Snagging the perfect vintage find is on the minds of just about everyone these days—including eBay shoppers.
Users around the world searched for “vintage” pieces on the website more than 1,200 times per minute in 2024, and nearly 40 percent of all clothing, shoes, and accessories sold on the shopping site were listed as pre-loved last year. Those stats come from eBay’s newly launched Watchlist, a trend report driven by real-time shopper data from the website’s nearly 134 million users.
The report provides an inside look to what’s popular on the pre-owned fashion market, such as the top brands shoppers are snapping up. Last year, the top five maisons included Burberry, Dior, Gucci, Dolce & Gabbana, and Versace. So far in 2025, though, the most-bought high-end brands are Louis Vuitton, Gucci, Burberry, Prada, and Chanel.
LV also takes home the prize of being the most-purchased fashion house in the U.S. and in Germany during Q1. As for the United Kingdom and Italy, shoppers there are enamored with Armani, the top-sold brand in those countries. France, fittingly, saw Hermès sit at No. 1 during the first three months of the year.
Plenty of other companies are seeing growth on eBay, too. Determined by the number of pre-owned items sold globally in 2025 so far, Bulgari is up 28 percent, while Tiffany & Co. saw an increase of 27 percent. The biggest winner, though, is actually Birkenstock, which rose 61 percent in Q1, according to the Watchlist.
And when it comes to handbags, one item snagged a royal flush. Louis Vuitton’s Speedy made the list of the top five styles sold in the U.S., U.K., Germany, France, and Italy during Q1, according to the report. Other top-selling purses include the Fendi Baguette and the Dior Lady Dior.
The Watchlist also keeps track of trends among shoppers of pre-loved items. Power dressing, a style full of sharp tailoring (like what we saw at this year’s Met Gala), is one such category, with phrases like “cinched blazer” rising 209 percent year-over-year, according to the report. Western-inspired looks are also on the rise, with “barrel jeans” searches rising 130 percent from 2024; Dior Saddle bags, meanwhile, saw a growth of 63 percent over the same period. The hue of moment is butter yellow, the data shows, with searches up 303 percent year-over-year.
“Since our founding 30 years ago, we’ve been connecting people who want to refresh their wardrobes with those ready to pass on items they no longer need,” said Alexis Hoopes, eBay’s VP of global fashion. “We envision a world where circularity is the norm, making it easy for brands and consumers to engage with the circular economy. We want to both power pre-loved fashion and empower the entire circular fashion ecosystem.”
The Watchlist fall under the jurisdiction of eBay’s new resident stylist, Brie Welch. The New York–based creative has worked with Katie Holmes, Bulgari, and Ferragamo, and she’s taking those experiences to help identify the website’s fashion trends and offer up commentary on the latest fads. That kind of expert insight could help guide style-conscious consumers as they make purchases, eBay is betting. Whether that investment pays off for the platform is an open question. In the meantime, enjoy the data.
