What Sellpy does

Sellpy is a Stockholm-based second-hand fashion and lifestyle marketplace, founded in 2014 and majority-owned by H&M Group, that enables individual consumers in Sweden to sell unwanted clothing, accessories, beauty products, and general merchandise by ordering pre-paid shipping bags (first bag free, subsequent bags 19 SEK). The company catalogs, condition-verifies, photographs, prices, lists, and ships items on behalf of sellers, then sells them through its own consumer-facing website, iOS/Android apps, and influencer-operated pop-up storefronts. Its technology stack centers on an in-house PhotoRobot cataloging system, item-level condition verification, and integrations with Swedish logistics carriers (Postnord, CityMail, Airmee, Instabox, Budbee) and payment providers (Klarna, Swish, Visa, Mastercard, Amex, PayPal, Apple Pay, Google Pay). Product surface spans a core C2C/B2C marketplace, a Sellpy First subscription at 10 SEK per month, a Premium Selection for luxury items, a Sista Chansen clearance tier under 40 SEK, a Sellpy Circle seller loyalty program, a B2B Corporate Sales channel, and 40+ influencer pop-up shops. The business model combines a transaction/commission take rate on each resale with a low-friction recurring subscription, generating €160M of turnover in 2024 (up 35% YoY) against a headcount of 51–100. Sellpy has been ranked among Europe's top 10 sustainable re-commerce marketplaces by FashionNetwork and in Cross-Border Commerce Europe's Top 100 Sustainable Marketplaces (December 2025), and is currently subject to a Swedish Consumer Agency investigation launched in December 2025 over contract terms and missing garments.

Name

Sellpy

Legal name

Sellhelp AB

Website

https://sellpy.se

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Sellpy is a Stockholm-based, H&M Group-owned online second-hand marketplace enabling Swedish consumers to sell pre-owned fashion and lifestyle goods via pre-paid bags, with condition verification, influencer pop-up shops, and a subscription tier.

Ownership category

akta.pro rank

Product category

Second-hand Fashion Recommerce

NAICS

Used Merchandise Retailers (4595), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Luxury & Designer Resale (CRAFAGAB)

Keywords

• Second-hand fashion marketplace
• Online recommerce platform
• Circular economy retail
• Pre-owned clothing resale
• Consignment apparel marketplace

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Marketplace Commission / Transaction Fees: Sellpy takes a commission on each item sold through its marketplace platform. Sellers pay a small fee per bag (19 SEK after the first free bag) and receive payment for items sold minus platform fees.
2. Subscription Revenue (Sellpy First): Premium subscription service at 10 SEK offering faster order handling and express sorting benefits to drive customer loyalty and recurring revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Sellpy operates an online second-hand recommerce marketplace in Sweden where individual consumers can sell pre-owned clothing, accessories, beauty products, and household goods by ordering Sellpy bags (first bag free, subsequent bags 19 SEK), which are then shipped to Sellpy for cataloging, condition verification, photographing, and listing. Buyers can shop millions of items ranging from budget finds under 40 SEK to premium luxury brands such as Gucci, Prada, and Chanel via the website (sellpy.se) and iOS/Android mobile apps, with delivery handled through integrated Swedish logistics partners (Postnord, CityMail, Airmee, Instabox, Budbee) and payments processed via Klarna, Swish, Visa, Mastercard, Amex, PayPal, Apple Pay, and Google Pay.

Product overview

Sellpy operates as a unified online second-hand marketplace offering multiple integrated product lines: the core Sellpy Marketplace enables peer-to-peer buying and selling of pre-owned fashion, accessories, beauty products, and household goods. The platform is enhanced by premium subscription service Sellpy First, curated collections including Premium Selection (luxury items) and Sista Chansen (clearance under 40 SEK), influencer-operated Pop-up Shops, B2B corporate resale services, and a loyalty program called Sellpy Circle. A mobile app extends access to the marketplace across iOS and Android devices. All offerings share the same platform infrastructure with integrated payment processing (Klarna, Swish, Visa, Mastercard, PayPal, ApplePay, GooglePay) and logistics delivery options (Postnord, Budbee, Instabox, Airmee, CityMail).

