The rise of online marketplaces like Vinted has sparked a shift in Ireland’s retail sector, initially causing a dip in foot traffic for physical vintage stores before settling into a period of co-existence. While Vinted reported a 197 per cent growth in listings in Ireland for the year ending May, established brick-and-mortar shops like Dublin’s Nine Crows have seen revenues recover to pre-Vinted levels, according to general manager Alex Morgan.
How has Vinted impacted physical vintage stores in Ireland?
When Vinted entered the Irish market 18 months ago, local retailers experienced an immediate, albeit temporary, shock. Alex Morgan, general manager of Nine Crows in Temple Bar, reported that customers “weren’t shopping with us half as much” during the first three months of the platform’s arrival. However, Morgan noted that once the “burst of Vinted novelty” faded, the business returned to its typical performance.
Other business owners have taken a different approach. Terri Murphy Jones, who opened Dublin Vintage Factory in 2014, initially felt pressure to “scramble to give offers to people” to remain competitive against Vinted’s lower price tags. Despite this, Jones now views the platform as a successor to eBay rather than a direct threat to the physical shopping experience. Sinéad Coughlan, owner of Public Romance Vintage in Galway, echoes this sentiment, stating that her customers continue to visit specifically for the “human experience” that a digital marketplace cannot replicate.
Vinted, founded in 2008, is now valued at €8 billion. While the company reported a 38 per cent increase in global revenue to €1.1 billion last year, its profits fell 19 per cent to €62 million.
What are the primary differences in shopping habits?
Industry data suggests a divide in how consumers approach second-hand fashion. According to Vinted spokesman Euan Steedman, internal data indicates that 65 per cent of their users prefer buying fewer, higher-quality items, while 41 per cent consider the long-term resale value of an item before purchasing.
Conversely, physical store owners argue that the digital model encourages excessive consumption. Jones of Dublin Vintage Factory suggests that Vinted users often spend hundreds on items that are eventually discarded, labeling the trend “a wolf in sheep’s clothing.” Meanwhile, independent sellers like Keziah Platt, who operates the account ‘KlozetKez’, see the platform as a permanent fixture. Platt, who earned between €6,000 and €10,000 in profit last year, notes that the ease of shipping—where Vinted provides the labels—has made the platform accessible to a wider demographic than just younger shoppers.
Is there a future for both online and physical vintage retail?
The consensus among long-standing retailers is that the market is large enough to accommodate both digital and physical storefronts. Morgan of Nine Crows believes that “there is enough clothing on this planet today to dress the next 10 generations,” suggesting that vintage shops will remain a permanent fixture in the retail landscape.
Retailers are also adapting their business models to survive the increased competition. Morgan revealed that Nine Crows has shifted focus toward redeveloping its ecommerce presence while continuing to host Vinted resellers on in-store rails. This hybrid approach allows physical stores to capture the convenience of online shopping while maintaining the unique, curated experience that draws customers to shops like Public Romance or Dublin Vintage Factory.
Pro Tip: The Human Experience
If you are a fan of vintage fashion, prioritize visiting local physical stores to handle the quality and fit of garments firsthand. While platforms like Vinted are excellent for specific searches, local shops offer curated collections and expert styling advice that remain difficult to replicate online.
Frequently Asked Questions
Is Vinted replacing physical vintage stores in Ireland?
No. While Vinted has seen significant growth in listings and sales, physical stores report that they have maintained or recovered their pre-Vinted revenue levels as shoppers return for the unique in-store experience.
Why are shipping prices on Vinted sometimes higher than expected?
According to Vinted spokesperson Euan Steedman, the company has onboarded various independent carriers. These companies set their own delivery rates, which can lead to variations in shipping costs for the end consumer.
Who is the typical Vinted user?
Historically, the core audience has been women aged 18–45. However, Vinted reports that its member base has broadened significantly as second-hand shopping has become more mainstream across all age groups.
Have you noticed a change in your shopping habits since the rise of online second-hand marketplaces? Share your thoughts in the comments below or subscribe to our weekly newsletter for more updates on the Irish retail industry.
