From Gen Z to Millennials: Understanding Different Buyers on Resale Marketplaces

Resale marketplaces have exploded in popularity over the past few years, and not just among one demographic, but across generations. If you’re a seller or brand stepping into this space, it’s essential to understand who you are selling to. 

The motivations, preferences, and behaviors of Gen Z and Millennials may overlap in some areas, but they also have distinct traits that shape how they shop resale.

Knowing these differences will help you tailor your listings, marketing, and overall approach for each group. Here’s a breakdown based on recent research and market insights.

Why Gen Z and Millennials Matter in Resale

First, some context. Together, Millennials and Gen Z make up a huge chunk of the resale market. According to a 2023 report by ThredUp, Gen Z accounts for nearly 60% of secondhand clothing buyers, while Millennials represent around 30%. Together, they drive most of the growth in resale across platforms like Depop, Poshmark, and Vestiaire Collective.

Both groups are motivated by sustainability, affordability, and unique style—but their priorities and how they express them vary.

Gen Z: The Purpose-Driven, Social Shopper

Gen Z shoppers approach resale with a strong sense of purpose. They’re not just buying clothes, they are making a statement. A 2022 survey from Deloitte found that 73% of Gen Z consumers are willing to pay more for sustainable products. Resale fits perfectly with their values around environmental impact and ethical consumption.

Key Traits of Gen Z Resale Buyers:

• Highly Social and Visual: They discover items through social media, especially TikTok and Instagram. Visual storytelling and influencer endorsements have huge sway here.
  
  
• Authenticity and Storytelling Matter: Gen Z loves knowing the story behind the piecewhere it came from, who owned it, and why it’s special. Listings with rich narratives and behind-the-scenes content resonate strongly.
  
  
• Price-Conscious but Value Unique Finds: They’re savvy shoppers who look for deals but also want standout, “one-of-a-kind” items that express individuality.
  
  
• Mobile-First Experience: Gen Z shops mostly on mobile apps, expecting seamless, fast, and interactive user experiences.

Pro Tip: When listing for Gen Z, prioritize clean, vibrant photos with contextual storytelling. Use hashtags and platform-native features like Reels or Stories to connect.

Millennials: The Practical Yet Style-Savvy Resale Enthusiasts

Millennials entered the resale scene earlier and have shaped much of its current landscape. They tend to balance practicality with a desire for quality and style. 

According to a 2023 McKinsey report on consumer behavior, Millennials are motivated by both sustainability and cost savings, but with a slightly more pragmatic lens than Gen Z.

Key Traits of Millennial Resale Buyers:

• Value Quality and Trust: Millennials emphasize authenticity and product condition. They gravitate toward well-known resale platforms with strong authentication policies like The RealReal or Vestiaire Collective.
  
  
• Research-Oriented: This group spends time reading reviews, comparing prices, and checking seller reputations before purchasing.
  
  
• Loyalty to Brands and Sellers: Once they find a trusted seller or brand, Millennials often stick with them for repeat purchases.
  
  
• Desktop and Mobile Users: While they shop on mobile, Millennials also comfortably use desktop for more detailed browsing and purchases.
  
  

Pro Tip: Listings targeting Millennials should include thorough, transparent descriptions, detailed condition reports, and clear pricing rationale. Customer reviews and ratings can boost credibility.

Overlapping Values :  Sustainability and Experience

Both Gen Z and Millennials prioritise sustainability, with resale seen as an impactful way to reduce fashion waste. The GlobalData 2023 Sustainability Report highlights that 85% of Millennials and 90% of the Gen Z population agree that buying secondhand helps the environment.

How Sellers Can Adapt Across Generations

• Craft versatile but tailored listings: Use rich storytelling and eye-catching visuals for Gen Z while providing transparent, detailed information for Millennials.
  Leverage platform strengths: Depop and TikTok are goldmines for Gen Z, while platforms like Poshmark and The RealReal attract Millennials looking for quality and trust. 
• Create a seamless experience: Ensure your mobile presence is flawless, but don’t neglect desktop or multi-channel communication options to capture Millennial shoppers.
• Build a brand that speaks both languages: Your brand should champion sustainability and style while being approachable, trustworthy, and engaging.

Tip 💡: Use smart cross-listing tools like Oly 🫒. You can sync your inventory, set price adjustments by platform, and remove listings automatically once an item sells, so you never double-sell or waste time updating platforms manually

In Conclusion

Resale marketplaces are far from one-size-fits-all. Understanding the nuances between Gen Z and Millennial buyers helps you meet them where they are and build lasting connections that go beyond a single sale.

Every listing is an opportunity to showcase your unique brand identity in a way that resonates with each generation’s values and shopping habits.

Interested in trying Oly ? We can be your gateway to millions of resale buyers. We offer exclusive integrations with leading resale marketplaces to help you reach the right audience, faster.

Think Oly 🫒can help your business? Drop us an enquiry here:  https://www.oly-platform.com/contact

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