Brandwave

How popular isVinted?

In September 2026, people searched for Vinted by name about 3.4 million times in the United Kingdom, about the same as the previous year. These searches made up 21.3% of all United Kingdom classified ad platform searches, placing Vinted second out of seven platforms. When we asked both ChatGPT and Google AI Overviews about classified ad platforms, Vinted appeared in three of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Vinted is the second most searched of 7 competitors and the fifth most recommended in AI answers.

  1. eBayShare of searches 58.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. VintedShare of searches 21.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. Facebook MarketplaceShare of searches 9.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. GumtreeShare of searches 9.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. DepopShare of searches 1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th

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Top classified ad platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Vinted was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Vinted is the fifth most recommended of the seven.

Most recommended by AI

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

  1. Gumtree1st
  2. Facebook Marketplace2nd
  3. eBay3rd
  4. Preloved4th
  5. Vinted5th
  6. Shpock6th
  7. Depop7th

Mentioned by AI

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

  • Facebook Marketplace5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gumtree5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • eBay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vinted3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Preloved3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Depop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shpock1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about classified ad platforms

5 answers

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

Which classified ad platforms compete with Vinted?

Vinted against classified ad platforms in the United Kingdom, by month

Share of searches by month for eBay, Vinted, Facebook Marketplace, Gumtree. The figures are in the table below the chart.

View monthly share of searches table
MontheBayVintedFacebook MarketplaceGumtreeDepopPrelovedShpock
Oct 202563.1%19%5.7%10.4%1.1%0.51%0.08%
Nov 202562.3%18.7%6.8%10.2%1.4%0.5%0.08%
Dec 202564.5%15.8%7.1%10.6%1.4%0.52%0.09%
Jan 202665.9%16.3%7.2%8.9%1.2%0.44%0.09%
Feb 202661.4%18.4%8.2%10.1%1.4%0.5%0.08%
Mar 202659%21.6%7.9%9.7%1.3%0.48%0.08%
Apr 202659%21.6%7.9%9.7%1.3%0.48%0.08%
May 202656.8%20.8%9.3%11.4%1.2%0.46%0.06%
Jun 202660.5%18.1%9.9%9.9%1.1%0.4%0.07%
Jul 202660.5%18.1%9.9%9.9%1.1%0.4%0.07%
Aug 202658.1%21.3%9.5%9.5%1%0.38%0.06%
Sep 202658.1%21.3%9.5%9.5%1%0.38%0.05%

  1. 1.eBay

    58.1%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Vinted

    21.3%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Facebook Marketplace

    9.5%

    Held 3rd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Gumtree

    9.5%

    Held 4th. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Depop

    1%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Preloved

    0.38%

    Held 6th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Shpock

    0.05%

    Held 7th. 8.1K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between Vinted and its closest rivals

Every comparison with Vinted

6 comparisons

How has branded search demand for Vinted changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vinted in the United Kingdom held steady at 3.4M.
  • Across the 12 months ending September 2026, Vinted’s share of searches among classified ad platforms in the United Kingdom increased from 19% to 21.3%.
  • Across the 12 months ending September 2026, Vinted’s share of searches among classified ad platforms in the United Kingdom peaked at 21.6% in March 2026 and was lowest at 15.8% in December 2025.

How did search popularity change for United Kingdom classified ad platforms in September 2026?

6 changes

  1. Estimated monthly branded searches for Facebook Marketplace in the United Kingdom rose 50% over 12 measured months, from 1M to 1.5M in September 2026.

  2. Estimated monthly branded searches for Shpock in the United Kingdom fell 45.3% over 12 measured months, from 14.8K to 8.1K in September 2026.

  3. Estimated monthly branded searches for Preloved in the United Kingdom fell 33.1% over 12 measured months, from 90.5K to 60.5K in September 2026.

  4. Estimated monthly branded searches for Gumtree in the United Kingdom fell 18% over 12 measured months, from 1.8M to 1.5M in September 2026.

  5. Estimated monthly branded searches for Depop in the United Kingdom fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

  6. Estimated monthly branded searches for eBay in the United Kingdom fell 17.7% over 12 measured months, from 11.1M to 9.1M in September 2026.

How are Vinted’s branded searches counted?

1 search term

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

  • vinted

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How the Brand Demand Index is measured

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