Vinted美国闪电战：欧洲零费用转售模式登顶美国应用商店

做的是什么生意

Vinted runs a peer-to-peer marketplace for secondhand fashion and home goods across Europe: sellers list and sell for free, buyers pay a protection fee, and the group owns shipping and payments arms. It has been available in the US since 2013 but treated the country seriously only in 2026, when it relaunched starting in New York with an advertising push and expanded into Australia.

启动资金：No new round was needed for the push: Reuters (2026-04-09) reported 2025 revenue of €1.1 billion, up 38%, GMV of €10.8 billion, up 47%, and net profit of €62 million after investment in new countries; CM-CM reported an April 2026 secondary share sale valuing Vinted at €8 billion.

起因

Vinted was founded in Vilnius in 2008 and grew into Europe's largest secondhand marketplace, reaching €1.1 billion revenue in 2025. The US app existed since 2013 but averaged only about 500,000 downloads a year. In January 2026 the company announced a real US expansion starting in New York — its first properly funded push outside Europe — and CEO Thomas Plantenga told the Wall Street Journal he would pitch secondhand as an economic choice, not an environmental one.

经过

The downloads followed within months: Appfigures measured 2.6M US downloads in January–April 2026 against 286K a year earlier, with April's 1.2M passing Depop's 1.1M, and CM-CM reported Vinted became the most-downloaded US shopping app in June 2026, ahead of Amazon, Walmart, Shein and Temu. By the September 5, 2026 AppStoreStatistics snapshot it sat at #3 in the overall US iPhone top-free chart, behind MapQuest and ChatGPT, with rival Depop at #14.

结果

The bet is still being tested: Plantenga told Reuters that 2026 profit depends on 'whether the US test is going to work.' Early signals are strong — the company repeated the playbook in Australia, opened a UK–US air corridor for parcels, and its April 2026 secondary sale valued it at €8 billion — but US resale incumbents and the cost of building marketplace liquidity from scratch remain the open question.

可借鉴之处

成熟模式不会自动热卖：Vinted在美国的下载量十年几乎原地踏步，直到有资金支持的重新启动，先打纽约，把二手物品定位为经济选择，随后采用率才呈复合增长。