Vinted’s recent milestone is a valuation of $5.4 billion and a testament to the power of the second-hand market. As one of the pioneers of this space, Vinted has captivated consumers across Europe, making sustainable shopping accessible at the click of a button. As someone who has long advocated for recommerce, buying, renting and reselling clothes well before it became mainstream, I recognise Vinted’s role in transforming consumer habits. But as the platform scales to new heights, there is a vital piece of the puzzle that must catch up: customer experience.
My July 2024 Forbes article explored how Vinted’s winning formula is built on affordability, simplicity and a sense of community. These elements have positioned Vinted as a frontrunner, expanding recommerce from a niche to a core part of retail. However, as recent reports from both Channel 4 and consumer feedback platforms like Trustpilot indicate, there is a dissonance between Vinted’s promise of an easy, eco-friendly alternative and the reality that some users face when problems arise.
Now more than ever, Vinted would do well to consider how growth could be enhanced by greater consumer experience and connection.
A Fast-Growing Platform with Service Gaps
Investors are certainly excited by Vinted’s potential, as is reflected in its secondary share sales which continue to draw capital and confidence. Whilst these numbers show financial success, customer experience tells a different story. A hands-off approach to dispute resolution has led to increasing frustration among users, who often report difficulties in finding timely support when transactions go awry.
Vinted has positioned itself as a minimalist platform, largely facilitating user-to-user sales with limited oversight. This approach has enabled rapid growth and at the same time it has created an impersonal experience for users who face issues with their purchases. Recent feedback on Trustpilot reveals a pattern: users are often left to navigate their disputes alone, without adequate support. Some have pointed to items that do not match descriptions, issues with refund delays and communication breakdowns leaving users stranded. Trust is crucial in recommerce, where peer-to-peer trading depends on the integrity of transactions.
Platforms like Vinted must take greater responsibility for maintaining this trust if they hope to sustain consumer loyalty.
Lessons from Competitors: Why Support Must Evolve with Scale
As Vinted faces this challenge, it can look to its competitors. eBay, for example, recently reduced fees for private traders in a move to foster a more supportive trading environment. In my previous Forbes article on eBay’s strategies, I discussed how brands in recommerce can set themselves apart by prioritising consumer support alongside platform functionality. Unlike Vinted, which has kept a lean operational approach, eBay’s shift underscores a growing recognition across the industry that loyalty is built on more than just ease of access; it requires a commitment to customer care.
For Vinted, expanding its support model to include real-time, effective dispute resolution would not only enhance its user experience but also help solidify its position as a trusted name in the industry. Platforms that overlook service are at risk of appearing purely transactional and prioritising scale over consumer satisfaction. In today’s recommerce landscape, this is a strategic misstep that can erode the trust at the heart of consumer loyalty.
Building Trust and Setting Industry Standards
Vinted has achieved something remarkable: it has made sustainable fashion both accessible and desirable. As consumer expectations evolve, so too must the level of service and support offered. Trust is the foundation of any marketplace, and recommerce platforms are uniquely positioned to earn it by making buyers and sellers feel protected and valued.
As the recent Channel 4 Dispatches investigation highlighted, concerns about product authenticity and lack of seller accountability have led to doubts among users about the platform’s commitment to quality. Vinted has the chance to take these insights on board and show that it is prepared to lead with integrity.
In the recommerce sector, transparency and communication are key. Vinted’s brand ethos, community, sustainability, empowerment, could be reflected even more strongly through proactive, human-centric customer service. A more “hands-on” approach would bridge the gap between the platform’s values and user experience, proving that the company is not just a facilitator of second-hand transactions but a genuine advocate for its users.
From Transactional to Transformational: A Blueprint for Growth
The recommerce industry is a competitive one and a space rich with opportunity. By prioritising customer service, Vinted could set a new standard, distinguishing itself as a platform that balances scale with care. A supportive customer experience can transform a marketplace from a transactional environment to a community of users who feel engaged, respected, and protected. Other recommerce platforms have recognised this: in response to similar challenges, companies like Depop and Poshmark have made significant investments in customer support, security features, and dispute resolution processes to build consumer confidence.
For Vinted, this evolution could mean offering more robust protections for buyers and sellers alike, implementing faster response times for disputes, and perhaps even introducing features to verify listings. A customer service model that feels both intuitive and accessible could act as a powerful differentiator, helping Vinted retain and grow its loyal user base.
The Future of Vinted: Balancing Ambition with Accountability
Vinted’s remarkable journey from niche player to billion-dollar brand has reshaped the second-hand market. But for this growth to be sustainable, the platform must evolve its operations to reflect the realities of its expanding user base.
Consumers today are not only savvy but empowered; they expect seamless, dependable service alongside product quality. Platforms that prioritise these expectations are the ones best positioned to navigate this new age of conscious consumerism.
Vinted’s current valuation is a milestone, but as the platform continues to grow, it faces an inflection point: to either double down on scale or invest in becoming a platform known for both its convenience and for the quality of its consumer experience. The latter approach would require a strategic pivot towards humanising its support and creating a space where consumers feel both empowered and secure.
A spokesperson for Vinted said: “Our members’ safety is at the heart of everything we do. We want them to have a positive, safe experience, whether they are buying or selling. We invest heavily in this and will keep doing so.
Some of the measures we use include blocking duplicate account creation, providing warnings when sharing private details, offering two-factor verification and optional verification services, and using automated preventive tools that help detect suspicious actors and content.
We encourage members to report any listing or situation that could be in violation of our rules, so we can take action swiftly. Users found to be violating our Terms and Conditions face various actions, including a potential permanent ban.
We’re happy that the vast majority of the transactions our members make are successful and we’re proud to have built a platform that is helping make second-hand the first choice for people across Europe.”
A Call for a Human-Centric Vision
The beauty of recommerce lies in its community-driven model, one that allows consumers to choose sustainable shopping options while benefiting from a sense of shared purpose. Vinted’s achievements have made second-hand fashion mainstream, but now is the time to refine its approach to consumer care, embodying a more personalised touch that feels less like an algorithm and more like a real interaction. This shift would not only strengthen Vinted’s community but set a new standard in the recommerce market for quality, integrity and consumer-first practices. Certainly a better experience will attract more customers, more frequency of use and a reassurance that the brand can be relied on to support buyer and seller.
With further investments & expertise in customer experience, Vinted could solidify its place as a true pioneer of sustainable fashion. Achieving this balance will take commitment, but when service matches scale, Vinted’s growth will be truly unstoppable. In an industry driven by trust, brands that deliver on both convenience and care will lead the way, and Vinted has every opportunity to be at the forefront.
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