As the global secondhand market accelerates toward a projected $367 billion by 2029, recommerce is reshaping the future of fashion retail.1 eBay Australia is leading this transformation, using its fourth consecutive sponsorship of Australian Fashion Week to champion circularity and sustainable style.
The Pre-Loved Runway Show, held in partnership with Vogue Australia, will showcase archival pieces from leading Australian designers—Aje, Bianca Spender, Lee Mathews, Romance Was Born, and Nagnata—styled by celebrity stylist and pre-loved advocate Jess Pecoraro, inspiring brands to embrace innovation and sustainability.
Circular fashion as a catalyst for change
The need for systemic change in the fashion industry has never been more urgent. Research from Seamless reveals that over 222,000 tonnes of clothing were sent to Australian landfills in 2023 alone, highlighting the environmental toll of fast fashion.2 eBay is tackling this challenge head-on by promoting recommerce practices that keep clothing in circulation longer, reduce waste, and foster a more sustainable fashion ecosystem.
eBay’s global Recommerce Report underscores the growing importance of sustainability to consumers, with 92% of Australian buyers stating that sustainability is important to them when it comes to buying pre-loved goods.3 Locally, Australians are embracing pre-loved fashion at unprecedented levels:
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A pre-loved dress is sold every 60 seconds, and a pre-loved shirt every 90 seconds on eBay Australia.4
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Australian brands like Aje, Country Road, and Zimmermann are searched for every 20 seconds on eBay Australia.5
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Australian designer labels including Aje, Alemais, Gorman, Scanlan Theodore, and Zimmermann rank among the most sought-after brands for women’s dresses on eBay Australia.6
These trends demonstrate the tangible demand for circular fashion and the opportunity for brands to meet evolving consumer expectations.
eBay Australia’s Fashion Lead, Anne-Marie Cheney, said: “Recommerce is transforming the fashion landscape, and pre-loved fashion is rapidly becoming mainstream. In 2024, nearly 40% of all clothing, shoes, and accessories sold on eBay globally were listed as pre-loved, and global users searched for "vintage” more than 1,200 times per minute.7
“As more Australians discover the joy of shopping pre-loved, brands and resellers have an unprecedented opportunity to fuel industry growth and drive positive change. At the forefront of this movement, eBay is empowering buyers and sellers to give fashion a second life, proving that great style should be loved, re-loved, and kept in circulation, never wasted."
CEO of the Australian Fashion Council, Jaana Quaintance-James, said: “As an industry, we have a responsibility, and a remarkable opportunity, to lead the shift toward circular fashion. Real change will come through bold collaboration across the entire ecosystem: designers, retailers, consumers, and policymakers. Recommerce is a critical lever in reducing fashion’s footprint, and platforms like eBay are helping to bring that vision to life. Australian Fashion Week shows what’s possible when innovation meets intent, and it's this kind of leadership that will shape a more sustainable future for fashion."
For brands and retailers, recommerce can present a scalable and resilient model for growth, particularly as traditional retail margins narrow. Platforms like eBay can enable businesses to unlock new revenue streams, reach new customers, and meet growing investor and consumer demands for sustainability. This signifies a real opportunity for brands to engage directly with recommerce and benefit from its growth.
By embracing recommerce, brands can extend the lifecycle of their products, reduce waste, and demonstrate a commitment to environmental responsibility. This strategic approach not only enhances brand reputation but can also contribute to a more circular and sustainable fashion ecosystem.
Celebrating Circularity at Australian Fashion Week
The Pre-Loved Runway Show is one of several initiatives eBay Australia is bringing to Australian Fashion Week to promote circular fashion. From May 13 to 16, attendees can visit the eBay Pre-Loved Lounge, an interactive space designed to showcase the potential of pre-loved fashion and spark conversations about partnership opportunities with eBay, empowering brands to explore how recommerce can drive growth and reach, boost revenue and champion circularity. Those who book a one-to-one meeting with eBay at the eBay Pre-Loved Lounge will receive 50% off selling fees for the first three months, to help set up their business on eBay.
Beyond the runway, eBay continues to invest in circular innovation. In 2025, eBay Australia awarded $100,000 AUD to Shopfront, the winner of its second annual Circular Fashion Fund, for their efforts in tackling textile waste. Additionally, in 2023, eBay Ventures invested in The Volte, one of the largest designer fashion rental marketplaces globally, further strengthening eBay’s commitment to circular fashion.
For more information, please visit: https://www.ebay.com.au/d/fashion
For further information, please contact:
Emily Fookes, Pulse
PH: 0438 854 883 I E: emily.fookes@ogilvy.com.au
Isabelle Tawfik, Pulse
PH: 0447 144 490 I E: isabelle.tawfik@ogilvy.com
About eBay
eBay Inc. (Nasdaq: EBAY) is a global commerce leader that connects people and builds communities to create economic opportunity for all. Our technology empowers millions of buyers and sellers in more than 190 markets around the world, providing everyone the opportunity to grow and thrive. Founded in 1995 in San Jose, California, eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2024, eBay enabled $75 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit www.ebayinc.com.
About the Australian Fashion Council:
The Australian Fashion Council (AFC) is a not-for-profit and the peak body for the Australian fashion and textile industry, representing the sector for over 70 years. AFC members are Australian founded or majority owned businesses involved in producing fabric, clothing, footwear or accessories, including individuals that contribute creatively and economically to the Australian fashion and textile industry. The AFC champion and advocate for a prosperous and creative Australian fashion and textiles industry, with the purpose of building a vibrant, inclusive ecosystem for our member community through education, collaboration and innovation. Find out more here: https://ausfashioncouncil.com/.
1 ThredUp Resale Report 2025, accessible here: https://www.thredup.com/resale?srsltid=AfmBOorLK6dcBkQ6Nu4oL-ly4hE-yY4-Igi9hdvC2d7lue4v4IcKuiWl
2 Seamless National Clothing Benchmark released 13 November 2024, accessible here: https://www.seamlessaustralia.com/news/benchmarking-data-tells-the-story-of-what-happens-to-our-clothes
3 eBay 2024 Recommerce Report, accessible here: https://www.ebayinc.com/recommerce-report/
4 eBay Australia internal data 2024 - Date range: 1 January 2023 - 31 December 2024.
5 Ibid.
6 Ibid.
7 eBay Watchlist Trend Report 2025, accessible here: https://www.ebayinc.com/stories/news/ebay-watchlist/
