At CommerceNext, we focus on the trends shaping the future of modern retail, bringing together the most innovative minds in digital marketing and ecommerce to explore the strategies driving growth.
One standout development is the rapid rise of the secondary-market (resale) segment, a powerful new growth channel fueled by community engagement and omnichannel and digital innovation. We’ll examine how three platforms, eBay, The RealReal and Depop, are embracing key trends and deploying marketing and commerce innovations to stay ahead.
eBay: Focusing on Community/Relationships
As secondary retail marketplaces mature, community-building has emerged as one of the most powerful drivers of loyalty, trust and long-term growth—transforming platforms from simple transaction hubs into vibrant ecosystems of connection.
As a long-standing, large-scale secondary marketplace, eBay has placed increasing emphasis on building and sustaining relationships between its seller and buyer communities. At its core, eBay’s strategy goes beyond selection or price, and focuses on connections between sellers and buyers, between small-business entrepreneurs and consumers and between people who share passions.
In October 2025, eBay launched its global brand campaign “eBay Stories”, which celebrates the unique stories, passions and connections behind every purchase. The campaign explicitly highlights moments where buyers and sellers meet on the marketplace, showcasing wins, the discoveries and meaningful transactions framing each listing as a story.
An ad from the campaign showcases the stories behind each listing posted and bought on eBay.
Within the platform and beyond, eBay fosters community through multiple touchpoints:
- eBay Community Forums: A space where sellers, buyers and eBay employees “share, connect and learn,” fostering peer-to-peer support and collective learning.
- Social Media Engagement: Proactive community management drives more 1-to-1 interactions between the brand and users—especially effective in reaching younger audiences.
- Purpose-Driven Connections: Through eBay for Charity, buyers and sellers can support nonprofits directly via the marketplace, strengthening community bonds around shared values and social impact.
The RealReal: Luxury Resale & Omnichannel Strategies
In luxury resale specifically, trust, authenticity and bridged online and in-store shopping are major demands. Consumers buying luxury second-hand expect a premium experience. This includes authentication, strong customer service and seamless movement between digital and physical touchpoints.
The RealReal built an internal platform (often referred to as RealReal 360) that integrates online and physical store inventory so that items don’t get sold twice and the experience remains consistent. They also operate physical stores (New York, L.A., Miami) that have helped build credibility and provide the tactile luxury experience buyers expect.
TheRealReal’s physical store in NYC offers product authentication, product drop off and in-store shopping experiences for customers.
The in-store experience also brings advantages to sellers. Sellers receive high-touch service: they can drop off items in-store, get expert evaluations and benefit from the digital listing process. This feeds the online marketplace and also gives in-store relevance.
For the buyer, The RealReal ensures the path from discovery to evaluation to purchase spans both physical and digital. For example, customers might browse online, reserve or request an item in-store, then complete the purchase online (or vice versa). For the seller, they might start online, drop off in-store, then follow the item’s buying journey online. This unified journey elevates the premium resale experience.
When it comes to TheRealReal’s marketing strategy, the physical–digital integration supports brand positioning. When shoppers see the store presence and feel the legitimacy of the brand, they then engage online, supported by the authentication promise and curated inventory.
Depop: Gen Z, Social Commerce & Community-Driven Resale
The new wave of resale is as much about belonging as it is about buying. Platforms are thriving by turning secondhand shopping into a form of cultural participation and personal storytelling.
For Depop, the platform has become all about identity, content, peer-to-peer networks and culture. They’ve built a marketing and ecommerce strategy tightly aligned with Gen Z values: the marketplace emphasizes sustainability, individuality and social identity.
Depop’s growth is fueled by a community-led flywheel that thrives on social connection:
- Seller-driven content: Sellers create and post listings that reflect their personal style and identity.
- Social amplification: Listings are shared across social channels, extending reach beyond the app and drawing in new audiences.
- Conversion and crossover: New buyers often become sellers themselves, reinforcing the cycle of community-driven growth.
- Viral momentum: This loop of creation, sharing and participation fuels repeat engagement and organic visibility, powered by UGC, influencer collaborations and authentic community storytelling.
Depop’s Instagram showcases influencer content and centers around community engagement with its young audience.
The growth of the resale market shows how retail continues to evolve around people, not just products. Whether it’s eBay fostering connection, The RealReal blending digital and physical experiences or Depop turning shopping into culture, each platform reflects a shift toward more human, community-driven commerce. These models can hint at what’s next, a marketplace defined by connection, trust and shared purpose.
To learn more about key trends shaping retail, register for the 2026 CommerceNext Growth Show, June 23-24 in NYC.
