In summary: Reselling is the activity of buying goods (new or used) to sell them at a higher price, capturing demand the primary market does not serve. The global secondhand market is worth $227 billion in 2025 and will reach $367 billion by 2029 (ThredUp, 13th Annual Resale Report), growing 2.7 times faster than traditional clothing.
- Italian market 2024: 31% of top sellers on Vestiaire Collective are Italian (BCG/Vestiaire 2025).
- Typical margins: 15-25% sneakers, 30-50% vintage fashion, 40-70% curated luxury.
- Main players: StockX, GOAT, Vestiaire Collective, The RealReal, Vinted, eBay, Depop.
- Gen Z and Millennials: 68% bought secondhand in 2024 (ThredUp).
Reselling is the commercial activity of buying products and selling them at a higher price, leveraging scarcity, curation or geographic accessibility as value drivers. It is not a shortcut to wealth: it is a business model that requires sourcing, authentication, pricing and brand positioning skills. In this Deep Marketing guide we analyse the reselling market in 2026 with verified data, real margins per category and an operational framework to build a sustainable business.
What is reselling and what does it actually mean?
Reselling is the purchase of a good with the goal of reselling it at a higher price, generating a margin on the difference. The term applies to occasional activities as well as structured businesses with a registered company and inventory.
The difference compared to traditional retail lies in the source: the reseller does not buy from the manufacturer, but from secondary markets (private sellers, auctions, flea markets, used marketplaces) or from limited drops. The added value is not production but the ability to intercept and curate products that the primary market no longer offers, or offers at higher prices.
Four levers generate the price premium in reselling:
- Scarcity: limited editions, sneaker drops, discontinued vintage items.
- Geographic accessibility: products not distributed in the local market (e.g. Japanese streetwear in Europe).
- Curation: expert selection that saves time for the final buyer.
- Authentication: guarantee against counterfeiting, crucial in luxury.
How do you make money reselling in 2026?
You make money reselling by buying at the right price, authenticating the product, listing it on the correct platform and applying a markup consistent with the niche. The typical gross margin ranges from 15% on mainstream sneakers to 70% on curated luxury.
Real earnings depend on three variables: stock rotation speed (sell-through rate), acquisition cost (sourcing) and platform fees. StockX charges 9-12% on sneakers, Vestiaire Collective up to 25% on luxury, eBay around 13%. A professional reseller targets a net annual ROI of 20-30% on the capital invested in stock.
Reselling categories: market, margins and platforms
The table below compares the five main reselling categories in 2026 with market data, average margins and reference platforms.
| Category | Market size 2025 | Average margin | Entry barriers | Typical platforms |
|---|---|---|---|---|
| Sneakers | ~$10 bn (StockX 2024) | 15-25% | Medium (authentication, drop bots) | StockX, GOAT, Stadium Goods |
| Electronics | ~$65 bn (refurbished) | 10-20% | High (warranty, technical testing) | Back Market, Amazon Renewed, eBay |
| Event ticketing | ~$11 bn (secondary ticketing) | 20-80% (volatile) | Low technical, high legal | StubHub, Viagogo, TicketOne Exchange |
| Fashion and luxury | ~$49 bn luxury resale (Bain 2024) | 30-70% | High (authentication, capital) | Vestiaire Collective, The RealReal, Rebag |
| Retro and collectibles | ~$20 bn (vintage & collectibles) | 40-100%+ | High (expertise, network) | eBay, Catawiki, Depop, Etsy |
Ticketing offers potentially high margins but a real legal risk: in Italy law 232/2016 forbids the systematic resale of tickets at marked-up prices without authorisation. Luxury resale offers the best margin-stability ratio but requires significant initial capital ($5,000-$20,000 to start seriously).
Is reselling worth it in 2026?
Reselling is worth it in 2026 for those with vertical expertise on a niche, dedicated initial capital and disciplined inventory management. According to ThredUp, online resale will grow to $40 billion by 2029 with an annual rate of +13%, above the average of traditional retail.
Profitability depends on scale. A part-time reseller with $2,000-$5,000 of stock can generate $500-$1,500 net per month after fees and taxes. A structured business with VAT, warehouse and authentication processes can reach net margins of 25-35% on six-figure revenues, competing with established players on specialised niches.
Sourcing: where to find profitable stock
Sourcing determines the final margin more than any other variable. The main channels are split into online and offline.
- Online channels: eBay, Vinted, Depop, local marketplaces, Japanese marketplaces (Mercari JP, Yahoo Auctions JP), Catawiki online auctions.
- Offline channels: flea markets, charity shops, bankruptcy auctions, estate clearings, industry fairs.
- B2B channels: stock liquidations, Amazon pallet returns, off-season outlets, ex-rental (cars, equipment).
What are the risks of reselling?
The main risks of reselling are four: unsold stock that locks up capital, counterfeits during sourcing, margin compression from excess competition on viral niches and tax penalties for unregistered activity. According to a Loughborough University study (2025), the "circular fashion" narrative hides greenwashing practices that can deceive even experienced resellers.
