Vinted is stepping up its advertising business in the US, opening up a new revenue stream with the hopes of replicating its European success across the Atlantic.

The second-hand marketplace is bringing personalised post-purchase advertising to American shoppers through an expanded partnership with ecommerce technology firm Rokt.

The system allows Vinted to serve offers and promotions from third-party brands immediately after a customer completes a purchase, giving the platform another way to make money beyond its core resale business.

Vinted has been running the service across the UK and six European markets, including France and Germany, since 2024.

During that period, the technology has been used across hundreds of millions of transactions, with the company reporting an average customer engagement rate of four per cent with the offers.

The US rollout is yet another step in Vinted’s efforts to turn its growing audience into a more lucrative advertising business.

Vinted director of ads Satya Vinnakota said the partnership was helping the company make better use of its customer data, allowing brands to reach shoppers with more relevant offers after checkout.

Vinted returned to the US market in January, when it launched a major campaign in New York to encourage Americans to sell unwanted clothing.

Its American push puts it in competition with established resale players including Depop, Poshmark and ThredUp, as second-hand fashion becomes an increasingly crowded market.

Vinted has the financial muscle to back its ambitions. Revenue jumped 38 per cent to €1.1bn last year, while the value of goods sold across its platform surged 47 per cent to €10.8bn.

Advertising is becoming an increasingly important part of that growth story.

In July, Vinted joined a coalition of European media, telecoms and advertising businesses to launch a new advertising marketplace, giving brands access to audiences across multiple digital channels.

The latest US expansion builds on that strategy, allowing Vinted to extract more commercial value from completed purchases without introducing fees for sellers.

The financial terms of its expanded agreement with Rokt have not been disclosed.

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