Vinted brings post-purchase advertising to US through expanded Rokt deal

Vinted is expanding its advertising business into the US, adding a new revenue stream as it tries to repeat its European success there.

The second-hand marketplace is introducing personalised post-purchase advertising for American shoppers under a wider partnership with ecommerce technology company Rokt.

The system lets Vinted show offers and promotions from third-party brands as soon as a customer has completed a purchase, giving it a source of income beyond its core resale business.

Vinted has run the service since 2024 in the UK and six other European markets, among them France and Germany.

Over that time the technology has been used on hundreds of millions of transactions, and Vinted says shoppers engage with the offers at an average rate of four per cent.

Satya Vinnakota, director of ads at Vinted, said the tie-up was helping Vinted put its customer data to better use, letting brands target shoppers with more relevant offers once they have checked out.

Vinted re-entered the US in January with a large campaign in New York encouraging Americans to sell clothes they no longer wanted.

In the US it faces established resale businesses such as Depop, Poshmark and ThredUp in an increasingly crowded second-hand fashion market.

The company’s revenue rose 38 per cent to €1.1bn last year, while the value of goods sold through the platform climbed 47 per cent to €10.8bn. Advertising is becoming a bigger contributor.

In July, Vinted joined a group of European media, telecoms and advertising companies to launch an advertising marketplace that gives brands access to audiences across several digital channels.

The US expansion builds on that approach, letting Vinted earn more from completed purchases without charging sellers fees.

Neither company has disclosed the financial terms of the expanded deal.