ThredUp makes a major move as holiday shopping heats up

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Some 76% of consumers say they've bought secondhand within the last year, and one in three say that more than one-quarter of all their purchases are secondhand, according to a 2026 study from The Consumer Collective.

For retailers in the resale space, that growing appetite presents an opportunity for significant growth. But capitalizing on that demand may require more than simply listing used clothing and accessories online.

Ahead of the holiday season, ThredUp, one of the country's largest online resale platforms, is testing a new way to sell used clothes, hoping the strategy will help it attract new shoppers and capitalize on seasonal spending.

During ThredUp's third-quarter 2026 earnings call, CEO James Reinhart said the company was experimenting in "multiple areas we believe will define resale in 2027 and beyond."

"We are all in on live selling and broadcasting directly from studios within our distribution centers," Reinhart told investors. "Our goal is to become the dominant enterprise reseller of secondhand live."

The retailer cited external research as well as its own preliminary findings as the primary reasons behind the push.

"The live selling industry in the U.S. is growing rapidly, four times faster than the resale industry, according to eMarketer," Reinhart said.

"A few early data points have increased our ambition," he continued. "First, 75% of those customers who shopped ThredUp Live on Whatnot [a digital live streaming shopping platform] have never purchased on ThredUp. Second, comparing similar aged items sold between our core marketplace and Whatnot, the median live selling ASP runs 52% higher on Whatnot."

"Also, buyers pay for shipping, there are fewer returns, and items can be fulfilled efficiently through our distribution infrastructure," he said. "All of this leads to superior unit economics."

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