DatapodsInsights

Secondhand Platform Reach Among German Adults

Results as of

Review Jan 2025 – Aug 2026: Kleinanzeigen reaches an estimated 40.7% of German adults (~28.9M people) — dwarfing Vinted (6.9%), rebuy (12.1%), and momox (5.1%)

Secondhand Platform Reach Among German AdultsBar chart with 95% confidence interval error bars showing the estimated reach of four German secondhand platforms — Kleinanzeigen, rebuy, Vinted, and momox — among adults aged 18 and over, across January 2025 to August 2026. Kleinanzeigen leads at 40.7%, followed by rebuy at 12.1%, Vinted at 6.9%, and momox at 5.1%.Bar chart with 95% confidence interval error bars showing the estimated reach of four German secondhand platforms — Kleinanzeigen, rebuy, Vinted, and momox — among adults aged 18 and over, across January 2025 to August 2026. Kleinanzeigen leads at 40.7%, followed by rebuy at 12.1%, Vinted at 6.9%, and momox at 5.1%.
Bar chart with 95% confidence interval error bars showing the estimated reach of four German secondhand platforms — Kleinanzeigen, rebuy, Vinted, and momox — among adults aged 18 and over, across January 2025 to August 2026. Kleinanzeigen leads at 40.7%, followed by rebuy at 12.1%, Vinted at 6.9%, and momox at 5.1%.
Info
Sample size
n = 23,777
Data date
Jan 2025 – Aug 2026
Segment
16-24, 25-34, 35-44, 45-54, 55+
Platform
Browsing
Market
Germany

Analysis

With an estimated reach of 40.7% of German adults, Kleinanzeigen is in a league of its own among online secondhand platforms — more than three times as large as rebuy (12.1%), the second-ranked platform, and nearly six times larger than Vinted (6.9%).

Kleinanzeigen's scale reflects Germany's C2C culture

Kleinanzeigen (formerly eBay Kleinanzeigen) claims over 35 million monthly users according to the platform itself, and its generalist model covering everything from electronics to furniture to local cash deals gives it an audience that no fashion-first or buy-back specialist can match. Vinted, while Germany's fastest-growing fashion resale app and now a €5 billion business globally, still addresses a narrower slice of the secondhand population. Rebuy's 12.1% reach stands out for a specialist: the platform's electronics and media buy-back model with 36-month warranties attracts a distinct and substantial audience. Momox's lower reach (5.1%) reflects its niche in instant-purchase used books and media. The German recommerce market is projected to surpass $6.5 billion in 2025, yet reach is far from evenly distributed across platforms. For context on how each platform converts that audience into buyers, see browsing-to-purchase conversion rates by platform.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.

Methodology

Reach estimates reflect the share of German adults aged 18 and over who visited each platform at least once during January 2025 through August 2026, based on a consumer panel calibrated to Mikrozensus age, gender, region, and household income distributions. Error bars represent 95% confidence intervals. Population reference: approximately 71 million German adults.

These insights are based on the Datapods Panel. Our data comes exclusively from users who are compensated for their anonymity. Become part of the panel & earn from your data