Brandwave

How popular isTrade Me?

In September 2026, people searched for Trade Me by name about 1.5 million times in New Zealand, a 17.9% decrease from the previous year. These searches made up 0.44% of all New Zealand resale fashion platform searches, placing Trade Me sixth out of seven platforms. When we asked both ChatGPT and Google AI Overviews about resale fashion platforms, Trade Me appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

Trade Me is the sixth most searched of 7 competitors and the most recommended in AI answers.

  1. Designer WardrobeShare of searches 55.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. DepopShare of searches 30.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. VintedShare of searches 11.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. The RealRealShare of searches 1.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Trade MeShare of searches 0.44%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top resale fashion platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Trade Me appeared in all five answers. Trade Me is the most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Trade Me1st
  2. Designer Wardrobe2nd
  3. Depop3rd
  4. Worn Label Society4th
  5. Vinted–
  6. The RealReal–
  7. Vestiaire Collective–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Depop5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Trade Me5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Designer Wardrobe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Worn Label Society2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vinted0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The RealReal0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vestiaire Collective0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about resale fashion platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which resale fashion platforms compete with Trade Me?

Trade Me against resale fashion platforms in New Zealand, by month

Share of searches by month for Designer Wardrobe, Depop, Vinted, Trade Me. The figures are in the table below the chart.

View monthly share of searches table
MonthDesigner WardrobeDepopVintedThe RealRealVestiaire CollectiveTrade MeWorn Label Society
Oct 202567.4%24.6%4.9%1.6%0.65%0.53%0.28%
Nov 202567.5%24.7%4.9%1.6%0.53%0.44%0.29%
Dec 202566.3%24.2%5.9%2.1%0.64%0.52%0.42%
Jan 202661.7%27.7%6.7%2.4%0.73%0.48%0.32%
Feb 202658.4%32%6.3%1.7%0.69%0.56%0.3%
Mar 202658.3%31.9%6.4%1.9%0.56%0.69%0.2%
Apr 202662.1%27.9%6.8%2%0.6%0.49%0.21%
May 202658.5%32%6.4%1.8%0.57%0.57%0.2%
Jun 202654.3%29.7%13.3%1.7%0.35%0.43%0.19%
Jul 202655.5%30.5%11.1%1.7%0.44%0.53%0.29%
Aug 202656.8%31.1%9.3%1.9%0.45%0.37%0.19%
Sep 202655.6%30.4%11.1%1.7%0.53%0.44%0.23%

  1. 1.Designer Wardrobe

    55.6%

    Held 1st. 40.6K estimated branded searches, -18.2% vs prior month. Share -1.3 points.

  2. 2.Depop

    30.4%

    Held 2nd. 22.3K estimated branded searches, -18.1% vs prior month. Share -0.6 points.

  3. 3.Vinted

    11.1%

    Held 3rd. 8.1K estimated branded searches, -0.12% vs prior month. Share +1.8 points.

  4. 4.The RealReal

    1.7%

    Held 4th. 1.3K estimated branded searches, -22.2% vs prior month. Share -0.1 points.

  5. 5.Vestiaire Collective

    0.53%

    Held 5th. 390 estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Trade Me

    0.44%

    Held 6th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Worn Label Society

    0.23%

    Held 7th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Trade Me and its closest rivals

Every comparison with Trade Me

19 comparisons

How has branded search demand for Trade Me changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Trade Me in New Zealand fell from 1.8M to 1.5M.
  • Across the 12 months ending September 2026, Trade Me’s share of searches among resale fashion platforms in New Zealand held steady, from 0.53% to 0.44%.

How did search popularity change for New Zealand resale fashion platforms in September 2026?

6 changes

  1. In September 2026, Vinted gained share of searches among resale fashion platforms in New Zealand, from 9.3% to 11.1%.

  2. In September 2026, Designer Wardrobe lost share of searches among resale fashion platforms in New Zealand, from 56.8% to 55.6%.

  3. In September 2026, Depop lost share of searches among resale fashion platforms in New Zealand, from 31.1% to 30.4%.

  4. Estimated monthly branded searches for Worn Label Society in New Zealand fell 19% over 12 measured months, from 210 to 170 in September 2026.

  5. Estimated monthly branded searches for Vestiaire Collective in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in September 2026.

  6. Estimated monthly branded searches for Trade Me in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026.

How are Trade Me’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Trade Me’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • Trade Me
  • trade me auction
  • trade me auctions
  • trade me clothing
  • trade me listings
  • trade me marketplace
  • trade me search
  • trademe

How the Brand Demand Index is measured

Who owns Trade Me?

Trade Me is owned by Trade Me Limited. Brandwave also tracks Trade Me Property, Trade Me Insurance and Trade Me Jobs, owned by the same company, in New Zealand.

Do you work for Trade Me? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Trade Me compete?

Trade Me is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
online retailers and marketplaces1st of 1434.4%Show ranking
Resale fashion platforms6th of 70.44%Shown above
Creator with pink hair and a pink jacket

Is Trade Me your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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