Chart: Vinted now has more customers in the UK than all but two fashion brands

The figures are based on a sample of over 150,000 shoppers, with modelling used to estimate the spending habits of all UK consumers. The data shows that Vinted was already in fourth position in 2024, but overtook Sports Direct this year after customer numbers grew by a fifth. 

Shein meanwhile overtook H&M to move into fifth position. Primark remained the number one fashion brand by customer numbers, with 26 million Brits estimated to have bought something from the brand last year. Brands where fashion is not their primary category, such as Marks & Spencer, were not included in the analysis. 

“With Vinted now ranking second only to Primark and Next by UK customer numbers in 2025, secondhand has firmly entered the mainstream, overtaking many traditional high-street fashion stalwarts in customer reach,” said Lauren Ambrose, business development director at SpendMapper. 

It marks another milestone for the popular marketplace, primarily used for clothing but with growing sales in other segments. The French Fashion Institute said last year that the secondhand site had become the biggest clothing retailer in France by merchandise volume. 

A Vinted spokesperson said: “We’re encouraged by these reports, which show how firmly secondhand has moved into the retail mainstream in the UK.

“At Vinted, our focus is on making secondhand the first choice worldwide, and our C2C marketplace, built on a dedicated community of buyers and sellers, thrives because our members want to get more for their money and find unique items they might not get in regular shops.

“Many also say they love the discovery process of finding a hidden gem on Vinted, across categories like fashion, home, electronics and more.”

The company’s latest financial results for 2024 showed a 36% increase in revenue on the year before and, in what is historically a relative rarity among secondhand sites, solid profitability.

Fashion brands will also note the high position of Shein in the rankings, with the brand having overtaken H&M in estimated customer numbers since 2024.