Differentiator

Problem solved

Functional benefit

Products and services

• Sellpy Marketplace Core consumer-facing recommerce platform where individuals send in second-hand items via Sellpy bags and purchase pre-owned clothing, shoes, accessories, beauty products, and home goods with verified condition, 30-day returns, and prices from 29 SEK to several thousand SEK.
• Sellpy First Premium subscription service priced at 10 SEK per month providing faster order processing, express sorting, and exclusive subscriber benefits on the Sellpy marketplace.
• Sellpy Mobile App Native iOS and Android shopping application providing optimized mobile access to the Sellpy marketplace with push notification capabilities and millions of second-hand listings.
• Sellpy Bags (Sell-by-Mail Service) Prepaid bag service (first bag free, additional bags 19 SEK each) allowing consumers to easily pack and ship unwanted clothing and household items to Sellpy for cataloging and resale.
• Influencer Pop-up Shops Curated marketplace storefronts created in collaboration with over 40 Swedish influencers who select and feature their favorite second-hand fashion picks on the platform.
• Premium Selection Curated collection of quality-controlled luxury and designer second-hand items from premium brands such as Gucci, Prada, and Chanel, priced in the thousands of SEK.
• Sista Chansen (Last Chance) and Sänkt Pris (Reduced Price) Clearance section with items priced under 40 SEK that are scheduled for donation to charity or recycling, plus a daily deals section featuring recently discounted items across all categories.
• Sellpy Circle Seller loyalty program offering benefits and rewards for repeat individual sellers who consistently use the platform to offload pre-owned items.
• Corporate Sales (B2B) Enterprise resale service enabling companies and brands to sell excess or second-hand inventory through Sellpy's marketplace platform and logistics infrastructure.
• Beyond Retro Collection (Vintage Archive) Curated vintage fashion collection launched in collaboration with Beyond Retro, adding branded vintage second-hand items to Sellpy's curated marketplace offerings.

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Cross-Border Commerce EuropeminorStrategic or Co-development Partner · 18 December 2025Cross-Border Commerce Europe included Sellpy in their fifth edition 'Top 100 Cross-Border Sustainable Marketplaces Europe' report. The study assessed marketplaces on cross-border sales, SEO performance, geographic reach, and 12 sustainability KPIs.
• PostnordcoreTechnology or IntegrationSwedish postal and logistics partner handling package delivery for Sellpy orders.
• CityMailcoreTechnology or IntegrationSwedish mail and logistics service partner for order delivery.
• InstaboxcoreTechnology or IntegrationSwedish parcel locker and delivery service partner enabling flexible delivery options.
• BudbeecoreTechnology or IntegrationSwedish sustainable delivery service partner for order fulfillment.
• AirmeecoreTechnology or IntegrationSwedish delivery service partner for order logistics.
• KlarnacoreTechnology or IntegrationPayment provider offering buy-now-pay-later options for customers.
• Swedish Influencers (40+)coreGTM or Marketing PartnerSellpy hosts pop-up shops featuring Swedish influencers including Therése Lindgren, Lovisa Worge, Ida Zeile, Maya Parnevik, and many others who curate collections and promote the platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Poshmark: Social commerce marketplace for new and pre-owned fashion in North America. Comparable peer-to-peer fashion resale model with social/sharing features.
• Vinted: Pan-European C2C second-hand fashion marketplace operating across 20+ markets. Direct competitor to Sellpy in mass-market apparel resale, with broader geographic footprint and similar bag-based seller flow.
• Vestiaire Collective: Global luxury and designer fashion resale marketplace. Directly comparable to Sellpy's Premium Selection business (Gucci, Prada, Chanel tier), with authentication and global cross-border shipping.
• Depop: Peer-to-peer fashion resale marketplace owned by Etsy, popular with Gen Z. Comparable peer-to-peer model to Sellpy but skews younger and more trend-driven.
• ThredUp: US-based online thrift and consignment platform with managed resale operations. Comparable to Sellpy in handling reverse logistics and condition verification, though operating primarily in North America.
• The RealReal: Online luxury consignment marketplace with authentication services. Directly comparable to Sellpy's Premium Selection and consignment-led model for luxury brands.
• Tradesy: Online peer-to-peer marketplace for buying and selling pre-owned designer fashion, particularly women's. Comparable to Sellpy's women-focused resale segment and luxury designer focus.

Broad incumbents

• eBay: Global e-commerce marketplace with significant second-hand fashion resale. Broader incumbent that competes in the same sustainable re-commerce rankings as Sellpy, but offers a much wider product portfolio.
• Zalando: Leading European fashion platform that has launched Zircle, its own recommerce/pre-owned program. Competes with Sellpy for European fashion resale share with broader new-retail platform.

Emerging players

• Beyond Retro: UK-based vintage and curated second-hand fashion retailer with both online and physical stores. Sellpy's 2026 partnership partner for vintage archive launch, making it a direct comparable in curated vintage resale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100064482680883
• LinkedInlinkedin.com/company/5899990
• Instagraminstagram.com/sellpy
• TikToktiktok.com/@wearesellpy
• Xx.com/_SellpySE

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds7 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sellpy