Against the backdrop of inflation and economic uncertainty, online resale growth spotlighted emerging opportunities for marketplaces and retailers alike in 2026.
At the end of 2025, survey data from the resale platform ThredUp suggested as much as 40% of the season’s gift purchases might include secondhand items. Heading into the new year, sales results, expansion plans and investments show which brands are positioning themselves to benefit from resale interest. They include established names such as Ikea and The RealReal, as well as upstarts such as Phia that facilitate secondhand purchases.
Gross merchandise value (GMV) at The RealReal alone was up 20% year over year to $520 million during its fiscal third quarter ended Sept. 30, an increase of 20% compared to the same period in 2024. For the same quarter, total revenue for the luxury resale marketplace increased by 17% to $174 million.
During the company’s November earnings call, its CEO explained where it was finding success.
What’s behind online resale growth in ecommerce?
“We are changing the way people shop, making resale a primary option. 58% of shoppers prefer the secondary market outright and 47% of shoppers now consider resale value before buying something new,” said Rati Levesque, the president, chief executive officer and director at The RealReal. “Resale is no longer reacting to the fashion industry but driving it.”
The RealReal ranks No. 36 in the Global Online Marketplaces Database. The database is Digital Commerce 360’s ranking of the 100 largest marketplaces by third-party GMV.
“Our proprietary data allows us to identify and respond to what buyers want ahead of cycles,” Levesque explained.
He shared during the earnings call that fine jewelry was The RealReal’s “fastest-growing category.” In addition, first-time watch buyers increased by 46%, and search volume for wedding dresses grew by 247% in 2025, according to a September report that the company published. The same report showed searches for fair condition handbags rising by 32%. And like ThredUp, The RealReal saw momentum going into the holiday season, characterized by what Levesque referred to as a “rising acceptance of luxury resale is fueling the adoption of secondhand and holiday gifting.”
The RealReal plans to report earnings results for its Q4 ended Dec. 31, 2025, on Feb. 26.
Who is investing in online resale
Joining The RealReal in the online resale landscape in 2025 was the artificial intelligence (AI)-powered platform Phia, co-founded by Sophia Kianni and Phoebe Gates. On Jan. 27, 2026, the startup announced that it had raised a $35 million Series A round of funding, valuing the company at a $185 million. The platform claims to have amassed 1 million users and 6,200 retail brands as partners in the first 10 months following its launch.
For online shoppers, Phia’s mobile app and web browser extension display secondhand alternatives for brands and products in search results.
“By aligning with real consumer intent and transparent preferences, we help partners acquire high-intent customers who buy with greater confidence and satisfaction,” said Gates when announcing the new funding round, which was led by Notable Capital. Venture capital firms Khosla Ventures and Kleiner Perkins also participated.
Interest in secondhand home furnishings
Simmering online resale activity does not appear to be limited to apparel and accessories — or North America. On Jan. 28, Ingka Group, which is the largest Ikea franchisee globally, announced that it had expanded an Ikea secondhand marketplace into a fifth country, Sweden. That followed previous launches in Spain, Norway, Portugal and Poland, where customers can have their pre-owned Ikea products resold.
Ikea ranks No. 7 in the Europe Database, Digital Commerce 360’s ranking of the largest online retailers in the region.
Currently, Ikea allows sellers to receive cash or an Ikea digital refund card with an added 15% in value attached.
Ikea expects the global secondhand furniture market to swell at an annual growth rate of 7%. At that pace, the market could reach $43 billion by 2030. So far, the retailer assesses that its products make up about 9% of the total secondhand market in Europe. Globally, it assesses its share to be 4%.
“With half of people donating unwanted items and two in five reselling them, the rise of resale and donation culture reflects changing values across generations,” said Kirsten Andersson, managing director for platform and marketplaces at Ikea Retail in the Ingka Group. “In response to this shift, we aim to simplify and enhance secondhand buying and selling experience by providing a platform where customers can buy and sell secondhand products directly from each other.”
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