesecondhandfashionappVintedfollowedinsecondwitharoundfourmilliondownloadsthatyear.ReadmoreNote(s):Italy;2023;oniPhone/iPadAppStoreandGooglePlayStoreSource(s):AppMagicCHAPTER

04ConsumptionShareofpeoplehavingheardoforlikedVintedintheUnitedKingdom(UK)in2024PopularityandfameofVintedintheUK2024100%90%90%80%70%60%50%40%30%20%10%0%42%37%11%Fame*Popularity**DislikedbyNeutral29Description:Asurveyconductedin2024showedtheperceptionthatadultsintheUnitedKingdom(UK)hadoftheVintedbrand.Onaverage,while90percentofpeoplehadheardofVinted,onlyabout42percentlikedthebrand.

ReadmoreNote(s):UnitedKingdom;2024;18yearsandolderSource(s):YouGovLeadingsecond-handapparelonlineshopsrankedbybrandawarenessintheUnitedKingdomin2023Mostwell-knownsecondhandapparelonlineshopsintheUK2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%VintedEtsy84%83%ASOSMarketplacedepop57%47%FARFETCH25%THRIFT+22%Poshmark19%18%VestiaireCollectiveReFashionCow16%15%14%14%12%RebagROKiThewi.(hardlyeverwornit)30Description:IntheUK,Vintedisthemostpopularsecond-handapparelonlineshopwithabrandawarenessof84percent.SecondonthislistisEtsyastheBrooklyn-basedeCommercemarketplaceisrecognizedby83percentofinternetrespondents.ASOSMarketplacecomesinthirdonthislist,followedbydepop.ReadmoreNote(s):UnitedKingdom;AugusttoSeptember2023;1247respondents;18to64yearsSource(s):ConsumerInsightsVintedbrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersintheUKin2023VintedbrandprofileintheUK2023100%89%90%80%70%60%50%40%30%20%10%0%58%55%50%47%VintedawarenessVintedpopularityVintedusageVintedloyaltyVintedbuzz31Description:HowhighisthebrandawarenessofVintedintheUK?Whenitcomestosecond-handapparelonlineshopusers,brandawarenessofVintedisat89percentintheUK.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.HowpopularisVintedintheUK?Intotal,58percentofUKsecond-handapparelonlineshopuserssaytheylikeVinted.However,inactuality,amongthe89percentofUKrespondents[...]

ReadmoreNote(s):UnitedKingdom;AugusttoSeptember2023;820respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):ConsumerInsightsVintedbrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersinGermanyin2023VintedbrandprofileinGermany202371%70%60%50%40%30%20%10%0%37%30%26%21%VintedawarenessVintedpopularityVintedusageVintedloyaltyVintedbuzz32Description:HowhighisthebrandawarenessofVintedinGermany?Whenitcomestosecond-handapparelonlineshopusers,brandawarenessofVintedisat71percentinGermany.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.HowpopularisVintedinGermany?Intotal,37percentofGermansecond-handapparelonlineshopuserssaytheylikeVinted.However,inactuality,amongthe71percentof[...]

ReadmoreNote(s):Germany;AugusttoSeptember2023;912respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):ConsumerInsightsFrequencyofshoppingonlineinPolandin2024,byplatformFrequencyofshoppingonlineinPoland2024,byplatformShareofrespondentsIbuyregularly0%Ibuyfromtimetotime20%Ibuyoccasionally40%Ihaveboughtsomethingonlyonce60%

80%Never100%120%AllegroOLXAliExpressTemuZalandoVintedOnlineshopsofcompetitivebrandsSheinAmazonFacebookMarketplaceeBayFacebooksalesgroupsWish33Description:Fouroutof10PolesbuyingonlineregularlymadepurchasesontheAllegroplatformin2024.ReadmoreNote(s):Poland;2024