The Italian tax risk is concrete: the Revenue Agency considers any repeated profit-driven sale a habitual activity, requiring VAT registration even below €5,000 yearly. Platforms (Vinted, eBay, Subito) automatically share sales data with the tax authority since 2023 under DAC7 directive.
How do you start a reselling business legally?
Starting a reselling business legally in Italy requires opening a VAT number (forfettario regime up to €85,000 in revenue), registering with the Chamber of Commerce with ATECO code 47.79 (retail of secondhand goods) and submitting a SCIA notification to the municipality for retail activity.
The forfettario regime applies a 5% rate for the first 5 years (15% afterwards) on income calculated at 40% of turnover for trade. For a turnover of €30,000, the annual tax is around €600 in the first five-year period. Consultation with an accountant specialised in e-commerce costs €500-€1,500 per year and is a mandatory investment, not optional.
Sales platforms: which one to choose
Platform choice must align with the niche and target customer.
- Vestiaire Collective, The RealReal: authenticated luxury, 22-25% commissions, premium clientele.
- StockX, GOAT: sneakers and streetwear with centralised authentication, 9-12% commissions.
- Grailed: men's streetwear and designer, 9% commission.
- Depop, Vinted: vintage and casual fashion, Gen Z target, 5-10% commissions.
- eBay: universal, 12-14% commissions, maximum visibility.
- Proprietary website: total control, zero commissions, but requires investment in scalable ecommerce and paid traffic.
How to build a brand in reselling
Building a brand in reselling means turning a resale activity into a recognisable identity that the customer chooses on trust, not price. The brand in reselling is worth 30-50% of the applicable premium according to BCG 2025 analyses on Italian luxury resellers.
The assets of a reselling brand are four: consistent visual identity, product storytelling, curated social presence and verifiable reputation through public feedback. Organic social (Instagram, TikTok) generates qualified traffic, while optimised customer acquisition campaigns on Meta and Google scale volumes when organic conversion plateaus.
Frequently Asked Questions
What does reselling mean?
Reselling literally means "reselling" and refers to the activity of buying a good in order to sell it at a higher price, generating a margin on the difference. The term applies both to the trade of used products (secondhand) and to the resale of hard-to-find new items such as limited-edition sneakers or luxury garments from previous seasons.
How do you start a reselling business?
To start a reselling business in Italy you need five steps: choose a vertical niche (e.g. sneakers, vintage luxury, refurbished electronics), open a VAT number under the forfettario regime with ATECO code 47.79, register with the Chamber of Commerce and submit a SCIA notification to the municipality. You also need €2,000-€10,000 of initial capital for stock and authentication processes, plus a business account on the destination platforms.
What are typical reselling margins?
Typical reselling margins vary by category: 15-25% on mainstream sneakers, 30-50% on vintage fashion, 40-70% on curated luxury and up to 100% on collectibles and rare items. The actual net margin is lower at 10-30% after platform fees (9-25%), shipping, taxes and time cost. A professional reseller targets a net annual ROI of 20-30% on capital invested in stock.
Which platforms should you use for reselling?
Platforms depend on the niche. StockX and GOAT dominate sneakers and streetwear with centralised authentication and 9-12% fees. Vestiaire Collective and The RealReal lead authenticated luxury (22-25% fees). Depop and Vinted are ideal for vintage and Gen Z (5-10%). eBay remains the universal choice for maximum visibility (12-14%). Grailed is the reference for men's streetwear and designer. A proprietary website removes commissions but requires investment in traffic.
Is reselling legal?
Yes, reselling is legal in Italy if conducted with a VAT number, Chamber of Commerce registration and ATECO code 47.79. Occasional sales without habitual profit-seeking purpose fall under the non-business regime, but platforms like Vinted and eBay share transactions with the Revenue Agency under DAC7 directive since 2023. The resale of event tickets without authorisation is forbidden by law 232/2016.
How do you avoid scams in reselling?
To avoid reselling scams you must always verify authenticity with professional services (Entrupy for leather goods, Legit App for sneakers), buy only from sellers with verifiable feedback, beware of prices too low compared to market average and use traceable payments with buyer protection. In luxury it is recommended to pay 2-3% extra for platforms with integrated authentication such as Vestiaire Collective or The RealReal.
Want to turn your reselling activity into a brand?
Profitable reselling in 2026 is no longer played only on sourcing: it is played on positioning, visual identity and the ability to be chosen on trust. Deep Marketing designs scalable websites and ecommerce for resellers and secondhand operators that want to escape price competition. Request a free consultation to understand how to structure your reselling project.
Sources and References
- ThredUp — 13th Annual Resale Report (2025)
- BCG & Vestiaire Collective — Resale's Next Chapter: How Fashion and Luxury Brands Can Win (2025)
- Bain & Company — Luxury Goods Worldwide Market Study: Secondhand Luxury Segment
- Statista — Secondhand Market Statistics & Facts
- StockX — Annual Market Data & Investor Reports
- eBay Inc. — Annual Report 2024
- Loughborough University — Study Challenges Circular Fashion Narrative (2025)
