EBay Finalizes $1.4 Billion Acquisition of Depop, Pledging to Preserve Brand and Culture

eBay’s acquisition of Depop officially concluded on Thursday, with the e-commerce giant acquiring the UK-based fashion marketplace from Etsy for $1.4 billion. A key point for sellers on both platforms is eBay’s commitment to operating Depop as a complementary business, maintaining its distinct brand, platform, customer experience, and unique culture. This strategic move signals eBay’s intent to leverage Depop’s strengths while integrating its own extensive global capabilities.

In its July 30, 2026 announcement regarding the completion of the acquisition, eBay stated, "By combining Depop’s category leadership with eBay’s global scale and capabilities – including shipping, personalization, compliance, and trusted services – we will enhance the buyer and seller experience and accelerate growth." This statement underscores eBay’s vision for a synergistic relationship that benefits both users and the overall business.

eBay further characterized Depop as a "consumer to consumer fashion marketplace with a highly-engaged Gen Z and Millennial customer base." The acquisition is presented as a natural extension of eBay’s existing momentum in the fashion sector, a category that already generates over $10 billion in annual Gross Merchandise Value (GMV) for the company. Depop, with its millions of users actively buying and selling fashion items, has established itself as a vibrant and rapidly expanding community within the fashion resale market. The platform is recognized for its distinct, community-driven approach, fostering discovery, creativity, and peer-to-peer connections. Its engaged customer base and accessible fashion inventory are seen as a strong complement to eBay’s established leadership in C2C commerce. eBay has indicated its intention to support Depop’s continued growth while preserving the unique elements that define its marketplace, with the ultimate goal of accelerating the future of circular fashion.

The journey of Depop to eBay’s ownership involved a prior acquisition by Etsy. Etsy had purchased Depop in 2022 for $1.625 billion and appointed Kruti Patel Goyal, a long-standing Etsy executive, as Depop’s CEO. During her tenure leading Depop, Goyal was instrumental in strengthening the marketplace’s core proposition and implementing product development and marketing strategies that differentiated the company in the increasingly competitive secondhand market. These initiatives are credited with accelerating gross merchandise sales and establishing Depop as the fastest-growing online apparel resale marketplace in the United States. Following her success at Depop, Goyal transitioned back to Etsy, becoming President in December 2024, and subsequently assumed the role of CEO on January 1, 2026, succeeding former CEO Josh Silverman.

Etsy’s official announcement regarding the sale to eBay, released on their investor relations website, confirmed that eBay paid approximately $1.4 billion in cash for Depop. This figure represents the initial purchase price of $1.2 billion, augmented by $200 million in net purchase price adjustments and interest. The net cash proceeds are subject to further post-closing adjustments. Etsy had previously communicated its plans for utilizing the proceeds from the sale, which included accelerating its share repurchase program.

In a statement released on Thursday, Kruti Patel Goyal, now President and CEO of Etsy, expressed optimism about the future for both companies. "We are excited for what’s next for both Etsy and Depop," Goyal stated. "This transaction allows us to move forward with a clear focus on building the best marketplace for Etsy’s buyers and sellers, and is a strong outcome for our shareholders. We’re proud of what the Depop team has built – a truly differentiated brand with a passionate community – and we wish them continued success as part of eBay."

Concurrently, Peter Semple, the CEO of Depop, shared his perspective on LinkedIn, marking the official integration of Depop into the eBay family. "Today marks the beginning of an incredible new chapter for Depop," Semple posted on Thursday. "Joining eBay means we can move even faster toward a future where resale is the natural way to shop for fashion, while continuing to build on what makes the Depop community and experience so special." He further expressed pride in the team’s accomplishments and gratitude to all who have contributed to Depop’s journey, including former colleagues at Etsy. "I’m very, very excited for what we’ll achieve together next," Semple concluded.

Both eBay and Etsy are scheduled to release their respective second-quarter earnings reports after the market closes on Wednesday. eBay will subsequently hold its Q2 earnings call on Wednesday, while Etsy is slated to present to analysts on Thursday morning.

eBay CEO Jamie Iannone reiterated his commitment to preserving Depop’s core identity. In Thursday’s announcement, Iannone stated his goal is to maintain the Depop brand, community, and product experience, while simultaneously exploring synergies with eBay that have the potential to "supercharge our combined growth potential."

For sellers operating on both eBay and its newly acquired subsidiary, Depop, the forthcoming changes aimed at creating synergies could have significant implications. While the exact nature and impact of these changes remain to be seen, they hold the potential to either expand seller reach and sales or introduce new challenges. The integration process will be closely watched by the seller community on both platforms.