案例库 · 产品与设计 · 产品决策 · 2016–2025
这条还没译成中文，下面是英文原文。
Vinted made second-hand fashion free to sell — and monetized the buyer instead
In 2016, a commission nearly killed Vinted; the new CEO made selling free and charged buyers, creating Europe's top resale marketplace with €10.8B GMV by 2025.
Vinted
那一手
In 2008 Vilnius student Milda Mitkute, moving house and counting her ~300-piece wardrobe, built 'manodrabužiai' ('my clothes') with friend Justas Janauskas in two weeks — forgetting even a buy button at launch and selling 40 items in week one. Word of mouth and local radio carried it to Germany as kleiderkreisel.
In 2016 the company added a commission on sales — Milda's own verdict: 'Vinted's biggest mistake ever. Word of mouth and organic growth went to zero, we had 7–8 months of runway left'. New CEO Thomas Plantenga removed the fee, made both sides free, and rebuilt awareness with TV advertising while revenue moved to the buyer side: a protection fee (≈€0.70 + 5%; Vinted's official price list), optional seller bumps, and shipping on integrated labels.
The scale followed: in November 2019 a $128M round valued Vinted above $1B (Lithuania's first unicorn; 25M users, 180M items); 2022 brought luxury reseller Rebelle. 2023 was its first profitable year (€17.8M net on €596.3M revenue); 2024 revenue €813.4M (+36%) with €76.7M net profit on €7.3B GMV; 2025 GMV reached €10.8B (+47%) with €1.1B revenue and 100M+ users.
为什么管用
- Sellers are supply and acquisition in one: free listings cost nothing to keep, while a fee costs the whole word-of-mouth engine — the 2016 experiment proved the elasticity in both directions.
- Monetizing trust instead of trades converts GMV scale into profit: a small buyer fee plus logistics infrastructure scales with volume, not with seller rebellion.
可以搬走什么
In C2C marketplaces, tax the side with no alternatives—the buyer—and keep supply free; friction on growth shows instantly.
后来呢
Vinted is Europe's largest resale-fashion marketplace: 2025 GMV €10.8B (+47%), revenue €1.1B, net profit €62M, over 100M users (18M in the UK alone) across 26+ markets, and a secondary-market valuation near €8B in 2026 — after a 2016 near-death that one pricing decision caused and one pricing decision fixed.
资料来源
- Vinted grew GMV by 47% YoY to €10.8bn (FY2025 results)
- Vinted creator: How my idea became a billion dollar online business (2016 commission crisis)
- Vinted, the second-hand clothes marketplace, raises $141M at a $1B+ valuation
- How Vinted found another gear in the resale race (2023 first profit, Rebelle, buyer protection)
- Vinted Price List (buyer protection €0.70 + 5%, seller Bump)
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