Case Study
Dec 9, 2023

Depop multi-vendor marketplace case study and how to start your own

Written by is a cool online fashion marketplace that's really popular for its great community vibe and awesome vintage clothing. It's a favorite spot for fashion lovers looking for unique and trendy pieces. If you're planning to start a marketplace, Vendo makes it super easy and affordable to set up your own online marketplace with a dozens of domestic brands. You can start showing and selling their products really quickly, often in just a few days. It also helps you skip the complicated stuff like keeping track of inventory and figuring out shipping, so getting into the marketplace game is a lot less of a headache.


Vendo is also a one-stop-shop for all your marketplace needs, providing you with a marketplace platform automating day-to-day operation, a catalog of brands to pick from or an ability to invite your own brands, merchandising and promotional tools, ability to sell through multiple channels (your existing website, emails & SMS, mobile app, social media), and ongoing daily support scaling your marketplace business.   

Depop Marketplace Model: The Vintage Vogue 

1. From a Small App to a Fashion Staple started out as a small, social shopping app in 2011, but it quickly grew into something much bigger. It tapped into something special: a mix of vintage charm and modern social media style. With its easy-to-use platform, Depop became a hotspot for fashion enthusiasts, especially those looking for unique, vintage, and second-hand items. By 2019, they had amassed over 13 million users, most of them millennials and Gen Zers.

2. A Community of Trendsetters

What sets Depop apart is its vibrant community. It's not just about buying and selling; it's a place where people can express their personal style, get inspired, and connect with others. This community aspect turned shopping into a social experience, making Depop a go-to app for fashion-forward individuals.

3. Sustainability in Style

Depop tapped into the growing trend of sustainable fashion. By focusing on vintage and second-hand items, they appealed to environmentally conscious consumers. This approach helped them stand out in a crowded online fashion market, attracting shoppers who wanted to look good and feel good about their purchases.

4. The Power of Social Media Integration

Depop's success is also due to its integration with social media. The app functions like a social network, where sellers can build a following and buyers can like and share items. This made it super easy for users to spread the word about cool finds, turning every purchase into a potential viral moment.

5. Keeping Up with Technology

Depop has stayed ahead of the curve by continuously updating its app with new features and maintaining a user-friendly interface. They've also embraced influencer marketing, collaborating with popular social media personalities to reach a wider audience.

Depop's Affiliate Program

As of my last update, Depop doesn't run a traditional affiliate program. Instead, they focus on fostering a community of sellers and buyers within their platform, encouraging users to promote their own shops and finds through social media channels.

Replicating Depop's Marketplace Success: A Simple Guide

1. Find Your Niche and Community

Depop thrived by focusing on vintage and unique fashion. Identify a niche market and build a community around it. It’s about creating a space where people with similar interests can connect.

2. Embrace Social Media

Use social media to your advantage. Make your platform social and interactive, just like Depop did, to engage your audience and spread the word.

3. Focus on Sustainability

Sustainability is key in today’s market. Consider how your marketplace can promote environmentally friendly practices or products.

4. Keep Innovating

Stay up-to-date with technology and trends. Regular updates and new features can keep your platform fresh and exciting.

5. Leverage Influencer Marketing

Consider collaborating with influencers to boost your reach. They can be powerful allies in getting your marketplace noticed.

In short, build a niche community, harness the power of social media, focus on sustainable practices, keep innovating, and use influencer marketing. That’s the blueprint for a marketplace success story like Depop!

Get started with a marketplace like Depop on Vendo!


  • Book a demo call: We’ll set up your demo marketplace and populate it with products
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your brand identity, ensuring a cohesive and on-brand shopping experience for your customers.
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters.
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts.


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