DatapodsInsights

Product Category Mix by Secondhand Platform

Results as of

Review Jan 2025 – Aug 2026: Vinted and momox are fashion-first (65–68% of product views), while rebuy and Kleinanzeigen skew electronics — platforms serve fundamentally different buyer intentions

Product Category Mix by Secondhand PlatformStacked bar chart showing the share of product-page views by category — Fashion, Electronics, Media, and Other — for each of four German secondhand platforms: Vinted, momox, rebuy, and Kleinanzeigen, covering January 2025 to August 2026. Vinted and momox show 65–68% fashion; rebuy and Kleinanzeigen show higher electronics and media shares.Stacked bar chart showing the share of product-page views by category — Fashion, Electronics, Media, and Other — for each of four German secondhand platforms: Vinted, momox, rebuy, and Kleinanzeigen, covering January 2025 to August 2026. Vinted and momox show 65–68% fashion; rebuy and Kleinanzeigen show higher electronics and media shares.
Stacked bar chart showing the share of product-page views by category — Fashion, Electronics, Media, and Other — for each of four German secondhand platforms: Vinted, momox, rebuy, and Kleinanzeigen, covering January 2025 to August 2026. Vinted and momox show 65–68% fashion; rebuy and Kleinanzeigen show higher electronics and media shares.
Info
Data date
Jan 2025 – Aug 2026
Segment
All segments
Platform
Browsing
Market
Germany

Analysis

The category composition of product-page views reveals that Germany's four main secondhand platforms occupy largely non-overlapping niches: Vinted and momox are fashion-dominated destinations, while rebuy and Kleinanzeigen lean heavily into electronics and media.

Why category mix matters for conversion and basket size

This split maps almost perfectly onto economics. Fashion resale items — the dominant category on Vinted and momox — typically carry low average prices (Vinted's average order value is around €15.55), whereas electronics and media items drive rebuy's average order value of ~€126, the highest among the four platforms. Germany's recommerce market shows that electronics and hobby/leisure combined outpace fashion in total resale sales value, even though fashion leads in listing volume and platform mindshare. The category split also signals that Vinted and Kleinanzeigen are rarely direct competitors: a shopper browsing Vinted for a winter coat is in a completely different purchase mode from a Kleinanzeigen visitor looking for a used laptop. See how these category differences translate into actual buyer conversion rates.

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

Methodology

Category shares are calculated from product-page views across all four platforms between January 2025 and August 2026, using the top-level product vertical (Fashion, Electronics, Media, Other). Only pages identified as product pages are included. Because shares are measured within each platform, the comparison is not affected by differences in platform size. Total product-page views analyzed: approximately 402,000 across all platforms.

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