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The Rise Business Model and Success of Vinted: A Comprehensive Guide

Introduction to Vinted

In today’s world, second-hand fashion is becoming increasingly popular. Not only is it affordable, but it also helps reduce waste and promotes sustainable fashion practices.

Vinted, a peer-to-peer online marketplace for fashion items, has been at the forefront of this trend. Founded in Lithuania in 2008, Vinted has grown into a global brand with over 45 million registered users in 12 countries.

Vinted offers a comprehensive range of fashion items, including clothing, shoes, and accessories for women, men, and children. Vinted’s business model is based on fixed fees, variable fees, and advertising, with additional features like Wardrobe Spotlight and Item Bump for sellers looking to get more visibility for their items.

In this article, we will take a closer look at Vinted’s history, business model, and how the platform works.

History of Vinted

The birth of Vinted can be traced back to Lithuania in 2008 when the platform was founded by a group of young tech entrepreneurs. Since then, the company has undergone significant growth and expansion, becoming one of the leading players in the second-hand fashion market.

Over the years, Vinted has secured a total of $265 million in funding, including a $140 million funding round in 2019. The founders of Vinted had a vision to create a platform where users could buy and sell second-hand clothes in a safe, easy, and enjoyable way.

They identified a gap in the market and set out to provide a solution that would benefit both buyers and sellers. Today, Vinted has established itself as a trusted and reliable platform with millions of loyal users.

Business Model

Vinted’s business model is primarily based on fixed fees, variable fees, and advertising. When a seller posts an item on Vinted, they pay a 5% commission fee when their item sells.

Additionally, sellers have the option to pay an extra fee for added features like Wardrobe Spotlight, which highlights a seller’s entire wardrobe, and Item Bump, which promotes items to the top of the search results. In addition to commission fees, Vinted also generates revenue through advertising.

Brands can advertise on Vinted and reach millions of users interested in fashion and related products. Vinted’s advertising services are designed to be non-intrusive and relevant to the user’s interests.

How Vinted Works

Vinted’s online marketplace is easy to use and offers a wide range of fashion items for sale. The platform allows users to buy, sell, and exchange clothing items in a safe and secure environment.

Here is an overview of how Vinted works:

1. Sign up: Users need to sign up for a Vinted account to start using the platform.

This can be done through the website or the Vinted mobile app. 2.

Sell: Sellers can list their items on Vinted by creating a listing that includes photos, descriptions, and prices. To ensure a smooth selling experience, Vinted provides sellers with tools to manage their sales, including shipping labels and payment processing.

3. Buy: Buyers can browse through Vinted’s range of fashion items and add them to their shopping carts.

Buyers then have the option to pay for their purchases through Vinted’s secure payment system, which ensures that the transaction is safe and secure. 4.

Shipping: Once a buyer completes their purchase, Vinted sends a prepaid shipping label to the seller. The seller then ships the item to the buyer, and Vinted releases the payment to the seller once the buyer confirms receipt of the item.

5. Refund: In the event of a problem with an item, Vinted’s customer support team is available to help resolve the issue.

Vinted also has a buyer protection policy that guarantees a refund if an item is not as described.


Vinted is a fantastic online marketplace for fashion enthusiasts looking for a unique and sustainable shopping experience. It offers a simple and safe platform for buyers and sellers to interact, exchange, and purchase clothing items.

Vinted’s business model, with its fixed and variable fees, is aimed at providing sellers with the necessary tools to increase their sales. With a growing user base of 45 million registered users in 12 countries, Vinted is a creditable and reliable marketplace that promotes sustainable fashion practices.

Vinted’s Growth and Obstacles

Since its inception in 2008, Vinted has experienced explosive growth, but it hasn’t been without its share of challenges. Let’s take a closer look at these factors that have contributed to the development of this popular second-hand fashion marketplace.

Early Success

Vinted’s early success can be attributed to its platform’s forum-style community, which allowed users to exchange fashion items easily. Vinted’s predecessor, Kleiderkreisel, was a similarly structured online marketplace that was popular in Germany before Vinted acquired it in 2016.

Word of mouth helped drive Vinted’s growth, as satisfied sellers and buyers spread the word about the platform. In Vinted’s early days, it secured funding from angel investors, which helped it build out its platform and accelerate its growth.

Expansion Challenges

As Vinted expanded, it faced some challenges. Like any other business, Vinted needed to monetize its platform to ensure that it remained a going concern.

However, implementing fees for transactions was not straightforwardone of the biggest challenges was finding the right balance between fees that could ensure profitability and fees that would not deter users from the platform. The company was also faced with the challenge of managing its cash burn rate, ensuring that it kept operating costs low to meet its financial targets.

Turnaround and Focus Markets

In 2016, Vinted decided to focus on its core markets, which included France, Germany, and Poland, among others. This helped the company to reduce costs significantly and improve its profitability by directing resources where they were most effective.

Additionally, Vinted introduced monetization features, including premium paid features like Closet Spotlight and Item Bump. These features help boost the visibility of seller’s items in the search index and increase the chances of sales.

By making these tweaks to its business model, Vinted was able to achieve profitability and growth.

Recent Success

In 2020, Vinted experienced a surge in sales and a boost in fundraising in the wake of the coronavirus pandemic. As more people moved to online shopping, Vinted benefited, with the platform registering millions of new users.

Vinted’s Canadian expansion resulted in record growth rates and a valuation of over $1 billion. Moreover, Vinted’s focus on advertising deals helped increase its revenue.

Vinted’s recent success has been impressive, and the company is looking to continue this trend by expanding into new markets.

Legal Challenges

Despite being a dominant player in the second-hand fashion market, Vinted has faced legal challenges, with some regulators charging that it failed to provide adequate consumer protections. In 2021, an investigation by Dutch privacy regulators in

to Vinted’s data management practices resulted in a significant fine.

This led to the platform facing legal and regulatory pressure, which it is appealing. Vinted is well aware of the importance of complying with laws and regulations, and it will undoubtedly take steps to ensure that it maintains its compliance with regulations.

How Vinted Makes Money

Vinted makes money through fixed fees, variable fees, and buying and selling fees, among other features. As a user, you can sell items on Vinted for free, but there is a commission fee for each sale, which is typically 5%.

However, Vinted also allows sellers to use additional features to boost the visibility of their items, with these features attracting additional fees. Below, we discuss the various ways that Vinted makes money.

Fee Structure

Vinted’s fee structure includes fixed fees and variable fees. Sellers pay 5% of the sale price when an item sells, this fee is fixed.

Variable fees include buying and selling fees depending on how an item is bought or sold, payment processing fees, and fees for additional features like Item Bump. Vinted charges for these value-adding features to make it easier for outfits to get more visibility and stand out in a platform with thousands of other sellers.

Monetization Streams

Closet Spotlight and Item Bump are paid features that allow sellers’ items to show up more frequently in the search index, giving them more visibility to potential buyers. Product promotions are another way of monetizing Vinted’s platform, allowing users to advertise their products throughout the site for a fee.

Vinted also uses fees to provide buyer protection services, which guarantee buyers a full refund if an item is not as described. This guarantees that buyers get a secured purchase, and their money is not lost when a seller violates policy.

In conclusion, Vinted has come a long way since its inception, overcoming significant obstacles to become one of the dominant players in the second-hand fashion market. With the continued pressure of compliance, Vinted must keep building trust with its community and continue to introduce new features to keep buyers and sellers engaged and satisfied with its services.

Vinted’s Funding and Ownership

As Vinted grew from a Lithuanian start-up to a leading global player in the second-hand fashion market, it required significant financial backing to support its growth. Since its inception, the company has raised a total of $365.3 million in funding across multiple rounds, from a variety of investors.

Venture Capital Funding

Vinted’s earliest funding came in 2009 when venture capital firm Practica Capital invested $200,000 in the company. Since then, Vinted has gone on to raise money from a range of investors through multiple funding rounds.

Some of the top investors in Vinted include Lightspeed Venture Partners, Accel, Insight Partners, Sprints Capital, and Burda Principal Investments. In a 2019 funding round, Vinted raised $140 million, led by investment firm Lightspeed Venture Partners, valuing the company at over $1 billion.

This was a significant achievement for Vinted, making it one of the most valued European unicorn start-ups.

Ownership Structure

Vinted is privately owned, with equity distributed among its investors and employees. The company’s current CEO, Thomas Plantenga, is also a shareholder and has played a crucial role in its growth and success.

Additionally, co-founders Milda Mitkute and Justas Janauskas still hold significant equity packages, and are significant shareholders in the company. Vinted’s investors hold a significant portion of the company’s stock, with investment firm Accel being the largest investor in the company.

Accel has invested $49 million in Vinted since 2015 and has played a crucial role in helping the company expand its market reach. Accel is a well-known venture capital firm, having invested in other successful start-ups like Dropbox and Spotify.


Vinted’s ability to attract investment from top venture capitalists is a testament to the strength of its business model and its position in the market. As a private company, Vinted’s ownership structure imputes only a limited set of stockholders with ownership of the firm.

The company has always been focused on growing its platform and has used its funding to fuel global expansion and product innovation. With continued backing from its investors, there is a strong possibility that Vinted will continue to grow and expand its position as the leading peer-to-peer second-hand fashion marketplace.

In conclusion, Vinted has grown from its humble beginnings in Lithuania to become a global powerhouse in the second-hand fashion market. With its peer-to-peer online marketplace, Vinted provides a platform for individuals to buy and sell fashion items in a safe and convenient way.

The company’s success can be attributed to its innovative business model, which includes fixed and variable fees, as well as its ability to secure venture capital funding from top investors. Vinted’s growth has not been without challenges, but it has overcome these obstacles and continues to thrive.

As the demand for sustainable fashion increases, Vinted’s role in promoting second-hand fashion becomes even more important. Whether you’re a buyer or seller, Vinted offers an opportunity to embrace sustainable and affordable fashion choices.

So, consider giving Vinted a try and contribute to the movement towards a more sustainable fashion industry.

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